Org Design for Design Orgs: Building and Managing In-House Teams

Companies are building in-house digital/experience design teams at a breakneck pace these days But they’re doing so without understanding the idiosyncrasies of design organizations and designers, and many companies are gathering designers without getting the most out of this investment. Traditional models of in-house design organizations (typically marketing design) don’t perform well for digital product design, and there’s a lot of confusion around evolving models of organization: Should it be centralized or decentralized? Embedded? Singular or shared creative leadership? Report to the CEO or up through another team such as Product Management or Marketing? How is it funded? This practical book provides the answers you need.