Post on 22-Feb-2017
Scaling Up DesignFrom engineering led to experience led
JURGEN SPANGL
This team just shipped their beta. To Mars. Atlassian helped NASA’s Rover team ship stellar code
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2012
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2013
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Just text by itself, for impact.
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2014
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• 2,569
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2015
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• 2,569
• Add-Ons in Marketplace
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2016
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Design is the new black
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Seat at the table?
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Seat at the table?
It’s about changing company culture
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1
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Sprechen Sie Deutsch?
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Do you speak German?
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(╯°□°)╯（ ┻━┻
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(table flip)
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Language
We should change the colour of this button.F O U N D E R R E V I E W
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If you don't like what is being said, then change the conversationD O N D R A P E R , M A D M E N
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JIRA
Confluence
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Design Trunk
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Design TrunkAtlassian Design Guidelines
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I T E M 2
I T E M 1
I T E M 3
I T E M 4
AgendaFaster process
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I T E M 2
I T E M 1
I T E M 3
I T E M 4
AgendaExisting patterns
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I T E M 2
I T E M 1
I T E M 3
I T E M 4
AgendaExisting patterns…in code
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ADG is a product, serving products
Design sparring
Art critique
Design ledStructuredInclusiveRegular
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Radical candour
Challenge directly
Care personally
Radical candour
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Should designers code?
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2
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Currency
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Project Disneyland
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Customer journey
EXPLOREKNOW GET HELP
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SHARETHINK
RECONSIDER
STOPRENEWMIGRATE
BUY 1ST
PAYSET UP
$
BUY MORE
PAYUPGRADE EXPLORE
$
TRY
SET UPINSTALL BTF
USE
UPDATE
COLLABORATEROLL OUT
@JURGENSPANGL
Personas: from administrators to users
William HarveyAlana Emma
William the Wise
Loves• Challenges
• Programming languages
• New tech products
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Hates• Bad or slow processes
• 5V[�ÄUKPUN�PUMVYTH[PVU�when he needs it
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Places that matter• :[HJR�V]LYÅV^• Reddit
• Tech meet ups
• Slashdot
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Company • Team size:
• Company size:
• Work remotely:
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User Personas
Needs• Less admin work
• 5V�X\LZ[PVUZ�MYVT�T �̀[LHT• Evidence that change is
good
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Goals• )L�HU�L_WLY[�PU�T`�ÄLSK�
and community
• Feel accomplished at the
LUK�VM�[OL�KH`•
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“I’m obsessed with technology.”
>PSSPHT�[OL�>PZL�[HRLZ�WYPKL�PU�ILPUN�HISL�[V�ZVS]L�YLHSS`�KPMÄJ\S[�[LJOUPJHS�WYVISLTZ��>PSSPHT�OHZ�H�SV[�PUÅ\LUJL�VU�^OH[�ZVM[^HYL�[OL�JVTWHU`�\ZLZ��/L�SPRLZ�[V�NL[�[OPUNZ�done, and he usually knows how to do it. Nothing irritates him more than needless admin.
0M�OL�LUJV\U[LYZ�H�[LJOUVSVN`�O\YKSL�OL�HS^H`Z�OHZ�[OL�WH[PLUJL�[V�ZP[�^P[O�[OL�WYVISLT�HUK�WLYZL]LYL�\U[PS�OL�OHZ�ZVS]LK�P[��/L�SV]LZ�KVPUN�[OPUNZ�[OH[�YLX\PYL�SLHYUPUN�H�ZRPSS�HUK�OVUPUN�P[�[V�ILJVTL�HU�L_WLY[�H[�P[��/PZ�MH]V\YP[L�WHZ[PTLZ�HYL�SLHYUPUN�TVYL�HIV\[�OPZ�OVTL�ILLY�IYL^LY`�HUK�JVSSLJ[PUN�YL[YV�NHTL�JVUZVSLZ��/L�HS^H`Z�OHZ�H�ML^�WL[�ZVM[-^HYL�WYVQLJ[Z�NVPUN�VU��>PSSPHT�[OPURZ�([SHZZPHU�PZ�H�WHUKH��KVTPUHU[�HUK�MYPLUKS �̀
Job role:
Additional description:
Software • JIRA
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Languages• Java
• Javascript
• Ruby
• Java
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“I have too many things to do and not enough time to learn.”
