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Pushing DesignOps’ Influence into New Global Markets - P. Bertini & A. Mengoni Leon

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Pushing DesignOps’ Influence into New Global Markets - P. Bertini & A. Mengoni Leon

DesignOps is a fast-growing discipline throughout the US, the UK, Australia, and Canada. However, in many countries DesignOps is still an immature and emerging discipline.
 What are the key challenges and what’s missing in the DesignOps’ narrative to support the development of the practice in new global markets?
 We’ll look at two case studies in Latam and Italy to identify the trends and the ways to push DesignOps boundaries around the world.

Presented by Patrizia Bertini and Alexandra Mengoni Leon at Rosenfeld DesignOps Summit 2022

DesignOps is a fast-growing discipline throughout the US, the UK, Australia, and Canada. However, in many countries DesignOps is still an immature and emerging discipline.
 What are the key challenges and what’s missing in the DesignOps’ narrative to support the development of the practice in new global markets?
 We’ll look at two case studies in Latam and Italy to identify the trends and the ways to push DesignOps boundaries around the world.

Presented by Patrizia Bertini and Alexandra Mengoni Leon at Rosenfeld DesignOps Summit 2022

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Pushing DesignOps’ Influence into New Global Markets - P. Bertini & A. Mengoni Leon

  1. 1. Pushing DesignOps’ Influence into New Global Markets. Pushing DesignOps’ Influence into New Global Markets. By Patrizia Bertini & Alexandra Mengoni
  2. 2. Meet the team Nice To Meet You! DesignOps Manager amengoni@hugeinc.com @ale_mengoni Head of Experience Design Operations Patrizia.Bertini@TrueLayer.com @Legoviews Patrizia Berniti Alexandra Mengoni P. Bertini & A. Mengoni @ DesignOps Summit 2022
  3. 3. The context: What we observed… Founded in August 2021, 300+ members ● Early Stage DesignOps. ● Design leaders who wear the DesignOps hat once in a while. Founded in April 2022, 40+ members ● Designers who do some DesignOps tasks. ● Design Leaders who are trying to understand if DesignOps is a thing. The first mention of DesignOps was in November 2016 ● Ever since the term has been growing in popularity mostly in US, UK and Brazil. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  4. 4. 2 3 1 Our big questions… Why the conversations about DesignOps are so different in our regions? What is missing in our narrative to make DesignOps appealing and engaging? Why DesignOps is so slow in taking up in our markets? P. Bertini & A. Mengoni @ DesignOps Summit 2022
  5. 5. Our Hypothesis… If we compare how DesignOps is understood and perceived in local communities WITH the English narratives we can identify what elements can support the definition and establishment of DesignOps in non-English markets. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  6. 6. Our Approach A survey to understand the design communities We used carrot an online clustering engine to analyse and cluster online DesignOps resources in 5 languages Engaged with local online communities P. Bertini & A. Mengoni @ DesignOps Summit 2022
  7. 7. The Survey. The Survey. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  8. 8. We run 2 surveys between March and June 2022 We wanted to answer one question: How much time and efforts are design teams investing in managing the Operations? Latam 126 Answers 11 Countries Italy 87 Answers P. Bertini & A. Mengoni @ DesignOps Summit 2022
  9. 9. What LATAM & Italian respondent have in common? ● 30% have a DesignOps professional in their team. ● 12% considers the role not necessary. ● 40% of respondents are considering it. Majority of design teams have less than 10 members. There is a clear correlation between size of the team and the presence of DesignOps! P. Bertini & A. Mengoni @ DesignOps Summit 2022
  10. 10. The biggest commonality Review design E2E processes is the most time consuming activity for all respondents. What LATAM & Italian respondent have in common? P. Bertini & A. Mengoni @ DesignOps Summit 2022
  11. 11. What LATAM & Italian respondent diverge? In Italy the respondents work mainly in consultancies compared to Latam, where the majority comes from in-house companies. Italy: Mostly design director and senior management (49%) Latam: Mostly middle management (50%) Satisfaction with Design Strategy (CSAT) Italy: 77% Latam: 54% P. Bertini & A. Mengoni @ DesignOps Summit 2022
  12. 12. What LATAM & Italian respondent diverge? The biggest difference Italian respondents are spending more time in definition the strategy and organizing the workload. Latam is focused on all operational tasks and has a growing interest in DesignOps. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  13. 13. Design strategy is still immature. Design culture needs to consolidate before being operationalised. There is still around 40% of teams that not see the value on having a support role. Pure operational tasks are left behind P. Bertini & A. Mengoni @ DesignOps Summit 2022
  14. 14. What is the biggest obstacle? x-functional collaboration All these are core DesignOps activities! Latam: Admin work and process standardisation. Italy: Stakeholders management and ways of working. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  15. 15. All these are designOps’ remits! Why are leaders doing these? The main inefficiencies respond to a support that DesignOps can provide. However, they are fairly basic tasks for the practice. It could be challenging for leaders to delegate certain responsibilities P. Bertini & @ DesignOps Summit 2022
