Summary
Designers often find themselves under pressure to create beautiful outputs rather than impact and outcomes. In this talk, Catt Small, Director of Product Design at All Turtles, will share techniques she applied in moving herself from execution to a more strategic role over 12 years of in-house work at companies spanning various industries. You'll learn to become a more strategic thinker and show the value of design at every part of the product development process. Before you know it, you'll be your PM's best work friend! Stick around to join the conversation and ask Catt your questions during our post-session Q+A, moderated by Christian Crumlish.
Key Insights
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Design-led strategy is essential for aligning product direction with user needs.
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Designers are often brought in too late to influence decision-making.
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Understanding organizational goals is crucial for designers to connect their work with business outcomes.
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Building relationships with stakeholders helps designers communicate their value effectively.
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Facilitating workshops and discussions can significantly enhance team alignment and design integration.
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Visualizing concepts early in the process can guide decision-making and reduce ambiguity.
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Involving design in the strategy phase leads to more innovative and user-centric solutions.
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Encouraging a cultural shift within organizations can empower designers to take on strategic roles.
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Training designers in business concepts enhances their communication with non-design teams.
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Leaders should create incentives that prioritize strategic contributions from designers.
Notable Quotes
"Design-led strategy matters for providing direction and ensuring the right products are developed."
"Design can help envision the future and build confidence in product solutions."
"Too many companies engage design only after they think they know their solution, ignoring its role in problem engagement."
"Design is often reduced to aesthetics, sidelining its potential impact on strategy."
"Designers must understand the context of their work within the organization."
"It's vital for designers to humanize their colleagues to foster collaboration."
"Build a stakeholder map to visualize communication needs across the team."
"Showcasing design's value is about understanding team goals and helping achieve them."
"Facilitation is a crucial skill for designers to help teams align and innovate."
"Change the incentive structure to promote strategic design thinking among teams."
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