Design Growth, Максим Ткачук

1. Source: Behance.com (Adobe company) Let’s Talk: Design Growth

2. Let’s Talk: Design Growth Now: Why & Where? Early 2019: Teaser inside Max Tkachuk Co-founder, Managing Partner @ Apollo Design Center

3. Max Tkachuk @paz0r 15 years of product design & mgmt Education: ZNTU – Software Development (MS) 2001-2006 Nielsen Norman Group – Usability Week, 2008 Prof. Evolution: From developer to front-end to visual designer to web architect to mobile architect to product designer to product (design) manager to founder

4. Max Tkachuk @paz0r 15 years of product design & mgmt Selected Professional Experiences: 2018 Apollo Design Center – co-founder, partner 2016 DreamTeam.gg – design architect 2015 Form.com – platform design chief 2014 Vox Player – “Loop” mvp design concept 2012 Macpaw – “DevMate” product design 2011 Frog Design – contract designer 2007 Korrespondent.net – senior web designer 2006 Ecommerce.com – web designer

5. 30+ Iterative Design Workshops IT Arena / Codefest / UXRussia / ProfsoUX / WUD Author of Product Design Training • 25 graduates • 20 embraced “product” design mindset • 50% changed employer • 25% of students are non-designers Leading UA Design Speaker 2011-2015 Best design talk awards 3x: UXRuassia, Codefest, ProfsoUX. Max Tkachuk @paz0r 15 years of product design & mgmt

6. Алексей Иванкин CEO at Opendatabot Co-founder, CFO at 908.vc ” ”

7. Алексей Иванкин CEO at Opendatabot Co-founder, CFO at 908.vc ” ”

8. Developer + Designer is not about Ukraine.Yet. Ukraine is new India. 100k software developers 5k software designers

9. Developer + Designer Decentralized management means good cross-functional teams are just a matter of time

10. Developer + Designer Both designer and developer are inevitable couple of cross-functional team.

11. Developer + Designer Cross-functional team means Service Design gets fast adoption by every team member.

12. We’ll get Tech: --------------------------------------------------------------------------------------------------------------------

13. We’ll get Tech: -------------------------------------------------------------------------------------------------------------------- All platforms redesigned Real-time context / RTOS Interconnected / Wireless IoT est. 25-50 bn. devices AI / ML / AR / VR / UI on evr. Socio-tech. systems design

19. We’ll get Tech: -------------------------------------------------------------------------------------------------------------------- All platforms redesigned Real-time context / RTOS Interconnected / Wireless IoT est. 25-50 bn. devices AI / ML / AR / VR / UI on evr. Socio-tech. systems design -------------------------------------------------------------------------------------------------------------------- So much more to screw!

20. We’ll get Tools: --------------------------------------------------------------------------------------------------------------------

21. We’ll get Tools: -------------------------------------------------------------------------------------------------------------------- Des.ops give design a chance Service Design goes public Inclusion inside and outside Product-Service-Systems Much better Des + Dev coop. Remote Work Options

27. We’ll get Tools: -------------------------------------------------------------------------------------------------------------------- Des.ops give design a chance Service Design goes public Inclusion inside and outside Product-Service-Systems Much better Des + Dev coop. Remote Work Options -------------------------------------------------------------------------------------------------------------------- But. What about better us?

28. Weak average designer context: --------------------------------------------------------------------------------------------------------------------

29. Weak average designer context: -------------------------------------------------------------------------------------------------------------------- Merge of IT jobs/disciplines Design is expanding fast Much much more Designers Zero respect to usability Out-staffing = Slavery Ukraine stagnates

30. Weak average designer context: ------------------------------------------------------------------------------------------------------------------- Merge of IT jobs/disciplines Design is expanding fast Much much more Designers Zero respect to usability Out-staffing = Slavery Ukraine stagnates

38. Weak average designer context: -------------------------------------------------------------------------------------------------------------------- Merge of IT jobs/disciplines Design is expanding fast Much much more Designers Zero respect to usability Out-staffing = Slavery Ukraine stagnates -------------------------------------------------------------------------------------------------------------------- Who are you, mr. avg. designer?

