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

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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

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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

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Designed and built by a Tech org. of over 200 people inc. over 30 designers + researchers (and growing!)

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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

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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