This document summarizes a presentation by Matteo Cavucci and Emanuela Damiani on design and product development. They discuss how the web has changed since 2007 and the need for more modular and flexible approaches. Traditional linear product development processes are no longer effective. Instead, companies should adopt agile and design thinking approaches, focus on user research and experimentation, and view design as a continuous and collaborative process rather than something that ends at launch. Designers and organizations need new tools and structures like "DesignOps" to support experimentation, automation, and continuous learning and improvement.
52. A different language
We believe that
making the offer teaser more prominent
Will result in
an increase number of booking for tonight
We know we have succeeded
when offer conversions increases by 10%
Experiment
card
58. Design
generation
Weak design are eliminated or combined.
Strong design are further developed.
Further narrowing
and integration
Experiment B
Experiment A
90. 90
design as a service
design
infrastructure
Team
Product Team
Production
Environment
Users
co-creation of value driven by experiments
Strategy
feedback!
feedback!
feedback!
purpose
pull, not push!
91. Includes designers
Includes developers
Includes data analysts
Provides the design infrastructure
Observes org design needs
Ideates org-wide solutions
Scales up local optimised solutions
Manages the design system lifecycle
[…]
feedback!
design
infrastructure
design infrastructure team
92. “The creation of a standardised
brick library is an act of
social engineering.
“
Jōichi Itō
Whiplash: How to Survive Our Faster Future
99. designOps
ENABLE OTHERS TO DESIGN
Minimize the effort required by designers and non
designers to produce high quality design artefacts.
DESIGN FOR LEARNING
Complex adaptive systems are unpredictable, and
experimenting is part of the design process.
CONNECT DESIGN AND USERS
Launching a new product is just the beginning, not
the end, of a continuous design process.