As the field of User Experience evolves, it has gone through successive stages. The first focused on methodologies -- it was important to develop how to design for user experience. However, it was clear that was insufficient (because so many bad experiences continued to make it out into the world), and so the field shifted upstream to strategy. We felt that if we could inform strategy, we'd be setting up our designs to succeed. That, too, has fallen short. It turns out we need to pull back even further and think hard about the shape of our organizations, both with design and throughout the whole company. In this talk I'll draw from my experience as head of design for Groupon to show how organizational models and practices are crucial for delivering great user experiences.

1. Shaping Organizations to Deliver
Great User Experiences
Peter Merholz
e: peterme@peterme.com
t: @peterme
Monday, September 15, 14

2. My career path (and maybe yours?)
Monday, September 15, 14

3. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Monday, September 15, 14

4. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
Monday, September 15, 14

5. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
Monday, September 15, 14

6. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
I seem to have a knack for information architecture. And I can draw black
and white boxes on a screen.
Monday, September 15, 14

7. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
I seem to have a knack for information architecture. And I can draw black
and white boxes on a screen.
These “requirements” don’t make sense. I’m going upstream.
Monday, September 15, 14

8. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
I seem to have a knack for information architecture. And I can draw black
and white boxes on a screen.
These “requirements” don’t make sense. I’m going upstream.
My strategy is informed by user research! It’s impeccable!
Monday, September 15, 14

9. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
I seem to have a knack for information architecture. And I can draw black
and white boxes on a screen.
These “requirements” don’t make sense. I’m going upstream.
My strategy is informed by user research! It’s impeccable!
Even with a great strategy and practicing good design, the ultimate
outcome is crappy. Why?
Monday, September 15, 14

10. My career path (and maybe yours?)
I have an anthropology degree. How can I get a job?
Multimedia seems cool. Ooh, the Web!
I taught myself HTML!
I seem to have a knack for information architecture. And I can draw black
and white boxes on a screen.
These “requirements” don’t make sense. I’m going upstream.
My strategy is informed by user research! It’s impeccable!
Even with a great strategy and practicing good design, the ultimate
outcome is crappy. Why?
Oh, right. “Culture eats strategy for breakfast.”
Monday, September 15, 14

11. Monday, September 15, 14

12. Monday, September 15, 14

13. When I started
PD
PD
PD
PD
PD PD
PD PD
PD
PD
PD
PD
PD
PD
PD
CD
CD
CD CD
CD
CD
CD
CD
UXR
UXR
UXR
PjM
VP
Monday, September 15, 14

14. When I started
CD
CD
CD CD
CD
CD
CD
CD
UXR
UXR
UXR
PjM
VP
PD
PD
PD
PD
PD PD
PD PD
PD
PD
PD
PD
PD
PD
PD
Monday, September 15, 14

15. Internal Services
Your in-house agency
Project-based, organized by function
PROS
Strong design community
Wide range of projects
Design costs understood
CONS
Design is not strategic
Little influence on important
“upstream” decisions
Designers easily dismissed
Us vs Them
Monday, September 15, 14

16. Monday, September 15, 14

17. Decentralized and Embedded
Monday, September 15, 14

18. Decentralized and Embedded
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

19. DESIGN
Decentralized and Embedded
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

20. Decentralized and Embedded
P
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
D
Monday, September 15, 14

21. Decentralized and Embedded
D
P P
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
D
Monday, September 15, 14

22. Decentralized and Embedded
D D
D
P P P
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

23. Decentralized and Embedded
D D
D D
P P P P
E E
E E
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

24. Decentralized and Embedded
D D D D
D
P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

25. Decentralized and Embedded
DD D D D D
D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

26. Decentralized and Embedded
Everyone Gets A Designer!
Program-based
PROS
Design included throughout
entire lifecycle
Part of the team
CONS
One narrow problem for a long
time
Lonely
Fractured user experience
Monday, September 15, 14

