alex waza.

Design needs a real involvement in strategy.

At first design organizations focus a lot on efficiency and consistency but can neglect processes, collaboration and some advanced tools (and this isn't linked to a lack of resources).

Start with more collaborative processes & integrate non-design peers.

You will have more rapid sketching, workshop, stakeholder input, and designer/developer tools & processes. Design will start to become a topic of discussion and it will brings more demand.

Most Design teams have reached this point. And you are now bringing to Design, shared ownership, role clarity, accountability, and documentation (this will allow the internal structure to grow, adapt, and evolve).

Design is no longer about crafting delightful interfaces.

It's all about the experience and what will be built around.

The team is more user-informed and more engaging with stakeholders and key partners. It can support more complex product problems.

But how do the team knows if the work is effective?

You start to develop hypothesis, run tests, and measure results. Design have a data-driven approach. Not only with quantitative data (analytics) but also with qualitative data (user research).

Design becomes a learning and decision-making tool.

Design is now a powerful asset to address new challenges and discover next business opportunities.

Now you just try to build the best user experience possible. But remember that there will always be endless different experiences. More people, more parameters where your product will be used, more pain-points, more opportunities, ... You’re never done.