Why design is a production and not a single event in the process.

1. Why Design
ISN’T just
lipstick on a pig
Traci Lepore
@traciuxd
#NoLipstick
image from http://www.scottfeldman.net/lipstick-on-the-pig/

2. image from http://tiffanicelestalis.blogspot.com/2013/05/the-hipster-style.html
Stereotypes & cliches
about Design are not
a new thing
Design and Designers have long
been thought to be outside the
main stream and of little value
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

3. “Design is not just what it looks like.
Design is how it works.”
Steve took us quite far with this perspective.
image from http://www.boomsbeat.com/articles/13/20131231/50-facts-that-you-didnt-know-about-steve-jobs.htm
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig
But that did change.

4. So why is Design once again
a four letter word?
Lean Methodologies
MVP strategies
+
=
Thinking takes time &
design is embellishment
image from http://www.meadowbrookpress.com/italian-without-words
This hurts product success.
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

5. image from http://www.huffingtonpost.com/cyd-zeigler/olympic-plan-to-bar-discr_b_5888512.html
“Design is the creation of a
plan or convention for the
construction of an object
or a system.”
Design is a production
Dictionary meanings in the Cambridge Dictionary of American English, at Dictionary.com
How do we shift thinking again?
Stop treating Design
like a one time event
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

6. Activity Discipline(s) Piece of the Puzzle Provided
Branding Art, Psychology, Marketing Communicate the message or mission
Visuals Art Convey the feelings & emotions desired
Taxonomy HFs, IA Provide a shared language for communicating
Specifications Technical Writing Verbal details communicated in a professional manner
Platform Technology Technical architecture
Code/QA Technology Stable implementation of the product
Interaction Flow Art, Psychology, Sociology A sensible flow through the product for the user
Personas & Scenarios HFs, Sociology, Marketing Details to understand the requirements & use cases
Marketing Strategy Psychology, Marketing A relatable message to be communicated
Field Research Psychology, Sociology Understanding of what you are building
Usability Work Psychology, Sociology, HFs Details on how well things are working or not
Analytics Technology, Sociology Details on how well things are working or not
The Design production encompasses so many activities
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

7. image from http://nonprofnetwork.org/diversityinclusion
Design is everyone’s
responsibility
• Everyone has a role in the design
• Design has no beginning or end
• The production grinds to a halt if
one piece is missing
As the “expert” designer you have a
responsibility to empower the team
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

8. image from http://www.stationv.com/getting-started/
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig
How do you get started? Shift your own behavior.

9. image from http://metrics.net/managing-customer-experience-herding-cats/
Don’t try to herd the cats,
become one of the cats
• Being a part of the group
is the best way to move
things forward
• Learn to reflect the different
disciplines to be trusted
• Be the relationship maker
• Transparency shuts out
cynicism about what you do
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

10. Plan accordingly and frequently revisit plans
Long Term
• Define your end vision
• Prioritize roadmap & tie to
requirements & research
Short Term
• Break the vision into
manageable pieces
• Time box the iterations
Contingency
• Have plan B in mind or know
how you deal with changes
image from http://www.tom-gray.com/2016/03/23/vision-and-leadership-collected-links/
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

11. Demand and deserve your seat at the table
image from http://www.bludot.com/field-lounge-chair.html
• Facilitate customer data driven
decisions by bringing data to the table
• Start small with cheap data gathering
methods - anything helps
• Help teams and stakeholders
understand market info - make the
implications and actions clear
• Help all disciplines achieve maximum
design potential
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

12. Create a war room as a hub for strategy development
• Is a place for fostering dialogue
and communication
• Keeps the critical information
together and accessible
• Maintains a shared perspective
image from http://www.eurochessinternational.com/download.html
It will be the opposite of violence
and negativity, because it
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

13. Package your deliverables in a tidy manner
• Make sure your purpose is
clear and articulated
• Make sure all the pieces are
kept together & accessible to
all, all the time (see war room)
• Make sure the details are
outlined (as appropriate)
• Keep versions, not a constantly
updated single version
image from http://www.smurfitkappa.com/vHome/com/Newsroom/Media
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

14. Don’t leave people hanging with disconnected tiles
• Write user stories from persona
perspectives
• Connect stories to specific
requirements
• Connect stories that complete a
feature area together
• Connect style & pattern guides to
interaction designs & functional specs
image from http://www.ebay.co.uk/itm/NEW-CONNECT-FOUR-JOIN-4-IN-A-ROW-BOARD-GAME-FAMILY-FUN-CHILDREN-KIDS-PARTY-GAME-/171951128584
The deliverables alone can’t
have the impact you want
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

15. Follow principles for design & technology paradigms
image from http://www.pandaandpolarbear.com/2012/09/principles/
They help give you a starting structure and a sturdy base
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

16. image from http://skarpsvaerd.deviantart.com/art/Chaos-Wallpaper-186478286
Manage the collaboration
Keep dialogue constant | Work like a team | Be open to change
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

17. image from http://wheretoget.it/link/1503364
Design Kicks Ass
•Maintains & communicates vision
•Develops shared understanding
•Gains buy-in
Because DESIGN is the coordinated
process by which magic happens
Design is not an afterthought, embellishment, or vanity
@traciuxd | #NoLipstickWhy Design isn’t just lipstick on a pig

18. Say “bye bye” lipstick!
image from http://www.aol.com/article/2015/09/21/incredible-life-saving-hacks-for-fixing-broken-lipstick/21239090/
@traciuxd
www.linkedin.com/in/tracilepore
www.slideshare.net/treygd
or read more at uxmatters.com
| #NoLipstick