10k Screens Later: How We Became a Data-Driven Design Organization
Summary
In this session, we'll explore how a small UI design firm (30 headcount) developed a data-driven DesignOps practice. I'll demonstrate how we use automation and robust data pipelines to excel in managing and delivering large volumes of work. This talk also shows how we transform Figma’s comment feature into a powerful tool that integrates seamlessly with Trello, enabling our team to achieve high efficiency and precision, and to track everything in real-time without the usual administrative and logistical challenges. Automation and Custom Tooling: We leverage automation to ensure every process, from capturing to moving work, is streamlined and efficient. This approach helps us tackle the scalability of thousands of work cards without overwhelming our team. Data-Driven with a Soul: This talk addresses concerns around micromanagement and surveillance, illustrating how our methods support consistent delivery (with 95% confidence) without sacrificing the human aspect of our work.
Key Insights
-
•
Frost Design Group achieved 95% accuracy in forecasting delivery dates using team performance data despite volatile project conditions.
-
•
They replaced traditional two-week sprints with a Kanban continuous delivery approach, better suiting their workflow.
-
•
Figma comment boxes were transformed into a tracking system with AI that automatically creates and categorizes work cards, reducing manual admin time drastically.
-
•
Monte Carlo simulations are used to forecast project delivery probabilities, enabling data-driven decision making and avoiding guesswork in estimations.
-
•
Tracking cycle time by production stage helps identify bottlenecks and informs resource allocation, improving workload balance.
-
•
Data-driven insights justified front-loading resources and demonstrated a 49% increase in delivery volume in one financial year segment.
-
•
They measure designer productivity by combining output and time data, avoiding both quantity over quality bias and purely hours-based assessment.
-
•
Interventions based on performance data helped junior designer Leia improve output by 364% year-over-year, leading to promotion and mentoring responsibilities.
-
•
Automations reduced unnecessary manual work by 2 hours daily for lead designer Dawn, showing the importance of streamlining non-design tasks.
-
•
Their design operations team expanded from one to three roles, separating responsibilities across work pipeline, team quality, and client commitments.
Notable Quotes
"We can forecast delivery dates despite shifting and volatile project conditions with 95% efficiency."
"Our file is a visual representation of our entire workflow and mirrors the structure of our board."
"Tracking and capturing the work can be a whole new work in itself. People will naturally abandon complicated process."
"We replaced the exhausting time estimation game with data-driven models that give us more reliable results."
"Spending more time doesn’t automatically make you productive, it just means you spent more time doing things."
"Data is supposed to be neutral. It’s the way one uses it that can bring good or bad outcomes."
"We use this data not to dehumanize, but to elevate each person’s uniqueness and fairly incentivize performance."
"Design is really a team sport. Everyone is responsible to keep the workspace up to date."
"Being design-driven is a means to an end. We aim to be 1% better every day with data-driven obsession."
"Our mission is to raise the overall value of design in the Philippines where it’s often seen as an expense item."
Or choose a question:
More Videos
"Online, our bodies become transparent, reducing barriers and allowing for more intimate and open collaboration."
Surya VankaUnleashing Swarm Creativity to Solve Enterprise Challenges
June 10, 2021
"People are better equipped to decide and act in their lives when we deliver relevant and useful information."
Patrick Boehler Madison KarasThe service shift: transforming media organizations to create real value through design
November 19, 2025
"It’s really been helpful that research supports design not just in discovery but also in validating that what we build meets customer expectations."
Andreas Huebner Amy Takata Craig BrookesWhat Is It Like To Be Part of The UX Team at Compass?
March 11, 2021
"Design operations is not perceived as building a strategy, it is seen as just a task."
Patrizia Bertini Alexandra Mengoni LeónPushing DesignOps’ Influence into New Global Markets
September 9, 2022
"IBM Design Thinking is about collaborating around artifacts and frameworks, not prescribing the process teams must follow."
Phil GilbertA Consistent Culture of Design
May 14, 2015
"It couldn’t find specific interviewees for user archetypes, so I had to adapt and guide the process."
Yulya Besplemennova[Demo] Stress-testing GenAI in user research synthesis
June 4, 2024
"Having a recruitment team that does pre-session phone screenings was a luxury that helped a lot."
Sarah RinkRemote User Research: Dos and Don'ts from the Virtual Field
June 11, 2020
"We used AI tools like NotebookLM and Gemini primarily to shortcut getting up to speed and managing transcripts, without focusing on specific tools themselves."
Mujtaba HameedThe new horizon of ethnography: using AI to unlock the full potential of in-person research
March 11, 2026
"The future is already here, it’s just not very evenly distributed."
Sheryl CababaLiving in the Clouds: Adopting a Systems Thinking Mindset
June 6, 2023