Harvey does not identify as a technical person nor does he crave the latest gadgets. Harvey has a business or traditional design background and doesn’t understand the technicalities of software development. He just wants stuff that works. Harvey is happy to take recommendations from William, Alana and Emma. However, if he feels software will YPZR�[OLPY�ZLJ\YP[`�VY�I\KNL[��VY�P[�[HRLZ�[VV�SVUN�[V�JVUÄN\YL��/HY]L`�PZ�X\PJR�[V�ZH`�UV��He craves predictability and control. He runs to de-stress. Harvey thinks Atlassian is an ant’s nest. Seemingly chaotic but working to a greater good.
Harvey the Hesitant
Loves• Reliable products• Time saving tricks• Note taking apps•
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Hates• Agile• Software that updates � MYLX\LU[S`• Flash•
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Places that matter• The Wall Street Journal• Harvard Business Review• NPR•
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Company• Team size:• Company size:• Work remotely:•
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User Personas
Needs• Minimal fuss products• Things work smoothly together• :PTWSPÄLK�MLH[\YLZ• Only show me what’s
relevant
Goals• Put structure and protocols in my company• Maintain life/work
balance•
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Job role:
Additional description:
Software • Gmail• 4PJYVZVM[�6MÄJL• *VUÅ\LUJL•
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Languages •
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“The worst thing you can do is waste my time.”
Alana is a great people herder and works diligently until the project is a success. Alana is very ambitious and her organisation skills allows her to drive any project forward. She understands technology, how it works and then some, although she has no ambition to be a developer again. Alana has a personal blog that often overlaps with her thoughts on her industry. She thinks Atlassian is a dragon, a vehicle for greatness, but only if it does what she says.
Alana the Aware
Loves• Huge projects• Responsibility• Working with talented
people•
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Hates• When shit doesn’t work• Old processes• People that don’t have a can-do attitude• Red tape•
Places that Matter• Brain Pickings• TechMeme• Twitter• BBC•
Company • Team size:• Company size:• Work remotely:•
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User Personas
Needs• I want problems solved
fast• Track projects and teams• Automate the boring stuff•
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Goals• Get to the next career
leap• Leave work at work• My team is using the
best practices and software available
Software • *VUÅ\LUJL• JIRA• Evernote•
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Languages• Java• CSS• HTML•
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Job role:
Additional description:
“I want to learn as much as I can as quickly as possible.”
,TTH�Q\Z[�NYHK\H[LK�MYVT�JVTW\[LY�ZJPLUJL�H[�<UP]LYZP[ �̀�:OL»Z�PU�OLY�ÄYZ[�QVI�HUK�PZ�keen to take things on. Emma tinkers with her own projects on the side. She aspires to know as much as William the Wise and wants to be an awesome technical guru. She is an early adopter and frequently experiments with tools and techniques. Emma loves the theory of Agile but needs more practice. She expects to have internet and app access everywhere. Emma has an Etsy store for her rainbow of hobbies. Emma thinks Atlassian is an old dog, loyal but can often be found napping.
Emma the Eager
Loves• Beautiful software• Organising social events with her colleagues• Quick wins•
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Hates• Hitting road blocks• Clunky and enterprise software• Legacy code•
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Places that matter• Pinterest• Twitter• Facebook• World of Warcraft•
Company • Team size:• Company size:• Work remotely:•
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User Personas
Needs• Breaking news knowledge• Use products wherever I am• 7V^LY�HUK�ÅL_PIPSP[`• Don’t bore me. •
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Goals• Become indispensable in
the company• Learn as much as
possible as quickly as possible
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Software • Trello• GitHub• JIRA•
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Languages • Javascript• CSS•
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Job role:
Additional description:
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9`HU�[OL�9LHK`�PZ�SHYNLS`�WYVQLJ[�KYP]LU�HUK�PZU»[�HMYHPK�VM�^VYRPUN�OHYK�[V�THRL�Z\YL�[HZRZ�HYL�JVTWSL[LK�VU�[PTL��/L�SV]LZ�(NPSL�TL[OVKVSVN �̀�/L�RLLWZ�OPZ�[LHTZ�PU�[OL�SVVW�VM�^OLYL�[OL`�HYL�PU�[OLPY�^VYRÅV^�HUK�^OH[�ULLKZ�[V�NL[�KVUL��6M[LU�9`HU�PZ�[OL�Z\WLY�NS\L�VM�HU`�WYVQLJ[�OL»Z�^VYRPUN�VU��/L�NL[Z�H�[OYPSS�V\[�VM�KLHKSPULZ�HUK�HJJV\U[HIPSP[ �̀�9`HU�LUQV`Z�[OL�PU[LYHJ[PVUZ�^P[O�OPZ�JV�^VYRLYZ�HUK�SPRLZ�[V�IL�\WKH[LK�HIV\[�^OH[�[OL`»YL�KVPUN��/L�^VYRZ�YLTV[LS`�VUL�KH`�H�^LLR��9`HU�PZ�H�JOHTWPVU�MVY�WYVK\J[Z�OL�\ZLZ�HUK�VM[LU�ZWLUKZ�[PTL�[LHJOPUN�WLVWSL�ILZ[�WYHJ[PJLZ�
Ryan the ReadyUser Personas
“I strive for beauty in my work.”
