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Meeting Q2 2018
July 10th, 2018 • 2:00pm
Why You
Should Be
Thinking
About 

DesignOps
December 13th, 2018 • Helsinki
Thomas Watson Jr
“Good design is good business.”
Design Management Institute
Design-Led Companies
Consistently Outperform
the S&P by 219%
2x
A company’s technology isn't the
differentiator anymore…

The experience is what matters.
89%of companies believes that customer
experience will be their primary basis
for competition by 2016, versus 36% four
years ago.”
— Gartner
81%of executives surveyed place the
personalized customer experience

in their top three priorities for their
organization, with 39% reporting it 

as their top priority.”
— Accenture
90%of executives surveyed agreed that
customer experience and engagement
are objectives of their corporation's
digital strategy.”
— MIT Sloan / Deloitte
Source: KP Internet Trends 2017
Walmart, ExxonMobil, Chevron, Berkshire Hathaway, Apple, Phillips 66, General Motors, Ford Motor,
General Electric, Valero, AT&T, CVS Caremark, Fannie Mae, United Health Group, McKesson, Verizon
Communications, HP, JPMorgan Chase & Co., Costco , Express Scripts, Bank of America, Cardinal
Health, IBM, Kroger, Marathon Petroleum, Citigroup, ADM, Amerisourcebergen, Wells Fargo, Boeing,
Procter & Gamble, Freddie Mac, The Home Depot, Microsoft, Amazon.com, Target, Walgreens,
WellPoint, Johnson and Johnson, AIG, State Farm, MetLife, PepsiCo, ComCast, United Technologies,
Google, ConocoPhillips, Dow Chemicals, Caterpillar, UPS, Pfizer, Lowe's, Intel, Energy Transfer Equity,
Cisco, Enterprise Products Partners, Aetna, The Coca-Cola company, Lockheed Martin, Best Buy,
Disney, CHS, Sysco, FedEx , Merck & Co Inc, INTL FCStone, Safeway, Johnson Controls, Ingram Micro,
Plains All American Pipeline, World Fuel Services, Prudential, Humana, Goldman Sachs, Tesoro, Liberty
Mutual Insurance Group, Honeywell International, United Continental Holdings, HCA, Deere &
Company, Delta Air Lines, Oracle, Morgan Stanley, Hess, 20th Century Fox film company, DuPont,
Sears Holdings Corporation, New York Life Insurance, Mondelez International, American Express,
Nationwide Mutual Insurance Company, Allstate, Tyson Foods, Supervalu, TIAA-CREF, Massachusetts
Mutual Life Insurance, CIGNA Corp, DirecTV, General Dynamics, Philip Morris International, 3M
Company, Time Warner Inc., Halliburton Company, Publix Super Markets, Inc., International Paper
Company, McDonald’s Corporation, Macy’s Inc., The TJX Companies, Inc., Fluor Corporation,
Northwestern Mutual Life Insurance Company, Inc., Tech Data Corporation, American Airlines Group
Inc., The Hartford Financial Services Group, Inc., The Travelers Companies, Inc., Nike, Inc. Occidental
Petroleum Corporation, Avnet, Inc., Rite Aid Corporation, Exelon Corporation, Qualcomm, Inc., Emerson
Electric Co., Northrop Grumman Corporation, Duke Energy Corporation, Capital One Financial
1 in 10 Fortune 100 companies
have executive-level positions
or CEO support for Design
Nike’s CEO is a Designer
Trend:
Design Thinking
Proliferating Into
Business Schools
Top business schools have student-led design
clubs, which are pushing the curriculum in
b-schools to shift as well.
100%
STANFORD GRADUATE SCHOOL OF BUSINESS
Design Thinking Bootcamp: From Insights
to Innovation
INSEAD
Innovation by Design Programme
UC BERKLEY HASS
Design Thinking for Business Innovation
UVA DARDEN
Specialization in Design Thinking
and Innovation
MIT SLOAN
Product Design and Development
HARVARD BUSINESS SCHOOL
i-Lab Design Thinking & Innovative
Problem Solving
Business schools have
embraced Design
As of 2016, 100% of top Business
schools have student-led design
clubs, which are pushing the
curriculum in Business schools
to shift as well. 
Source: Design In Tech Report 2017
“The Business Value of Design” - McKinsey 2018
“The companies with the best
financial returns have combined
design & business leadership through
a bold, design-centric vision clearly
embedded in their top teams.”
Designer : Developer ratio is
getting closer
Enterprise Examples 2010-2012 2017
Atlassian 1 designer : 25 developers 1 designer : 9 developers
Dropbox N/A 1 designer : 6 developers
IBM 1 designer : 72 developers
1 designer : 8 developers
1 designer : 3 developers (mobile)
Intercom 1 designer : 25 developers 1 designer : 5 developers
LinkedIn 1 designer : 11 developers 1 designer : 8 developers
Source: KP Internet Trends 2017
Designer : Developer ratio is
getting closer
1:33 1:7
Scaling design
Today, designers have tools.
Lots of tools.
Unfortunately, the tools don’t
work together.
Exploration Design Prototyping Handoff
Communication
File Management
Presentation
Lost time and frustration
Engineers and stakeholders don’t know what’s
changed from one version to the next, and why.
Lost work: Files get exported, duplicated,
and renamed.
Lack of transparency and 

