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Chloë Bregman on High Performance Design

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In this podcast recorded at the Agile 2018 conference Shane Hastie, Lead Editor for Culture & Methods, spoke to Chloë Bregman about high performance design.

Key Takeaways

  • High-performance design is design that fits with the customers needs and is successful
  • Design is worthless unless it is creating ROI in some way
  • Design is not “one thing” – there are many aspects which need to be addressed and these aspects have tension between them
  • All design is human experience design
  • We’re almost always wrong in what we think will be a good design, so a culture that is comfortable to be wrong and learn is critical for success
  • Ask “if we changed one thing, what possibilities could that open up for us” and make the change to see what the results are

Show Notes

  • 00:25 Introductions
  • 01:12 The surprise that not every software development ogranisation doesn’t use CI and other strong XP technical practices
  • 02:00 Chloë’s talk – Creating High Performance Design
  • 02:07 Defining high-performance design – design that fits with the customers needs and is successful
  • 02:13 Design is worthless unless it is creating ROI in some way
  • 02:29 Design has bottom-line impact when done well
  • 02:46 The things that you need to have in place in order to be able to do design well
  • 03:14 Design is not “one thing” – there are many aspects which need to be addressed
  • 03:28 Different areas of design have competing needs
  • 03:40 These competing needs conflict with the idea of “moving fast and being successful”
  • 03:50 All design is human experience design
  • 04:05 The three different lenses through which design can be viewed
  • 04:09 Brand experience as one lens
  • 04:23 Customer experience as another lens – the customer journey
  • 04:49 User experience as a different lens – features and interactions within a single product
  • 05:14 These lenses have different needs to be successful
  • 05:19 Success for the brand experience lens
  • 06:14 Success for the customer experience lens
  • 06:25 Effective customer experience could result is massive reorganisation for the business, especially outside of the software areas
  • 07:48 Success for the user experience lens
  • 08:10 Which areas is dominant in a company can drive the tension between these three aspects of design
  • 08:35 There is no one-right-balance – every situation is unique and needs to be treated as such
  • 08:52 Examples of how the tensions play out in real organisations
  • 09:52 To solve this challenge in a company, the first step is to realise these is a challenge
  • 10:24 The strong linkage between culture and design and why culture is so important for effective design
  • 10:57 A common shared vision that everyone buys in to is crucial for having a common design direction
  • 11:07 The importance of a diverse and open culture with design
  • 11:10 We’re almost always wrong in what we think will be a good design, so a culture that is comfortable to be wrong and learn is critical for success
  • 12:05 A culture of learning is necessary for good design
  • 12:35 It’s difficult to actually have a learning culture and growth mindset
  • 13:05 The challenges to a culture of learning come out of fear
  • 13:31 Some of those fears are internal and individual, our own biases
  • 14:06 Explaining how a desire to be “right” becomes a blocker
  • 14:54 Patterns that appear in large companies where fear is driving behaviours
  • 15:19 Changing these behaviours is challenging – it requires addressing mindset, processes support learning and tools to support measuring
  • 15:40 Examples of how this has been achieved, creating story-telling opportunities  
  • 16:10 When sharing experiences, a good structure is “I did this, I expected that, and something else happened which resulted in something else”
  • 17:10 Allow the people doing the work identify and implement the opportunities to change and improve the outcomes
  • 17:26 Ask “if we changed one thing, what possibilities could that open up for us” and make the change to see what the results are
  • 18:02 People cannot engage in this way unless they feel safe to do so; create a mindset of safety
  • 18:17 Quoting the Google research and the finding that people work better when they bring their real self to work

Mentioned

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