27. Monday, September 15, 14

28. I opted for a different model
Monday, September 15, 14

29. Organize for the
customer journey
Monday, September 15, 14

30. Think in terms of design teams
Monday, September 15, 14

31. Booking GIG Funnel Opt
Homepage Goods
P13n Email
LUGC
Pull
Reserve
Gifting Social Redemption
Merchant
Pages
City Guides
SEO
Global
Header
Goods L
and S
iPhone Android
Getaways
Search iPad
Touch
BPOS
BPRO
Payments
Sinai
Search
Merchant S3
Center
Booking
Engine
Mobile
Merchant
Getaways
Extranet
Getaways
MR
Display
BWeb Quantum
Lead
Unified
Coffee Customer
Deal Estate Deal Wizard
Service
GWorks Deal Preview
Subscripton
s
Affiliate
Monday, September 15, 14

32. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

33. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

34. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

35. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Mobile
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

36. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Mobile
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

37. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

38. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

39. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

40. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Deal Preview
Subscripton
s
Display
Affiliate
Monday, September 15, 14

41. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Deal Preview
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

42. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
Deal Preview
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

43. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

44. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

45. DD D D D D
D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

46. S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

47. Centralized Partnership
S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

48. Centralized Partnership
Best of both worlds
Organized for the customer journey
Design teams maintain commitment across a
meaningful set of products/features.
Yet centralization helps maintain a holistic view across
the entire customer experience.
Side benefit: inevitable re-orgs don’t disrupt the
customer experience.
Monday, September 15, 14

49. Structure of each team
4-7 folks
Singular strong leadership
• Manages down – gets the most and best out of their team
• Manages across – collaborates with cross-functional partners
• Manages up – presents to executives and other stakeholders
Best organized around business problems, not functions
Spread of skills – strategy, planning, research, IxD, IA,
visual design, prototyping
Monday, September 15, 14

50. Teams at multiple levels
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Prototypin
g
Marketing
Design
Monday, September 15, 14

51. Teams at multiple levels
Consumer
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Prototypin
g
Marketing
Design
Merchant
Monday, September 15, 14

52. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

53. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

54. If you’re designing for this...
Monday, September 15, 14

55. If you’re designing for this...
Then it is senseless to have marketing and product/UX
design on different teams.
It’s all the same customer journey.
Monday, September 15, 14

56. The next hurdle I faced...
Monday, September 15, 14

57. A common project plan...
Monday, September 15, 14

58. A common project plan...
Monday, September 15, 14

59. Initial
Insight
A common project plan...
Monday, September 15, 14

60. Initial
Insight
A common project plan...
I have an
idea!
Monday, September 15, 14

61. A common project plan...
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

62. A common project plan...
Here’s what it
needs to do.
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

63. A common project plan...
Flesh out
solution
Here’s what it
needs to do.
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

64. A common project plan...
Flesh out
solution
User test
Here’s what it
needs to do.
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

65. A common project plan...
Flesh out
solution Refine
User test
Here’s what it
needs to do.
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

66. A common project plan...
Flesh out
solution Refine
User test Build
Here’s what it
needs to do.
I have an
idea!
Initial
Insight Plan
Monday, September 15, 14

67. A common project plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
User test Build
Here’s what it
needs to do.
I have an
idea!
Monday, September 15, 14

68. A common project plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
User test Build
Analyze
Here’s what it
needs to do.
I have an
idea!
Monday, September 15, 14

69. A common project plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
User test Build
Analyze
Here’s what it
needs to do.
I have an
idea!
Wait... How
do we know if
we’re
successful?
Monday, September 15, 14

70. A slightly more enlightened plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
User test Build
Analyze
Monday, September 15, 14

71. A slightly more enlightened plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
User test Build
Analyze
Let’s try some
stuff out first!
Monday, September 15, 14

72. A slightly more enlightened plan...
Flesh out
solution Refine
Initial
Insight Plan Ship
Sketch
options
User test Build
Analyze
Let’s try some
stuff out first!
Monday, September 15, 14

73. A slightly more enlightened plan...
Prototype
solutions
Flesh out
solution Refine
Initial
Insight Plan Ship
Sketch
options
User test Build
Analyze
Let’s try some
stuff out first!
Monday, September 15, 14

