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PANEL: Designing for New Products (SPAN LONDON 2015)

Google Design2015-12-02
material#design#google#designers#form#span15#span2015#google design#london#innovation#new products
2K views|8 years ago
💫 Short Summary

The panel discussion covers product design insights, emphasizing vulnerability in leadership, user empathy, and collaboration. Speakers share experiences from various projects and highlight the importance of clear vision, user research, and team dynamics in successful product development. Balancing qualitative and data-driven design decisions, fostering team communication, and building cohesive design teams are key themes discussed. The significance of hiring practices, team balance, and career progression based on skills and achievements are also highlighted. Overall, the video provides valuable lessons in product design, leadership, and fostering creativity in a collaborative environment.

✨ Highlights
📊 Transcript
Panel discussion on product design and lessons learned in the field.
00:48
Koo discusses working on digital products at an R&D lab funded by MU, transitioning from physical to digital products.
Past projects include Stickygram and a grad scheme called Foundry at Mint.
The panel collaboratively worked on projects to learn from each other, including one involving a physical product connected to the internet.
Example of innovative design approach showcased through product called Allie, turning notifications into scents.
Importance of Vulnerability in Leadership and Product Design.
05:06
Being vulnerable in front of your team is where true power lies as a design leader.
Imperfection in leaders and products is necessary for building trust and followers.
Reflecting on experiences at last.fm and current role at music startup Drip in New York.
Reinventing fan clubs for modern musicians at Drip.
Importance of transparency in acknowledging flaws and vulnerabilities in products for building empathy with users.
06:51
Speaker shares personal experience of handling third-party errors and customer support requests.
Creation of a fictional story involving 'jam bots' to address the issue positively.
Transforming a flaw into a compelling narrative that resonated with users.
Valuable lesson learned in product design and user engagement.
The speaker shares his journey from failed software ventures to the success of Lost My Name, emphasizing the importance of working with friends and enjoying the people you work with.
09:13
He highlights the significance of products that hold personal meaning and how his current job allows him to connect his work with his personal life.
The speaker shares his past experiences working on physical and digital products at various companies, showing his enjoyment in combining both elements.
He also mentions his current role at Workable, a startup focused on recruitment software.
Importance of product design and customer service in creating successful products.
13:49
Examples of email communication mishaps and the power of genuine apologies in customer forgiveness.
Significance of service design and the different roles in product development, like customer service and warehouse management.
Insights into the complexities of product creation and the importance of collaboration among team members.
Importance of Packaging and Logistics in IoT Product Design.
15:01
Success of a product hinges on factors such as packaging, quality control, shipping, and customer service.
Emphasis on the significance of having a defined process in product development to prevent team faltering.
Process is crucial for ensuring successful outcomes, as illustrated by a past experience at last.fm.
Collaborating effectively with a team and maintaining mindfulness are key to achieving success in product development.
Importance of using the right tools in the design process for different projects and stages.
17:31
Transitioning efficiently from creative brainstorming to production is crucial to prevent issues like loss of energy or scope creep.
Clear communication with teams about shifts in project phases is essential to maintain productivity and avoid problems during execution.
Importance of educating clients in design thinking.
19:50
Educating clients through user research and showcasing real users is crucial to change their perspective.
Difficulties of pitching ideas to clients with preconceived notions.
Emphasizes the need to identify and understand the problem before proposing a solution.
Focusing on existing behavior and aligning solutions with user needs is key.
Importance of User Research in Product Propositions
23:12
Involving existing or potential customers in testing helps determine idea viability.
Showcasing user research, even negative feedback, to clients can lead to better understanding and acceptance.
Convincing clients of user research benefits can be challenging.
Demonstrating the value of user research before implementation is crucial.
Importance of Clear Vision in Product Design.
25:17
Emphasis on starting with a big vision and using small iterative steps to reach the goal.
Significance of understanding the real problem before beginning work.
Challenges the notion that agencies are not effective in design work.
Romanticizing the idea of starting with a dream and making it a reality for successful product development.
Importance of observing, researching, and tinkering before coming up with an idea.
28:15
Passion drives deep thinking and decision-making in the design process.
Data plays a crucial role in modern design, with growth teams focusing on small changes for better conversions.
Dilemma between following design principles and prioritizing conversions is addressed.
Questioning how to strike a balance and make compelling arguments within a team.
Balancing qualitative user research and data-driven insights in design decisions.
29:50
Designers struggle with choosing between gut feelings and metrics.
Importance of respecting team members' opinions and gut instincts, even if conflicting with data.
Passionate team members should be allowed to express ideas as long as they align with overall goals.
Complexity of decision-making in design processes is explored.
Importance of Collaboration and Communication in Product Design.
32:35
Collaboration among product designers is crucial to create a holistic vision and balance incremental changes.
Analyzing data within the context of the entire system is necessary for formulating better arguments and stories.
Hiring great people, ensuring effective teamwork, and managing team dynamics are essential for designing complex products.
People and collaboration play a significant role in the success of product design work.
Importance of building a cohesive design team.
34:56
Emphasizing team balance and hiring practices for successful team dynamics.
Experience shared of team-based hiring approach involving every team member in the process.
Significance of hiring as the most crucial task in the design team.
Challenges of finding the right team members and the impact of team dynamics on product development.
Introduction of design ladder with tiers for different levels of designers.
37:26
Mix of younger and older designers for a balanced team.
Progression based on skills and achievements rather than personal relationships.
Evidence required for progression includes ownership of projects and leading major initiatives.
Design ladder concept valuable for assessing team composition and promoting growth.