1.
Scaling Up Design
From engineering led to experience led
JURGEN SPANGL

2.
This team just
shipped their
beta. To Mars.
Atlassian helped NASA’s Rover team ship
stellar code

3.
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
@JURGENSPANGL
2012

4.
@JURGENSPANGL
2013

5.
@JURGENSPANGL
Just text by itself,
for impact.
@JURGENSPANGL
2014

6.
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
@JURGENSPANGL
2015

7.
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
@JURGENSPANGL
2016

8.
@JURGENSPANGL
Design is the new black

9.
@JURGENSPANGL
Seat at the table?

10.
@JURGENSPANGL
Seat at the table?

11.
It’s about changing company culture

12.
@JURGENSPANGL
1

13.
@JURGENSPANGL
Sprechen Sie Deutsch?

14.
@JURGENSPANGL
Do you speak German?

15.
@JURGENSPANGL
(╯°□°)╯︵ ┻━┻

16.
@JURGENSPANGL
(table flip)

17.
@JURGENSPANGL
Language

18.
We should change the
colour of this button.
FOUNDER REVIEW
“
”
@JURGENSPANGL

19.
@JURGENSPANGL
If you don't like what is being said, then
change the conversation
DON DRAPER, MAD MEN
“
”

20.
JIRA

21.
Confluence

22.
@JURGENSPANGL
Design Trunk

23.
@JURGENSPANGL
Design Trunk
Atlassian Design Guidelines

24.
@JURGENSPANGL
ITEM 2
ITEM 1
ITEM 3
ITEM 4
Agenda
Faster process

25.
@JURGENSPANGL
ITEM 2
ITEM 1
ITEM 3
ITEM 4
Agenda
Existing patterns

26.
@JURGENSPANGL
ITEM 2
ITEM 1
ITEM 3
ITEM 4
Agenda
Existing patterns…in code

27.
@JURGENSPANGL
ADG is a product,
serving products

28.
Design sparring

29.
Art critique

30.
Design led
Structured
Inclusive
Regular

31.
@JURGENSPANGL
Radical candour

32.
Challenge
directly
Care personally
Radical
candour

33.
@JURGENSPANGL
Should designers code?
@JURGENSPANGL

34.
@JURGENSPANGL
2

35.
@JURGENSPANGL
Currency
@JURGENSPANGL

36.
@JURGENSPANGL
Project Disneyland
@JURGENSPANGL

37.
@JURGENSPANGL
Customer journey
EXPLOREKNOW GET HELP
?
SHARETHINK
RECONSIDER
STOP
RENEWMIGRATE
BUY 1ST
PAY
SET UP
$
BUY MORE
PAY
UPGRADE EXPLORE
$
TRY
SET UPINSTALL
BTF
USE
UPDATE
COLLABORATE
ROLL
OUT

