Chloë Bregman on High Performance Design

Show Notes

• 00:25 Introductions
• 01:12 The surprise that not every software development ogranisation doesn’t use CI and other strong XP technical practices
• 02:00 Chloë’s talk – Creating High Performance Design
• 02:07 Defining high-performance design – design that fits with the customers needs and is successful
• 02:13 Design is worthless unless it is creating ROI in some way
• 02:29 Design has bottom-line impact when done well
• 02:46 The things that you need to have in place in order to be able to do design well
• 03:14 Design is not “one thing” – there are many aspects which need to be addressed
• 03:28 Different areas of design have competing needs
• 03:40 These competing needs conflict with the idea of “moving fast and being successful”
• 03:50 All design is human experience design
• 04:05 The three different lenses through which design can be viewed
• 04:09 Brand experience as one lens
• 04:23 Customer experience as another lens – the customer journey
• 04:49 User experience as a different lens – features and interactions within a single product
• 05:14 These lenses have different needs to be successful
• 05:19 Success for the brand experience lens
• 06:14 Success for the customer experience lens
• 06:25 Effective customer experience could result is massive reorganisation for the business, especially outside of the software areas
• 07:48 Success for the user experience lens
• 08:10 Which areas is dominant in a company can drive the tension between these three aspects of design
• 08:35 There is no one-right-balance – every situation is unique and needs to be treated as such
• 08:52 Examples of how the tensions play out in real organisations
• 09:52 To solve this challenge in a company, the first step is to realise these is a challenge
• 10:24 The strong linkage between culture and design and why culture is so important for effective design
• 10:57 A common shared vision that everyone buys in to is crucial for having a common design direction
• 11:07 The importance of a diverse and open culture with design
• 11:10 We’re almost always wrong in what we think will be a good design, so a culture that is comfortable to be wrong and learn is critical for success
• 12:05 A culture of learning is necessary for good design
• 12:35 It’s difficult to actually have a learning culture and growth mindset
• 13:05 The challenges to a culture of learning come out of fear
• 13:31 Some of those fears are internal and individual, our own biases
• 14:06 Explaining how a desire to be “right” becomes a blocker
• 14:54 Patterns that appear in large companies where fear is driving behaviours
• 15:19 Changing these behaviours is challenging – it requires addressing mindset, processes support learning and tools to support measuring
• 15:40 Examples of how this has been achieved, creating story-telling opportunities  
• 16:10 When sharing experiences, a good structure is “I did this, I expected that, and something else happened which resulted in something else”
• 17:10 Allow the people doing the work identify and implement the opportunities to change and improve the outcomes
• 17:26 Ask “if we changed one thing, what possibilities could that open up for us” and make the change to see what the results are
• 18:02 People cannot engage in this way unless they feel safe to do so; create a mindset of safety
• 18:17 Quoting the Google research and the finding that people work better when they bring their real self to work

Mentioned

• Agile 2018
• Cluster
• Chloë’s talk – Creating High Performance Design
• Google team culture research
• Contacts: chloe@future.design Twitter LinkedIn