I’ve worked for a lot of idiot managers in my career. And then, one day, after I had become a design manager myself, it finally dawned on me: Now I’m the idiot! I had a lot of ideas about what a good manager is, how one acts, and the exact positioning of where the spotlight should land on the hero, which was absolutely supposed to be me. Thanks, ego. Heroically speaking, I failed on many, many levels. I didn’t understand how to understand a team, and help turn their perceptions and expectations into something shared and agreed upon. I didn’t understand how to foster critique; I only knew that I was in charge of design and that I had the final say. Most of my career has been an exercise in “trial by fire” and this process worked well when I was a designer and was trying to master the art of the task flow, site map, wireframe, prototype, personas, and so on. In leadership positions, the option to go back to the drawing board or to iterate hasn't always been readily available--nor as painless to my pride and potentially my pocketbook. The passing of time, the second and third chances that I’ve been given, and the sound advice that I didn’t want to listen to in the past have opened me up to a much different perspective. Oh, I’ve still got plenty to learn, and I’m excited to share some of what I’ve learned about charters, critique, and culture of design organizations.

1. RussUnger | @russu|GECapitalAmericas
The 3 C’s of Design
Russ Unger | @russu
Charters, Critique, & Culture

2. Russ Unger | @russu
Source: Justice League War

3. RussUnger | @russu|GECapitalAmericas
you’ll
EVERY NEW LEADER, EVER:
Russ Unger | @russu
Where’s
the
Manual?
(Almost)

4. RussUnger | @russu|GECapitalAmericas

5. Russ Unger | @russu
Source: Justice League War

6. Russ Unger | @russu
Therearenogrown-ups.Wesuspectthiswhenweare
younger,butcanconfirmitonlyoncewearetheoneswriting
booksandattendingparent-teacherconferences.
Everyoneiswingingit,somejustdoitmoreconfidently.
“
Pamela Druckerman
Source: NY Times: http://www.nytimes.com/2014/03/01/opinion/sunday/what-you-learn-in-your-40s.html

7. Russ Unger | @russu
Therearenomanagers.Wesuspectthiswhenweare
younger,butcanconfirmitonlyoncewearetheoneswriting
reviews,SOWs,slidedecksandattendingleadershipretreats.
Everyoneiswingingit,somejustdoitmoreconfidently.Everyoneiswingingit,somejustdoitmoreconfidently.
Source: NY Times: http://www.nytimes.com/2014/03/01/opinion/sunday/what-you-learn-in-your-40s.html
“
Pamela Druckerman

8. RussUnger | @russu|GECapitalAmericas
THE TEAM CHARTER

9. Russ Unger | @russu
What is a Team Charter?
Aunifyingplanthatateamagreestoasitsrulesof
engagementandgoalsandobjectives.
“

10. Russ Unger | @russu
OUR UX TEAM
You can count on me. No matter what you do. You can count on
me. No matter where you go. I'm standing by your side. I'll be
right behind. No one loves you more than I do, Put your hand in
mine.
I can see a part of me in you. A little something special that
comes shining through. I hear it in your laughter, And I feel it
when you cry, I will be right there for you, Until the day I die. You
can count on me. No matter what you do. You can count on me.
No matter where you go. You can count on me.
TEAM PURPOSE
COMMITMENTS
TEAM FOCUS
•User Research
•Interaction Design
•Information Architecture
•Information Design
•Prototyping
•Usability Testing
AREAS OF GROWTH
You can count on me. No matter
what you do. You can count on
me. No matter where you go. I'm
standing by your side. I'll be right
behind. No one loves you more
than I do, Put your hand in mine.
PERCEPTION OF TEAM
You can count on me. No matter
what you do. You can count on
me. No matter where you go. I'm
standing by your side. I'll be right
behind. No one loves you more
than I do, Put your hand in mine.
Image Source © Time Inc.
It’s Like a Persona. For Your Team.

