1. Design thinking has been misperceived as only involving designers when it actually requires interdisciplinary teams across design, business, and technology disciplines.
2. Effective product teams have design, business, and technology leads working together, with the design discipline playing a transversal role rather than being dissolved into other areas.
3. Experience metrics are now part of product key performance indicators to measure user behavior and experience, alongside traditional business and technology metrics.
9. Design Thinking context 9
“Design Thinking is a method of
meeting humans' needs and desires
in a technologically feasible and
strategically viable way.”
Tim Brown
10. Design Thinking context 10
Business
viable
Technology
feasible
Human
desirable
Tim Brown, Liz Sanders
11. The Product Rationale Dependencies 11
Human
Business
and that
generates
value for can
generate
revenue
for
Product
that
works
13. Human-centrism across disciplines 13
User
Human
Consumer
Design layer
Business layer
Tech layer
“Needs to generate
revenue”
“Needs to solve
human problems”
“Needs to function
flawlessly”
ProductProductProduct
14. Human-centrism across disciplines 14
User
Human
Consumer
Product
Design layer
Business layer
Tech layer
“Meets human needs
and desires, is
technologically feasible,
and strategically viable”
“Needs to generate
revenue”
“Needs to solve
human problems”
“Needs to function
flawlessly”
17. Roles in product teams 17
Design
Tech
Tech
Lead
Business
Lead
Design team
Developers
Business team
Creative Technologist
/ Design Engineer
Business Designer /
Design Strategist
Technical Product
Manager
Business
The core product
team is
interdisciplinary.
Design
Lead Product
Mgr.
18. Product–discipline gravitational power dynamics 18
Design
Business
Tech
Business discipline core
competency
Tech discipline core
competency
Design discipline core
competency
Interdisciplinary
product discipline
20. The danger of Design "dissolving" inside product teams 20
Design
Business
Tech
Business
Tech
Design
21. Roles in transversal Design teams 21
Insights
Head of Research
and Insights
IXD Visual Design
CDO / Design
Director
Head of
IXD
Head of Visual Design /
Creative Director
User Researchers /
Trend Researchers /
Service Designers
Interaction Designers Visual Designers,
Visual Production
Designers
Creative
Technologists,
Design Strategists
Hybrids
(Service) Design
Leads
Design Discipline Leads Design Leads
Product verticals
Other roles are: Design
Resource Manager, Design
Program Manager
22. Roles in transversal Design teams 22
Product
vertical
Product
vertical
Product
vertical
Transversal Design
23. Roles in transversal Design teams 23
Product
vertical
Product
vertical
Product
vertical
Design
Discipline Lead
(Service)
Design Lead
Transversal Design
29. Experience metrics are part of product KPIs 29
Business metrics
Market performance of a
product
Technology metrics
Technical performance and
maturity of a product
Experience metrics
User behavior when interacting
with product
KPIs
{ Quantitative data
30. Experience metrics example 30
Engagement
Intimacy, passion, and
commitment
Effectiveness
Being able to perform a
task or not
Efficiency
Time to perform a task
Intuitivness
Number of errors while
performing a task
Ergonomics
Number of interactions while
performing a task
Ease of use
High
granularity
of action
Low
granularity
of action
Pace of use
32. Minimum Viable Experience 32
Discovery Design
DevelopmentDeployment
Test
Concept
Interactive
prototype
Product
Working
prototype
Product
MVP to
full-scale
product
Idea
Paper
prototype
Problem validation
Idea validation
Concept validation
Product validation
Business
hypothesis
validation