How to build a sustainable design team Insights from Ali Sharp, GM at Meld Studios

alison@meldstudios.com.au @alisharp 20 May 2016

Some things I’ve learned –––

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Many design teams face similar challenges around scaling to meet demand, and maintaining quality, culture, and profitability.

Context: Levels of design management –––

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DESIGNING PROGRAMS OF WORK Design strategy and direction People and project management Day-to-day operations

DESIGNING THE DESIGN TEAM Vision and strategy Operating models Policies

DESIGN CRAFTApplication of methods and skills to design for specific needs

Proposal Volvo Group Australia: Path to purchase customer journey mapping

Challenge #1

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Design maturity is increasing. Opportunities are flooding in. How do we scale to meet demand? Oh how quickly hurrah! becomes argh!Staffing models and partner engagement

Staffing models –––

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And repeat…

PROJECT 2

Program Lead, Design Lead…

Service Designer UX Designer

Visual Designer Front-End Developer

Project Manager

THEME 1 Customer type or phase

PROJECT 1

THEME 3THEME 2

Partner engagement –––

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• Engagement models are changing: less about educating and building capability, more about increasing capacity as design-driven companies want to keep projects in-house

• Some teams have more external than internal staff • Creates challenges around culture and quality, but allows rapid

growth and flexibility • Agencies can balance time onsite with Fridays back at HQ and

regular team rotation

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Challenge #2 –––

We’re meeting demand, but skill levels vary. How do we ensure quality?Prioritisation, design training, toolkits, collaboration and critique

Reflections for in-house teams –––

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• How big do we get? • Should we continue to grow a central team of design experts, or

is it time to democratise design and embed designers across the organisation?

• How and when do we relinquish control?

Many teams choose both: • Core team to focus on “top priority” programs • Design training and toolkits for others to DIY

Prioritisation –––

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KEY QUESTIONS • What do we care about most? • How does this project align with our goals? • Do we have the capability and capacity to deliver quality? • What would happen if we didn’t do this? • How might we gracefully decline or defer?

IT’S HARD TO SAY NO • Desire to please • Hate work going out without design input

Quality and health suffers when we’re spread too thin

Toolkits –––

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EXAMPLES • Guide to shaping design projects • Journey mapping templates • Style guides • Pattern library (Lego)

• Overhead to create, manage, and monitor use • DIY — democratisation of design • Some design thinking better than none at all • Free up the core design team

Design training –––

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FOR THE DESIGN TEAM • Define hard and soft skills • Skills assessment to understand strengths and gaps • Training on and off projects • Coaching and mentoring

FOR OTHERS • Capability workshops • Toolkits

Collaboration and critique –––

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• Structured activities for extra brainpower • Generative workshops (design jams) • Structured critiques • How might we… ? • What if… ? • How does this design deliver against… ? • Great for staff engagement and morale

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Challenge #3 –––

Things are changing fast. There are so many new faces. How do we maintain the great culture we started out with?Dedicated effort and scalable policies

Culture audit –––

• What makes our team a great place to be? • Physical environment • Type of work • Growth opportunities • Inspirational leaders • Like-minded colleagues • Big and little things

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Ways to feel connected –––

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• Team days — learning + fun • Breakfast, lunch, drinks, dinner — allow for flexible working • Chat tools for sharing and banter • Acknowledge personal milestones and preferences

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Challenge #4

Money! How do we remain profitable as we grow? How do we justify costs? Financial models and proof points

Financial models –––

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• Cost, revenue, profit and utilisation targets • Pipeline and conversion targets • Margins to cover non-billable staff and culture policies • Rules of thumb for estimating projects • Cash flow strategy • Revenue streams — diversification, ‘bread and butter’

Proof points –––

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Averted investment *losses* estimated by client at $1.5bn. Project cost: $80k

• Support industry statistics with your own stories • Metrics — revenue, savings, adoption,

satisfaction rates, ROI, etc. • Quantify value of extra brainpower on projects • Highlight calibre of staff and thought leadership • Lean approach to maximise use of client budget • Tiered rate models based on volume of work

Summary –––

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HOW DO WE ENSURE QUALITY? Prioritisation: focus on what’s important Train designers to improve hard and soft skills Provide toolkits and training to enable DIY Structured activities for collaboration and critique

HOW DO WE SCALE TO MEET DEMAND? Staffing models: dedicated team per theme External partners for extra capacity and capability

HOW DO WE MAINTAIN CULTURE?Culture audit: understand what people love Find cost effective ways to keep connected

HOW DO WE REMAIN PROFITABLE & JUSTIFY COSTS? Constant refinement of financial models Proof points to demonstrate the value of your work

Thank youKeep in touch: alison@meldstudios.com.au @alisharp