The Inevitable Revolution

Let’s start with a fairly honest statement here…

In many projects, I found myself taking on tasks beyond my designated role, from writing content to maintaining product requirements. Most of the time, I felt the absence of a straightforward process and lacked the necessary design peers in the team. This is exactly why I decided to share my thoughts on the importance of DesignOps in this article. I have no intention of delving into the specifics of what DesignOps is — there’s plenty about that online. Instead, I’ll guide you on how to build and use the mindset effectively in early-stage startups.

**The information in this article is purely advisory opinions based on my own experience and perspective.**

> *DesignOps is not just for designers. It’s for startup founders, stakeholders, and anyone vested in the product’s success. It aims to simplify the complex interplay between design and businesses.*

## **Components of DesignOps**

I’ll focus on the three main pillars of DesignOps while breaking them down into smaller pieces.

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```

## **1. Working Together:**

Startups with tight budgets often strive to operate lean, maximizing output with a limited workforce (do more with less). However, it’s essential to recognize the distinct domains within the design that demands dedicated attention — product and marketing. While it might seem “ok” to have a single designer juggling these roles, the nuances of each domain require specialization.

## **Organize**

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```

A senior product designer, a branding/marketing designer, and a UX designer/researcher make up the minimum ideal structure for a well-rounded design team. Even with the typical startup challenges, such as budget constraints, the significance of a design department is undeniable. Also, the good thing is that these people with the above skillset shouldn’t require any addition to the team for a long time. The smaller it is, the more effective…

> But what about the role of a content writer?

Well, this is a topic that is often overlooked. Personally, I have not had one. Organizations tend to prioritize roles based on immediate needs, and sometimes, certain roles are seen as luxuries rather than necessities. Unfortunately, content writing is one of those roles. My recommendation would be to consider hiring a freelance content writer or work with an agency on an ad-hoc basis.

## **Collaborate**

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```

While processes and protocols are essential, it’s the collaboration that builds relationships. So how do you go beyond the mechanics and genuinely improve communication within the design team and other departments? In my opinion, the answer lies in frequent and ongoing interactions (recurring meetings).

**Daily meetings** keep each other up-to-date, ensuring immediate concerns are addressed. **Weekly Design** **Retrospectives** offer a platform to appreciate, and recalibrate. **Monthly Show & Tell** sessions serve dual purposes, celebrating milestones while fostering a culture of feedback and growth. And then there are the Quarterly **Long-term Vision Alignment** meetings — pivotal organisation-wide gatherings that ensure every creative effort aligns with the broader business goals.

## **Humanize**

By utilizing the collaboration methods mentioned above, you are not only improving the design process, but also creating an environment that fosters a dynamic interplay between agility and strategy, and between individual and collective efforts. However, it is important to ensure that the hiring, onboarding, and career development practices are carefully considered as well. Taking a human-centric approach and following three steps can be helpful.

1. **Design and document interviewing practices that are specific to the needs of the design team:** Interviewing is a whole different ballgame. Instead of the usual Q&A, you need to get the candidate to showcase their portfolios. That’s where their stories are. Do you want to get more specific details about their expertise? Ask relevant questions from their portfolio/case studies. It could be a simple question that helps reveal the mindset you are looking for. At the end of the day, it’s all about getting that perfect blend of skills and attitude!”

2. **Establish consistent hiring and onboarding practices to set up new team members for success:** Organisations must realize how crucial a good onboarding process is. Without it, the designer can take ages to settle in, which can mess with the project timelines. Worse, they might even leave if they feel lost or undervalued. In short, it’s more than just showing them their desk and tools; it’s about setting them up for success from day one.

3. **Standardize transparent career pathways for both management and non-management roles:** This one is the least important comparing the first two above. Beyond hiring and onboarding, the journey of professional growth within the organization should be transparent and tangible. Both management and non-management roles should have clearly defined career steps.

## **2. Getting Work Done**

Let me give you an example from Airbnb and how did they get their product right with [similar methods](https://airbnb.design/designops-airbnb/) which I’m going to explain below.

