Matteo Cavucci, Emanuela DamianiSmashing Conf — Freiburg — 11 September 2017

Redesign Design

2007

2007

2007

2007

the web was different

thinking in a modular way

separate the style from the presentation layer

discovering new ways to communicate design

change

Emanuela@brassy

Emanuela@brassy

Working at ux designer for Firefox

Matteo@matteoMCED

Matteo@matteoMCED

Sr. consultant at

evolution

Frame Ideate Specifications DistributionProduction

linear process

digital products have less friction

physical digital

markets are hard to predict

flexibility & resilience

rethink how we create digital product and services

making software as hardware

Marketing & Sales

the water-scrum-fall

Marketing & Sales

the water-scrum-fall

Stakeholders

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

User Research Team

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

User Research Team

Specs!

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

Dev Team

User Research Team

Specs!

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

Dev Team

User Research Team

Specs!

Final Product

Marketing & Sales

the water-scrum-fall

Stakeholders Project Manager Design Team

Dev Team

User Research Team

Specs!

Final ProductUsers

cost per change

cost per change

cost per change

design as planning for the future

designers focus is before the launch

What about user research?

People don’t know what they want until they’re using it

decisions are less important if it’s easy to adjust our course

small steps

Think

MakeCheck

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

running one experiment is easy

running experiments at scale is hard

Experiment A

Design generation

Experiment A

Experiment B

Design generation

Experiment B

Design generation

Weak design are eliminated or combined. Strong design are further developed.

Experiment A

Design generation

Weak design are eliminated or combined. Strong design are further developed.

Further narrowing and integration

Experiment B

Experiment A

agile software development

inability to exert control to the environment around us

inspect and adapt

devOps

devOpsis not developer operations

“Jez Humble Notes around the devOps manifesto

Delivery teams run software products - not projects - that run from inception to retirement“

observing the product

mtbrmean time between recovery

mtbfmean time between failures

devOps is all about feedback

design as a continuous conversationdesignOps

a two-way conversation

building shippable software is expensive, but effective

minimise efforts, maximise feedback

A.I. and machine learning

experiments require automation and organisational structure

make the right choice the easiest choice

designsystems

tweet…

faster generation of experiments, easier to create multiple variants

designtokens

Start with but don’t stall with just color & type.

focus on what really matter

enable other to design

compasses over maps

design infrastructure

design the feedback

organisational structures

delight the user

87

Cross functional

End-to-end value creation

Domain experts

May (or may not!) include a designer

the product team

88

user-driven iterations

Product Team

Production Environment

Users

co-creation of value driven by experiments

feedback!

89

dynamic strategy

Product Team

Production Environment

Users

co-creation of value driven by experiments

Strategy

feedback!

feedback!

purpose

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!

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

“ The creation of a standardised brick library is an act of social engineering.“Jōichi Itō Whiplash: How to Survive Our Faster Future

governance

no secret recipes

map your process

design for learning

enable others to design

connect design and user

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.

thank youMatteo Cavucci

@matteomcedEmanuela Damiani @brassy