39. Average designer today: --------------------------------------------------------------------------------------------------------------------

40. Average designer today: -------------------------------------------------------------------------------------------------------------------- Hand-off work style No research / Bad estimates Can’t launch / lead des.team No integration with SDLC Zero respect from PM/Dev No influence on product/biz

46. Average designer today: -------------------------------------------------------------------------------------------------------------------- Hand-off work style No research / Bad estimates Can’t launch / lead des.team No integration with SDLC Zero respect from PM/Dev No influence on product/biz -------------------------------------------------------------------------------------------------------------------- Hmm.. What’s going on?!

47. Let’s articulate designer growth problem: Designers grow slower than software

49. Designers grow slower than software We can replace designer with ___________________

50. Designers grow slower than software We can replace designer with good marketer + software.

51. Designers grow slower than software We can replace designer with good front-end + software.

52. Designers grow slower than software We can replace designer with good project manager + software.

53. Designers grow slower than software We can replace designer with good product manager + software.

54. Designers grow slower than software We can replace designer with good business analyst + software.

55. Software eats designers from inside

56. Software eats designers from inside a. Design Systems b. Prototyping with Code c. Branding and Marketing design automation

57. Design Thinking and “friends” are for everyone

58. Design Thinking and “friends” are for everyone o Marketing and Sales o Product Management o Operations and Delivery o Innovation Management o IT Management

59. Design Thinking and “friends” are for everyone o Human Resources o Legal o Support o Top Management

60. Young designers: Your best work will happen not with this technology. Your best work will happen in 2020-30, and after.

61. Young designers: Your best work will only happen if you re-think who is that designer inside of you. Re-think today.

62. Young designers: Europe-ready designer means much wider, much deeper, much more business-oriented point of view on design.

66. What is good design? Product design is the total configuration of a product: its form, colour, material and construction.

67. What is good design? Product design is the total configuration of a product: its form, colour, material and construction. The product must serve its intended purpose efficiently.

68. A designer who wants to achieve good design must not regard himself as an artist

69. A designer who wants to achieve good design must not regard himself as an artist who, according to taste and aesthetics, is merely dressing-up products with a last- minute garment.

70. The designer must be the gestaltingenieur or creative engineer.

71. The designer must be the gestaltingenieur or creative engineer. They synthesize the completed product from the various elements that make up its design

72. Their work is largely rational, meaning that aesthetic decisions are justified by an understanding of the product’s purpose.

73. Creative engineer

74. Creative engineer o Product Managers

75. Creative engineer o Product Managers o Delivery Managers

76. Creative engineer o Product Managers o Delivery Managers o Development Leads

77. Creative engineer o Product Managers o Delivery Managers o Development Leads o Solution Architects

78. Creative engineer o Product Managers o Delivery Managers o Development Leads o Solution Architects o Product Marketers

79. Creative engineer o Product Managers o Delivery Managers o Development Leads o Solution Architects o Product Marketers o Prod./Serv. Designers

80. Creative engineer o Business Analysts o Sales Engineers o Operations Managers o Data Scientists o Front-end Engineers o Prod./Serv. Designers

81. Creative engineer How did we get here?

82. Creative (business) engineer Brief history of Design Growth.

84. Creative (business) engineer Brief history of Design Growth.

87. Creative engineer How did we get here? 0. Art before business 1. UX 2. Product design

88. Creative engineer How did we get here? 0. Art before business 1. UX 2. Product and Service design

89. Creative engineer in UA 2019 will be hot. 1st step: Say Hello to Service Design Network Ukraine Chapter

91. SDN connects like-minded, passionate service designers from companies, agencies and academia. SDN equips you to create better services and raise awareness about service design. 29 international chapters Volunteer-led organisation Over 10 years of expertise

94. Chapter in Ukraine: Established in Summer 2018. 2 Meet-ups. 5 SDN registrations 3rd Meet-up this Winter. “Nova Poshta” will share their service design initiatives and experiences