You might think they have a website and a brilliant idea initially. No, they didn’t… They defined a whole new way to travel. They knew they had to get work done and fast as there would be new competitors cropping up. Every aspect, from the consistent user experience on their platform to their marketing campaigns, needed to be in sync. The focus was clear: make travellers feel they ‘belong’. They ensured a seamless blend between branding, marketing, and product design to achieve this (intersections). Real photos showcased unique homes, while their constantly-evolving user-friendly designs simplified the way people make bookings. Feedback was always at the forefront of the business. It didn’t happen overnight. But it was more than just listing spaces; they crafted memorable narratives. By smartly organizing their work (DesignOps), they didn’t just launch a product — they revolutionized the travel industry.

## **Standardize**

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```

How do you ensure such quality consistently, especially when evolving dynamics constantly challenge established practices? The answer is standardization (in a good way). Remember, the true objective is not just to create blindly, but to consistently deliver outcomes that emphasise the value of DesignOps.

Let’s deep dive into the above intersection points:

* **Branding and Marketing:** The essence of branding informs marketing strategies. For example, if a brand promises sustainability, marketing campaigns would highlight eco-friendly initiatives. The consistency between what a brand stands for and how it’s marketed is crucial for building trust.

* **Branding and Product Design:** The product should reflect the brand’s promises. If a brand touts innovation, the product design should incorporate cutting-edge features and aesthetics. If there’s a mismatch, people will start doubting your authenticity.

* **Marketing and Product Design:** Marketing sets expectations, while product design delivers on those expectations. If marketing campaigns promote a product as easy-to-use, the product design should ensure ease of use and intuitiveness. Otherwise, you’re setting yourself up for some unhappy customers.

In conclusion, the interplay between branding, marketing, and product design is critical for “Getting Work Done” effectively. These domains are deeply interconnected and influence each other. An alignment among these ensures that a business communicates consistently, sets accurate expectations, and delivers on its promises, ensuring success in the market.

## **Harmonize**

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```

To truly harmonize your design operations, you must establish a shared understanding that ensures everyone operates from the same foundational knowledge. This is where the concept of a ‘**design intelligence network**’ comes into play, as visualized in the above diagram. There are two main units in this network: **Branding** and **Design Systems**.

As mentioned under the “Standardize” title, branding serves as the compass, setting the direction with its defined values, aesthetic cues, tone of voice, typography, spacing, and other foundational elements. The Design System, in turn, acts as a bridge, translating branding into actionable guidelines for product interfaces, be it web or mobile. This ensures that elements like brand look & feel are consistently represented across all platforms.

Peripheral elements, such as marketing, social media, and communication materials, draw from these two central pillars, ensuring a cohesive representation of the brand’s identity. Further solidifying this intelligence network is the “digital asset management” layer. Tools like Frontify are great for keeping branding assets on one platform. While Storybook offers a centralized hub for design system components, Google help manage documents and files effectively.

In essence, the entire system is interlinked. Branding, as the primary pillar, informs the Design System, which then cascades this intelligence to every touchpoint of the product environment. By embracing this harmonized approach, it ensures a common ground, where every design decision resonates with the brand’s core values and vision.

## **Prioritize**

First things first… A foundational step in prioritization is **recognizing the team’s capacity** and **skill set**. But knowing the ‘who’ and ‘how many’ is just the beginning. The ‘what’ and ‘when’ hinge on nuanced factors such as Impact, Desirability, Viability, Feasibility, and Effort. These criteria not only help in aligning projects with business goals but also in setting realistic expectations.

Various methodologies can assist teams in streamlining this decision-making process. Techniques like the Impact-Effort Matrix and the RICE Method offer a structured approach to evaluate projects based on their potential value versus the resources they demand. The Feasibility, Desirability, and Viability Scorecard brings a holistic view of a project’s viability in the market, while the MoSCoW Analysis and Kano Model help in distinguishing essential features from the ‘nice-to-haves’.

Although these methods are typically associated with product design, their principles can seamlessly transition to brand and marketing facilities. By adopting such structured prioritization techniques, design teams can confidently navigate their project landscape, ensuring that every effort aligns with both the team’s capabilities and the organization’s overarching objectives.

## **3. Creating Impact**

Creating impact in design goes beyond just finishing tasks; it’s about aligning the final designs with clear intentions and high standards, which the “Definition of Done” (DoD) helps ensure. Design isn’t merely about looks, but a methodology that addresses user needs and solves problems. It’s vital for designers to communicate the true essence of design throughout an organization, sharing success stories, and fostering inter-departmental collaboration. Through this, design becomes not just a department but a shared language across the organization.

