Summary
John and the team at Moment have developed—and continue to evolve—a new framework for effective design management: the Design Management Office (DMO). Their goal is to cultivate this new model and share it with our community to better deliver the value of design more consistently and effectively. John will share insights into the challenges design leaders and managers face as they create, grow, and measure the impact of design teams within large, complex organizations.
Key Insights
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Design drives value in four key ways: interface performance, organizational capabilities, cross-touchpoint service improvements, and long-term customer relationship transformations.
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Measurement of design value must align with the type of value targeted—short-term KPIs or long-term relationship metrics cannot be mixed.
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Projects differ by novelty and scale—new versus existing features, and incremental improvements versus disruptive innovation—requiring distinct methods and metrics.
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The Design Management Office (DMO) or design operations function acts as the connective tissue coordinating people, processes, and projects at scale.
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Design leadership needs to adapt based on organizational maturity stages: awareness, influence, capacity building, and impact measurement.
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Knowledge management is critical to retaining institutional memory and keeping design teams motivated and growing, yet it remains a challenge in many large organizations.
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A well-framed creative brief, inspired by disciplines like advertising and architecture, is essential for aligning teams around project vision and fostering creativity.
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Impact evaluation in design is often the lowest-performing area; there is a cultural hesitancy to quantify qualitative design work that must be overcome.
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Design systems serve as a foundational tool to synchronize design and development teams, addressing integration and differing cadences.
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Career growth frameworks, such as Ian Swinson’s at Salesforce, help designers visualize skillsets and growth paths both vertically and laterally within organizations.
Notable Quotes
"There’s quantitative ways of driving value and qualitative aspects, but we have to break it down into what kind of value we’re aiming at."
"You can’t measure long-term relationship value with KPIs meant for short-term performance indicators."
"Design operations provides the connective tissue running through different kinds of projects, making sure we have the right resources and processes."
"Not every head of design is the right leader for every phase of organizational maturity."
"Learning and knowledge management isn’t just about quality of work, it’s deeply tied to retaining people and motivation."
"A well-framed project brief creates opportunities for creativity and better leadership alignment."
"Impact evaluation is where organizations struggle the most, partly because metrics often don’t fit design’s multifaceted value."
"Design systems help address integration challenges and differing cadences between design and development."
"Career growth isn’t just vertical but also horizontal development in design skills."
"You can’t iterate on everything at once; you have to pick areas to improve based on business criticality and performance."
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