95. TOUCHPOINT JOURNAL is perfect source of service design materialsVol.1 2011 Vol.2 Vol.3Vol.6

96. TOUCHPOINT JOURNAL in 2018

97. volume 6 | no. 3 | 15,80 euro December 2014 Blurring Boundaries Empowering BBVA with a 360° Work Experience by Juliane Trummer, Soﬁa Loreto How to Design Social Relationships for Disabled Citizens by Mette Reinhardt Jakobsen, Laila Grøn Truelsen Building Brand Futures by Jenny Comiskey, Chris Grantham TOUCHPOINT JOURNAL in 2018 2014

98. volume 6 | no. 3 | 15,80 euro December 2014 Blurring Boundaries Empowering BBVA with a 360° Work Experience by Juliane Trummer, Soﬁa Loreto How to Design Social Relationships for Disabled Citizens by Mette Reinhardt Jakobsen, Laila Grøn Truelsen Building Brand Futures by Jenny Comiskey, Chris Grantham

99. So what is Service Design? _______________________

100. So what is Service Design?

101. So what is Service?

102. Goods and Services

103. Goods and Services Goods are tangible and consumable — pens, sunglasses, or shoes.

104. Goods and Services Goods are tangible and consumable — pens, sunglasses, or shoes. Services are instantaneous exchanges that are intangible and do not result in ownership — medical treatment, the postal service, or public transportation.

105. Services? All of them.

106. Service Design

107. Service Design is “ ... activity of planning and organizing a business’s resources (people, props, and processes) in order to (1) directly improve the employee’s experience, and (2) indirectly, the customer’s experience ”

114. Service Design is … activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers.

115. Mindset, not just a tool:

116. Mindset, not just a tool: If your Employer = Customer, Then You = Service

117. Mindset, not just a tool: If your Employee = Customer, Then You = Service

118. Creative engineer How did we get here? 0. Art before business 1. UX 2. Product and Service design 3. ___________________________

120. Creative engineer How did we get here? 0. Art before business 1. UX 2. Product and Service design 3. PSS: Product-service systems

121. Q: What makes main difference between Goods and Services?

122. A: Businesses Models that directly use infrastructure resources as revenue driver on re-occurring payment bases, at scale.

123. PSS: Product-service system

125. Creative engineer Product-Service Systems are business models that provide [ability] for cohesive delivery of products and services.

126. Creative engineer Product-Service System is a pre-designed system of products, service, supporting infrastructures, and necessary networks that is a so-called dematerialized solution to consumer preferences and needs

127. Creative engineer PSS models are emerging as a means to enable collaborative consumption of both products and services, with the aim of pro- environmental outcomes.[1]

128. Product-service system Products and services are like two different guns to attack the market, with focus shifting towards services side

129. Quick examples: Apple is PSS: iPhone + iOS + Music Uber is PSS: Ride-sharing car-sharing

130. PSS Design in 2018

131. Org. Design in 2018

132. Creative engineer How did we get here? 0. Art before business 1. UX 2. Product and Service design 3. PSS: Product-service systems

133. Creative engineer in UA o Product Managers o Delivery Managers o Development Leads o Solution Architects o Product Marketers Prod./Serv. Designers ?

135. Creative engineer in UA o Product Managers o Delivery Managers o Development Leads o Solution Architects o Product Designers ! o Service Designers !

136. Design Growth: Part II Teaser. Scenes from work in progress

137. “Des.ops give design a chance” Research Operations: BA / Marketing “APIs” Research Sprint Qual.+Quant. Methods Sponsored Users (Shared) Health Dashboard No excuses: no budget, no buy-in, customers are 5000 km from us, no time..

143. “Des.ops give design a chance” Design Operations: Design-as-a-Service Design is integrated into SDLC Cross-functional team growth resp. Integrated Research Ops.

153. Thank you! Apollo Design Center Address: Kyiv, Velyka Vasylkivska 114b Mobile: +380992362316 Web-site: www.apollo-design.center E-mail: hi@apollo-design.center

Design Growth, Максим Ткачук

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