Cassie the Creative has some technical knowledge but prefers to focus on aesthetics, not pixels. Cassie is happy to learn new tech-heavy products as long as they’re a pleasure to learn. For Cassie, quality is more important than deadlines. She knows some CSS and HTML.
Cassie the CreativeUser Personas
“I have a range of interests and technology is one of them. I want
to lead a balanced life.”
Max the Mainstream’s aim is to leave for home on time so that he can cycle, spend
[PTL�^P[O�OPZ�MHTPS`�HUK�^H[JO�ÄSTZ��4H_�PZ�SVVRPUN�MVY�HU`[OPUN�[OH[�^PSS�OLSW�OPT�SPNO[LU�OPZ�^VYRSVHK��/L�KVLZU»[�^HU[�[V�JSPTI�[OL�JVYWVYH[L�SHKKLY��WYLMLYYPUN�[V�MVJ\Z�VU�OPZ�passions and hobbies.
Max the MainstreamUser Personas
“I love organising huge events.”
Sameer the Social is a marketing expert that easily gets bored. He changes his job every couple of years. Sameer spins a story like a DJ spins a record. Sameer did one year of JVTW\[LY�ZJPLUJL�PU�\UP]LYZP[`�ILMVYL�Z^P[JOPUN�[V�JVTT\UPJH[PVUZ��/L�SHUKLK�OPZ�ÄYZ[�QVI�PU�H�OHYK^HYL�JVTWHU`�HUK�OHZ�Z[\JR�[V�[LJO�ZWLJPÄJ�THYRL[PUN�L]LY�ZPUJL��:HTLLY�plays to his strengths and often organises his company’s huge conference as well as smaller events. He is spread thin and often creates marketing campaigns, organises events and updates the website. His biggest pain point is getting company-wide aware-ness and buy in for cross product promotions.
Sameer the SocialUser Personas
RyanMax Cassie Sameer
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Net Promoter Score (NPS)
How likely are you to recommend <product>to a friend or family?
1 2 3 4 5 6 7 8 9 101
DETRACTORS PASSIVES PROMOTERS
% Promoters - % Detractors Net Promoter Score (NPS)
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Listen to users
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Being experience led
True triads
Engineering
Design
Product Management
True triads
Engineering
Design
Overall customer satisfactionMAU+ NPS + others
Product Management
True triads
Reliability
Usability
NPSFunctionality
Responsibility and accountability
Reliability
Usability
Functionality Are we building the right thing?
Are we building it in the right way?
Are we building it so that is usable and delightful?
Responsibility and accountability
Engineering
Design
Product management Are we building the right thing?
Are we building it in the right way?
Are we building it so that is usable and delightful?
@JURGENSPANGL
Just text by itself, for impact.
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[...] good, even great, design is meaningless unless it gets built. A L A N C O O P E R
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3
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Pain
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/30 70
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30% – 70% pissed off30 70
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It hurts so good to focus. D A N I E L L E L A P O R T E“ ”
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We become what we behold. We shape our tools and then our tools shape us.M A R S H A L L M C L U H A N
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We, as a TEAM,ship great experiences
JURGEN SPANGL
JURGEN@ATLASSIAN.COM
@JURGENSPANGL
https:/ /medium.com/designing-atlassian
Thanks!