Jacqui Frey: "Flow and Superfluidity for Design Orgs" DesignOps Summit 2018 • November 7-8, 2018 • New York, NY http://www.designopssummit.com

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Flow & Superfluidity for
Design Orgs
NOVEMBER 2018
Jacqui Frey
Director of Design Operations
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Design at
Mailchimp

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Design is in
the DNA
2001: Mailchimp Co-founded by Ben
Chestnut, CEO and First Designer
!3

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Design is in
the DNA
2001: Mailchimp Co-founded by Ben
Chestnut, CEO and First Designer
2000s-2016: Embedded Design in
Marketing + Product
!4

5. Proprietary & Confidential 2018
Design is in
the DNA
2001: Mailchimp Co-founded by Ben
Chestnut, CEO and First Designer
2000s-2016: Embedded Design in
Marketing + Product
2016: Est. the Design Department
!5

6. Proprietary & Confidential 2018
Design is in
the DNA
2001: Mailchimp Co-founded by Ben
Chestnut, CEO and First Designer
2000s-2016: Embedded Design in
Marketing + Product
2016: Est. the Design Department
2018: Scaled Design Department Org
!6

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Mailchimp
Design Ops
Maturity

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Mailchimp
Design Ops
Maturity
2016: 1FTE
!8

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Mailchimp
Design Ops
Maturity
2016: 1FTE
2017: 3FTE
!9

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Mailchimp
Design Ops
Maturity
2016: 1FTE
2017: 3FTE
2018: 9FTE
!10

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Mailchimp
Design Ops
Maturity
2016: 1FTE
2017: 3FTE
2018: 9FTE
2019: 15+FTE
!11

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Mailchimp
Design Ops
Maturity
Phase I: Call it Design Operations
!12

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Mailchimp
Design Ops
Maturity
Phase I: Call it Design Operations
Phase II: Breadth not Depth
!13

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Mailchimp
Design Ops
Maturity
Phase I: Call it Design Operations
Phase II: Breadth not Depth
Phase III: Build the Business Case
!14

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Mailchimp
Design Ops
Maturity
Phase I: Call it Design Operations
Phase II: Breadth not Depth
Phase III: Build the Business Case
Phase IV: Scale the Team
!15

16. Proprietary & Confidential 2018
Mailchimp
Design Ops
Maturity
Phase I: Call it Design Operations
Phase II: Breadth not Depth
Phase III: Build the Business Case
Phase IV: Scale the Team
Phase V: Forecast for Future
!16

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Design Ops
Strategy

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Boil the Ocean
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There has to
be a pattern.

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I felt…
“In the zone”
“Focused”
“Accomplished”

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What I was doing…
Practicing
Studying Video
Training

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What made that
possible…
Schedules
Programs
Leadership

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“There are two main strategies we can
adopt to improve the quality of life. The
first is to try making external conditions
match our goals. The second is to change
how we experience external conditions to
make them fit our goals better.”
- Flow, Mihaly Csikszentmihalyi
!28

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“There are two main strategies we can
adopt to improve the quality of life. The
first is to try making external conditions
match our goals. The second is to change
how we experience external conditions to
make them fit our goals better.”
- Flow, Mihaly Csikszentmihalyi
!29

30. Proprietary & Confidential 2018
“There are two main strategies we can
adopt to improve the quality of life. The
first is to try making external conditions
match our goals. The second is to change
how we experience external conditions to
make them fit our goals better.”
- Flow, Mihaly Csikszentmihalyi
!30

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Friction
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Superfluidity
!32

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“Superfluidity is the characteristic
property of a fluid with zero viscosity
which therefore flows without loss of
kinetic energy. When stirred, a superfluid
forms cellular vortices that continue to
rotate indefinitely.”
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“Superfluidity is the characteristic
property of a fluid with zero viscosity
which therefore flows without loss of
kinetic energy. When stirred, a superfluid
forms cellular vortices that continue to
rotate indefinitely.”
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Design Ops
Strategy

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Condition the
environment to align
with dept goals.
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Remove friction in
the environment.
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Test into it
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Beta Programs
!39

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Scale the
Team to the
Strategy
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Programs
for Flow

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CX
Practice
CX, UX, Design Programs,
Processes, and Tooling
!42

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CX
Practice
CX, UX, Design Programs,
Processes, and Tooling
Continuous Growth
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CX
Practice
CX, UX, Design Programs,
Processes, and Tooling
Continuous Growth
Design Community
!44

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Strategic Hypothesis:
Conditioning the
environment for growth
will improve people’s
ability to grow
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Strategic Litmus Test:
Will this investment
provide growth?
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Programs for
Superfluidity

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Design
Production
Workflow Management
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Design
Production
Workflow Management
Weekly Operations
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Design
Production
Workflow Management
Weekly Operations
Quality Gates
!50

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Design
Production
Workflow Management
Weekly Operations
Quality Gates
Infrastructure + Tooling
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Business
Operations
Budgetary Management
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Business
Operations
Budgetary Management
Vendor Management
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Business
Operations
Budgetary Management
Vendor Management
Supply Chain Management
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Business
Operations
Budgetary Management
Vendor Management
Supply Chain Management
Retail Operations
!55

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Strategic Hypothesis:
Improving areas of friction
in the environment will
increase people’s ability to
achieve goals
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Strategic Litmus Test:
Will this investment
remove friction?
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North Star
Metrics

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Flow Metrics
Growth Rate
Attrition Rate
Design eNPS

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Superfluidity Metrics
Dept Process Scores
Retro Scores
Cfx NPS Scores

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What We’ve
Learned
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Look for Patterns
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Research
Similar
Patterns for
Inspiration
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Test Into It
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Scale the
Team to the
Strategy
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Set KPIs
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Be Prepared
for Change
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Thank you.