scaling design - phu ly | interact london 2017
Post on 29-Jan-2018
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Scaling design
Phu Ly @phuly | http://phu.ly
Hi, I’m Phuand I lead design for Delivery at Deliveroo
Deliveroo helps great restaurants deliver food to hungry people
We’re a hyper-growth startup open 24 hours a day globally
12 countries over 150 cities
We help great restaurants deliver food to hungry people
We help great restaurants deliver food to hungry people
Customers looking for great food to eat
Helping get that great food from Kitchen to Customers
Customers looking for great food to eat
Helping get great food from Kitchen to Customers
Supply (what I lead)Consumer
� ���
At that point we were a design team of ~5
Supply Design was 2 people responsible for 3 main products
��Restaurant
TabletRider Apps Internal
Tools
Set yourself up for where you want to be
� � �
To achieve our ambitions, we needed to grow and align ourselves with our users
Consumers Riders and Operations Restaurants� � �
Consumers Riders and Operations Restaurants� � �
With a clear mission and purpose
Serving hungry Customers
Flexible work and a reliable network
Partnering great Restaurants
… with multiple product teams all on a rocket ship
Consumer Group Delivery Group Restaurants Group
Serving hungry Customers
Flexible work and a reliable network
Partnering great Restaurants
������ �� ������ �
Designed and built by a Tech org. of over 200 people inc. over 30 designers + researchers (and growing!)
� � ��� � �Product
DesignersProduct
EngineersData
ScientistsUser
ResearchersProduct
ManagersPMMs Content
Writers
and more…
So we need to think about working with a growing team
Consumer Group Delivery Group Restaurants Group������ �� ������ �
Scaling doesn’t come for free
You often want to do things that don’t scale Don’t prematurely focus on scale (particularly when starting new)
…But at a certain point, the pains of not considering scale becomes too great to ignore
Design to scale to your needs
Design to scale to your needs …so that you can do more, faster, better
…so that you can do things you couldn’t do before …so that you can make a bigger difference
Design is about solving problems (that matter)
Set yourself up to solve problems effectivelySolve (big) problems through (impactful) design
A. understand the right problems B. design how you design
Design is about solving problems A. Understand and solve the right problems
Go out and empathise with your users• Ride together & visit Restaurants
• Formative and design research
Go out and empathise with all your users• Research and design trips to
Dubai, Paris, Amsterdam, Sydney, New York, Manila and more…
• …including Manchester, Leeds, Edinburgh etc…
Design for your users
• environment
• people
• systems
• core needs
…including your internal users• look at your own processes and internal systems
• …particularly those that require special knowledge
• equip the whole business to provide good service
• and respond effectively when things go wrong
Design together to solve problems
� � ��� � �Product
DesignersProduct
EngineersData
ScientistsUser
ResearchersProduct
ManagersPMMs Content
Writers
Lead through Design Designers show work weekly to C-level people
Design in the open Share by default
Everyone should care about design
Design is about solving problems B. Design (the future of) how you design
Design your design team Growing a design team takes careful planning
…particularly when it’s growing quickly
Growing a design team continually invest in evolving how your team work
your team needs will change over time
make decisions deliberately, decisively and quickly
Design your processesDesign systems are about designing better as a team.
• help designers design faster
• build on the work of others
• enable designers to work on higher leverage problems
Design your team principlesDeclare (and reinforce) your team principles
… as well as your design principles
Design your growth
• Invest in your teams needs
• Set up the right rhythm
• Create the space for design to grow
• Design and grow your culture
Design your future
• Set your vision further
• Have a clear idea of the world you’re designing towards
• Be clear on where you’re furthest away from that future
• Lead through design
Design is about solving problems that matter
1. understand the right problems 2. solve (big) problems through (impactful) design 3. design (the future of) your design team
Scale Design so that… …you can (help others) do more, faster, better
…you can (help others) do things you couldn’t do before …so that you can (help others) make a bigger difference
Thank you!@phuly | http://phu.ly
Want to join? visit http://deliveroo.design
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