Design is Not the Frosting on the Scaled Agile Layer Cake
Summary
Key Insights
-
•
Combining multiple organizational changes creates a 'hairball' effect that complicates adoption and impacts employee wellbeing.
-
•
Empathy is critical not just for users but also for internal employees dealing with constant change.
-
•
Scaled Agile Framework (SAFe) often assumes maturity in teaming and decision-making that legacy companies may lack.
-
•
Design thinking can be obscured or marginalized in large Agile frameworks unless actively advocated and tailored.
-
•
Breaking down silos by defining cross-functional teams around shared value criteria improves collaboration and outcomes.
-
•
Lawyers and compliance partners can become enablers and co-creators in design solutions when included early.
-
•
Design teams must become the 'antidote' to change overload by making design immediately usable and relevant.
-
•
Internal programs, like Bring Your Own Epic, help embed design practices by turning teams into champions through shared stories and hands-on work.
-
•
Cultural change efforts require creating tangible 'covetable' artifacts that foster belonging and reinforce new behaviors.
-
•
Sustained success in cultural and process change depends on cultivating internal champions, including initially skeptical roles such as SAFe coaches.
Notable Quotes
"Change is a constant in design, but at USAA it often felt like change within change — inception-like change."
"Scaled Agile felt at first like a step backwards—design looked like just the finishing touch, not a key ingredient."
"Maybe the ambiguity and frequent changes in SAFe could actually be an opportunity, not just a headache."
"Empathy applies to us too—we needed to understand how our own people were feeling about these layered changes."
"People were overwhelmed, missing the point, and didn’t even know where to start with all this change."
"Defining teams by shared value — what’s desirable, compliant, feasible, and viable — broke down silos effectively."
"The lawyer got to be the guy who said yes and, not just the guy who said no."
"Design thinking can feel like a magical black box or utterly overwhelming; it has to be made immediately usable and valuable."
"It’s up to designers to be the antidote, to articulate all these changes as one movement."
"I jump out of bed every morning because an executive said for the first time, this feels like home, this is how I want to work."
Or choose a question:
More Videos
"Scaled Agile felt at first like a step backwards—design looked like just the finishing touch, not a key ingredient."
Erin HauberDesign is Not the Frosting on the Scaled Agile Layer Cake
October 24, 2019
"Our jobs as researchers isn’t really to do research. It’s to influence people and help them make decisions."
Megan KiersteadYou Are a Badass at UX: Overcoming Imposter Syndrome
March 10, 2021
"The power to say no has been a blessing in disguise, helping us refocus on high priority work after layoffs."
Maggie DieringerCreating Consistency Through Constant Change
January 8, 2024
"Hubris is that belief the market will wait for your big bang release—executives have lost jobs over this."
Meaghan Waters Fotina KoutropoulousLack of Product Thinking will Doom Your Legacy Modernization
June 9, 2021
"Market research can no longer afford to take six months with multiple waves; it has to be speedier and more agile now."
Jemma AhmedBringing together market and user research
October 17, 2019
"Trust is a major enabler for tacit knowledge sharing because people must feel safe to be vulnerable and share their knowledge."
Maria TaylorKnowledge is Power: Managing the Lifeblood of the Design Org
October 3, 2023
"Auto-complete absolutely is an accessibility feature because it helps reduce typing effort for screen reader users."
Sam ProulxUnderstanding Screen Readers on Mobile: How And Why to Learn from Native Users
June 6, 2023
"Project leadership can be at any level; the right discipline leads, not necessarily the most senior person."
Catherine BlizzardUsing Integrated Insight to Drive Growth
March 10, 2022
"Laura let out a sigh of relief and said, I don’t think I could ever recover the way that you did."
Randolph Duke IIWar Stories LIVE! Randy Duke II
March 30, 2020