Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Pushing DesignOps’ Influence into New Global Markets
Gold
Friday, September 9, 2022 • DesignOps Summit 2022
Share the love for this talk
Pushing DesignOps’ Influence into New Global Markets
Speakers: Patrizia Bertini and Alexandra Mengoni León
Link:

Summary

DesignOps is a fast-growing discipline throughout the US, the UK, Australia, and Canada. However, in many countries DesignOps is still an immature and emerging discipline.? What are the key challenges and what’s missing in the DesignOps’ narrative to support the development of the practice in new global markets?? We’ll look at two case studies in Latam and Italy to identify the trends and the ways to push DesignOps boundaries around the world.  

Key Insights

  • Design operations is still an immature practice in Latin America and Italy, with only about 30% of teams having dedicated design Ops roles.

  • There is a strong correlation between design team size and presence of design Ops; larger teams more commonly include design Ops roles.

  • Italian design leaders focus more on strategy and managing workloads, while Latin American leaders spend more time on operational tasks like internal communications and onboarding.

  • Many leaders in these regions are unaware or unsure of the value design Ops can bring, often viewing it as a set of emergency tasks rather than a strategic discipline.

  • Common obstacles include inefficient collaboration in Latin America and stakeholder management challenges in Italy.

  • Design operations needs to be positioned as a strategic role that drives operational strategy, rather than a series of disconnected tasks.

  • The Spanish design Ops narrative is the most mature among the non-English languages studied, focusing well on team growth and development.

  • The Italian narrative heavily associates design Ops with design systems, showing an early-stage focus on task execution rather than strategy.

  • In French communities, Figma’s file structure was a key driver in sparking interest in design operations.

  • System thinking is critical for design Ops success, as isolated solutions to tasks can create unexpected issues elsewhere in the design process.

Notable Quotes

"Design operations in English sounds cool and exciting, but in local communities things are struggling more."

"About 12% of teams consider the design ops role not necessary, often because the teams are very small."

"Leaders spend a lot of time on operational work, which does not allow design strategy to mature."

"Design operations is not perceived as building a strategy, it is seen as just a task."

"The business value of design operations is hidden, unclear, and not even talked about."

"We need to position the design ops role as critical as an enabler of the design strategy."

"It’s less about processes and more about the business value of design."

"Solving one task in the design process can generate issues or benefits in different teams."

"We have immature teams where design is still seen as aesthetic rather than strategic experience functionality."

"We have a moral duty to bring global conversations back to local communities to increase diversity and richness."

Ask the Rosenbot
Susan Weinschenk
Evaluating the Maturity of UX in Your Organization
2020 • Enterprise Community
Luke Roberts
Panel Discussion
2024 • Advancing Service Design 2024
Gold
Dorelle Rabinowitz
The Magic Word is Trust
2018 • Enterprise Experience 2018
Gold
Sean McKay
Whole Product Thinking: Expanding beyond problem and solution space thinking
2024 • Rosenfeld Community
Terry Buckman
Wargaming (An Introduction)
2023 • Enterprise Community
Bria Alexander
Opening Remarks
2021 • Design at Scale 2021
Gold
Rittika Basu
Age and Interfaces: Equipping Older Adults with Technological Tools
2023 • Advancing Research Community
Peter Merholz
Customer-Centered Design Organizations
2017 • Enterprise Experience 2017
Gold
Angy Peterson
More Than Technology: Personalized Public Sector Experiences
2021 • Civic Design 2021
Gold
Jemma Ahmed
Convergent Research Techniques in Customer Journey Mapping
2020 • Advancing Research 2020
Gold
Jesse Zolna
Inviting the Whole Org to Come See For Yourself
2020 • Advancing Research 2020
Gold
Frances Yllana
D.E.A.R.R. Diaries (Discipline, Experience, Architecture, Reflection + Revolution)
2022 • Civic Design 2022
Gold
Wendy Johansson
An Education on Design Education for Orgs
2021 • Design at Scale 2021
Gold
Anat Fintzi
Delivering at Scale: Making Traction with Resistant Partners
2022 • Design at Scale 2022
Gold
Ricardo Martins
Unlocking the power of advanced quantitative methods
2025 • Advancing Research 2025
Gold
Clemens Janssen
Efficiently Scaling Research as a Team of One
2023 • Advancing Research 2023
Gold

More Videos

Giff Constable

"Plans tend to be worthless but the planning process is incredibly invaluable."

Giff Constable

Financial fluency for product leaders: AMA with Giff Constable

April 11, 2024

Kritika Yadav

"The AI assistant starts with reasoning and not results, engaging users in intelligent conversation to understand needs."

Kritika Yadav

Optimizing AI Conversations: A Case Study on Personalized Shopping Assistance Frameworks

June 10, 2025

Alla Weinberg

"Starting small with relationship-building is key when safety is lacking, especially in large or hierarchical groups."

Alla Weinberg

How to Build and Scale Team Safety

January 8, 2024

Harry Brignull

"Everyone knew tech was changing the world and we all had this peak at how amazing the web was going to be."

Harry Brignull Mark Leiser Robert Stribley

Beyond Clicks and Tricks: Why deceptive design has grown into a regulatory faultline

January 16, 2026

Kit Unger

"These products are often part of an ecosystem of other complex products."

Kit Unger

Theme 2: Introduction

June 10, 2021

Sofia Quintero

"Forget about the tools 100% at the beginning of the conversation and perhaps all the way to the end."

Sofia Quintero

Beyond Tools: The Messy Business of Implementing Research Repositories

March 10, 2022

Jeff Gothelf

"The hardest part is changing the measure of success from output to outcomes, specifically changes in customer behavior."

Jeff Gothelf

The Intersection of Lean and Design

January 10, 2019

Kit Unger

"Our aspirations and anxieties are our users and messages, our passions and pet peeves."

Kit Unger Lada Gorlenko

Theme 3 Intro

June 10, 2022

Jorge Arango

"Scanner Pro automatically corrects perspective and applies filters, making scanning with a phone fast and high quality."

Jorge Arango

The Best of Both Worlds: How to Integrate Paper and Digital Notes (1st of 3 seminars)

April 5, 2024