Designing for Designers: A DesignOps Service Solution
Aug 2022 - Aug 2023Initial research to launch and continuous improvement
Design Lead and Individual Contributor
Balanced strategic leadership with hands-on design work, dedicating 35% to design and 65% to operational improvements
Balanced strategic leadership with hands-on design work, dedicating 35% to design and 65% to operational improvements
Led end-to-end design operations including cross-functional workshops, system implementation, and team mentorship while fostering collaboration between US and Brazil teams. Managed design handoffs, QA processes, and documentation to ensure seamless workflow across our global organization.
The Challenge
Our teams operated in silos, leading to inefficient workflows and compromised customer satisfaction. Through initial assessment, we identified critical pain points:
Visualization of siloed processes where Sales feedback struggled to reach Product teams, Design received late PRD handoffs, and Engineering faced compressed timelines.
Key Issues:
- Sales lacked a centralized system for sharing valuable customer feedback.
- Product Owners struggled with feature prioritization.
- Engineering faced resource constraints from overpromised timelines.
- Design team received late PRD handoffs, limiting iteration opportunities.
A presentation during the workshop highlighting the 'As-Is' process map, revealing tangled communication channels and inefficiencies in the existing workflow between Sales, CRM, and customers.
Discovery Process
The breakthrough came during a hackathon where we visualized our fragmented workflows. This led to a structured discovery process:
Solution Ideation: Workshop outcomes capturing key insights and opportunities. The 'Double Work' and 'Mindset' categorizations helped identify both tactical and cultural changes needed.
Solution Development
Improved Workflow
Centralized Communication Hub: The Voice of User Tool design showing how information now flows seamlessly between teams.
Coda MVP
MVP Implementation: The initial version of our Voice of User Tool in Coda, featuring the CRM View and VoC Summary Table.
Key Components:
Centralized Feedback Repository
Weekly Cross-functional Meetings
Integration with Existing Tools
Clear Process Documentation
As a Design Operations lead, I evolved from my UX design roots to orchestrate collaboration across multiple teams. Managing 4-5 designers and an intern, I balanced hands-on design work (35%) with operational improvements (65%). This unique position allowed me to identify workflow challenges and implement solutions that enhanced team efficiency.In our distributed team spanning the US and Brazil, I took charge of establishing processes, facilitating cross-functional communication, and developing tools that improved our collective output.
Implementation & Challenges
We Faced Two Primary Challenges:
1. Low Adoption Rates
- Solution: Organized training sessions and simplified forms
- Outcome: Improved consistent usage across teams
2. Scalability Issues
- Solution: Recommended transition to a more robust platform
- Future Plan: Integration of analytics and automation
Impact & Results
Measurable Improvements: Key metrics demonstrating the tangible impact of our solution
Final System Architecture: An integrated ecosystem connecting our Voice of User tool with key operational touchpoints. The system bridges customer feedback collection (VOC) with design coordination, project management (ShortCut), and asset delivery (Figma). Dashed lines represent information flow between systems, while solid lines indicate direct dependencies.
Lessons Learned
01 Tailored Solutions Drive Engagement
02 Invest in Scalable Tools
This initiative demonstrated the power of applying design thinking to operational challenges. By breaking down silos and creating a centralized system, we significantly improved team efficiency and customer focus. The project showcases how DesignOps can drive meaningful organizational change through thoughtful, collaborative solutions.
