Zero to One: Co-Creating Operating Models with your Team
Summary
Designers rarely work alone these days, and so the teams where we get our work done have an outsized impact on everything from how we feel day-to-day, to our ability to deliver our work, to our career trajectory. Rather than impose an operating model on my design team at [company], I borrowed heavily from the design process we use every day to co-create it in a way that solved real problems we were experiencing. Attendees will walk away with an understanding of how to lead teams that largely self govern, and the benefits of this model for team members, leaders, and the companies that employ them.
Key Insights
-
•
Designers should embrace design operations responsibilities to improve team workflows and outcomes.
-
•
Operational excellence is critical in large, complex organizations to overcome slow delivery and high interdependence.
-
•
Start with simple systems that work, evolving complexity over time (GA's law).
-
•
Autonomy in teams builds ownership, enabling co-creation and empowerment rather than top-down control.
-
•
Transparency about work and time usage reduces leader meeting overload and builds trust.
-
•
Regular one-on-ones focused on personal development drive meaningful leadership and team growth.
-
•
Pulse surveys taken consistently help detect changes in alignment and morale over time rather than aiming for perfect scores.
-
•
Retrospectives that encourage direct, kind communication cultivate a healthy friction that improves team culture.
-
•
Allowing the team to co-design processes, including standups and planning cadence, increases relevance and engagement.
-
•
Operational models must be resilient to real-life interruptions like PTO and team growth while maintaining upward progress.
Notable Quotes
"It took over a year and 10 teams just to ship four onboarding screens."
"What if all designers were design operators?"
"We have to go slow to go fast."
"Simplicity is the foundation of all complicated systems that work."
"When teams solve their own problems, they make high impact decisions on their own."
"One-on-ones aren’t just reflective of a point in time but are a journey you go on together."
"Retrospectives are a great place to have direct, kind conversations that come from caring."
"Sometimes organic culture pieces, like playing Wordle at the end of standup, shorten meetings and keep them tight."
"Process is the scaffolding that helps culture grow when done right."
"Create a feedback loop, keep it simple, empower designers to own their ways of working, and have patience for results."
Or choose a question:
More Videos
"What good are the insights if we can’t get them where they need to go, when they need to go there, and make sure they get used?"
Jon White Erin MayUnsticking Research for Better Information Flow
March 11, 2026
"Key is a reminder that these metrics reflect what is authoritative and important to the customer and the business."
Saara Kamppari-Miller Nicole Bergstrom Shashi JainKey Metrics: Comparing Three Letter Acronym Metrics That Include the Word “Key”
November 13, 2024
"Nordstrom decided that innovation needed to be a corporate value, not a lab value."
Jeff GothelfInnovation Studios: the Engines of Enterprise Experimentation
May 14, 2015
"Bring people along on a journey. Lead people towards your side by focusing on the future state."
Dorelle RabinowitzThe Magic Word is Trust
June 15, 2018
"It’s a marathon not a sprint. Pace yourself and take care of yourself and the other runners around you."
Sarah Auslander Betsy Ramaccia Gordon RossInsights Panel
November 18, 2022
"We landed on the mantra of tools, not rules to drive adoption with developers."
David CroninThe GE Design System and Thoughts about Craft at Scale
May 13, 2015
"Design thinking has to be embedded at scale to capture and align creativity across a massive company."
Surya VankaUnleashing Swarm Creativity to Solve Enterprise Challenges
June 10, 2021
"The pandemic collapsed many roles onto fewer shoulders without the usual context switches, amplifying burnout risk."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"An inaccessible tool costs more than just the person with accessibility needs; it costs their friends and family too."
Samuel ProulxFrom Standards to Innovation: Why Inclusive Design Wins
November 19, 2025