74. A slightly more enlightened plan...
Prototype
solutions
Flesh out
solution Refine
Initial
Insight Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
Let’s try some
stuff out first!
Monday, September 15, 14

75. Teams with strong leadership enable...
Prototype
solutions
Flesh out
solution Refine
Initial
Insight Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
Monday, September 15, 14

76. Prototype
solutions
Flesh out
solution Refine
Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

77. Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

78. Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

79. Definition
Strategy and plan,
aka “Build the right thing.”
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

80. Definition Execution
Strategy and plan,
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Plan Ship
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

81. Definition Execution
Plan Ship
Definition / Requirements
Iterative design
Implementation
Strategy and plan,
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
Understand
the market
Product
Strategy
Ideation/Generation
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

82. Definition Execution
Definition / Requirements
Iterative design
Implementation
Strategy and plan,
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
Understand
the market
Product
Strategy
Ideation/Generation
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

83. Definition Execution
Plan Ship
Definition / Requirements
Iterative design
Implementation
Strategy and plan,
aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
Understand
the market
Product
Strategy
Ideation/Generation
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Analyze
design makes strategy concrete design supports delightful, engaging experiences
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Monday, September 15, 14

84. Definition Execution
Initial
Insight Plan Ship
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Monday, September 15, 14

85. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

86. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

87. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

88. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

89. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

90. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

91. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

92. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

93. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

94. That said...
Monday, September 15, 14

95. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
Monday, September 15, 14

96. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
Monday, September 15, 14

97. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
Monday, September 15, 14

98. Definition Execution
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
...than here
Monday, September 15, 14

99. This doesn’t seem very lean/agile
Be wary of people espousing methodologies.
Typically, they are crutches to free people from
critical thinking.
Also, they’re focused on execution (i.e., once you
already have a plan).
(Designers are remarkable at limiting their own impact.)
And, it doesn’t address the truly fundamental challenge
facing design and UX, which is organizational.
Monday, September 15, 14

100. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

101. Booking
GIG
P13n
Funnel Opt
Email
Gimme!
Gimme! Gimme!
Pull Reserve
LUGC
Gimme!
Gimme!
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Gimme!
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Gimme!
Deal Estate
Coffee
Gimme!
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Monday, September 15, 14

102. Booking
GIG
P13n
Funnel Opt
Email
Gimme!
Gimme! Gimme!
Pull Reserve
LUGC
Gimme!
Gimme!
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Gimme!
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Gimme!
Deal Estate
Coffee
Gimme!
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Monday, September 15, 14

103. Booking
GIG
P13n
Funnel Opt
Email
Gimme!
Gimme! Gimme!
Pull Reserve
LUGC
Gimme!
Gimme!
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Gimme!
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Gimme!
Deal Estate
Coffee
Gimme!
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Monday, September 15, 14

104. Working with partner teams
Booking
GIG
P13n
Funnel Opt
Email
Gimme!
Gimme! Gimme!
Pull Reserve
LUGC
Gimme!
Gimme!
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Gimme!
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Gimme!
Deal Estate
Coffee
Gimme!
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme!
Gimme! Gimme!
Gimme!
Don’t understand the ‘costs’ of design
Don’t have control over their own destiny
So, lots of coordination and communication
Monday, September 15, 14

105. Maintaining singular leadership
As the design team grows, having a single leader
becomes more difficult.
Operational matters trump creative matters.
Models from tech and journalism:
• CTO and VP of Engineering
• Editor-in-chief and Managing Editor
Monday, September 15, 14

106. Designers can keep a lot
of other people busy
Monday, September 15, 14

107. Booking GIG Funnel Opt
Homepage Goods
P13n Email
LUGC
Pull
Reserve
Gifting Social Redemption
Merchant
Pages
City Guides
SEO
Global
Header
Goods L
and S
iPhone Android
Getaways
Search iPad
Touch
BPOS
BPRO
Payments
Sinai
Search
Merchant S3
Center
Booking
Engine
Mobile
Merchant
Getaways
Extranet
Getaways
MR
Display
BWeb Quantum
Lead
Unified
Coffee Customer
Deal Estate Deal Wizard
Service
GWorks Deal Preview
Subscripton
s
Affiliate
Monday, September 15, 14

