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As the field of User Experience evolves, it has gone through successive stages. The first focused on methodologies -- it was important to develop how to design for user experience. However, it was clear that was insufficient (because so many bad experiences continued to make it out into the world), and so the field shifted upstream to strategy. We felt that if we could inform strategy, we'd be setting up our designs to succeed. That, too, has fallen short. It turns out we need to pull back even further and think hard about the shape of our organizations, both with design and throughout the whole company. In this talk I'll draw from my experience as head of design for Groupon to show how organizational models and practices are crucial for delivering great user experiences.
Citation preview
Shaping Organizations to Deliver Great User Experiences Peter Merholze: peterme@peterme.comt: @peterme
Monday, September 15, 14
My career path (and maybe yours?)
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML!
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen.
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream.
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream.My strategy is informed by user research! It’s impeccable!
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream.My strategy is informed by user research! It’s impeccable!Even with a great strategy and practicing good design, the ultimate outcome is crappy. Why?
Monday, September 15, 14
My career path (and maybe yours?) I have an anthropology degree. How can I get a job?Multimedia seems cool. Ooh, the Web!I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream.My strategy is informed by user research! It’s impeccable!Even with a great strategy and practicing good design, the ultimate outcome is crappy. Why?Oh, right. “Culture eats strategy for breakfast.”
Monday, September 15, 14
Monday, September 15, 14
Monday, September 15, 14
When I started
PD
PD
PD
PD
PDPD
PD PD
PD
PD
PD
PDPD
PD
PD
CD
CDCD
CDCD
CD
CD
CD
UXR
UXR
UXR
PjM
VP
Monday, September 15, 14
When I started
CD
CDCD
CDCD
CD
CD
CD
UXR
UXR
UXR
PjM
VP
PD
PD
PD
PD
PDPD
PD PD
PD
PD
PD
PDPD
PD
PD
Monday, September 15, 14
Internal ServicesYour in-house agencyProject-based, organized by function
PROS
Strong design communityWide range of projectsDesign costs understood
CONS
Design is not strategicLittle influence on important “upstream” decisionsDesigners easily dismissedUs vs Them
Monday, September 15, 14
Monday, September 15, 14
Decentralized and Embedded
Monday, September 15, 14
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Decentralized and Embedded
Monday, September 15, 14
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Decentralized and Embedded
Monday, September 15, 14
P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
Monday, September 15, 14
D
P P
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
Monday, September 15, 14
D
P P P
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
Monday, September 15, 14
D D
P P P P
E E
E E
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
Monday, September 15, 14
D D
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
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D D
Decentralized and Embedded
Monday, September 15, 14
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
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
Decentralized and Embedded
Monday, September 15, 14
Decentralized and EmbeddedEveryone Gets A Designer!Program-based
PROS
Design included throughout entire lifecyclePart of the team
CONS
One narrow problem for a long timeLonelyFractured user experience
Monday, September 15, 14
Monday, September 15, 14
I opted for a different model
Monday, September 15, 14
Organize for the customer journey
Monday, September 15, 14
Think in terms of design teams
Monday, September 15, 14
Booking GIG Funnel Opt
P13n Email
LUGC
Pull
Reserve
SocialGifting Redemption
Merchant Pages
City Guides
SEO
Global Header
Homepage Goods
Goods L and S
Getaways Search iPad
iPhone Android
Touch
BPOS
BPRO
Payments
Sinai
Search
Booking Engine
S3Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb Quantum Lead
Deal WizardDeal Estate
Unified
Coffee Customer Service
GWorks Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
Platform
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
Platform
Mobile
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Mobile
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Deal Preview
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
Deal Preview
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
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
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
Monday, September 15, 14
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
DDDESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Monday, September 15, 14
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
Centralized Partnership
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Monday, September 15, 14
Centralized PartnershipBest of both worlds
Organized for the customer journeyDesign teams maintain commitment across a meaningful set of products/features.Yet centralization helps maintain a holistic view across the entire customer experience.Side benefit: inevitable re-orgs don’t disrupt the customer experience.
Monday, September 15, 14
Structure of each team4-7 folksSingular 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 functionsSpread of skills – strategy, planning, research, IxD, IA, visual design, prototyping
Monday, September 15, 14
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Prototyping
Marketing Design
Teams at multiple levels
Monday, September 15, 14
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Prototyping
Marketing Design
Consumer
Merchant
Teams at multiple levels
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Brand DesignMarketing
Design
Monday, September 15, 14
If you’re designing for this...
Monday, September 15, 14
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.
Monday, September 15, 14
The next hurdle I faced...
Monday, September 15, 14
A common project plan...
Monday, September 15, 14
A common project plan...
Monday, September 15, 14
Initial Insight
A common project plan...
Monday, September 15, 14
Initial Insight
A common project plan...
I have an idea!
Monday, September 15, 14
Initial Insight Plan
A common project plan...
I have an idea!
Monday, September 15, 14
Initial Insight Plan
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution
Initial Insight Plan
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution
User test
Initial Insight Plan
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution Refine
User test
Initial Insight Plan
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan Ship
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan Ship
Analyze
A common project plan...
Here’s what it needs to do.
I have an idea!
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan Ship
Analyze
A common project plan...
Here’s what it needs to do.
I have an idea!
Wait... How do we know if we’re successful?
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan Ship
Analyze
A slightly more enlightened plan...
Monday, September 15, 14
Flesh out solution Refine
User test Build
Initial Insight Plan Ship
Analyze
A slightly more enlightened plan...
Let’s try some stuff out first!
Monday, September 15, 14
Flesh out solution Refine
Sketch options
User test Build
Initial Insight Plan Ship
Analyze
A slightly more enlightened plan...
