Flow and Superfluidity for Design Orgs
Summary
As DesignOps leaders, we face the challenge of establishing industry practices, organizations, and roles new to our businesses and to design. At MailChimp, we’ve outlined a strategic roadmap and metrics to communicate and execute our vision. Jacqui Frey shows how MailChimp stepped outside of design and drew from patterns in nature and human behavior to envision DesignOps programs, frameworks, systems, and metrics to scale their design organization.
Key Insights
-
•
MailChimp’s design ops evolved from a single-person role in marketing operations to a multi-branch team of nine within a few years.
-
•
Jackie’s background in sociology and sports influenced her approach to design operations strategy.
-
•
The concept of flow, from Mihaly Csikszentmihalyi, was key to understanding optimal performance in teams.
-
•
Superfluidity, a physics principle of zero friction flow, was adapted as a metaphor for eliminating workplace friction.
-
•
Design ops’ main mission became conditioning the environment to reduce friction and enable optimal performance.
-
•
Dividing design ops into business operations, CX practice, and design production helped organize responsibilities effectively.
-
•
Onboarding programs are critical to improving designer ramp-up time and enabling flow.
-
•
Measuring outcomes with metrics like attrition rates, satisfaction scores, and cross-functional NPS is essential for validating design ops efforts.
-
•
Leadership needed to shift from having all answers to empowering team members to own the flow and superfluidity strategy.
-
•
Studying human behavior patterns from social sciences offers valuable insights for structuring and innovating design ops functions.
Notable Quotes
"Design ops really is the story of design’s role within the business at MailChimp."
"It’s breath not death. Don’t try to solve for the system. Try to understand the request and help the business."
"I was driving home in silence and remembered playing volleyball, feeling focused and in the zone."
"Optimal performance is about making external conditions match your goals."
"What if design ops’ job was to condition the environment and remove friction?"
"Superfluidity means zero viscosity—flowing without loss of kinetic energy, no friction."
"If we improve areas of friction on behalf of the design department, people’s ability to achieve goals will increase."
"Our motto at MailChimp is change fast, listen hard."
"Community building has been happening for millions of years—there are patterns we can learn from."
"Leadership is not about having all the answers, it’s about empowering others to own the strategy."
Or choose a question:
More Videos
"OKRs can sometimes suck the oxygen out of the room if they focus only on bottom-line results, missing process and experience."
Bria Alexander Benson Low Natalya Pemberton Stephanie GoldthorpeOKRs—Helpful or Harmful?
January 20, 2022
"Nordstrom decided that innovation needed to be a corporate value, not a lab value."
Jeff GothelfInnovation Studios: the Engines of Enterprise Experimentation
May 14, 2015
"We ended up piloting a group in Tokyo for non-English speakers, which was key to testing the language challenge."
Wyatt HaymanGlobal Research Panels
August 8, 2020
"We balance AI speed with human depth to maximize value without sacrificing empathy or rigor."
Gillian Salerno-Rebic Mark MicheliFrom Insight to Impact: How JourneySpark Used WEVO Pulse + Pro to Drive a 50% Lift in Ad Engagement
June 11, 2025
"There’s no magic solution for digital exclusion; small complementary efforts can make significant impact."
Yalenka Mariën Marie MervaillieDesigning for Digital Inclusion in the Belgian Government
December 8, 2021
"AI can standardize work, but it's on the designer’s court now to bring humanity, emotion, and originality to the work."
Angelos ArnisNavigating the Rapid Shifts in Tech's Turbulent Terrain
October 2, 2023
"I believe that maturity models could help define the strategy of the design team."
Benjamin RealMaturity Models: A Core Tool for Creating a DesignOps Strategy
October 1, 2021
"Digital identity cards had a bad reputation, but when we explored further, we realized the card itself is a valuable existing asset."
Magdalena ZadaraZero Hour: How to Get Far Quickly When Starting Your Digital Service Unit Late
November 16, 2022
"How might we statements are small but mighty questions that let us reframe insights into opportunity areas."
Billy CarlsonIdeation tips for Product Managers
December 6, 2022
Latest Books All books
Dig deeper with the Rosenbot
How do UX researchers evaluate success differently in AI products compared to traditional ones?
In what ways did the Shakers design their environment to foster interconnectedness and warmth?
Why is it expensive and complicated to design AI-powered UX across different platforms like Slack, Teams, and Claude?