CONTEXT
When I arrived in Agorapulse as a Head of Design,
there was a lot to be done, on a lot of aspects.
My plan was divided in 3 parts:
I. Vision and Strategy
Build a Product + Branding Design vision and Strategy.
Set Processes and Documentation for it
Helping the company grow its design maturity
by spreading user-centric practices.
II. Build, Lead, Mentor and Retain
Build an efficient, talented UX / Design Department. Also set Processes and Documentation for it
Mentor, coach designers and manage their evolution.
Attract and retain talents.
III. Field Work Excellence and Setting Standards
Set high quality standards for our User Experience Delivery
Being capable of acting as a top-notch individual contributor when needed
You can hear about my experience in Agorapulse in the Design Journeys Podcast at 58:25
I. Vision and Strategy
II. Build, Lead, Mentor and Retain
III. Field Work Excellence and Setting Standards
"If you can't describe what you are doing as a process,
you don't know what you're doing."
W.Edwards Deming
Before deciding what we are going to do,
let's figure how and why we will do it
Let's work on our Process.
But this takes time when a company has a low level UX Maturity.
This needed to be done step by step.
I first focused on the What (Ideation)
What we deliver and produce
→ Figma Files organization
→ Delivery and handout process to tech team
→ Design reviews and front end checking by designers
→ Design System Creation and shared ownership
→ What does high quality standards mean?
I created the processes and documented it all
Then, it was time to focus on the Why (User Research)
→ Introduce User Research in the company
→ Make it visible and demistify it
→ Share results in light, easy to digest artifacts
→ Have everyone involved in it
→ Evangelize and up the level of team members
Implement User Research at every step of the way
Validate assumptions, ideas, Wireframes, Interfaces,
at every step of the way
I created a Design Process followed by every Designer
in every Squad and Tribe, a mix of Lean UX and Double Diamond
Do Research as a Team
I created the processes and documented it
Created a step by step board where anyone can start a research project for its feature
Introduced Research to the whole company with presentations,
organized workshops with the Product Department
Lastly, I focused on the How (Analytics and Research)
→ Set UX Metrics for each feature
→ Defined the ROI of User Experience in the company
→ Established a UX Benchmarking Process for every squads and tribes
Prepared a workshop for every squad with PMs, Engineering Managers and Product Designers
I. Vision and Strategy
II. Build, Lead, Mentor and Retain
III. Field Work Excellence and Setting Standards
Recruitment of 6 Product Designers
1 UX Researcher
1 Brand Designer
Overseeing the work of several freelance Designers for Marketing Design
Built UX Rituals for the Design Department and documented it
Created workshops and classes where Designers can level up on several UX Related topics
Learn more about the Design Rituals implemented at 1:16:50
Created skills maps for each designer to focus on where they could improve over time
Unlocked UX courses for each designer to help them get to the next level with the world leaders in UX, Norman Nielsen Group
Set rigorous Interview Processes for Designers wanting to join
Set a precise Onboarding Process for new Designers in Agorapulse
Established clear Performance Reviews with actionable points to improve if needed
1. Vision and Strategy
2. Build, Lead, Mentor and Retain
3. Field Work Excellence and Setting Standards
Stay in the loop of getting my hands dirty when needed
= don't get too far from the product
Settings High Quality Standards mean to be an example for Designers, on every project worked on;
Fast, well-thought and well-made
Keep learning and act as a "White Belt" in the design field
Still eager to learn and improve
This sums up my Design Strategy during my 3 years in Agorapulse as a Head of Design.
Thanks for reading. More work below