Designing Change

Designing Change Front · June 6th, 2019 · Salt Lake City, Utah Matt Ström · @ilikescience

The Ship of Theseus Change is hard to see Designing Change @ilikescience

My Ship of Theseus bitly.com Designing Change @ilikescience

Challenge 1 The Institutional Immune System Q: Where do I start? Designing Change @ilikescience

A: The First Plank Start small, build trust Designing Change @ilikescience

How to beat the institutional immune system

1. Find an edge 2. Minimize resource requirements 3. Be ready to scale Designing Change @ilikescience

Designing Change @ilikescience

Designing Change @ilikescience

Challenge 2 Infinite possibilities Q: How do I align? Designing Change @ilikescience

A: The North Star Follow a compass, not a map Designing Change @ilikescience

Rules for good design principles: Good design principles are memorable. Good design principles help you say no. Good design principles aren’t truisms. Good design principles are easy to use. Designing Change @ilikescience

mstrom.co/design-principles Designing Change @ilikescience

Bitly’s design principles: 1. Design for trust. Design needs ethics. Strive to be transparent, clear, and consistent at all times. Build with intention, and earn our users’ trust. 2. Start with accessibility. Accessibility and usability aren’t optional. The more people can use our product, the more successful we will be. 3. Write to include. Always write short and smart. Use active voice, avoid slang and jargon, and write positively. Be helpful, honest, and human. Designing Change 4. Listen to users. Challenge your assumptions by listening to user feedback. Understand what users need and why, then design experiences that serve those needs. 5. Make a meaningful connection. Build positive experiences with kindness, whimsy, richness, wit. Inspire passion, engage users. 6. Be obvious. Good design and architecture should be invisible. Build useful software and get out of the way. @ilikescience

Challenge 3 Doubt Q: What’s the plan? Designing Change @ilikescience

A: The Responsive Roadmap The map is not the territory Designing Change @ilikescience

Team 1 Team 2 Team3 Team4 Designing Change @ilikescience

Designing Change @ilikescience

Complicated ≠ Complex Many known parts Designing Change Lots of unknowns @ilikescience

Why? Ambitious objectives which are guided by What? Measurable key results which are impacted by When? Concrete targets which are accomplished by How? Designing Change Current projects @ilikescience

Why? A 4-year leap for bitly.com guided by What? +20% daily new signups impacted by When? A new hero component accomplished by How? Designing Change Type + illustration choices @ilikescience

mstrom.co/responsive-roadmaps Designing Change @ilikescience

Challenge 4 Diminishing Returns Q: How do I keep going? Designing Change @ilikescience

A: The Feedback Loop Constantly refine the process Designing Change @ilikescience

Kalman Filtering:

1. Predict 2. Measure 3. Update 4. Repeat Designing Change @ilikescience

Code is shipped Design is !nished Design Just-in-time delivery Engineering Stand-ups, retros Product Grooming, planning Research User testing & interviews mstrom.co/just-in-time-design Designing Change @ilikescience

Just-in-time-design:

1. Invest in a design system. 2.Ship in the smallest increment possible. 3. Get embedded in the team. 4. Don’t create a backlog of designs. Designing Change @ilikescience

The Result Proof that it works Designing Change @ilikescience

Is it innovative? No. Designing Change @ilikescience

Did it accomplish the objectives? YES. Designing Change @ilikescience

+50% Daily new signups +20 Accessibility score Designed 100% in-house Cross-company collaboration Shipped in 4 months Designing Change @ilikescience

The end Matt Ström · @ilikescience