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Ten ways to irritate your design team
@msjaneaustin
Why should I care?
“Design is not style. It’s not about giving shape to the
shell and not giving a damn about the guts. Good
design is a renaissance attitude that combines
technology, cognitive science, human need, and
beauty to produce something that the world didn’t
know it was missing.”
Paola Antonelli,
senior curator of the Museum of Modern Art, New York
1:8
Design education
Some context about
the design process
Understand Define Explore Create
Build
the right thing
Build
the thing right
Understand Define Explore Create
Build
the right thing
Build
the thing right
Generative
research
Understand Define Explore Create
Build
the right thing
Build
the thing right
Generative
research
Summative
research
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Summative
research
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Ship
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Ship
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Ship
MVT
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Ship
MVT
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Generative
research
Ethnographic
research for
unmet needs
Summative
research
Ship
MVT Shippable
increments
“I would have written a shorter letter, but I didn’t
have the time”
Blaise Pascal
Technical difficulty
Uservalue/revenue
Technical difficulty
Uservalue/revenue
Easy and important Hard and important
This can wait Why do this?
Irritation number 1:
Asking your design team to colour in
Understand Define Explore Create
Build
the right thing
Build
the thing right
Shaping
the problem
space
Ship
Product
ExD
Agile
Delivery
Coach
Tech
Shaping the future
of the Product
Inspiring the world
with the Product
Vision
Facilitating
successful team
delivery
Enabling a
healthy, happy &
effective team
Building, running, owning &
iterating great products
Delighting Customers
Happy team
Building a
great product
Creating sustainable,
scalable products
Build the
right thing
Helping
validate needs
and value
prop
Crafting brilliant
experiences
Build the right
thing
Build the thing
right
Build the thing
right
Thanks Jeff Paton
Irritation number 2:
You are a feature factory
No objectives
No metrics
Success theatre
Velocity is the prime metric
You don’t acknowledge failure
Roadmaps are all about prioritisation
Chasing upfront revenue
Irritation number 3:
You ship and forget
Irritation number 4:
Nothing customer facing gets shipped
Irritation number 5:
Hiring
“Many UX designers started their careers
as Information Architects, Visual Designers,
Writers, Strategists. We are used to seeing
job titles change from time to time, as
companies start to understand the depth of
our work, and to accommodate trends and
market needs.”
 The State of UX in 2017
“organisations don’t want to hire
someone to do a thing. They want to
hire a magician who can wear every
hat, and solve every problem.” 
Irritation 6:
You don’t give your designers a future
Irritation number 7:
You don’t
understand research
“If the anecdote contradicts the data,
believe the anecdote”
“If the anecdote contradicts the data,
believe the anecdote”
Jeff Bezos
Irritation number 8:
meetings
“Meetings are the biggest
waste of time for employees
in the UK”
jobb.io employee survey May 2018
Learning by shipping
Illustration James Graham
From NYT Project Aristotle
longform article
Irritation 8:
space
Irritation number 9:
Space
“Your work environment
conveys a message about
what you value, who you are,
and where you are going”
Chris Good, Creative Director Workspace
“Space defines the culture,
culture shapes the space”
Sarah B. Nelson, IBM
Culture pic
Irritation number 10:
Culture
Culture pic
Irritation number 10:
Culture
Thank you
@msjaneaustin

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