Mindlance’s Post

Name: Meet the Expert
Uploaded: 2024-06-26T14:00:00.320Z
Channel: Mindlance

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3mo

How does Design Operations help organizations amplify creativity and scale design processes? Mindlance is thrilled to welcome Courtney Allison Brown, Head of Design Operations at CarMax, as she explains how this fascinating field works and its impact on a company’s larger organizational context. Click to hear Courtney share why every company should invest in DesignOps. #designoperations #designops #digital #creative #marketing #digitalmarketing #creativetalent #staffing #recruiting #recruitment #workforcesolutions Vik Kalra Rajat Paul Dhall Dana Ailsworth Rick Ryan Nicki Oakley

Transcript

I'm Courtney Allison Brown and I am the Head of design operations for CarMax. What design operations means for a lot of companies is really bringing in a company that may have started with an early design practice but then is ready to mature into a scalable operation. So in essence, design operations is really what helps to strengthen and build design design organizational practices into a much larger scale that can be adopted at a much larger corporate level as companies begin to scale and start to really focus and invest in design for their company. Design operations helps to facilitate the company branding into product and design operations as a whole and just the design practice holistically. A lot of the time when design operations is coming in to help foster that the brand team has a tendency to a normal corporations. A lot of the time the brand and the design groups are pretty separated and design operations has a really unique opportunity to get to know those teams very well and try to find bridges and opportunities. Where they can then overlap and build a stronger relationship. So that they really are bringing forth the best of brand representation both from the front end of like marketing materials and bring creative all the way through. And making sure that there's a through line for the product. That the customers are getting the same experience of the same visual aspect and understanding of that brand in the product space as opposed to just in that front end advertising and marketing space. Design operations has a very interesting background for career trajectories heading into that space. People come from all over the place. I mean, honestly, I've seen people who have moved from being in an executive assistant role because they have such a good grasp of working with leadership and other teams and just being able to find that collaboration space to make things effortless and move through. So I've seen people that have been in that role and have transitioned into design operations. A lot of the time project managers who want to take the skills that they have, but. Not be working so much on like the actual product or project side of it that want to be a little bit more involved in like the creative strategy for when it's when we're putting things into place from a design operations perspective. That's a very transitional skill into that space. I think the best suggestions and recommendations for organizations when they aren't fully mature, but they know that they need a refresh is probably that they really should evaluate what is happening inside and have a good understanding of that before they try to make that refresh happen. A lot of the time people will just kind of jump into an idea around a refresh, which is great to have that enthusiasm, but then they're missing the aspect of how are we going to get it done, How is this going to happen, and who all do we need to involve? Do we need to hire people? Kinds of logistics in that kind of a space. So my recommendation for that is always to take a step back and look at the current state of where your organization's at and see where those opportunities lie. It might be that there could be better collaboration between brand and product. It could be that there might be more opportunities that we're seeing from like if you were to go through a service design exercise you might expose a lot of really great opportunity areas to improve things for your clients free to be able to do your customers internal associates a kind of a. Across the board, it really is amazing what those kind of exercises will reveal to you as you go through that process. Some of the most impressive companies I've seen from a design perspective that really seem to be pushing the boundaries and making sure that their organizations are well run and well established and welcomed within the full corporate environment. I mean, we have the heavy hitters that we always have, like Airbnb, Apple is another good one. You know, there's lots of those upper echelon of companies that really are doing it well. I would say some of the newer ones. Luckily for me, I joined CarMax about 2 1/2 years ago. And I've had the opportunity to really navigate that space inside of there. And while we're a little bit smaller than some of those major companies, I really have seen a huge difference in change over the last three, 2 1/2, three years getting to grow that practice. And a lot of it has been around those type of exercises where starting small and looking at the problem space and really starting to think through that. And then basically applying all of the design theory to be able to design your organization to align with where you're trying to go with your business.

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Meet the Expert

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