Kristin Skinner and Kamdyn Moore: “A Deep Dive Into Value and Outcomes” DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA http://www.designopssummit.com

1. A Deep Dive
Into Value &
OutcomesKamdyn Moore
Kristin Skinner
@moorek234
@bettay
#DesignOps19

2. “What does success look
like for your team,
and how will you
actually measure it?”

3. “How will you know
if you’re successful?”

4. “The day I no longer
have to convince you.”

5. How are we
measuring
value?

6. “How is your organization measuring
the value of DesignOps and/or
ResearchOps?”
source: 2019 DesignOps Summit Survey
We asked:

7. The most common sentiment around
answering our question about
measuring value...
¯_(ツ)_/¯

8. 62% either weren’t
sure or hadn’t quite
figured it out yet.
source: 2019 DesignOps Summit Survey

9. Limited time or resources
The most common barriers reported:
Involving the right people or teams
Lack of proven value
source: 2019 DesignOps Summit Survey

10. Kristin Skinner

11. Kamdyn Moore

12. Our
Collective
Goal Today

13. Identify a core set of tactics
and tools for measuring value

14. value
the regard that something is held to
deserve; the importance, worth, or
usefulness of something.

15. What value can we
genuinely promise as
DesignOps practitioners?

16. Why is proving value of
DesignOps so hard?

17. Why is the activity
of measuring value
equally as difficult?

18. Every org has unique constraints
The most common reasons:
Bound by where your org is in its DesignOps journey
Conflict between what we need to measure vs what
we’re able to measure
source: 2019 DesignOps Summit Survey
Misconceptions about measurement
There is no industry standard within DesignOps

19. “Companies that link non-financial
measures and value creation stand a
better chance of improving results.”
- The True Measures of Success, Harvard Business Review

20. What it
means to
measure
Design

21. Measures are focused on what customers care about
Some best practices for measuring Design:
Measures are wrapped around the product design process
Measurement techniques mixed methods and domains
Measurement follows a framework, not a fixed set of metrics
Measurement spans journeys and dimensions of an experience

22. Google Heart Framework
• small set of key objectives that
the team agrees on
• goals may be product-level or
task-level
• focus on how design
improvements will help the user
experience
GOALS SIGNALS METRICS
• map goals to lower level signals
• how might success or failure of
the goal manifest in user
behavior or attitudes?
• what signals will be most
sensitive to changes in the
design?
• selected metrics for your chosen
signals
• metrics that can be obtained and
tracked over time or in focused
tests
source: Kerry Rodden, the HEART framework for UX Metrics
Makes time and space for measurement throughout the product design process

23. • a solution agnostic statement
• not about the company winning
• you can explain it to a friend who
doesn’t work in tech
• explains the why of what’s
happening, not just the what
• is emotional and social
What problem are we
trying to solve for
people?
How do we know this is a
real problem?
How will we know if
we’re successful?
• qualitative and quantitative
evidence that this is a worthwhile
problem to solve, e.g.
• analytics data
• qualitative research
• dogfooding and beta tests
• qual and quant evidence, e.g.
• more people joining groups
• people sharing more feedback
than before
• uptick in feature use
• customers who use a feature
level feel better than those
who don’t
source: Julie Zhuo, the NextWeb Conference
Facebook Framework
Teams use frameworks and mixed methods to think through the right UX measures for each product and service

24. A DesignOps
Measurement
Framework
proposed
^

25. The 8 Types of Measures for DesignOps
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey

26. Design Management and Operations
Recruiting
Retention
Recognition
Role Definition
Employee experience
Levels/Career Paths
Performance Reviews
Compensation
“Talent Brand”
Planning/Prioritization
Schedules
Budgets
Headcount
Measurement Tools
Facilities
Policies
Staffing
Agencies/Contractors
Better Designers More Effective TeamsHappier Designers
Design People Design Practice Design Platform
Professional development
Skills building
Training/education
Content development
Methodology / process
descriptions
Internal Events
By Kristin Skinner. Please use it, please attribute it. Thanks.

27. Let’s
Collaborate

28. Go to menti.com
Enter code: 61 77 16
What phase is your org in its
DesignOps journey?

29. Happier designer
Better designers
More effective teams
Section 1:
Section 2:
Section 3:
Group Activity:
Based on your section, choose an outcome:

30. 1. Find 2-3 people in your row or behind/around you
and we want you to imagine you’re on a team together.
2. Brainstorm a problem or focus area that you as a
group want to tackle based on your desired outcome
Group activity:

31. The 8 Types of Measures for DesignOps
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.

32. Go back to menti.com
Enter code: 61 77 16
What did you discover?

33. The 8 Types of Measures for DesignOps
The following taxonomy represents the 8 types of measurement that we have identified from responses to our community survey
Source: 2019 DesignOps Summit Survey, compiled by Abby Covert. If you use it, please attribute it. Thanks.

34. Identify a core set of tactics
and tools for measuring value
ourgoalfor
todaywas:

35. Call to Action

36. Thank you!
Kamdyn Moore
Kristin Skinner
@moorek234
@bettay
#DesignOps19