John Devanney: "The Design Management Office" DesignOps Summit 2017 • November 6-7, 2017 • Queens, NY, USA http://designopssummit.com

1. The Design
Management Office
THE VALUE OF DESIGN AT SCALE
John Devanney, DesignOps Summit 2017
@johndevanney
@momentdesign

2. 3
Intake?
Tools?
Careers?
ROI?
Skills?
Systems?
NEW CHALLENGES

3. How to deliver value of
design at scale?
4
NEW CHALLENGES

4. What is the
“value of design?”
5
NEW CHALLENGES
SERVICES
Realize the relationship
strategy by considering
the end-to-end
ecosystem of services
and touch points.
CAPABILITIES
Invest in new features
and assets that can be
leveraged across
multiple areas of the
business
INTERFACES
Improve
performance of
digital touchpoints
and visually reinforce
connection to brand.
RELATIONSHIPS
Set a strategy that
strengthens the bond
with customers over
time and builds loyalty.

5. New
Existing
Small Large
6
NEW CHALLENGES
Are all
“design”
projects
the same?
Incremental
Functionality
Digital
Innovation
Redesign
Continuous
Improvement
Design
Operations

6. Design leadership from
explorer to settler...
7
NEW CHALLENGES
OperationsEvangelism
Awareness Influence ImpactCapacity

7. The operational
requirements of scale:
8
NEW CHALLENGES
• Increase leverage of design teams
• Improve quality of delivery
• Build and retain high-performing staff
• Shape projects quickly and effectively
• Communicate the value in terms the
organization understands

8. The Design
Management Office
9

9. What is the Design
Management Office?
10
1. A framework that represents the components
of a successful design organization that can be
used to assess current state and prioritize
efforts
2. A dedicated, focused team tasked with
creating, implementing and supporting a
structure that equips the organization to thrive
THE DESIGN MANAGEMENT OFFICE

10. 11
THE DESIGN MANAGEMENT OFFICE
Define Equip Connect
Process User-centered Design
Research & Insights
Design Systems
Organizational
Transformation
People
Designing Teams &
Environments
Learning & Knowledge
Management
Individual Career Growth
Standardized Team
Approaches
Projects Project Pipeline
Project Framing
Impact Evaluation
Value Communication

11. Process
12
THE DESIGN MANAGEMENT OFFICE
User-centered
Design
Approach
Tools and methods
Define

12. Equip
Process
13
THE DESIGN MANAGEMENT OFFICE
Research & Insights
Primary & Secondary
research
Usability testing
Customer panels

13. Equip
Process
14
THE DESIGN MANAGEMENT OFFICE
Design Systems
Creating and
delivering design
systems
Platform workflows &
guidelines

14. Connect
Process
15
THE DESIGN MANAGEMENT OFFICE
Organizational
Transformation
User-centered Design
for stakeholders
Incorporating design
into business process

15. People
16
Designing Teams &
Environments
Establishing team structure
Designing talent acquisition
Defining workspaces &
Environments
THE DESIGN MANAGEMENT OFFICE
Define

16. People
17
THE DESIGN MANAGEMENT OFFICE
Learning &
Knowledge
Management
Understanding
resources
Designing the
program
Equip

17. People
18
THE DESIGN MANAGEMENT OFFICE
Individual Career
Growth
Skills matrix
Career path and
management
Equip
Source:
Ian Swinson, "Designing and Driving UX careers” EUX ‘16

18. Katie Gill on Airbnb
vimeo.com/125621422
People
19
THE DESIGN MANAGEMENT OFFICE
Standardized Team
Approaches
Identifying project types,
scoping, and planning
Maintaining alignment
Connect

19. Projects
20
Project Pipeline
Developing an
inventory model
Engagement criteria
THE DESIGN MANAGEMENT OFFICE
Define

20. John C. Jay in “Briefly”
vimeo.com/107567840
Projects
21
THE DESIGN MANAGEMENT OFFICE
Project Framing
Understanding
context, opportunities,
and vision for the
outcome
Equip

21. Projects
22
THE DESIGN MANAGEMENT OFFICE
Impact Evaluation
Establishing new
metrics
Defining a consistent
approach for each
project type
Equip

22. Projects
23
THE DESIGN MANAGEMENT OFFICE
Value Communication
Establishing a new
language
Communicating impact
of design and ROI
Connect

23. 24
THE DESIGN MANAGEMENT OFFICE
Define Equip Connect
Process User-centered Design
Research & Insights
Design Systems
Organizational
Transformation
People
Designing Teams &
Environments
Learning & Knowledge
Management
Individual Career Growth
Standardized Team
Approaches
Projects Project Pipeline
Project Framing
Impact Evaluation
Value Communication

24. Thanks folks!
25
THE DESIGN MANAGEMENT OFFICE
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@johndevanney
@momentdesign