## **Measure**

In the realm of design, accountability isn’t merely about ensuring task completion; it’s about guaranteeing that the completed designs resonate with the intended purpose, quality, and standards. One pivotal instrument in this endeavour is the “Definition of Done” (DoD). Crafting an effective DoD, especially when a team is in its nascent stages and devoid of data, can be challenging. Nevertheless, it’s essential to start the conversation early on, elucidating a preliminary understanding of ‘done’.

Embracing a DoD facilitates two pivotal outcomes: transparency in work completion and assurance that the designs align with product intentions, upholding quality, accessibility, and usability standards. But, how do you sculpt a DoD that truly serves its purpose?

* **Team-wide Decisions on Criteria:** It’s imperative that the team jointly decides the criteria for DoD. After all, if the benchmarks set are unrealistic, adherence becomes a challenge. Team involvement ensures pragmatic and achievable criteria.

* **Checklist Integration:** The DoD shouldn’t be restricted to minute features but should encompass the broader picture. Embedding a comprehensive DoD checklist within the workflow can ensure every aspect of the design meets predefined standards.

* **Clarity in Criteria:** Ambiguity is the arch-nemesis of effectiveness. The criteria for DoD should be explicit and unambiguous, ensuring that the design tasks meet requirements in a well-understood manner.

* **Task-Specific Acceptance Criteria:** To steer clear of any confusion, every task should be accompanied by definitive acceptance criteria and a clear DoD. This clarity makes it straightforward for team members to comprehend their specific responsibilities.

* **Evolution of Definition:** As with most things, the DoD isn’t set in stone. With the product’s evolution, the DoD should be re-evaluated and refined. If a universal DoD seems impractical, consider a dynamic checklist tailored to unique design tasks.

In essence, the aim is not merely to ‘complete’ but to achieve a culmination that is in harmony with set standards and goals. The DoD acts as that beacon, guiding design endeavours towards accountable excellence.

## **Socialise**

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```

Design isn’t just about making things pretty. It’s about making them work well, too. Always share stories of when design made a real difference. And hey, when someone does something great with design, celebrate them! It motivates everyone. Spread the design love by holding chats or workshops, so everyone gets it. And don’t just stick to your design team — work with sales, marketing, everyone. When you talk about and share your design work, it just makes everything better.

* **Keep delivering the message:** One of the foundational steps in evangelizing design is to articulate a clear, cohesive message about its role. Not as an afterthought, but as a vital component in product development and branding. Show your message to highlight how **design isn’t just about making things ‘look’ good**, but also about making sure they ‘work’ as intended.

* **You have a story to tell the others:** Always have demonstratable and tangible stories. Regularly capture and showcase your achievements where design played a pivotal role. No matter how big or small, your efforts have to be seen by others.

* **Every effort must be recognized:** Recognizing and rewarding teams or individuals who leverage user-centred design processes can not only motivate them but also set a precedent for others to emulate. So why not celebrate them at every opportunity?

* **Educate to get understood:** Organizing regular workshops, seminars, or even informal ‘design talks’ can facilitate a broader understanding. By democratizing design knowledge, designers can foster an environment where design becomes a shared language, and not just a departmental function.

* **Collaborate not isolate:** To truly socialize design, designers need to step out of their comfort zones and actively collaborate with other departments such as sales, marketing or development. Be an evangelist of your work, and it will lead to richer outcomes and mutual appreciation.

In wrapping up our exploration of DesignOps, it’s clear that a systematic approach to design is crucial in every organisation. A well-structured design team can transform chaos into clarity, ensuring everyone collaborates effectively and values both individual and collective growth. Again, for non-design people, design is not just about making products look good; it’s solving problems in a systematic manner with appropriate skills.

DesignOps Guide: How to Build, Manage and Operate Effective Design Teams at Early Startups

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Coming back to Fiinu after gaining five more years of experience in the UK tech market felt like a return to my professional home. I re-joined the team at a critical time, with our newly obtained banking license from the Bank of England in hand, and the goal of launching our innovative product, the Plugin Overdraft®. Amid the excitement and pressures, I soon realized we had overlooked an essential ingredient — a comprehensive design system.

