6. Definition Execution
Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Strategy and plan,
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
10. Capability Assessment
1 ft
Surface
Typography, color, layout, interface design, spacing, animation,
transitions
40%
10,000 ft
1,000 ft
The Big Picture
Integrated view of company’s entire offering, brand traits
5%
100 ft
Strategy
Requirements, briefs, desired results, planning, vision,
campaign concepts
15%
10 ft
Structure
Flows, service blueprints, wireframes, wayfinding, navigation,
brand standards and guidelines, visual language
40%
11. Centralized Internal Services
Your in-house agency
Project-based, organized by function
PROS
Strong design community
Clear lines of authority
Wide range of projects
Interface consistency
Efficiencies of work product
Optimized headcount
CONS
Design is not strategic
Little influence on important
“upstream” decisions
Designers easily dismissed
Us vs Them
Business unit disconnection
12.
13. D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
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Product
Page
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D D DDD
Leadership
Decentralized and Embedded
14. Decentralized and Embedded
Everyone Gets A Designer!
Program-based
PROS
Business units gain control
Part of the team
Design included throughout entire
lifecycle
Feeling of ownership
Quick iterations post-launch
CONS
One narrow problem for a long time
Lonely
Fractured user experience
Less efficient use of time and people
18. D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
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Product
Page
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D D DDD
Leadership
19. S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
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Product
Page
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Leadership
20. S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
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Product
Page
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Leadership
Centralized Partnership
21. Centralized Partnership
Best of both worlds
Designers supported in career, development,
and day-to-day.
Design teams maintain commitment across a meaningful set of
products/features.
Yet centralization helps maintain a holistic view across the entire
customer experience.
Freedom to shift after ‘tours of duty’.
Not disrupted by inevitable re-organizations.
23. Structure of each design team
4-7 folks
Singular strong leadership
• Manages down – gets the most and best out of their team
• Manages across – collaborates with cross-functional partners
• Manages up – presents to executives and other stakeholders
Best organized around business problems, not
functions
Spread of skills – strategy, planning, research,
IxD, IA, visual design, prototyping
10,000 ft
1 ft
10 ft
100 ft
1,000 ft
S
S
D
D
D
DD
29. If you’re designing for this...
Then it is senseless to have marketing and product/UX
design on different teams.
It’s all the same customer journey.
30. Keep teams focused on user types
Search /
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Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER Sell item
31. Keep teams focused on user types
Search /
Browse
Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER Sell item
32. Search /
Browse
Keep teams focused on user types
Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER
Book
Update
Calendar
Make a
Reservation
Sell item
40. D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
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Reviews
D D DDD
Leadership
Decentralized and Embedded
41. S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
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Product
Page
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Reviews
Leadership
Centralized Partnership
43. S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
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Product
Page
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Leadership
Still stuck in a “features” world
44. S S
Design
Team
D D D
DD
Shopping
Experience
Gifting
Merchandising
Sharing
Social
Wishlists
In-store pickup
Style guide
PLUS
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45. Thank you for your
consideration.
Peter Merholz
e: peterme@peterme.com
t: @peterme