Uber, Everlane, Atom bank and many other brands have changed the way services are offered. However, many organizations still follow outdated processes to design products. In that context, how can designers make fast and efficient decisions? This talk described an approach for speeding up the decision-making process in large organizations. It was presented at the Interaction South (Latin) America 2016, in Santiago, Chile.

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Making Faster
Design Decisions

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This is exciting.

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Start-ups Large
Organizations

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2004
I need a good
website.

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2004
I need a good
website.
2008
I want to be on
Facebook.

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2004
I need a good
website.
2008
I want to be on
Facebook.
2012
I should think
mobile first.

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2004
I need a good
website.
2008
I want to be on
Facebook.
2012
I should think
mobile first.
2016
I may reconsider
my business model.

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Over time, the brief
became increasingly
complex.

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Innovation impacts
all layers within the
organization.

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The brief is more complex.
Innovation impacts everyone.
The Scenario
+

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Pricing

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Pricing
Inventory

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Pricing
Inventory
Customer Service

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Pricing
Inventory
Customer Service
Marketing

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How can we keep
making fast and efficient
design decisions?
The Challenge

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Approach
23

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01.
Understand
02.
Disseminate
03.
Critique

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01.
Understand
02.
Disseminate
03.
Critique

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01.
Understand
02.
Disseminate
03.
Critique

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01.
Understand
02.
Disseminate
03.
Critique

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Design Principle
Anticipation
Identify common behaviors from users
and recommend relevant actions.
Track patterns.
Focus on contextual activities.
Use the brand’s tone of voice.

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Critique isn’t about pass or fail,
approval or rejection. It is a reflection
used to inform a next step.
Adam Connor and Aaron Irizarry
“

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Takeaways
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Develop a common
vocabulary to discuss design
at all levels and forms.

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01.
Understand
02.
Disseminate
03.
Critique

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Gracias.
@tfranco
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