> This article isn’t meant to explain the meaning of a design system; it’s about the process and the unrecognised efforts behind it.

Our initial goals at Fiinu were clear-cut. **Secure the required funding and roll out Plugin Overdraft®**, a mobile app designed to ease financial management for millions. However, the realization that we were missing a well-structured design system in place, despite its overlooked importance, felt like discovering a hidden minefield.

\
I remember one of the pressing issues at the onset. The top-up and set minimum balance functions were on separate screens of the app. Given that the Fiinu app was a single-feature product, simplicity was key. My first step was to merge these two actions into one easy-to-access component, attainable from a single screen with just a swipe action.

The journey wasn’t easy. Time constraints and lack of awareness of the design system’s importance were our biggest challenges. It felt like standing on the edge of a cliff, with a tough decision to make: do we rush the delivery of the app or take a step back to lay a proper foundation? I chose the latter, knowing the long-term benefits would outweigh the initial hurdles.

We partnered with three experienced developers for the project. It was heartening to witness their immediate understanding and appreciation of the design system’s value. With their help, we swiftly began working on building the components, proving the importance of a well-thought-out foundation.

Building the design system was like constructing a complex puzzle — it wasn’t until we completed it that its true beauty and significance were realised. However, the recognition it deserved was mostly absent. Perhaps it was because the design system worked so smoothly that it didn’t draw attention to itself. It silently carried its weight, saving us time, money and ensuring consistency throughout the app. In fact, we didn’t just meet the business and regulatory requirements; we exceeded them, delivering a product that was both user-friendly and compliant.

In retrospect, building a robust design system was one of the best decisions we made at Fiinu. It allowed us to maintain high standards of consistency and smooth out complex workflows. Even though the recognition it deserves is often lacking, it remains an integral part of our success story.

It’s an exciting journey to reflect upon. As we continue to evolve and innovate, the lessons we learned from the process will always guide us. So, here’s a tribute to the silent heroes in product design — the unrecognised, yet invaluable design systems, the invisible forces driving a product’s success.

How I Constructed a Design System Behind the Scenes

Designer

Kyla is a California-based startup that consists of data scientists, software engineers, and managers who have been developing a disease Bayesian Network that incorporates 100s of diseases (soon to be 1000s) and can predict which question to ask at which time that will make the most impact.

Kyla

Brand creation for Finu involved a thoughtful, data-driven process. Detailed market analysis, surveys, and direct conversations informed the conceptualization of ideas. Despite potential resistance, creativity prevailed over skepticism, shaping a roadmap that resulted in a distinct brand. The brand attributes include minimalism, modernity, joyfulness, and fairness, which resonate with the target demographic.

Fiinu Marketing Website

Crisp is a messaging platform for startups and S&Bs, running a chatbox/live chat service on 100k+ user websites, based on a freemium model where the paid users get access to more advanced customer support features, such as unlimited messaging history, a CRM, etc...

Crisp Chat

Music and Me is a project designed to acquaint children with some of Turkey's lesser-known and forgotten historical instruments. We selected 20 unique instruments and reimagined them with a cartoonish flair to captivate young audiences. Each character was meticulously sketched, deliberated over, and then digitally colorized.

Along with the vibrant visuals, each instrument has its own dedicated page where children can learn basic information about the instrument and listen to its unique sound. This interactive approach fosters a deeper connection between the children and these precious pieces of musical history.

Music and me

"Sensations," delves into the unknown realms of mortal feelings and depicts them in an unprecedented way.

Through the use of anonymous human silhouettes, visual indicators, and emotion-driven compositions, it seeks to create digital artworks that capture the raw intensity and nuance of our deepest sensations. Whether it is the thrill of desolation, the pain of loss, or the glimpse of hope, it conveys these emotions in a way that is both intimate and universal.

The artist believes that art has the power to connect us to something deeper within ourselves and to each other, and with "Sensations," he hopes to create a visual tapestry that speaks to the shared experiences of being human. Whether you are an artist or simply someone who appreciates the power of art, this project aims to evoke a sense of wonder and connection to the world within you.