11. Russ Unger | @russu
It Requires A Lot of This

12. Russ Unger | @russu
It Can Look Like This

13. Russ Unger | @russu
It Involves Defining All of This…

14. Russ Unger | @russu
Team Purpose
• Whatdoesthisteamdo?
• Whatarewegoodat?
• Whatshouldwebeknownfor?
The UX team works with our customers to create useful
and usable designs that meets the needs of our users
and serves the business goals and objectives. We
understand our users--their needs, behaviors and
motivations and provide insight into how they use the
products that we design.
OUR UX TEAM

15. Russ Unger | @russu
Team Commitment to Each Other
• HowDoWeWanttoWork
Together?
• WhatAreOurExpectationsof
EachOther?
The UX team works with our customers to create useful
and usable designs that meets the needs of our users
and serves the business goals and objectives. We
understand our users--their needs, behaviors and
motivations and provide insight into how they use the
products that we design.
We work with each other to share our knowledge and
grow and strengthen the team in all aspects of UX, and
beyond. We acknowledge and respect our peers, their
opinions, and the value of their work. We will be critical
of work product, yet not the person doing the work.
OUR UX TEAM

16. Russ Unger | @russu
Focus Areas
• WhataretheTypesof Work
WeDo?
• User Research
• Interaction Design
• Information Architecture
• Information Design
• Prototyping
• Usability Testing
WHAT WE DO

17. Russ Unger | @russu
Areas of Growth / Improvement
• WhereDoWeNeedMore
Experience?
• WhatistheRationaleforthe
Need?
• HowWillWeKnowWhen
We’veAchievedtheGrowth?
Experience Mapping
GROWTH AREA RATIONALE ACHIEVED BY
•Gets everyone involved in
identifying touchpoints
•Visually describes what the
user’s journey looks like
•Tell stories and craft
narratives from the user’s
point of view
•Orient teams around a
shared understanding of the
journey
•Expand on scenarios,
personas, and mental models
•Engaging in 1-3 Experience
Mapping activities this year
•Proving value through the
activities by stakeholder
approvals

18. Russ Unger | @russu
Perception of the Team by Others
• HowDoWeWantOthersto
ViewOurTeam?
• HowDoWeBuildthis
Perception?
• HowDoWeKnowWe’re
There?
Experts About Our
Users
PERCEPTION HOW TO CREATE ACHIEVED BY
•Increase research activities
•Identify opportunities to build
usability testing awareness
and activities
•Including clients in the user-
related activities to show
them our process and
expose them to users more
frequently
•Increase the amount of client
collaboration that includes
user discussions
•Common theme/voice for UX
team
•Colleagues request our
expertise in speaking to
customers
•Colleagues and customers
recommend the UX Team’s
expertise to our colleagues
and customers

19. Russ Unger | @russu
…And Then You Sign It.
• WeAllAgreetoAllofThis!
AGREED UPON BY

20. Russ Unger | @russu
OUR UX TEAM
You can count on me. No matter what you do. You can count on
me. No matter where you go. I'm standing by your side. I'll be
right behind. No one loves you more than I do, Put your hand in
mine.
I can see a part of me in you. A little something special that
comes shining through. I hear it in your laughter, And I feel it
when you cry, I will be right there for you, Until the day I die. You
can count on me. No matter what you do. You can count on me.
No matter where you go. You can count on me.
TEAM PURPOSE
COMMITMENTS
TEAM FOCUS
•User Research
•Interaction Design
•Information Architecture
•Information Design
•Prototyping
•Usability Testing
AREAS OF GROWTH
You can count on me. No matter
what you do. You can count on
me. No matter where you go. I'm
standing by your side. I'll be right
behind. No one loves you more
than I do, Put your hand in mine.
PERCEPTION OF TEAM
You can count on me. No matter
what you do. You can count on
me. No matter where you go. I'm
standing by your side. I'll be right
behind. No one loves you more
than I do, Put your hand in mine.
Image Source © Time Inc.
It’s Like a Persona. For Your Team.

21. Russ Unger | @russu
Recap: Benefits of A Team Charter
• IdentifiesYourTeam’sPurpose
• DefinestheTeamCommitmenttoEachOther
• ClearlyArticulatesAreasof Focus&Expertise
• AcknowledgesAreasof Growth/Improvement
• ExplainsHowtheTeamWantstobePerceived
• ProvidesUnifiedAgreement
UX
^

22. RussUnger | @russu|GECapitalAmericas
CRITIQUE
Image Source © Time Inc.

23. Russ Unger | @russu
New to Critique? Start Here.
Aaron Irizarry & Adam Connor
DiscussingDesign.com
Source: SlideShare: http://www.slideshare.net/adamconnor/discussing-design-the-art-of-critique

24. Russ Unger | @russu
The Problem
Me
HowdoImakecritiqueapartof our
culture,asaformalizedprocess?

25. Russ Unger | @russu
Eachoneteachone.
“
Kim Goodwin
many

26. Russ Unger | @russuRuss Unger | @russu
Critique
Buddies
WTF are
?
(Now calling it “Continuous Critique”)

27. Russ Unger | @russu
The Setup
L
BBB
L
BBB
M
• Select“CritiqueLeads”
• ManagerassignsCritiqueLeads
• SelectTeamsof 3-4Buddies
• Manager&LeadsAssign
• FocusonConnectingPeople
WhoDon’tNormallyWork
Together
2-3

