Summary
In many companies, Design is viewed as a tactical resource; in fact, it’s often a subsidiary of Product, there to support the Engineering team. Basically, Design is viewed as “the wire frame people.” This results in a lot of frustration and feeling like the design team doesn’t have a seat at the table, and creates resentment between Design and their Product and Engineering partners. It also results in the organization not realizing the full value of its investment in the design team. The solution to this problem is to transition Design from being a tactical resource to a strategic partner. The question is, how? This session will cover ways that Design can make this transition, exponentially increase their influence, and become a key strategic resource/partner for everyone in the organization.
Key Insights
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Design is often viewed as a tactical resource rather than a strategic partner.
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Measuring design work's impact on business metrics is crucial for demonstrating value.
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Organizing teams into a fractal structure promotes collaboration among product, engineering, and design.
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Designers should act as problem solvers and efficiency enhancers within teams.
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Adopting a business mindset helps reconcile customer needs with business goals.
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Avoid saying no; instead, focus on understanding and solving problems.
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Developing a consulting framework for occasional design needs ensures all teams feel supported.
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Effective design systems should include usage guidelines to support self-service.
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Engagement in strategic discussions elevates the role of design within the organization.
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Small iterative changes in measurement can lead to significant shifts in perception.
Notable Quotes
"Design should not just be about polishing wireframes, but about connecting user goals with business goals."
"Design is a team sport; include your product and engineering peers in the design process."
"If you don't measure, did it really make an impact?"
"Approach your work like a business person with design skills, rather than a designer in a business."
"Find the connection between user dissatisfaction and negative business metrics."
"Instead of saying no, ask why to better understand the issues."
"Using design to solve business problems can enhance collaboration and productivity."
"This process got UX into the kitchen, not just allowed us to taste the cake."
"Measuring design effectiveness starts with establishing relevant metrics and socializing outcomes."
"If you only try one idea from this talk, start with measuring your work."
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