Five principles for creating lasting design awareness in your organization. First delivered at UPA Boston's annual conference, 5/7/2012. A follow up to our #IxD12 presentation, "I Hate Process/I Love Process: Why designers are divided about process, and what to do about it" - http://www.slideshare.net/christinapersson/hate-love-process-ixd12vermettepersson Authors: Christina Persson and Joan Vermette

1. Don’t Ride the
Roller Coaster . . .
Create lasting design awareness
in your organization
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hCp://www.flickr.com/photos/jclement/2647899239/

2. E.
Chris.na
Persson
Joan
VermeCe
@chris.na_xd
@jayeffvee
@jayeffvee
@chris.na_xd
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3. Creating Design Awareness in Your Organization
• Mad
skills,
methods,
talent
• Process
&
culture
• Rela.onships
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

4. Our Conversation about Process
• Do
you
need
process?
• Is
there
an
inherent,
natural
process?
• What’s
at
the
core?
@jayeffvee
@chris.na_xd
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#UPABos12

5. Process & Culture
Think
Draw
Make
Illustrator,
Brandon
Baselice
Thanks
to
Brian
Ling,
thinkdrawmake.com,
Design
Sojourn
@jayeffvee
@chris.na_xd
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6. It’s about balance
• hCp://www.flickr.com/photos/statelibraryofnsw/3073045010/sizes/z/in/photostream/
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@chris.na_xd
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hCp://www.flickr.com/photos/statelibraryofnsw/3073045010/sizes/z/in/photostream/

7. One
size
does
fit
all
NOT
• h<p://www.flickr.com/photos/sebilden/3518661163
@jayeffvee
@chris.na_xd
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8. But there’s something more . . .
What
are
the
values
that
successful,
innova.ve
companies
hold?
Verme<e
photo
library
@jayeffvee
@chris.na_xd
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9. Relationship Companies
• Integra.on
• Communica.on
• Flexibility
.
.
.
regardless
of
what
formal
process
they
use
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

10. Process plus the Glue
• Organiza.ons
need
process
&
structure
• But
these
are
not
sufficient
towards
innova.on
and
market
success.
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

11. But also . . .
• Transparency
h<p://www.flickr.com/photos/kennedylibrary/3620931196/
@jayeffvee
@chris.na_xd
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12. But also . . .
• Respect
h<p://www.flickr.com/photos/84423669@N00/4396558735/
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

13. The Relationship Principles
• Integra.on
• Communica.on
• Flexibility
• Transparency
• Respect
@jayeffvee
@chris.na_xd
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#DRTRC
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14. The 5 Principles
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15. Principle 1: Integration
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@chris.na_xd
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16. Integration
Break
down
the
walls.
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@chris.na_xd
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17. Integration
Organiza.onal
silos
are
old
thought
made
concrete.
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

18. Integration
Your
less
obvious
colleagues
are
a
wealth
of
informa.on.
@jayeffvee
@chris.na_xd
#madpow
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19. Integration – the outcome
• BeCer
product
• Less
rework
• Buy-­‐in
from
the
ground
up
• Early,
abundant
crea.vity
– Never
know
where
the
awesome
will
come
from
– Divergent
thinking
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

20. Principle 2: Communication
@jayeffvee
@chris.na_xd
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21. Communication
Communica.on
is
important.
• OH:
“I
don’t
care
what
my
internal
partners
think;
I
care
what
people
think.”
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

22. Communication
Always
working
on
it
• What
does
“done”
mean?
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

23. Communication
Ask
the
stupid
ques.ons
Paraphrase
and
confirm
Check
in
with
folks
Validate
‘common’
terms
Use
their
vernacular
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

24. Communication – the outcome
• Less
rework
• Cohesion
leads
to
efficiency
• Involvement
• Knowing
what’s
around
the
corner
–
comfort
• Trust
from
the
top-­‐down
• Repeat
business
• You’re
easier
to
work
with
– so
R&D
gets
pulled
into
projects
earlier,
geqng
the
‘what
work’
not
just
the
‘how
work’.
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

25. Principle 3: Flexibility
@jayeffvee
@chris.na_xd
#madpow
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26. Flexibility
Adapt
your
techniques
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@chris.na_xd
#madpow
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#UPABos12

