Pamela Mead, Global VP of Design, SumUp As companies grow, increasingly distributed and autonomous teams/squads/tribes need embedded designers and researchers. Keeping momentum, alignment and customer focus to maximise business outcomes requires scaling practices, frameworks and community. Join Pamela as she shares her journey in leading the scaling of design within SumUp.

1. SumUp – A better way to get paid.SumUp – A better way to get paid.SumUp – A better way to get paid.
Scaling Design
@SumUp
Pamela Mead | Global VP of Design SumUp
UXDX Conference
Berlin | April 28 2020

2. SumUp – A better way to get paid.
When I joined
SumUp...

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● Growing the team, defining the organization
● Extending design practices & culture
● Building a design community
● Enhancing the design system for scalability
● Laying foundation for career development
● Working with management team to understand role of design
● Establishing ways of collaborating
...
Anticipating the journey @SumUp

4. SumUp – A better way to get paid.
Familiar models | Organizational design maturity @SumUp
Source:DanishDesignCentre2003
SumUp is roughly here
- similar to most companies
01No Design
02 Design as Styling
Tactical Driver
03 Design as Process
Organizational Driver
04 Design as Strategy
Strategic Driver

5. SumUp – A better way to get paid.
Vertical
Easier alignment
Focus on business group
alignment and priorities,
integrated way of working
Horizontal
Consistent design
Focus on design
standards, quality, shared
practices
Stage 02&03
Establishing:
Centralized design
with embedded
teams
Stage 02&03
Integrated:
Distributed teams
with empowered
transversal team
Stage 01&02
Fragmented:
Scattered
individual designers
Familiar models | Evolving organizations to match maturity
from here to there

6. SumUp – A better way to get paid.
Familiar models | The magic triad
design
product
engineering

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Uniquely
SumUp

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One merchant “one” product | One interface

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One merchant “one” product | One interface

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One merchant “one” product | A coordinated experience
Merchant
Support
Experience
T 1
T 2
T 3
Coordinated marketing touchpoints
PM 1 PM 3PM 1
User
Experience
Journey
Product 1
Product 2
Product 3
Product 4

11. SumUp – A better way to get paid.
One merchant “one” product | A coordinated experience
Dashboard Sales Payouts
SumUp Card
Virtual Terminal
My products Account details
Employees
For developers
Billing
My card readers
Refer a friend Shop Support
POS Lite
Payments (Sofia)
Sofia
Referral Squad (Brazil)
Activation Squad
Customer Success
Logistics
Consumer (Cologne & US)
Merchant growth
Online Payments
Berlin (PO) / Sofia (Design)
Pages of SumUp Dashboard (desktop) and their autonomous teams

12. SumUp – A better way to get paid.
Scaling design for
autonomous teams

13. SumUp – A better way to get paid.
The design
organization
How might we support
autonomy through deep
collaboration?
Practices &
community
How might we leverage
community to build
commitment towards
excellence and delivery?
UX strategy &
Product vision
How might we enhance impact
through empowered teams?
1 2 3

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The design
organization
1

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As we move toward autonomous
teams, the focus for growing a
design organization needs to be on
skills and culture.

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60
Designers
Brand & Product Designers, User Researchers
Nov Dec Jan Feb Mar Apr
35
+4
+3
+3
+8
+7
=

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SPECIALISTS
TEAM
DESIGNER
UI/ visual UI copy
user
researcher
front end
developer
motion
designer

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Acquisition Hardware
Merchant Growth Payments
Banking ...
Marketing EU
Marketing BR
Marketing Channels
EMBEDDED TEAMS
Product tribes Marketing teams
GLOBAL PLATFORM
Brand design User research
Design system Service design
Design ops Design experts
Organizational framing

19. SumUp – A better way to get paid.
Supporting
autonomy
through deep
collaboration
1. Adapt your organization to the
philosophy of the company.
2. Don’t compromise quality of
talent and cultural fit.
3. Grow at a pace the organization
can handle.
4. Nurture internal talent.

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Practices &
Community
2

21. SumUp – A better way to get paid.
The shift of influence moves from
that of the organization (i.e. centralized
design) to that of the community
(i.e. chapter).

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Sao Paulo office
10 Product designers
12 Brand designers
2 UX researchers
Sofia office
2 Product designers
Berlin office
7 Product designers
14 Brand designers
1 UX researchers
1 System designer
2 Strategic designers
1 Part time design ops
Copenhagen office
2 Product designers
Warsaw office
2 Product designers Cologne office
1 Product designers
Denver office
1 All-round designer

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Design excellence Attention to detail
1—Better fit Need-focussed, contextual, market-related
2—Better usability Clear, effective, efficient
3—Better accessibility Inclusive, error-tolerant, helpful
4—Better consistency Familiar, durable
5—Better look & feel Delightful, safe, distinctive
6—Better business impact Data, insights, value

27. SumUp – A better way to get paid.
Leveraging
community to build
commitment
towards excellence
and delivery
1. Connect with your designers
face-2-face.
2. Share the narrative of what you
want to achieve.
3. Agree on community values
and principles.
4. Reinforce open feedback culture.

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UX strategy &
Product vision
3

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A cohesive end2end customer journey
requires a narrative that inspires and
empowers autonomous teams to make
decisions.

30. SumUp – A better way to get paid.
One merchant “one” product | A coordinated experience
User
Experience
Journey
Product 1
Product 2
Product 3
Product 4
Merchant
Support
Experience
T 1
T 2
T 3
Coordinated marketing touchpoints
PM 1 PM 3PM 1

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Merchant
User
Experience
Journey
Readers
Invoicing
Sell online
Card
Bank
Merchant
Support
Experience
Help
Customer
Care
Coordinated marketing touchpoints
CRM AdsSite
Experience principles
Shared principles - an experience DNA
Service principles
Brand characteristics

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Telling a story

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UX Strategy anchored
in the brand and
merchant knowledge

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UX Strategy needs to
be translated into
actionable UX
principles and a
robust design system

35. SumUp – A better way to get paid.
UX Strategy needs to
be translated into
actionable UX
principles and a
robust design system

36. SumUp – A better way to get paid.
Enhancing impact
through empowered
teams
1. Inspire with a story of what’s
possible.
2. Communicate with passion and
commitment.
3. Bring everyone on this journey.
Especially engineers.
4. Make it easy to engage.

37. SumUp – A better way to get paid.
The design
organization
1. Adapt your organization to the
philosophy of the company.
2. Don’t compromise quality
of talent and cultural fit.
3. Grow at a pace the
organization can handle.
4. Nurture internal talent.
Practices &
community
1. Connect with your designers
face2face.
2. Share the narrative of what
you want to achieve.
3. Agree on community values
and principles.
4. Reinforce open feedback
culture.
UX strategy &
Product vision
1. Inspire with a story of what’s
possible.
2. Communicate with passion
and commitment.
3. Bring everyone on this
journey. Especially engineers.
4. Make it easy to engage.

38. SumUp – A better way to get paid.
Know your
company

39. Delivery Hero SE - This document is strictly confidential and may not be copied, used, made available or be disclosed to third parties without prior written permission. 39
@ChamoixExperience,Flickr

40. SumUp – A better way to get paid.
From CEO and leadership team
Authentic
support

41. SumUp – A better way to get paid.
● Clear mission
● Radical collaboration
● Unbridled passion
● Endurance
Design leadership for scaling

42. SumUp – A better way to get paid.
Pamela Mead @mooman
pamela.mead@sumup.com
Thank you.