Design has become the key link between users and today’s complex and rapidly evolving digital experiences, and designers are starting to be included in strategic conversations about the products and services that enterprises ultimately deliver. This has led to companies building in-house digital/experience design teams at unprecedented rates, but many of them don’t understand how to get the most out of their investment. This practical guide provides guidelines for creating and leading design teams within your organization, and explores ways to use design as part of broader strategic planning.
Why design’s role has evolved in the digital age
How to infuse design into every product and service experience
The 12 qualities of effective design organizations
How to structure your design team through a Centralized Partnership
Design team roles and evolution
The process of recruiting and hiring designers
How to manage your design team and promote professional growth
Chapter 1Why Design? Why Now?
“The Power of Design”
“Software Is Eating the World”
The Consumerization of All Software
Double-Edged Sword of User Empowerment
Design Can Be So Much More Than “Problem Solving”
Chapter 2Realizing the Potential of Design
All Design Is Service Design
The Double Diamond
Bringing Design In-House
The Three-Legged Stool
Chapter 312 Qualities of Effective Design Organizations
Our Humanistic Agenda
Chapter 4The Centralized Partnership
Organizational Models for Design Teams
Centralized Partnership: The Best of Both Worlds
Where Does the Design Organization Report?
Chapter 5Roles and Team Composition
Five Stages of Design Organization Evolution
Chapter 6Recruiting and Hiring
The Candidate Review Process
Making the Hire Decision
Extending the Offer
It’s Not a Sprint, It’s a Marathon
Chapter 7Developing the Team: Professional Growth and Managing People
Levels Framework for Designers
The Manager Path
Design Community Participation and Leadership
Investing in Professional Development
Growth Through the Organization
Climbing the Corporate Trellis
Chapter 8Creating a Design Culture
The Elements of Culture
Chapter 9Successful Interaction with Other Disciplines
Peter Merholz is President and one of the co-founders of Adaptive Path. For more than six years, he has been instrumental in developing the company's world-class consulting, training, and public events. Peter began his work at Adaptive Path with a focus on information architecture, and has since developed expertise in product strategy, user research, and practice development.
Peter's personal blog, http://peterme.com, and his essays for Adaptive Path demonstrate his unique ability to foresee what's coming next in information architecture, organizational change, and product strategy. He has the perhaps dubious distinction of coining the term "blog" in 1999, when blogging was still a nascent genre.
Kristin Skinner is Managing Director at Adaptive Path where she established and leads the Design Program Management practice. She has shaped and lead over 40 of the firm’s most strategic and complex projects and programs, working directly with Csuite stakeholders in theFortune 50. She is also Head of Design Management at Capital One, an emerging function to address rapid growth in the design organization and deliver end-to-end customer experiences that improve people’s lives. Before joining Adaptive Path, Kristin worked as a Design Managerat Microsoft in their ground-breaking Pioneer Studios. Kristin coprograms and hosts the MX Conference, and has spoken at events such as UX Week, and MX15.
The animal on the cover of Org Design for Design Orgs is a crimsontip longfin fish or coral devil (Plesiops coeruleolineatus). As its name suggests, the longfin fish has a long body that grows to between 8.5 and 10 centimeters. While its coloration varies, its body is usually black or brown with two dark stripes behind the eye. Its dorsal spines have orange or red tips with a bottom border of white, and the basal part of the dorsal fin has a blue stripe.
The crimsontip longfin can be found from the Red Sea and East Africa to the Samoa Islands, Oceania, and southern Japan. It can also be found as far south as Australia at Queensland. This species is described as "secretive" and lives in the shallow parts of outer reefs. It comes out at night, when it feeds on fish, gastropods, and small crustaceans.>/p>
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