Senstations

In 2020, I gave an online talk at Mehmet Akif Ersoy University of Art in Turkey about my experience as a designer abroad. I shared how I started in design, the importance of having a good portfolio early on, and tips on working well with clients. I also talked about how speaking another language helped me in my career. We wrapped up with a live Q&A session where I compared working in Turkey and the UK.

Designing Across Borders: Turkey vs UK

GKFX is globally recognized for its advanced online trading services. As a Senior Designer in the Marketing
team, I played a crucial role in conveying the company's brand identity and marketing initiatives.

Key Responsibilities:

• Conceptualized and implemented the brand's visual identity, ensuring consistency across all platforms.
• Designed diverse marketing assets, including web and mobile interfaces, social media graphics, and print media.
• Mentored junior designers, fostering a culture of continuous learning and improvement.
• Collaborated with the marketing team to align design initiatives with strategic goals.
• Managed and optimized the company's brand assets library.
• Facilitated GKFX's transition to becoming one of the fastest-growing financial companies through robust and
effective design strategies.
• Successfully executed a consistent global brand image, contributing to a unified brand identity.

Art Director

BB Agency is an award-winning design studio known for creating seamless digital experiences. I served as a Senior Digital Designer within the Design team, aiding in the successful shipment of various mobile projects.

Key Responsibilities:

• Led user experience and interaction design initiatives, 
contributing to the development of user-centric digital
solutions.
• Built and validated robust design systems, ensuring consistency and ease of use across platforms.
• Collaborated closely with the development team to translate designs into functional digital experiences.
• Implemented design enhancements to elevate brand identity and customer engagement.
• Successfully delivered two major mobile projects, significantly contributing to the agency's portfolio.
• Developed comprehensive design systems, enhancing the team's productivity and the consistency of design
output.

Senior Digital Designer

Fiinu, now a licensed British bank, revolutionizes banking with innovative solutions like Plugin Overdraft. Rejoining Fiinu as the Lead Designer, I managed the overall design activities, from UX journey remapping to design system creation.

Key Responsibilities:

• Reviewed and remapped the existing UX journey, identifying areas for improvement.
• Explored and designed the core features of the product.
• Created a comprehensive Figma design system library for the mobile app, ensuring ease of use and consistency.
• Conducted stakeholder buy-in and alignment meetings, facilitating cross-team collaboration.
• Contributed to the product requirement documentation, defining the scope and direction of the product.
• Created an end-to-end visual demonstration of the customer journey on the mobile app, aiding in successful funding rounds.

Lead Designer

Dreams&Bytes is a full-service digital agency founded in January 2000. It was the place where I had my first
real experience of digital and interactive design. I participated in many projects as a Web Design Specialist for
many brands serving nationally and also internationally such as Migros, Ipragaz, Unilever and Bosch.

Key responsibilities:

• Coming up with concrete solutions for web interfaces, landing pages and social media banners.
• Reimagination of existing visuals for the e-commerce websites.
• Designing e-mail newsletters.

Junior Designer

True to Form is a leading Experience Studio renowned for its expertise in user interface and interaction design. In my role as a Product Designer, I was primarily focused on design system creation and user experience enhancements.

Key Responsibilities:

• Created and maintained an efficient design system from scratch for Ecologi, following their existing core
brand values.
• Collaborated closely with UX researchers and developers to build high-fidelity prototypes.
• Worked on UX enhancements alongside the design system creation to streamline workflow.
• Successfully overhauled Ecologi's design system, boosting their execution speed.
• Managed to win stakeholder buy-in for design initiatives, ensuring a two-way approach to design system creation and UX enhancements.

Senior Product Designer

Pupil is an innovative tech company specialising in creating accurate 3D reconstructions of real-world spaces. I served as a Product Designer and Design System Advocate within the Design team, driving the creation of intuitive user experiences.

Key Responsibilities:

• Defined the product design roadmap in collaboration with product managers and stakeholders.
• Built and maintained design systems for internal products, ensuring a consistent user experience across all
platforms.
• Led the creation of Trace, a design system that became a single source of truth for all internal products.
• Collaborated with the marketing team to align design initiatives with brand expectations.
• Developed and implemented an effective design system, leading to a 2x increase in employee workflow.
• Drove the legacy workflow overhaul, contributing to the company's shift towards an innovative and agile mindset.

Emrah Kara

2023