Streamlining Product Delivery
Building Collaborative Workflows for Efficient Product Delivery
Nextech AI
2023
Overview
As Director of Product Design at Nextech AI, I developed and implemented a scalable product team process to address the challenges of a small design team managing multiple products. Balancing multiple products with a small design team required a structured workflow to improve collaboration with product managers (PMs), align design efforts with business goals, and increase transparency.
This case study outlines how I designed and executed these processes, enabling the organization to prioritize impactful features, streamline communication, and ensure design consistency across teams.
The Catalyst
The need for a structured process became evident when two new PMs were hired and another was promoted from QA. These new team members needed guidance on working with the design team, understanding best practices, and ensuring successful feature launches.
To address this, I consulted with my company leaders, my design team, and industry peers to develop a structured framework that would educate, align, and improve communication. After receiving approval from the COO, I began mapping the process.
Strategic Objectives
The primary objectives of refining the processes were:
Educating New Product Managers & Stakeholders
Establishing best practices for collaboration and clarifying the design team’s role.
Enhancing Organizational Communication
Creating a system that improved transparency, efficiency, and strategic alignment across teams.
Improving Product Team Efficiency: Optimizing workflows to enhance design and development teams' efficiency and output.
By working closely with the COO, PMs, and key stakeholders, I developed a process that empowered the product team to focus on delivering high-quality features that supported both user and business success.
Building the Blueprint
To develop an effective process framework, I followed a structured approach to identify challenges, define improvements, and implement solutions.
Step 1: Mapping the Existing Process
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Documented existing feature intake, design, and handoff workflows.
Step 2: Research & Benchmarking
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Researched industry best practices for cross-product design workflows.
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Defined PM requirements for the design team for successful feature launches.
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Identified stakeholder needs for effective feature prioritization.
Step 3: Defining Process Requirements & Improvements
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Outlined gaps and inefficiencies in the current approach.
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Established criteria for prioritization and cross-team collaboration.
Step 4: Designing & Implementing the New Process
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Created a detailed presentation outlining team responsibilities and workflows.
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Standardized communication and handoff procedures.
Key Components of the Framework:
I developed a presentation deck to communicate key aspects of the design team’s role, collaboration methods, and structured workflows. The framework covered:
1. Product Design Team as a Shared Service
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Supported four distinct products with a three-person design team. (Initially a six-person team, and 8 products which later reduced)
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Established a cross-functional workflow to optimize resource allocation.
Shared Service Model
Org Chart
2. Design Delivery Lifecycle
To ensure a smooth and efficient transition from feature request to final implementation, I established a structured design delivery lifecycle that standardized intake, communication, execution, and handoff processes.
Step 1. Feature Request Intake & Approval
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PMs submit a feature request form to define scope and assign designers.
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Initial call with PMs to clarify requirements and technical constraints.
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Discussion with COO to align priorities with the roadmap.
Step 2. Establish Communication Channels
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Establishing regular communication channels between PMs and the design team ensured alignment throughout the design process, from initial design to final delivery.
Step 3. Kick-off The Design Process
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Detailed UX requirements finalized; kickoff with PMs, assigned designers and developers.
Step 4. Design Hand-off & Dev Follow-up
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PMs work with the design team to review final designs and schedule hand-off presentations. PMs connected with me to schedule designer feedback reviews on developed features.
This streamlined process allowed us to maintain clear communication and collaboration throughout the product design lifecycle.
3. Design Process
At the heart of our design process lay a well-defined lifecycle, which empowered us to create features that truly resonated with our users and drove business success. This process consisted of several key steps that enabled us to allocate design resources efficiently and deliver features that met both user needs and business objectives.
This entire feature design process reflects a continuous cycle of collaboration and improvement, a framework I've developed to guarantee the delivery of impactful features that meet user needs and drive our business's success.
4. Educational Initiatives
A crucial segment of the presentation was dedicated to educating stakeholders and company members on the fundamentals of UX and product design. This section aimed to demystify the design process, underscore the value of user-centered design, and demonstrate the tangible impact of design on business outcomes. The following key elements were included in this educational segment:
Demystifying Design Roles and Responsibilities:
Clarifying the design team's function within the organization and its contribution to product development.
Explaining UX Design Process & Methodologies:
Providing insights into the various stages of the design process, including research, ideation, and visual design, and the methodologies employed.
Highlighting the Importance and ROI of UX Design:
Presenting data-driven evidence from sources like Forrester and Nielsen Norman to demonstrate the tangible benefits of investing in UX design.
Establishing a Code of Conduct for Constructive Feedback:
Outlining guidelines for providing and receiving feedback in a respectful and productive manner, fostering a collaborative environment.
This educational segment within the presentation proved instrumental in aligning cross-functional teams and fostering a culture of design appreciation. By equipping stakeholders with a deeper understanding of the design process and its impact, we empowered them to contribute more effectively to product development and ultimately support the delivery of exceptional user experiences.
Impact and Achievements
Improved PM & Design Collaboration
Standardized processes enhanced efficiency and reduced ambiguity.
Scalability for Growth
New PMs and designers onboarded seamlessly with a clear framework.
Faster Feature Prioritization
& Delivery
A structured intake system streamlined approval and execution timelines.
Increased Transparency & Alignment
Regular updates and Asana tracking increased transparency across teams, ensuring alignment on priorities and progress.
Learnings and Takeaways
The bedrock of managing multiple products effectively is establishing clear communication and structured processes.
By championing design value among stakeholders, we fostered a significantly more collaborative environment.
Long-term success hinges on a continuous commitment to iterative process improvement.
Conclusion
By creating and implementing a structured product design process, I enabled Nextech AI’s design team to scale effectively, align with business objectives, and deliver higher-quality user experiences.
This framework transformed daily operations and established a scalable foundation for future growth, ensuring the design team could continue delivering high-quality user experiences with efficiency and impact.