38.
@JURGENSPANGL
Personas: from administrators to users
William HarveyAlana Emma
William the Wise
Loves
• Challenges
• Programming languages
• New tech products
•
•
•
Hates
• Bad or slow processes
•
when he needs it
•
•
•
Places that
matter
•
• Reddit
Company
• Team size:
• Company size:
• Work remotely:
User Personas
Needs
• Less admin work
•
• Evidence that change is
good
•
•
Goals
•
and community
• Feel accomplished at the
•
•
“I’m obsessed with technology.”
done, and he usually knows how to do it. Nothing irritates him more than needless admin.
-
Software
• JIRA
•
•
Languages
• Java
• Javascript
• Ruby
“I have too many things to do and not enough tim
Harvey does not identify as a technical person nor does he crave the
Harvey has a business or traditional design background and doesn’
technicalities of software development. He just wants stuff that work
take recommendations from William, Alana and Emma. However, if h
He craves predictability and control. He runs to de-stress. Harvey th
ant’s nest. Seemingly chaotic but working to a greater good.
Harvey the Hesitant
Loves
• Reliable products
• Time saving tricks
• Note taking apps
•
•
•
Hates
• Agile
• Software that updates
• Flash
•
•
Places that
matter
• The Wall Street Journal
• Harvard Business Review
Com
• Tea
• Com
• Wo
User Personas
Needs
• Minimal fuss products
• Things work smoothly
together
•
• Only show me what’s
relevant
Goa
• Put
proto
• Ma
bala
•
•
Software
• Gmail
•
•
Languages
•
•
•
“The worst thing you can do is waste my time.”
Alana is a great people herder and works diligently until the project is a success. Alana
is very ambitious and her organisation skills allows her to drive any project forward. She
understands technology, how it works and then some, although she has no ambition to
be a developer again. Alana has a personal blog that often overlaps with her thoughts on
her industry. She thinks Atlassian is a dragon, a vehicle for greatness, but only if it does
what she says.
Alana the Aware
Loves
• Huge projects
• Responsibility
• Working with talented
people
•
•
Hates
• When shit doesn’t work
• Old processes
• People that don’t have a
can-do attitude
• Red tape
•
Places that
Matter
• Brain Pickings
• TechMeme
Company
• Team size:
• Company size:
• Work remotely:
User Personas
Needs
• I want problems solved
fast
• Track projects and teams
• Automate the boring stuff
•
•
Goals
• Get to the next career
leap
• Leave work at work
• My team is using the
best practices and
software available
Software
•
• JIRA
• Evernote
Languages
• Java
• CSS
• HTML
“I want to learn as mu
keen to take things on. Emma
know as much as William the
an early adopter and frequentl
theory of Agile but needs more
everywhere. Emma has an Ets
is an old dog, loyal but can oft
Emma the Eag
Loves
• Beautiful software
• Organising social events
with her colleagues
• Quick wins
•
•
Hates
• Hitting road blocks
• Clunky and enterprise
software
• Legacy code
•
•
User Personas
Software
• Trello
• GitHub
• JIRA
Languages
• Javascript
• CSS
•
Ryan the Ready
User Personas
“I strive for beauty in my work.”
Cassie the Creative has some technical knowledge but prefers to focus on aesthetics, not
pixels. Cassie is happy to learn new tech-heavy products as long as they’re a pleasure to
learn. For Cassie, quality is more important than deadlines. She knows some CSS and
HTML.
Cassie the Creative
User Personas
“I have a range of interests and technology is one of them. I want
to lead a balanced life.”
Max the Mainstream’s aim is to leave for home on time so that he can cycle, spend
passions and hobbies.
Max the Mainstream
User Personas
“I love organising huge
Sameer the Social is a marketi
couple of years. Sameer spins
plays to his strengths and ofte
smaller events. He is spread th
events and updates the websi
ness and buy in for cross prod
Sameer the Soc
User Personas
RyanMax Cassie Sameer

39.
@JURGENSPANGL
Net Promoter Score (NPS)

40.
How likely are you to recommend <product>
to a friend or family?
1 2 3 4 5 6 7 8 9 101
DETRACTORS PASSIVES PROMOTERS
% Promoters - % Detractors Net Promoter Score (NPS)

41.
@JURGENSPANGL
Listen to users

42.
@JURGENSPANGL
Being experience led

43.
True triads
Engineering
Design
Product
Management

44.
True triads
Engineering
Design
Overall customer
satisfaction
MAU+ NPS +
others
Product
Management

45.
True triads
Reliability
Usability
NPS
Functionality

46.
Responsibility and accountability
Reliability
Usability
Functionality Are we building the right thing?
Are we building it in the right way?
Are we building it so that is usable and
delightful?

47.
Responsibility and accountability
Engineering
Design
Product
management Are we building the right thing?
Are we building it in the right way?
Are we building it so that is usable and
delightful?

48.
@JURGENSPANGL
Just text by itself,
for impact.

49.
@JURGENSPANGL
[...] good, even great, design is meaningless
unless it gets built.
ALAN COOPER
“
”

50.
@JURGENSPANGL
3

51.
@JURGENSPANGL
Pain
@JURGENSPANGL

52.
@JURGENSPANGL
/30 70

53.
@JURGENSPANGL
30% – 70% pissed off30 70

54.
@JURGENSPANGL
It hurts so good to focus.
DANIELLE LAPORTE
“ ”

55.
@JURGENSPANGL
We become what we behold.
We shape our tools and then
our tools shape us.
MARSHALL MCLUHAN
“
”

56.
@JURGENSPANGL
We, as a TEAM,
ship great experiences

57.
JURGEN SPANGL
JURGEN@ATLASSIAN.COM
@JURGENSPANGL
https://medium.com/designing-atlassian
Thanks!