28. Russ Unger | @russu
How It Works
• (Bi-)Weekly30minutemeetingswithCritiqueLeads&Buddies
• Adhocmeetingsasneededandasavailable
• Critiqueshouldworkbothways
• (Bi-)WeeklyCritiqueTeamMeetings
• All3-4membersmeetingatonceforgroup
critique
• Everyoneshouldparticipate
B B B L
T L
B B B L
T L

29. Russ Unger | @russu
How It Works
• EntireDesignTeamCritique
• ~Everymonth/4-6weeks
• Alloweveryonetoparticipateif possible
• Weekly30minuteCritiqueLeads&Manager
• Reviewthecritiques
• Critique&tweaktheprocess

30. Russ Unger | @russu
1:1 Meetings
• Startsveryinformally
• Gettoknoweachother
• Reviewof what’sbeingworkedon,etc.
• DrivenbytheCritiqueLead

31. Russ Unger | @russu
1:1 Meetings
• Shiftsto (slightly)formal
• Agendas,morestructured
pitch/presentation
• LedbytheCritiqueBuddy

32. Russ Unger | @russu
Critique Group Meetings
• CritiqueLeadsSchedule
• HappensBi-Weekly-ish
• TeamMembersSign-upfor
10-minutetimeslots
• Anythingrequiringadditional
canbecoveredin1:1meetings
Image Source: https://www.andertoons.com/phone/cartoon/3122/were-playing-teleconference

33. Russ Unger | @russu
Leader Meetings
• Reportsonprogressof theteam
• Creates&updates“CritiqueManual/
Guide”forteam
• ModifiestheCritiqueBuddyprogram
baseduponlearning
• SelectsnextCritiqueLeads(Quarterly)

34. Russ Unger | @russu
All-Team Critique Meetings
• …Stillkindof workingonthis:-)
• EntireDesignTeamParticipates
• WillLetYouKnowHowItGoes!

35. Russ Unger | @russuRuss Unger | @russu
That’s It!
Image Source © Time Inc.

36. Russ Unger | @russu
Benefits
• Freesyourtimeasprimaryreviewerof alldesign
• Identifiesleadersandleadershipinyourteam
• Uncoversgrowthandtraining/learningneeds
• Strengthenscritiqueabilitiesacrosstheteam
• Increasesdistributedteamcommunication&interaction
• Improvesfacilitation&presentationskills
• Improvesdesignacrosstheteam

37. RussUnger | @russu|GECapitalAmericas
CULTURE

38. Russ Unger | @russu
We Don’t Need Another…

39. Russ Unger | @russu
S l o w D o w n .

40. Russ Unger | @russu
Big,GrandRevealsareforAmateurs.
Andadvertisingagencies.“
Mitigate Design Surprises

41. Russ Unger | @russu
Lighten Up

42. Russ Unger | @russu
Work Hard.
Play Hard.
Bull Crap.
Source: http://gsh.tumblr.com/post/60206622542/everyone-plays-harder-i-dont-want-to-play

43. Russ Unger | @russuSource: https://signalvnoise.com/posts/3124-give-it-five-minutes
Give It 5 Minutes

44. Russ Unger | @russu
5 Years
Whenyoufindyourself stressed,askyourself onequestion:
Willthismatterfiveyearsfromnow?
If yes,thendosomethingaboutthesituation.
If no,thenletitgo.
“
Catherine Pulsifer

45. RussUnger | @russu|GECapitalAmericas
SO WHAT?

46. Russ Unger | @russu
• TeamCharter
• Facilitation
• Collaboration
• Critique
• Culture
5 Key Take Aways
Non-Technical / Non-Design
Skills!
LIFE

47. Russ Unger | @russu
Source: Justice League War

48. Russ Unger | @russu
Everyone Else
Aleaderisbestwhenpeoplebarelyknowshe
exists,whenherworkisdone,heraimfulfilled,they
willsay:
Wediditourselves.
“
Lao Tzu

49. Russ Unger | @russu
• TeamCharter
• Facilitation
• Collaboration
• Critique
• Culture
My 5 Key Take Aways
• Bonus#1:LeadershipisMoreAboutYourTeamthanAboutYou
• Bonus#2:Keeponwingingit.Confidently.

50. Russ Unger | @russu
Thank You!