Design in startup / scale-up by Antoine Visonneau, Design Director at Yousign, Paris. About Antoine: For the past 20 years, Antoine has explored different facets of design, from production to management, in research labs, consulting, and now startup, with one guideline: maximizing the impact of design. In parallel to his practice, he teaches design at the Gobelins school and is the author of the book "Stratégies de design UX". He is a graduate of Harvard University. Presentation is about▼ ☑ Design team organization ☑ Continuous user research ☑ Design evangelization tips

2. Product design en startup
AntoineVisonneau
Design director, Yousign

3. Qu’estce qu’unbon design?
● Répondre à un besoin utilisateur
● 2 leviers : Ergonomie + Emotion
● Aujourd’hui,assez codifiés
○ onboarding, CTA,patterns
○ modèles : Apple, Airbnb,etc…

4. Et en startup?
● Output → outcome
● Hyper dépendantdes autres pôles
● Pas le même référentiel
○ MRR, NPS, Churn, Usage
○ Time to market
○ Arbitrage vitesse / qualité
○ Hyper priorisation “weightwatcher”
● Low “dev cost” design (ux writing, illustrations,...)
Si c’est pas en
production, ça
n’existe pas !

5. 1. Organisation design

6. DesignStudioou Squad?
Product designers in squads
User research support team
Brand design Studio
Design studio
● équipecompacte
● équipemono-disciplinaire(designers)
● Missions variées à duréedéterminée
● Designer généraliste
● Entraidefacilité
● But parfois difficileà percevoir
● Pas scalable
● équipedispersée
● équipepluridisciplinaire
● Focus,suivi, … monotonie?
● Designer expert
● Isolation
● Le but est parfaitement connu
● Trèsscalable

7. Périmètre du Design
Prospect Client
Marketing
Team
P&E
Team
Brand design Product Design
continuité experience

8. Profilsbranddesigners
Besoins marketing
● Brand → website, illustration, webinars, ebooks, films
● Performance → Ads, landing pages
● Product Marketing → product pages & Gifs, factsheets
Profils Design
● Art director
● Webdesigner
● Full stack designer
● Motion designer
Brand designers

9. Branddesign

10. Profilsproductdesigner
● Généraliste ou spécialiste ?
● Adéquation besoin / profil
● T-shaped people
● Diversité → créativité
● Complémentarité
● Ratio Designers/ PM / Devs

11. Product design

12. Discovery
3 months / PM+Designer+TL
Delivery
6 months / Squad + All teams
Framing
Deep Dive
data, benchmark, interviews
Define
High-level Prototype
User test
Framing & Squad setup
Launch (alpha, beta, scale)
Improvements
Go ?
Squad operations
GTM
Strategy
Iterative
development
Iterative
design & test
Product design

13. 2. Userresearch

14. Nouveauxenjeuxde la rechercheutilisateur
Convaincre Structurer
Customer
success
Marketing Product Data Design

15. Userresearchcoaching
● Standardiser
● Outilller
● Cracker le recrutement
● Partager
● Capitaliser

16. 3. Communiquer

17. Communiquer: personas

18. Communiquer: principesdesign

19. Communiquer: workshops

20. Synthèse
1
Structurer
l’organisation
pour scaler
2
Coacher les
initiatives user
research
3
communiquerpour
augmenter l’impact

21. Merci!
antoineviso@gmail.com