The why, how and what of becoming a design leader. I’ll share personal experience and insights from effective experience design leaders, distilling key principles, practices and methods you can apply in your work and life.

1. The Experience Design
Leaders Playbook

2. O U R G O L D E N A G E

3. I N C R E A S E D E X P E C TAT I O N S
H I G H S TA K E S

4. L I F E C H A N G I N G
M O M E N T S T O F O L L O W

5. Lunch i Skolan, Casey Lehman

6. M A R I E
“That’s the dumbest thing I’ve ever seen.”

7. Path of least resistanceMarie

8. M A R I E ’ S T E A M
“Either she goes, or we go.”

9. J O H N M A X W E L L
“Position is not enough.”

10. Good start - how could we make it even better?

11. L E A D E R S K N O W T H AT P E O P L E WA N T
• To be heard and understood
• To feel valued and included
• To be engaged in something worthwhile and
meaningful
• What does this mean for the people you work with?
• What does this mean for the customers or citizens we
serve through design?

12. my name is
HELLO
Opportunity

13. Desirable
Viable Feasible
Successful
Solutions
Live Here

14. Discover Define Develop Deliverproblem
definition
Behaviour-led
design research
Creative work
shops and idea
generation
Review ideas
through culture
thinking and
design
Prototyping,
selection and
mentoring

15. Discover Define Develop Deliverproblem
definition
Behaviour-led
design research
Creative work
shops and idea
generation
Review ideas
through culture
thinking and
design
Prototyping,
selection and
mentoring

16. Capture Create Deliver

17. 207th Street, The Coolquest

18. Team Management Profile, Team Management Systems

19. L E A D E R S C U LT I VAT E D I V E R S I T Y
• Recruit skills AND work style preferences
• Seek influencers, advisors and mentors from outside
your function, background and frame of reference

22. Bicycle multi-tool, Armchair

23. L E A D E R S C U LT I VAT E D I V E R S I T Y
• Recruit skills AND work style preferences
• Seek influencers, advisors and mentors from outside
your function, background and frame of reference
• Experiment with new work practices, tools and
methods - pilot on real work.
• Challenge and broaden your world view

24. T H E C E O
“I’ve got 15 minutes.”

25. C U S T O M E R
“Whoever designed this piece of sh*t should be
fired. HATE HATE HATE IT!”

26. A N O T H E R C U S T O M E R
“Clean, simple, easy to use. Finally!”

27. T H AT C U S T O M E R . A G A I N
“Whoever designed this piece of sh*t should be
fired. HATE HATE HATE IT!”

28. Antecedent Behaviour Consequence

29. Self-Directed Behavior, Watson & Tharp

30. Antecedent Old Behaviour
Old
Consequence
Behaviour Consequence
Conscious, Observation and Experimentation

32. L E A D E R S P R A C T I C E S E L F - A WA R E N E S S
• Map your antecedents, behaviours and consequences
• Examine your beliefs and assumptions
• Are they limiting or empowering? Are they valid?
How could I test them?
• How might I re-design the antecedent, behaviour
or consequences?

33. Cortisol Dopamine
Conflict Resolution
Oxytocin
Confidence
Hell
Attention Optimism Trust

34. Why
How
What
The Golden Circle, Simon Sinek

35. L E A D E R S T E L L I N T E N T I O N A L S T O R I E S
• Stories to develop influence beyond your function
• Stories to influence or reinforce culture
• Inspire others to re-tell your stories
• Create an emotional reaction and build on it
• Connect around common purpose

36. S U M M A RY
• Create environments that enable people to reach
their potential to make a meaningful contribution
• Cultivate diversity
• Consciously and intentionally apply design thinking
to themselves
• Shape and influence culture through storytelling

37. D E C I D E

38. L I F E = B E C O M I N G

39. T H A N K S

40. A N T H O N Y @ A N T Q U I N N . C O M

41. D E S I G N L E A D E R S P L AY B O O K . C O M