Summary
Starting DesignOps at an org feels exciting and daunting at the same time. People who’ve given you the green light are as excited as you - so there’s a bit of pressure to make this work well! In this talk, Michelle will provide a “starter kit” of 10 tips for beginning a DesignOps program—the 10 foundational things she's learned from establishing DesignOps at her org. Michelle includes how to prepare the program, manage expectations, ensure your success, and keep things sustainable for the long term.
Key Insights
-
•
Centralizing design ops responsibilities can alleviate decision fatigue among design managers and increase focus on operational initiatives.
-
•
Explicitly defining who makes decisions and who provides feedback prevents unclear expectations and supports smoother project execution.
-
•
Communicating design ops work frequently and across varied formats builds understanding and trust in an often ambiguous practice.
-
•
Starting with small pilots before scaling allows room for iteration and reduces risk when introducing new processes org-wide.
-
•
Maintaining a public and collaboratively editable backlog helps manage expectations, prioritize effectively, and capture emergent ideas.
-
•
Creating reusable templates and frameworks accelerates workflows and standardizes communication of complex operational concepts.
-
•
Regular one-on-one meetings with key stakeholders foster open communication lines critical for driving horizontal change.
-
•
Balancing urgent ad hoc work with longer-term goals requires careful prioritization techniques like story pointing and breaking tasks down.
-
•
Design ops responsibilities typically cover horizontal initiatives affecting multiple teams, while design managers handle team-specific operations.
-
•
Celebrating team wins strengthens relationships and encourages adoption of new processes during times of frequent organizational change.
Notable Quotes
"Everyone was doing a little bit of design ops here and there, which created a lot of gray area around decision making."
"Organic decision making doesn’t always work for high stakes efforts because design ops initiatives are often horizontal and require alignment."
"Communicate as much as possible and in different formats, because different formats resonate differently with people."
"Pilots give you flexibility to mess up and figure out answers as you go, instead of needing all answers upfront."
"A backlog helps pace and define the design ops practice, managing what’s in scope and what’s aspirational."
"Templates don’t have to be masterpieces; even simple reusable checklists and diagrams can save time and effort."
"As a design ops manager, I try to alleviate decision fatigue for design managers so they can focus on the decisions that need their input."
"I’ve found that being approachable and providing space for Q&A helps build trust and confidence in the design ops practice."
"Design ops is a lot of change management, and asking people to change again requires appreciation and celebrating wins."
"My prior experience as a tour manager helped me operationalize and mobilize teams, anticipating risks and preparing for everything."
Or choose a question:
More Videos
"Usability testing may be automated, but generative research—the deep understanding of humans—is unlikely to be replaced."
Erin MaloneUnderstanding the past to prepare for the future
July 19, 2024
"If you want a unicorn ask for a unicorn and so lo and behold Sarita turned out to be a bit of a unicorn."
Sarit GeertjesPeople, not Petri Dishes: Stories from a Research Recruiter
September 23, 2019
"You can be yourself here. If you want to have tattoos, you can have tattoos and show them."
Kurdin Bazaz Liz Rytting Alex KarrCulture, DIBS & Recruiting
June 10, 2021
"Adding accessibility questions to intake forms kickstarts the process and makes it scalable."
Gabriela BarnevaOperationalizing Inclusive Design in Design Ops
September 11, 2025
"A design system is done not when the style guide is launched, but when it positively impacts customer experience."
Nathan CurtisBeyond the Toolkit: Spreading a System Across People & Products
June 9, 2016
"We live in a solution culture that glorifies people who create solutions but not those who create knowledge."
Indi YoungPaying Better Attention to the Problem with Indi Young
December 12, 2019
"Design system is a continuous process—product development, service to educate, and creating adoption conditions."
Nina JurcicThe Design System Rollercoaster: From Enabler and Bottleneck to Catalyst for Change
October 3, 2023
"Sponsor sessions are optional but offer incredibly high content, and they are not sales pitches."
Bria AlexanderOpening Remarks
March 29, 2023
"Sometimes the most ethical and just path for humans is also the most effective for preserving natural systems."
Rachael Dietkus, LCSW Llewyn Paine Nishanshi Shukla David WomackAI: Passionate defenses and reasoned critique [Advancing Research Community Workshop Series]
September 18, 2024