Let’s try some stuff out first!
Monday, September 15, 14
Prototype solutions
Flesh out solution Refine
Sketch options
User test Build
Initial Insight Plan Ship
Analyze
A slightly more enlightened plan...
Let’s try some stuff out first!
Monday, September 15, 14
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Initial Insight Plan Ship
Analyze
A slightly more enlightened plan...
Let’s try some stuff out first!
Monday, September 15, 14
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Initial Insight Plan Ship
Analyze
Teams with strong leadership enable...
Monday, September 15, 14
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
DefinitionStrategy and plan, aka “Build the right thing.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Definition ExecutionStrategy and plan, aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Definition Execution
Definitio
n / Requirem
entsIterative design Implem
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
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Definition Execution
Definitio
n / Requirem
entsIterative design Implem
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
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Monday, September 15, 14
Definition Execution
Definitio
n / Requirem
entsIterative design Implem
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
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Initial Insight Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
That said...
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
Monday, September 15, 14
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
...than here
Monday, September 15, 14
This doesn’t seem very lean/agileBe wary of people espousing methodologies.Typically, they are crutches to free people from critical thinking.Also, they’re focused on execution (i.e., once you already have a plan).(Designers are remarkable at limiting their own impact.)And, it doesn’t address the truly fundamental challenge facing design and UX, which is organizational.
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme! Gimme!
Gimme!Gimme!
Gimme!
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Gimme!
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Gimme!
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Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!Gimme!
Gimme!Gimme!Gimme!
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!Gimme!
Gimme!Gimme!Gimme!
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!Gimme!
Gimme!Gimme!Gimme!
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!Gimme!
Gimme!Gimme!
Gimme!Gimme!Gimme!
Don’t understand the ‘costs’ of designDon’t have control over their own destinySo, lots of coordination and communication
Working with partner teams
Monday, September 15, 14
Maintaining singular leadershipAs the design team grows, having a single leader becomes more difficult.Operational matters trump creative matters.Models from tech and journalism:• CTO and VP of Engineering• Editor-in-chief and Managing Editor
Monday, September 15, 14
Designers can keep a lot of other people busy
Monday, September 15, 14
Booking GIG Funnel Opt
P13n Email
LUGC
Pull
Reserve
SocialGifting Redemption
Merchant Pages
City Guides
SEO
Global Header
Homepage Goods
Goods L and S
Getaways Search iPad
iPhone Android
Touch
BPOS
BPRO
Payments
Sinai
Search
Booking Engine
S3Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb Quantum Lead
Deal WizardDeal Estate
Unified
Coffee Customer Service
GWorks Deal Preview
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking GIG Funnel Opt
P13n Email
LUGC
Pull
Reserve
SocialGifting Redemption
Merchant Pages
City Guides
SEO
Global Header
Homepage Goods
Goods L and S
Getaways Search iPad
iPhone Android
Touch
BPOS
BPRO
Payments
Sinai
Search
Booking Engine
S3Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb Quantum Lead
Deal WizardDeal Estate
Unified
Coffee Customer Service
GWorks Deal Preview 500-600PMs and engineers
=
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
Booking
GIG
Funnel Opt
P13n
LUGC
Pull Reserve
Social
Gifting
Redemption
Merchant Pages
City GuidesSEOGlobal Header
Homepage
Goods
Goods L and S
Getaways Search
iPadiPhone
AndroidTouch
BPOSBPRO
Payments
Sinai
Search
Booking Engine
S3
Merchant Center
Mobile Merchant
Getaways Extranet
Getaways MR
BWeb
Quantum Lead
Deal Wizard
Deal Estate
Unified
Coffee
Customer Service
GWorks
PlatformLocal
Goods/Getaways
Mobile
Core Merchant Merchant
OS
Internal Tools
Brand Design
User Research
Deal Preview
60 people=
Prototyping
Marketing Design
Subscriptons
Display
Affiliate
Monday, September 15, 14
With a 1) centralized partnership, 2) teams with strong leadership, 3) influencing definition, and 4) a relatively small team, you have leverage.
Monday, September 15, 14
Leverage = Power
Monday, September 15, 14
Leverage = Power
There’s no reason design can’t be the driving force.
We just need confidence, evidence, and commitment.
Monday, September 15, 14
One more thing...
Monday, September 15, 14
Decentralized and Embedded
Monday, September 15, 14
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Decentralized and Embedded
Monday, September 15, 14
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Decentralized and Embedded
Monday, September 15, 14
P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
Monday, September 15, 14
D
P P
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
Monday, September 15, 14
D
P P P
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
Monday, September 15, 14
D D
P P P P
E E
E E
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
Monday, September 15, 14
D D
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
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D D
Decentralized and Embedded
Monday, September 15, 14
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
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
Decentralized and Embedded
Monday, September 15, 14
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
Centralized Partnership
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Monday, September 15, 14
Monday, September 15, 14
Technology
Monday, September 15, 14
Technology Features
Monday, September 15, 14
Technology Features Experience
Monday, September 15, 14
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
Still stuck in a “features” world
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Monday, September 15, 14
S S
Design Team
D D D
DD
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience PLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
GiftingPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting MerchandisingPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting Merchandising SharingPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting Merchandising Sharing SocialPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting Merchandising Sharing Social WishlistsPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting Merchandising Sharing Social Wishlists In-store pickupPLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
S S
Design Team
D D D
DD
Shopping Experience
Gifting Merchandising Sharing Social Wishlists In-store pickup Style guidePLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Monday, September 15, 14
Thank you for your consideration.Peter Merholze: peterme@peterme.com t: @peterme
Monday, September 15, 14
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