27. Flexibility
Adapt
your
process
Monday
Tuesday
Wednesday
Thursday
Friday
Goal for Create a shared Working, with IA/Analyst First draft ready for Internal Incorporate changes Present for approval
the day understanding of Context answering questions review
Determine how much of the
work can go to code
immediately.
Activities 1. Collaborative 1. 1st check-in meeting 1. Internal review 1. 2nd check-in 1. Sign off meeting
analysis meeting meeting
Attendees: IA, VisD, Proto Attendees: Usability, Attendees:
Attendees: IA, VisD, reviewing designer, style Attendees: IA, VisD, representatives from
Proto, Analyst Agenda: go through page guide reviewer, IA, VisD, Proto FIL business and
inventory to understand Proto, Analyst systems teams; the
Agenda: status Agenda: go through design team; FeBDesign
Context brief (analyst) Agenda: Explain context of page inventory to business line owner and
View pages, assess Goal: to understand status pages and scope of changes; understand status product line owner.
components by page to so any issues can be take teamthrough the page Goal: to completely
identify which need appropriately resolved/ flow. Goal: to make sure a sign off and deliver
further IA and visual escalated. Note that this is full, publishable draft
work. not a design meeting; design Goal: to surface any of each page has been 2. Incorporate
discussions -- unless there usability issues that can be created and is ready feedback from Sign off
Goal: go directly to code are issues -- should be addressed without functional for hand off and sign meeting before close of
as much as possible. occurring during the rest of changes. off on Friday morning. business; obtain virtual
the day as needed. To understand any signoff.
2. Work on first draft 2. Incorporate Usability remaining unresolved
begins. 2. Design work continues. feedback issues and decide an
action plan to address
them.
Touch Points Meeting at 9:00-11:30am Meeting 3:00-3:30 Meeting 10:00-11:00am 2. Design work Meeting 10:00-11:00pm
Virtual signoff by
Meeting 3:00-3:30 5:00pm
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

28. Flexibility
Adapt
your
design
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

29. Flexibility – the outcome
Focus
on
making
it
beCer,
not
perfect
• Easier
to
work
with
• More
.me
&
opportunity
for
interes.ng
work.
• Researchers
and
designers
are
seen
as
less
preten.ous
and
prickly.
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

30. Principle 4: Transparency
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

31. Transparency
Share
your
process,
share
your
ra.onale
• Result:
Users
squealing
with
joy
in
tes.ng
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

32. Transparency
The
more
you
share,
the
more
you
show
your
value.
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

33. Transparency – the outcome
Enhances
your
value
to
the
organiza.on.
• The
team
realizes
this
is
challenging.
• Team
members
begin
to
trust
you.
• Repeat
business,
more
resources,
more
.me
==
BeCer
design
• You
get
beCer
ideas
• Garner
support
for
further
research
efforts
• Garner
support
for
schedule
changes
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

34. Principle 5: Respect
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

35. Respect
Without
respect,
you
can’t
apply
the
other
principles
Value
is
not
always
obvious
Expect
they’re
there,
and
the
value
and
ideas
will
come
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

36. Respect
Start
with
the
Premise:
• Partners
are
naturally
crea.ve,
resourceful
&
whole
Just
as
we
do
with
our
users:
• The
user
is
always
right,
so
are
your
partners
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

37. Respect – the outcome
• You’ll
realize
their
value
– and
step
out
of
your
own
perspec.ve
• You
don’t
waste
mental
energy.
• Respect
is
reciprocal
• Leadership
– you
posi.vely
energize
and
influence
the
team
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

38. Toolkit
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@chris.na_xd
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39. Toolkit – Integration
• Regardless
of
process,
do
it.
• Understand
the
silos,
pull
them
in.
• As
a
consultant,
integrate
with
the
client:
– Help
them
feel
rescued
and
validated.
• Don’t
just
invite
them,
insist
on
par.cipa.on
&
contribu.on.
• Visit
them
at
their
desks,
call
them.
• With
developers,
“Can
I
see
it?”
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

40. Toolkit – Communication
• Listen,
really
listen
• Asking
stupid
ques.ons
• Paraphrase
&
confirm
• Validate
‘common’
terms
• Use
their
vernacular
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

41. Toolkit – Flexibility
• Use
tried
and
tested
techniques,
but
if
there
are
impediments
.
.
.
– understand
the
constraints
– where
the
freedom
might
lie
– define
the
goals
• Take
ini.a.ve
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

42. Toolkit – Transparency
• Design
Studio
• Invite
par.cipa.on
in
research
and
usability
tes.ng
– ask
them
for
their
conclusions
– include
their
awarenesses
in
your
report
– ask
them
what
ques.ons
arise
for
them
• Create
and
post
collateral
– Posters
on
walls
– Post
deliverables
on
a
shared
resource
– Post
schedule
&
milestones
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

43. Toolkit – Respect
• Self-­‐awareness
• “They
add
value,”
and
turn
the
energy
into
curiosity.
• Modify
your
mindset:
– They
are
resourceful,
crea.ve,
and
whole
• When
you
ques.on
the
ideas
or
feedback
– Ask,
“Why?”
– Build
on
the
ideas
of
others:
"Yes,
and…”
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

44. Exercise
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

45. Exercise
• You:
• Integration
Share
your
experiences
[Successes
and
Tough
situa.ons]
• Communication
• Colleague:
• Flexibility
shows
how
a
principle
could
be
brought
to
bear.
• Transparency
• Get
free
stuff
• Respect
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

46. Creating Design Awareness in Your Organization
• Mad
skills,
methods,
talent
• Process
&
culture
• Rela.onships
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

47. The Relationship Principles
• Integra.on
• Communica.on
• Flexibility
• Transparency
• Respect
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12

48. Connect with us . . .
Joan
VermeCe
jvermeCe@madpow.com
@jayeffvee
E.
Chris.na
Persson
chris.na@madpow.com
@chris.na_xd
@jayeffvee
@chris.na_xd
#madpow
#DRTRC
#UPABos12