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Peter Merholz,Kristin Skinner

Org Design for Design Orgs: Building and Managing In-House Design Teams

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Design has become the key link between users and today’s complex and rapidly evolving digital experiences, and designers are starting to be included in strategic conversations about the products and services that enterprises ultimately deliver. This has led to companies building in-house digital/experience design teams at unprecedented rates, but many of them don’t understand how to get the most out of their investment. This practical guide provides guidelines for creating and leading design teams within your organization, and explores ways to use design as part of broader strategic planning.
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279 printed pages
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  • Ivan Phas quoted5 years ago
    service designers operate within Structure and Strategy, specifying the design of a system that will deliver a great service experience. While craft is important, this role is more about coordination—the service designer works hard to connect with all the frontline people who will be delivering the service. At the outset of work, this involves facilitation and co-creation, coming up with solutions that will work across roles and contexts. When the solutions are deployed, the focus shifts to training and implementation, supporting people as they execute the service.
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    • Ivan Phas quoted5 years ago
      Design Program Management operates at a strategic level, where it introduces design as a powerful tool with value to both the business, in helping to differentiate the company from competitors, and to customers, through guiding innovative and human-centered products, services, and brands
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      • Ivan Phas quoted5 years ago
        Using the generic “product designers,” regardless of whether they are more Structure- or Surface-oriented, provides for team members’ growth and agency. It encourages designers to bolster skills that they are weaker in and discourages others in the organization from pigeon-holing them into a narrow set of expectations.
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