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Summary
There are two ways for organizations to grow: organically (i.e., through internal development) or inorganically (i.e., through mergers and acquisitions.) In this session, Jorge Arango discusses how designers can help their organizations grow inorganically. We cover design's role in creating a whole that's greater than the sum of its parts and learn three "plays" to help us chart a path towards more cohesive product experiences.
Key Insights
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Inorganic growth via mergers often results in teams functioning side-by-side without true integration, causing fragmented user experiences.
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Confusing product portfolios post-merger are common, with overlapping, complementary, or vaguely distinct offerings.
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Misaligned terminology and multiple design systems contribute to incoherent experiences and redundant efforts.
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Political and ego conflicts between acquired teams complicate integration beyond mere engineering challenges.
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Design has strategic roles beyond production, including clarifying vision and facilitating organizational alignment.
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Vision types are powerful artifacts akin to concept cars that help executives visualize long-term possibilities.
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Design projects can serve as MacGuffins, catalysts that enable hard conversations and cultural integration.
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Conceptual modeling helps teams agree on abstract system concepts before UI design, reducing ambiguity and conflict.
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Successful mergers require a clear unified vision, aligned incentives, shared language, and executive support.
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Balancing top-down vision with bottom-up user insights is crucial for meaningful product and cultural integration.
Notable Quotes
"Teams continue functioning kind of as they were for a while, running alongside each other like two rivers for miles without mixing."
"Confusing product portfolios often arise when two successful teams’ products overlap, complement, or have vague distinctions."
"Politics and ego conflicts are inevitable and separate challenges that seriously impact merger integration."
"Design is often seen as a production function but can and should be a strategic partner in organizational transformation."
"Steve Jobs’ product matrix simplified Apple’s sprawling portfolio and refocused their efforts, which arguably saved the company."
"A design project can become the catalyst for conversations where teams realize they have not talked to each other."
"Conceptual models are ideas about the world and how parts behave in relation to each other; they precede screen-level design."
"Culture eats strategy for breakfast—integrating cultures is the hardest and most critical part of mergers."
"Vision types help us envision ideal futures freed from near-term constraints but must avoid magical thinking."
"The whole should be greater than the sum of the parts, but achieving that requires intentional design and leadership."
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