redesign design (duo version)
TRANSCRIPT
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Matteo Cavucci, Emanuela DamianiSmashing Conf — Freiburg — 11 September 2017
Redesign Design
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2007
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2007
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2007
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2007
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the web was different
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thinking in a modular way
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separate the style from the presentation layer
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discovering new ways to communicate design
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change
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Emanuela@brassy
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Emanuela@brassy
Working at ux designer for Firefox
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Matteo@matteoMCED
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Matteo@matteoMCED
Sr. consultant at
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evolution
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Frame Ideate Specifications DistributionProduction
linear process
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digital products have less friction
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physical digital
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markets are hard to predict
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flexibility & resilience
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rethink how we create digital product and services
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making software as hardware
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Marketing & Sales
the water-scrum-fall
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Marketing & Sales
the water-scrum-fall
Stakeholders
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
User Research Team
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
User Research Team
Specs!
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
Dev Team
User Research Team
Specs!
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
Dev Team
User Research Team
Specs!
Final Product
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Marketing & Sales
the water-scrum-fall
Stakeholders Project Manager Design Team
Dev Team
User Research Team
Specs!
Final ProductUsers
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cost per change
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cost per change
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cost per change
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design as planning for the future
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designers focus is before the launch
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What about user research?
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People don’t know what they want until they’re using it
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decisions are less important if it’s easy to adjust our course
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small steps
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Think
MakeCheck
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A different languageWe believe that making the offer teaser more prominent
Will result in an increase number of booking for tonight We know we have succeeded when offer conversions increases by 10%
Experiment card
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running one experiment is easy
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running experiments at scale is hard
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Experiment A
Design generation
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Experiment A
Experiment B
Design generation
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Experiment B
Design generation
Weak design are eliminated or combined. Strong design are further developed.
Experiment A
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Design generation
Weak design are eliminated or combined. Strong design are further developed.
Further narrowing and integration
Experiment B
Experiment A
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agile software development
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inability to exert control to the environment around us
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inspect and adapt
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devOps
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devOpsis not developer operations
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“Jez Humble Notes around the devOps manifesto
Delivery teams run software products - not projects - that run from inception to retirement“
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observing the product
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mtbrmean time between recovery
mtbfmean time between failures
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devOps is all about feedback
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design as a continuous conversationdesignOps
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a two-way conversation
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building shippable software is expensive, but effective
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minimise efforts, maximise feedback
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A.I. and machine learning
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experiments require automation and organisational structure
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make the right choice the easiest choice
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designsystems
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tweet…
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faster generation of experiments, easier to create multiple variants
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designtokens
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Start with but don’t stall with just color & type.
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focus on what really matter
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enable other to design
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compasses over maps
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design infrastructure
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design the feedback
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organisational structures
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delight the user
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87
Cross functional
End-to-end value creation
Domain experts
May (or may not!) include a designer
the product team
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88
user-driven iterations
Product Team
Production Environment
Users
co-creation of value driven by experiments
feedback!
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89
dynamic strategy
Product Team
Production Environment
Users
co-creation of value driven by experiments
Strategy
feedback!
feedback!
purpose
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90
design as a service
design infrastructure
Team
Product Team
Production Environment
Users
co-creation of value driven by experiments
Strategy
feedback!
feedback!feedback!
purpose pull, not push!
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Includes designers
Includes developers
Includes data analysts
Provides the design infrastructure
Observes org design needs
Ideates org-wide solutions
Scales up local optimised solutions
Manages the design system lifecycle
[…]
feedback!
design infrastructure
design infrastructure team
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“ The creation of a standardised brick library is an act of social engineering.“Jōichi Itō Whiplash: How to Survive Our Faster Future
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governance
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no secret recipes
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map your process
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design for learning
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enable others to design
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connect design and user
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designOps
ENABLE OTHERS TO DESIGNMinimize the effort required by designers and non designers to produce high quality design artefacts.
DESIGN FOR LEARNINGComplex adaptive systems are unpredictable, and experimenting is part of the design process.
CONNECT DESIGN AND USERSLaunching a new product is just the beginning, not the end, of a continuous design process.
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thank youMatteo Cavucci
@matteomcedEmanuela Damiani @brassy