1.
DESIGNOPS SUMMIT 2019
Hi! I’m Erin.
Building design and innovation
capabilities in technology enterprises
USAA HUMAN-CENTERED DESIGN PRACTICE
ATLASSIAN DESIGN EXCELLENCE AND EDUCATION
IBM DESIGN INCUBATOR, ENTERPRISE DESIGN THINKING
@erinhauber

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JAMIE LOPEZ CALEB SCHMIDT
DesignOps at USAA

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DESIGNOPS SUMMIT 2019
Design is not the
Frosting on the
Scaled Agile Layer Cake
@erinhauber
HOW I WENT FROM ANGRY TO OPTIMISTIC ABOUT A CHANGE

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“Change is a constant
in Design.”
—MEREDITH DAVIS PROFESSOR EMERITA OF DESIGN, NORTH CAROLINA STATE UNIVERSITY
4@erinhauber

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Truths of engaging with change
EMPATHY APPLIES TO US, TOO
BE THE ANTIDOTE
THIS IS A MOVEMENT
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2
5@erinhauber

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EMPATHY APPLIES TO US, TOO
BE THE ANTIDOTE
THIS IS A MOVEMENT
Truths of engaging with change
1
3
2
11@erinhauber

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FOR INTERNAL PURPOSES ONLY |HCD PRACTICE TEAM © 2019 | 12
EMPATHY APPLIES TO US, TOO

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EMPATHY APPLIES TO US, TOO

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EMPATHY APPLIES TO US, TOO
Lean Business Case
Name
Funnel
Review
Analyzing
Epic ID
Owner
Business Outcome Hypothesis
Description
Approval and/or Movement to Next State
Funnel Entry Date
Priority Approval and/or movement to next state
Leading Indicators
Preliminary Size Estimate (MVP)
Value Statement (For the end consumer - Who/What/Why)Target Member or Employee (Specific users or markets affected)

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EMPATHY APPLIES TO US, TOO

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EMPATHY APPLIES TO US, TOO

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Truths of engaging with change
EMPATHY APPLIES TO US, TOO
BE THE ANTIDOTE
THIS IS A MOVEMENT
1
3
2
18@erinhauber

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BE THE ANTIDOTE

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BE THE ANTIDOTE

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BE THE ANTIDOTE

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BE THE ANTIDOTE

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BE THE ANTIDOTE

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BE THE ANTIDOTE

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Truths of engaging with change
EMPATHY APPLIES TO US, TOO
BE THE ANTIDOTE
THIS IS A MOVEMENT
1
3
2
25@erinhauber

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THIS IS A MOVEMENT
26

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THIS IS A MOVEMENT

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THIS IS A MOVEMENT

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“This is the rocket
fuel teams have
been needing.”
—SAFE COACH
29@erinhauber

24.
Truths of engaging with change
EMPATHY APPLIES TO US, TOO
BE THE ANTIDOTE
THIS IS A MOVEMENT
1
3
2
30@erinhauber

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“

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“For the first time in my
career, I'm sitting here
thinking ‘This is home.
This feels natural. This
is how I want to work.’”
— EXECUTIVE LEADER
“

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DESIGNOPS SUMMIT 2019
Thanks.
@erinhauber