Optimizing Design in a Distributed Organization

Design Strategy
Overview
Engaging with a dispersed team presents its own set of challenges. While video conferencing is an invaluable tool, it has its limitations. Designers routinely interact with a diverse group including peers, managers, product teams, developers, and customers. For such a team to truly thrive and achieve success, it's imperative to establish robust communication and feedback systems. Moreover, these systems must be continually utilised, maintained, and refined.
Role
Juggling remote designers within one team and remote product managers across various teams amplifies these complexities. Crafting a cohesive process that integrates everyone seamlessly can be an uphill task. At SolarWinds, I honed a toolkit and set in motion processes that championed design collaboration. These measures fostered robust communication across different functional teams and nurtured a sense of individual project ownership.
Designer <> Designer
Solarwinds Cloud
4 co-located & 2 remote designers
Promoting Collaboration and Ensuring Quality in Design
There's a potential pitfall when designers work in isolation: the risk of succumbing to the "never wrong" syndrome. This phenomenon arises when a designer, unchallenged by peers, might hastily mark a task as completed and swiftly transition to the next task. It's a natural inclination, especially since designers often have a propensity to shoulder abundant workloads.

To mitigate this, I've employed various strategies within my teams. At SolarWinds, we utilised a software named Jira by Atlassian for monitoring projects and tasks. These tasks progress through a sequence referred to as a workflow. While Jira offers numerous standard workflows tailored for developers and project managers, the options for designers remain scant.

This gap presented an opportunity: to define the distinct stages and touchpoints specific to a design task. Establishing this structure aimed to spur collaboration, facilitate design reviews (akin to how developers review code), and promote iterative refinement to achieve optimal results within the available timeframe.

One of the two bespoke workflows I introduced was geared towards promoting peer reviews at crucial stages of design development. Once a design reached a significant degree of completion, designers were prompted to solicit a peer review. Upon updating the task status to 'Peer Review Requested', design colleagues were instantaneously notified via both email and Slack. While this step wasn't obligatory, I was heartened to observe that a vast majority of designers were eager to engage and offer constructive feedback.

Post-feedback, designers would update their Jira task status to 'Revisions Happening'. This served as a clear indication that the design was undergoing further refinement based on the feedback received. After one or perhaps several rounds of feedback and subsequent iterations, the designer would then seek approval from the relevant Product/Project Manager, often the individual who penned the original task. I'll delve deeper into this aspect of the process shortly.

To facilitate seamless communication and transparency about individual workloads and ongoing responsibilities, I equipped both designers and managers with a tailor-made Jira Dashboard. This dashboard offered a concise overview of all active design tasks, categorised by owner and current status. This initiative not only fostered greater accountability but also enhanced the team's efficiency and collaboration.

Promoting Transparency through Continuous Feedback
Meetings can often polarise opinions; some relish them while others could do without. Personally, I am inclined towards concise and fewer meetings. When a team, with both co-located and remote members, leans heavily on spontaneous face-to-face meetings, the remote colleagues can inadvertently be sidelined. They might miss out on essential information and the chance to partake in pivotal conversations. Therefore, I champion the use of Slack for the bulk of team communications. This ensures that there's a consistent record of all discussions, offering both clarity and inclusivity. While it might feel unconventional initially, especially when teammates are just an arm's length away, over time it becomes an intuitive way to prevent communication lapses.

At SolarWinds, I instituted daily design stand-ups via video conferencing. These brief, 30-minute sessions enabled the team to discuss, share updates, and highlight potential project obstacles. Moreover, these daily interactions ensured that remote team members stayed connected, bridging the gap of geographical distances and minimising feelings of isolation.
Designer <> PM
Solarwinds Cloud
6 designers and 3 product managers
Harmonised Workflows: Bridging Product Managers and Designers
For a project to run smoothly, it's vital that product managers and designers work in harmony, each understanding and complementing the other's processes. This entails integrating product managers into the design workflow right from the outset. To foster this synergy at SolarWinds, I introduced a specific task category in Jira for product managers interfacing with designers. This was named 'Design Request', distinguishing it from the more developer-oriented 'bug' or 'chore' tasks.

