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Summary
As DesignOps matures into a critical driver of business value, we’re once again at an inflection point—this time shaped by accelerating technologies, and shifting business priorities. Executive design leader Doug Powell will explore what’s next for DesignOps—drawing from decades of design leadership including his tenure at IBM during the expansion of that global design program, and insights from his consulting and training practice. With a hopeful but grounded perspective, Doug will share emerging signals from the field and reflect on the cycles and patterns of the past to offer a practical vision for how DesignOps leaders can lead through uncertainty, deepen cross-functional influence, and amplify the strategic potential of design.
Key Insights
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The 2007 iPhone launch was an inflection point that made design a recognized cultural and business force.
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Before 2010, most designers worked in small teams with limited strategic influence and no design ops or executive design leadership roles existed.
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IBM’s large-scale investment under CEO Ginny Rometty dramatically expanded design teams and elevated design leadership to executive levels.
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Forrester research showed design thinking teams have 80% better alignment, 33% less dev/testing time, and over 300% ROI.
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In 2022–23, economic and geopolitical instability reversed growth trends, dispersing design teams and reducing executive design roles industry-wide.
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AI’s sudden mainstream breakthrough in 2023 exposed gaps in design’s readiness and led to design being reframed as tactical and marginalized.
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Managing unpredictable disruptive change, not just mastering AI, is the essential skill for designers and design ops leaders moving forward.
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Design superpowers include storytelling, facilitation, visualization, systems thinking, and strong cross-functional collaboration.
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Design practices—iterative work, embracing ambiguity, co-creation—are ideally suited to navigating volatile, complex disruptions.
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Design ops should create and own a disruptive change toolkit with frameworks, playbooks, workshops, and training to drive agile response in organizations.
Notable Quotes
"Designers have a set of superpowers that give us a unique ability to envision a better future."
"The iPhone launch was a remarkably compelling, magnetic, and beautiful case study for the power of design."
"Forrester found that design thinking teams move twice as fast from idea to market because they’re closer to their users."
"In 2023, design leaders were being restructured out and design relegated to a tactical, downstream function."
"Disruptive change is the new normal, coming from every direction — not just technology."
"Our essential skill in this next era will be managing disruptive change."
"We make the invisible visible and turn abstract strategy into something people can see, touch, and act on."
"In order to lead change, you turn change itself into the product."
"This is a just-do-it moment. Ask for forgiveness, not permission."
"Professional development budgets get cut first in tough times, yet skill building is more important than ever."
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