On any given day, customers engage with brands from a myriad of different experiences; ranging across products, services, marketing, advertising and beyond. As design leaders, maintaining quality and cohesion between these disparate touchpoints is a herculean challenge. We want consistency and quality in everything our team produces - how we choose to change and organise ourselves internally, to meet the needs of today’s design-savvy consumer, is where ethe difference lies.
In this talk, Todd will share the origin story of MailChimp Design - a new department he helped shape and lead from within to improve brand experience at scale. These changes meant design at MailChimp was elevated from an embedded service within separate departments to a singular design org with its own identity, mission, values, and systems. Todd will reflect on how forming MailChimp Design succeeded - but more revealing for other design leaders - the failures and struggles he incurred as a leader and the challenges faced by forming a new department within such an established business. Todd's talk will give an insight into overcoming some of the challenges we all face as Design Leaders.