  16. 16. What do they ask for as pain relievers? ● Growing and Upskilling the team. ● Improving X-functional collaboration. ● Better design processes. Are the three priorities! P. Bertini & A. Mengoni @ DesignOps Summit 2022
  17. 17. Spanish Focus on defining the discipline with an eye on development and teams. Topics: 33 DesignOps (8) Definitions (8) Team (5) Development (3) Comparing Narratives Global Advanced practices and clear correlation with business value. Topics: 38 Management (9) Approach (7) Design System (6) Tool (6) Business & Design (5) English Focus on design at scale and business value. Topics: 35 Design at scale (10) Business & design (5) Development (5) Services (5) Operational workflow (5) Operational management (5) P. Bertini & A. Mengoni @ DesignOps Summit 2022
  18. 18. Italian Understanding of basic practices and definitions. Topics: 28 DesignOps (6) Definitions (6) Management (4) Processes (4) Influencers (Gratton/Bertini) German Focus on jobs and roles and key tactical aspects such as design system and UI/UX design. Topics: 23 DesignOps manager (6) DesignOps resources (4) Design Lead (3) Design system (3) UX/UI Design (3) Comparing Narratives French Focus on training and learning, with a twist to Devops. Topics: 28 Events & resources (6) Organisational impact (5) Intro to DesignOps (4) DevOps (3) Influencers (Maluf) P. Bertini & A. Mengoni @ DesignOps Summit 2022
  19. 19. What are the DesignOps drivers? The need to organize processes and Design System are the key entry points and needs. #Organization #Processes #DesignSystem Support the great growth in the design teams. #Organization #Processes #Standarization France One of the Key drivers is Figma! Germany Improving quality, process and its scalability. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  20. 20. The Learnings. The Learnings. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  21. 21. The burden of managing Design Operations is evident, but the problem is not clearly articulated. Although it is clear that respondents invest significant amount of time in operationalising the strategy and the design processes, less than 1 in 3 respondents has someone supporting design operations and for a 12% it is not a need. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  22. 22. Conversations are tactical and lack a strategic approach to push adoption. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  23. 23. The capacity to operationalise a Design vision is not valued as a distinct skillset. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  24. 24. The limited maturity of Design prevents teams from scaling and maximising value delivery Quotes from the survey highlight how much Design is often seen as “pixels” rather than “experiences” limiting the ability to scale teams and growth design into a critical business function. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  25. 25. ! The business value of DesignOps is unclear! P. Bertini & A. Mengoni @ DesignOps Summit 2022
  26. 26. Next steps and recommendations Next steps and recommendations P. Bertini & A. Mengoni @ DesignOps Summit 2022
  27. 27. We need to position DesignOps as a strategic role Not a task to pick up randomly! We enable the execution of the design strategy P. Bertini & A. Mengoni @ DesignOps Summit 2022
  28. 28. It’s not about how we do things, it’s about how much business value is created through operational excellence. “ P. Bertini & A. Mengoni @ DesignOps Summit 2022
  29. 29. We need to discuss How DesignOps delivers business value to the organization. ● Translators of the Design vision into business results. ● Show results with quantifiable metrics. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  30. 30. Let’s talk about how to build an operational strategy. Let’s talk about how to build an operational strategy. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  31. 31. Let’s introduce systems thinking to impact on the x-functional collaboration P. Bertini & A. Mengoni @ DesignOps Summit 2022
  32. 32. We are all responsible to drive and engage with local conversations. As part of both local and global DesignOps communities, it is our responsibility to support local communities by elevating the conversations and bringing the DesignOps view into our local markets. P. Bertini & A. Mengoni @ DesignOps Summit 2022
  33. 33. The resources We engaged with multiple online communities and DesignOps practitioners to collect as many multilingual resources on DesignOps! ● Find a public and living document here. ● The DesignOps Latam full report is here. Key communities ● DesignOps LATAM > Link ● DesignOps Italia > Link ● DesignOps assembly local chapters P. Bertini & A. Mengoni @ DesignOps Summit 2022
  34. 34. Big Thank you…! Big Thank you…! Communities DesignOps Latam DesignOps Italia (IT) The FrontGuys (FR) The Bridge (BR) The DesignOps LOL (AU) The DesignOps Assembly Rosenfeld Media Community People Sebastien Faure from the FrontGuys Domenico Polimeno from DesignOps Italia Matteo Gratton from DesignOps Italia Caio Vinicius de Matos from The Bridge Bernardo Carvalho Wertheim from The Bridge Inmaculada Ortiz from DesignOps Assembly Meredith Black From DesignOps Assembly Gisseell Pineda from Huge for the visuals P. Bertini & A. Mengoni @ DesignOps Summit 2022

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