108. Booking GIG Funnel Opt
Homepage Goods
P13n Email
LUGC
Pull
Reserve
Gifting Social Redemption
Merchant
Pages
City Guides
SEO
Global
Header
Goods L
and S
iPhone Android
Getaways
Search iPad
Touch
Display
GWorks Deal Preview 500-600
BPOS
BPRO
Payments
Sinai
Search
Merchant S3
Center
Booking
Engine
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb Quantum
Lead
Unified
Coffee Customer
Deal Estate Deal Wizard
Service
PMs and
engineers
=
Subscripton
s
Affiliate
Monday, September 15, 14

109. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
Prototypin
g
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

110. Booking
GIG
P13n
Funnel Opt
Email
Pull Reserve
LUGC
Social
Gifting
Redemption
Merchant
Pages
Global SEO City Guides
Header
Homepage
Goods
Goods L
and S
Getaways
Search
iPad
iPhone
Android
Touch
Prototypin
g
BPRO BPOS
Payments
Sinai
Search
Booking
Engine
S3
Merchant
Center
Mobile
Merchant
Getaways
Extranet
Getaways
MR
BWeb
Quantum
Lead
Deal Wizard
Unified
Deal Estate
Coffee
Customer
Service
GWorks
Platform
Local
Goods/
Getaways
Mobile
Core
Merchant Merchant
OS
Internal
Tools
Brand
Design
User
Research
Deal Preview
= 60 people
Marketing
Design
Subscripton
s
Display
Affiliate
Monday, September 15, 14

111. With a
1) centralized partnership,
2) teams with strong leadership,
3) influencing definition, and
4) a relatively small team,
you have leverage.
Monday, September 15, 14

112. Leverage = Power
Monday, September 15, 14

113. Leverage = Power
There’s no reason design can’t be
the driving force.
We just need confidence, evidence,
and commitment.
Monday, September 15, 14

114. One more thing...
Monday, September 15, 14

115. Decentralized and Embedded
Monday, September 15, 14

116. Decentralized and Embedded
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

117. DESIGN
Decentralized and Embedded
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

118. Decentralized and Embedded
P
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
D
Monday, September 15, 14

119. Decentralized and Embedded
D
P P
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
D
Monday, September 15, 14

120. Decentralized and Embedded
D D
D
P P P
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

121. Decentralized and Embedded
D D
D D
P P P P
E E
E E
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

122. Decentralized and Embedded
D D D D
D
P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

123. Decentralized and Embedded
DD D D D D
D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

124. Centralized Partnership
S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

125. Monday, September 15, 14

126. Technology
Monday, September 15, 14

127. Technology Features
Monday, September 15, 14

128. Technology Features Experience
Monday, September 15, 14

129. Still stuck in a “features” world
S S
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCT
MGMT
ENGINEERING
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Leadership
Monday, September 15, 14

130. S S
Design
Team
D D D
DD
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

131. S S
Design
Team
D D D
DD
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

132. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

133. S S
Design
Team
D D D
DD
Search/
Browse
Shopping
Experience PLUS
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

134. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Gifting
Product
Page
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

135. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
Gifting Merchandising
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

136. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
Gifting Merchandising Sharing
UGC/ Personalization Checkout
Reviews
Monday, September 15, 14

137. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
UGC/ Personalization Checkout
Reviews
Gifting Merchandising Sharing Social
Monday, September 15, 14

138. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
UGC/ Personalization Checkout
Reviews
Gifting Merchandising Sharing Social Wishlists
Monday, September 15, 14

139. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
UGC/ Personalization Checkout
Reviews
Gifting Merchandising Sharing Social Wishlists In-store pickup
Monday, September 15, 14

140. S S
Design
Team
D D D
DD
Shopping
Experience
Search/
Browse
PLUS
Product
Page
UGC/ Personalization Checkout
Reviews
Gifting Merchandising Sharing Social Wishlists In-store pickup Style guide
Monday, September 15, 14

141. Thank you for your
consideration.
Peter Merholz
e: peterme@peterme.com
t: @peterme
Monday, September 15, 14