Why Design ISN’T just

lipstick on a pig

Traci Lepore@traciuxd

#NoLipstick

image from http://www.scottfeldman.net/lipstick-on-the-pig/

image from http://tiffanicelestalis.blogspot.com/2013/05/the-hipster-style.html

Stereotypes & cliches about Design are not a

new thingDesign and Designers have long been thought to be outside the main stream and of little value

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

“Design is not just what it looks like. Design is how it works.”

Steve took us quite far with this perspective.

image from http://www.boomsbeat.com/articles/13/20131231/50-facts-that-you-didnt-know-about-steve-jobs.htm

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

But that did change.

So why is Design once again a four letter word?

Lean Methodologies

MVP strategies+

=Thinking takes time &

design is embellishment

image from http://www.meadowbrookpress.com/italian-without-words

This hurts product success.

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

image from http://www.huffingtonpost.com/cyd-zeigler/olympic-plan-to-bar-discr_b_5888512.html

“Design is the creation of a plan or convention for the construction of an object or a system.”

Design is a production

Dictionary meanings in the Cambridge Dictionary of American English, at Dictionary.com

How do we shift thinking again?Stop treating Design like a one time event

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Activity Discipline(s) Piece of the Puzzle Provided

Branding Art, Psychology, Marketing Communicate the message or mission

Visuals Art Convey the feelings & emotions desired Taxonomy HFs, IA Provide a shared language for communicating

Specifications Technical Writing Verbal details communicated in a professional manner

Platform Technology Technical architecture

Code/QA Technology Stable implementation of the product

Interaction Flow Art, Psychology, Sociology A sensible flow through the product for the user

Personas & Scenarios HFs, Sociology, Marketing Details to understand the requirements & use cases

Marketing Strategy Psychology, Marketing A relatable message to be communicated

Field Research Psychology, Sociology Understanding of what you are building

Usability Work Psychology, Sociology, HFs Details on how well things are working or not

Analytics Technology, Sociology Details on how well things are working or not

The Design production encompasses so many activities

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

image from http://nonprofnetwork.org/diversityinclusion

Design is everyone’s responsibility• Everyone has a role in the design • Design has no beginning or end• The production grinds to a halt if

one piece is missing

As the “expert” designer you have a responsibility to empower the team

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

image from http://www.stationv.com/getting-started/

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

How do you get started? Shift your own behavior.

image from http://metrics.net/managing-customer-experience-herding-cats/

Don’t try to herd the cats, become one of the cats• Being a part of the group

is the best way to move things forward

• Learn to reflect the different disciplines to be trusted

• Be the relationship maker• Transparency shuts out

cynicism about what you do

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Plan accordingly and frequently revisit plansLong Term• Define your end vision• Prioritize roadmap & tie to

requirements & researchShort Term• Break the vision into

manageable pieces• Time box the iterationsContingency• Have plan B in mind or know

how you deal with changesimage from http://www.tom-gray.com/2016/03/23/vision-and-leadership-collected-links/

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Demand and deserve your seat at the table

image from http://www.bludot.com/field-lounge-chair.html

• Facilitate customer data driven decisions by bringing data to the table

• Start small with cheap data gathering methods - anything helps

• Help teams and stakeholders understand market info - make the implications and actions clear

• Help all disciplines achieve maximum design potential

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Create a war room as a hub for strategy development

• Is a place for fostering dialogue and communication

• Keeps the critical information together and accessible

• Maintains a shared perspective

image from http://www.eurochessinternational.com/download.html

It will be the opposite of violence and negativity, because it

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Package your deliverables in a tidy manner• Make sure your purpose is

clear and articulated• Make sure all the pieces are

kept together & accessible to all, all the time (see war room)

• Make sure the details are outlined (as appropriate)

• Keep versions, not a constantly updated single version

image from http://www.smurfitkappa.com/vHome/com/Newsroom/Media

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Don’t leave people hanging with disconnected tiles

• Write user stories from persona perspectives

• Connect stories to specific requirements

• Connect stories that complete a feature area together

• Connect style & pattern guides to interaction designs & functional specs

image from http://www.ebay.co.uk/itm/NEW-CONNECT-FOUR-JOIN-4-IN-A-ROW-BOARD-GAME-FAMILY-FUN-CHILDREN-KIDS-PARTY-GAME-/171951128584

The deliverables alone can’t have the impact you want

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Follow principles for design & technology paradigms

image from http://www.pandaandpolarbear.com/2012/09/principles/

They help give you a starting structure and a sturdy base

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

image from http://skarpsvaerd.deviantart.com/art/Chaos-Wallpaper-186478286

Manage the collaboration

Keep dialogue constant | Work like a team | Be open to change

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

image from http://wheretoget.it/link/1503364

Design Kicks Ass• Maintains & communicates vision• Develops shared understanding • Gains buy-in

Because DESIGN is the coordinated process by which magic happens

Design is not an afterthought, embellishment, or vanity

@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

Say “bye bye” lipstick!

image from http://www.aol.com/article/2015/09/21/incredible-life-saving-hacks-for-fixing-broken-lipstick/21239090/

@traciuxd

www.linkedin.com/in/tracilepore

www.slideshare.net/treygd

or read more at uxmatters.com

| #NoLipstick