In the product development process, we understand that design is important. So the next question is: who owns design in the product development process?
No One Team Should Have All That Power (Expanded Version)
1. No one team should have
all that power
Understanding who owns design in the
product development process
Monet Spells - @OhMonet
2. A Little About Me
@OhMonet | monet.spells@gmail.com
Hi, I’m Monet Spells!
Professional Background
Computer Science + Web Dev
Product Manager @ NYC start up
UX Designer + Studying HCI
4. Our Initial Design Definition
Aesthetics, look,
and feel
Popular
interaction
trends
Style guides
Consistent
branding
Monet Spells - @OhMonet
5. Design is really about problem solving.
It offers a more sophisticated perspective
on modern business challenges than
traditional spreadsheet-based
approaches.
Robert Safian, Fast Company
Monet Spells - @OhMonet
6. Who Owns Design?
So...how do teams share ownership of design?
Developers? Designers? Marketing? Stakeholders? Product?
Everyone owns design.
Monet Spells - @OhMonet
9. Our Initial Design Approach
An initial design approach focused on users and design as
important, but distinct, entities.
“No one [team] should have all that power.” - Kanye West
Users
- Begins with users or design - Bridges, like product managers
QA
Developers
Support
Product
Design
Designers
Stakeholders
Marketing
Monet Spells
10. The idea of a design driven company is
that design is for the entire company, not
just designers but for engineers also.
Mark Delamere, Dropbox Product Designer (former)
“Why Design Driven Companies Thrive” by HUGE Monet Spells - @OhMonet
11. Design-Driven Approach
A design-driven approach focuses simultaneously on users and
design, understanding that they balance and guide one another.
- Begins with users and design - All teams are guided by design
Designers
MarketingDevelopers
QA
Support
Product
Stakeholders
Users
Design
Monet Spells - @OhMonet
12. Design driven companies make a point
of putting design into the boardrooms,
the metrics, and into the values of a
company.
Matthew Loyd, Mosey Founder & CEO
“Why Design Driven Companies Thrive” by HUGE Monet Spells - @OhMonet
13. Characteristics of Design-Driven Teams
Positive impact
on brand
Teams have an
equal voice
Embedded user-
centered design
Healthy balance
between parts of
the company
Monet Spells - @OhMonet
14. Over the last 10 years design-led
companies have maintained significant
stock market advantage, outperforming
the S&P by an extraordinary 228%.
Michael Westcott, Design Management Institute (2014)
Monet Spells - @OhMonet
17. Lessons Learned
Align on a
vision, mission,
and goals
Eliminate
bottlenecks for
efficiency sake
Always consider
the user’s
experience
Empower everyone
to contribute to
design
Monet Spells - @OhMonet
18. Considerations
Establish how
final calls are
made
Recognize
unique forms of
design in action
Embrace this
transitional
process
Use design as
a language for
conflict
resolution
Monet Spells - @OhMonet