Design is Not the Frosting on the Scaled Agile Layer Cake
Summary
Key Insights
-
•
Combining multiple organizational changes creates a 'hairball' effect that complicates adoption and impacts employee wellbeing.
-
•
Empathy is critical not just for users but also for internal employees dealing with constant change.
-
•
Scaled Agile Framework (SAFe) often assumes maturity in teaming and decision-making that legacy companies may lack.
-
•
Design thinking can be obscured or marginalized in large Agile frameworks unless actively advocated and tailored.
-
•
Breaking down silos by defining cross-functional teams around shared value criteria improves collaboration and outcomes.
-
•
Lawyers and compliance partners can become enablers and co-creators in design solutions when included early.
-
•
Design teams must become the 'antidote' to change overload by making design immediately usable and relevant.
-
•
Internal programs, like Bring Your Own Epic, help embed design practices by turning teams into champions through shared stories and hands-on work.
-
•
Cultural change efforts require creating tangible 'covetable' artifacts that foster belonging and reinforce new behaviors.
-
•
Sustained success in cultural and process change depends on cultivating internal champions, including initially skeptical roles such as SAFe coaches.
Notable Quotes
"Change is a constant in design, but at USAA it often felt like change within change — inception-like change."
"Scaled Agile felt at first like a step backwards—design looked like just the finishing touch, not a key ingredient."
"Maybe the ambiguity and frequent changes in SAFe could actually be an opportunity, not just a headache."
"Empathy applies to us too—we needed to understand how our own people were feeling about these layered changes."
"People were overwhelmed, missing the point, and didn’t even know where to start with all this change."
"Defining teams by shared value — what’s desirable, compliant, feasible, and viable — broke down silos effectively."
"The lawyer got to be the guy who said yes and, not just the guy who said no."
"Design thinking can feel like a magical black box or utterly overwhelming; it has to be made immediately usable and valuable."
"It’s up to designers to be the antidote, to articulate all these changes as one movement."
"I jump out of bed every morning because an executive said for the first time, this feels like home, this is how I want to work."
Or choose a question:
More Videos
"We design a community that would be missed if it were gone for our service design leaders."
Marc Fonteijn Ru ButlerIncrease your confidence, influence, and impact (through a Professional Community)
December 3, 2024
"No one wants to use a calendar; they want to be organized. Protect users from having to engage with complexity."
Dem Gerolemou Alexis Oh Neef RehmanClimate technology fundamentals
May 15, 2024
"We use a holistic methodological approach combining explicit and implicit quantitative methods to fully get the user's perspective."
Daniela Magaña Flores Ariane Rahn Jeff Ephraim BanderAhead of Competition: Learn What UX Benchmarking Can Do for Your Business Today
March 10, 2022
"Not growing the team was disheartening but led me to create training for partners to start taking a user-centered approach themselves."
Abbey Smalley Sylas SouzaScaling UX Past the Size of Your Team
January 8, 2024
"We automated everything — now we click a button weekly to produce updated staffing and priority alignment scores."
Patrick CommarfordDesign Staffing for Impact
January 8, 2024
"We mapped every individual journey on Google Earth attaching quotations and photographs to each location to represent human experiences."
Xenia Adjoubei Sean BruceEmpowering Communities Through the Researcher in Residence Program
March 29, 2023
"If going from no design system to a system, you should see an increase in product development efficiency by at least 25%."
Craig VillamorDesign Systems for Ethical Design
January 26, 2023
"User research is really only part of the information schema that we’re talking about."
Jon Fukuda Ellie KryslDesign Planning and Management Support
October 3, 2023
"Our hypothesis was we could create better product faster with more eyes looking at the problem, not just product."
Iain McMaster IHan ChengDesign and Product: from Frenemy to Harmony
November 29, 2023