The criteria for a design request were straightforward: provide a comprehensive description of the task at hand, specify any firm deadlines, and if the matter was pressing, flag it as high priority. These requests, once submitted by the product managers, congregated in the design backlog, ready for prioritisation and allocation.

Unless deemed urgent, these tasks were either taken up by designers with available bandwidth or assigned systematically at the commencement of each workweek. This approach not only underscored the significance of task ownership but also shielded designers from overcommitting. As a safeguard, no designer was permitted to shoulder more than three tasks concurrently, ensuring both quality output and manageable workloads.
Designer <> Developer
Solarwinds Cloud
6 designers and 20+ developers
Design Handoff: Bridging the Gap between Innovation and Implementation
With the rapid evolution of design tools, the transition from design to development is becoming smoother than ever before. Yet, the key to successful handoff isn’t just about advanced tools; it’s largely about the process. This is especially true when aiming to uphold UI consistency and reduce redundancy in UI components. Delve deeper into my experiences regarding reusable components and the importance of maintaining consistency in this linked article.

The role of a designer is evolving beyond merely producing static visuals. Today, they’re expected to create dynamic, interactive demonstrations of features, paired with clear guidelines for developers. These guidelines typically take the form of actionable rules and references to both new and existing components.

At Solarwinds, I was a staunch advocate for designers to familiarise themselves with the rudiments of front-end web development. Such an understanding propels designers to consider the feasibility of implementation during the design phase. This, in turn, enhances the likelihood of launching a feature seamlessly and punctually.
Instrumentation in Design: Validating Assumptions through Metrics
With an intrinsic zeal for monitoring, metrics, and analytics, I prioritise equipping my team to validate their design hypotheses empirically. By collaborating with developers early in the design phase, we can jointly establish success indicators for a feature, which subsequently becomes an integral part of the development prerequisites. A case in point would be establishing 'Charts Copied' as a key metric when rolling out a feature to replicate an existing data visualisation.
Designer <> Org
Solarwinds Cloud
Proactive Design Engagement
Irrespective of project scale, I advocate for designers on my team to outline the intricacies of any Design Request in a Design Specification before any conceptualisation begins. The merits of drafting these specifications are manifold. To start, it ensures the designer has a clear comprehension of the task's requirements, boundaries, and underlying rationale. Typically, a Design Spec would encompass a synopsis of the feature or project, user narratives, preliminary sketches addressing the issue and solution, and a justification of the project's value to the end user.

These documents, transparently available to the entire organisation, facilitate collaboration. They serve as a platform where developers and product managers can contribute, ensuring a unified vision at the project's commencement. Such early-stage engagement minimises unexpected challenges and optimises resource allocation. For more extensive features, our design team often crafts the accompanying blog post in advance, mirroring the developer's approach of penning API documentation prior to actual development.
Presentations
Public speaking might be intimidating for many, but it's an invaluable skill that every designer should endeavour to master. At Solarwinds, we fostered an environment of continuous learning and interaction through bi-weekly iteration reviews. In these sessions, representatives from different functional teams would offer insights into their current projects and updates to the broader organisation.

These presentations weren't just about keeping everyone updated; they acted as a platform to stimulate cross-functional discussions and gain insights into the challenges and triumphs faced by each team. It bridged gaps, fostered understanding, and solidified the interconnected nature of our work.

Moreover, these sessions allowed individual contributors (ICs) to engage directly with upper management, promoting transparency and open dialogue. Notably, the design segment always stood out and was eagerly anticipated. Apart from its inherent visual appeal, it offered a refreshing break from the conventional PowerPoint-driven segments, highlighting the aesthetic dimension of our projects.