Driving Growth Through DesignEmbedding Experimentation at DigitalOcean
DigitalOcean’s growth team had traditionally been engineering-driven, with limited integration of design in strategic decision-making. The challenge was to embed a modern, user-centered design approach that could accelerate user acquisition, improve customer retention, and drive innovation. APPROACHAs a design leader, I introduced a bold, experimental methodology that redefined the role of design within the growth team. My strategy included:
Tripartite Collaboration: Positioning design as an equal partner with product management and engineering.
Process Innovation: Establishing a structured yet flexible framework for idea intake, alignment, and rapid iteration.
Cultural Shift: Fostering a culture of experimentation where failures were stepping stones to innovation.
This approach emphasized transparency, alignment, and the power of strategic design thinking to solve complex problems and improve business outcomes.SOLUTION
Growth Phase 1: The Initializer: A replicable intake and alignment process that ensured all ideas—whether from junior developers or senior executives—were considered and refined collaboratively.
Iterative Prototyping: A rapid prototyping and testing cycle that reduced the time from ideation to implementation.
Documentation & Transparency: Clear records of every step ensured team alignment and empowered contributors at all levels.
IMPACT
Improved user acquisition and retention metrics, validating the integration of design into the growth team’s workflow.
Enhanced team agility and innovation, allowing faster responses to market demands.
A cultural shift that recognized design as a critical driver of growth and innovation.
TAKEAWAYSThis initiative demonstrated the power of embedding design deeply into organizational strategy. By fostering a collaborative culture and implementing a scalable process, we proved that design is not just about visuals but a cornerstone of growth, capable of delivering meaningful business outcomes.
CLIENT
IBM SECTOR
Technology
Talent Management
AI
SaaS MY ROLE
Creative Direction Design Production Content Strategy Project Management Process Consultation DISCIPLINE
UX/UI Design
Product Strategy
Facilitation
Vision KEYWORDS
Information Architecture User Research Project Management Digital Asset Production Design Renovation Business Turn Around Ecom COLLABORATORSOffering Management
Development Teams
Designers
User Researchers