communication
Feedback isn’t gathered on the design
file, and doesn’t get incorporated.
As design teams scale, so does
the annual expense of
disorganization
5Designers
-$17,000
25Designers
-$86,000
75Designers
-$259,000
100Designers
-$346,000
1Designers
-$3,461
*Assumes 18/min day lost on average designer salary of $100k
DesignOps
#newnewtwitter
The Design Stream
Title TextDesignOps isn’t…
Design shifts
Claudia Paul
Stephanie
website.sketch
Claudia Paul
Stephanie
website.sketch
Design shifts
Design shifts
Claudia Paul
Stephanie
website.sketch
Just… no.
Claudia Paul
Stephanie
How many of
you have seen
this before?
It’s okay, I promise not to tell…
updating master in a sec @here
Drew Saano 3:10 PM
@here at 4pm I’m updating master
Lora Picadio 3:56 PM
updating the master
Drew Saano 11:10 AM
Updating master mobile
Zoya Abad 11:29 PM
Gonna update master now!
Zoya Abad 1:42 PM
@here gonna update master, hold tight
Lora Picadio 2:02 PM
Which one? I have mobile open
Zoya Abad 2:04 PM
Version Control
Collaborative by defaultCollaborative by default
Version control is
communication
Version control is
transparency
Design Systems
Luke Wroblewski
“12 years ago we used to call 

Design Systems "pattern libraries"

but we were focused on a lot of the
same goals and problems.”
Designs, versioned in Abstract
Designs, versioned in Abstract
Code, versioned in Github
Designs, versioned in Abstract
Code, versioned in Github
Documentation for everyone
Reimagining Design workflow
Communication
Transparency
Team Workflow
File Management
Presentation & Handoff
Disorganized
Independent
Invisible
Fragmented
Complicated
Old Way
Centralized
Collaborative
Observable
Connected
Simple
New Way
DesignOps supports the transition to a modern design workflow
DesignOpsDesignOps reduces friction,
increases communication 

and enables Design to scale
efficiently & effectively.
Thank you!
Visit goabstract.com for more information
and help your team take the first step into a
modern design workflow.
Twitter: @jbrewer / @goabstract

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Key benefits of DesignOps for scaling design teams

  • 1. Meeting Q2 2018 July 10th, 2018 • 2:00pm Why You Should Be Thinking About 
 DesignOps December 13th, 2018 • Helsinki
  • 2. Thomas Watson Jr “Good design is good business.”
  • 3. Design Management Institute Design-Led Companies Consistently Outperform the S&P by 219% 2x
  • 4. A company’s technology isn't the differentiator anymore…
 The experience is what matters. 89%of companies believes that customer experience will be their primary basis for competition by 2016, versus 36% four years ago.” — Gartner 81%of executives surveyed place the personalized customer experience
 in their top three priorities for their organization, with 39% reporting it 
 as their top priority.” — Accenture 90%of executives surveyed agreed that customer experience and engagement are objectives of their corporation's digital strategy.” — MIT Sloan / Deloitte Source: KP Internet Trends 2017
  • 5. Walmart, ExxonMobil, Chevron, Berkshire Hathaway, Apple, Phillips 66, General Motors, Ford Motor, General Electric, Valero, AT&T, CVS Caremark, Fannie Mae, United Health Group, McKesson, Verizon Communications, HP, JPMorgan Chase & Co., Costco , Express Scripts, Bank of America, Cardinal Health, IBM, Kroger, Marathon Petroleum, Citigroup, ADM, Amerisourcebergen, Wells Fargo, Boeing, Procter & Gamble, Freddie Mac, The Home Depot, Microsoft, Amazon.com, Target, Walgreens, WellPoint, Johnson and Johnson, AIG, State Farm, MetLife, PepsiCo, ComCast, United Technologies, Google, ConocoPhillips, Dow Chemicals, Caterpillar, UPS, Pfizer, Lowe's, Intel, Energy Transfer Equity, Cisco, Enterprise Products Partners, Aetna, The Coca-Cola company, Lockheed Martin, Best Buy, Disney, CHS, Sysco, FedEx , Merck & Co Inc, INTL FCStone, Safeway, Johnson Controls, Ingram Micro, Plains All American Pipeline, World Fuel Services, Prudential, Humana, Goldman Sachs, Tesoro, Liberty Mutual Insurance Group, Honeywell International, United Continental Holdings, HCA, Deere & Company, Delta Air Lines, Oracle, Morgan Stanley, Hess, 20th Century Fox film company, DuPont, Sears Holdings Corporation, New York Life Insurance, Mondelez International, American Express, Nationwide Mutual Insurance Company, Allstate, Tyson Foods, Supervalu, TIAA-CREF, Massachusetts Mutual Life Insurance, CIGNA Corp, DirecTV, General Dynamics, Philip Morris International, 3M Company, Time Warner Inc., Halliburton Company, Publix Super Markets, Inc., International Paper Company, McDonald’s Corporation, Macy’s Inc., The TJX Companies, Inc., Fluor Corporation, Northwestern Mutual Life Insurance Company, Inc., Tech Data Corporation, American Airlines Group Inc., The Hartford Financial Services Group, Inc., The Travelers Companies, Inc., Nike, Inc. Occidental Petroleum Corporation, Avnet, Inc., Rite Aid Corporation, Exelon Corporation, Qualcomm, Inc., Emerson Electric Co., Northrop Grumman Corporation, Duke Energy Corporation, Capital One Financial 1 in 10 Fortune 100 companies have executive-level positions or CEO support for Design
  • 6. Nike’s CEO is a Designer
  • 7. Trend: Design Thinking Proliferating Into Business Schools Top business schools have student-led design clubs, which are pushing the curriculum in b-schools to shift as well. 100% STANFORD GRADUATE SCHOOL OF BUSINESS Design Thinking Bootcamp: From Insights to Innovation INSEAD Innovation by Design Programme UC BERKLEY HASS Design Thinking for Business Innovation UVA DARDEN Specialization in Design Thinking and Innovation MIT SLOAN Product Design and Development HARVARD BUSINESS SCHOOL i-Lab Design Thinking & Innovative Problem Solving Business schools have embraced Design As of 2016, 100% of top Business schools have student-led design clubs, which are pushing the curriculum in Business schools to shift as well. Source: Design In Tech Report 2017
  • 8. “The Business Value of Design” - McKinsey 2018 “The companies with the best financial returns have combined design & business leadership through a bold, design-centric vision clearly embedded in their top teams.”
  • 9. Designer : Developer ratio is getting closer Enterprise Examples 2010-2012 2017 Atlassian 1 designer : 25 developers 1 designer : 9 developers Dropbox N/A 1 designer : 6 developers IBM 1 designer : 72 developers 1 designer : 8 developers 1 designer : 3 developers (mobile) Intercom 1 designer : 25 developers 1 designer : 5 developers LinkedIn 1 designer : 11 developers 1 designer : 8 developers Source: KP Internet Trends 2017
  • 10. Designer : Developer ratio is getting closer 1:33 1:7
  • 12. Today, designers have tools. Lots of tools.
  • 13. Unfortunately, the tools don’t work together. Exploration Design Prototyping Handoff Communication File Management Presentation
  • 14. Lost time and frustration Engineers and stakeholders don’t know what’s changed from one version to the next, and why. Lost work: Files get exported, duplicated, and renamed. Lack of transparency and 
 communication Feedback isn’t gathered on the design file, and doesn’t get incorporated.
  • 15. As design teams scale, so does the annual expense of disorganization 5Designers -$17,000 25Designers -$86,000 75Designers -$259,000 100Designers -$346,000 1Designers -$3,461 *Assumes 18/min day lost on average designer salary of $100k
  • 17.
  • 25. How many of you have seen this before? It’s okay, I promise not to tell… updating master in a sec @here Drew Saano 3:10 PM @here at 4pm I’m updating master Lora Picadio 3:56 PM updating the master Drew Saano 11:10 AM Updating master mobile Zoya Abad 11:29 PM Gonna update master now! Zoya Abad 1:42 PM @here gonna update master, hold tight Lora Picadio 2:02 PM Which one? I have mobile open Zoya Abad 2:04 PM
  • 31.
  • 32. Luke Wroblewski “12 years ago we used to call 
 Design Systems "pattern libraries"
 but we were focused on a lot of the same goals and problems.”
  • 33.
  • 35. Designs, versioned in Abstract Code, versioned in Github
  • 36. Designs, versioned in Abstract Code, versioned in Github Documentation for everyone
  • 37. Reimagining Design workflow Communication Transparency Team Workflow File Management Presentation & Handoff Disorganized Independent Invisible Fragmented Complicated Old Way Centralized Collaborative Observable Connected Simple New Way DesignOps supports the transition to a modern design workflow
  • 38. DesignOpsDesignOps reduces friction, increases communication 
 and enables Design to scale efficiently & effectively.
  • 39. Thank you! Visit goabstract.com for more information and help your team take the first step into a modern design workflow. Twitter: @jbrewer / @goabstract