My Product Dimensions

The image below is the design squiggle. Created by Daniel Newman in the early 2000s, this illustration of the design process depicts a journey from wild and explorative to purposeful and tactical.


When I first saw this, I immediately identified with it.
The design community also rallied around it. It’s the most agreed upon diagram of successful design, and is commonly used to prepare clients on what to expect from a design project.

This is the reality of design thinking. I believe all designers need to know it well.
  • Good designers seek experience in all parts of the squiggle.
  • Design leaders learn to navigate a project through the squiggle.
  • Rock stars capitalize on a natural aptitude in part of the squiggle.

Good product relies on both sides of the squiggle. I believe that any competitive organization needs product thinking that covers the whole range of design thinking.

My Squiggle.

Let me show where my strengths and experience fit in.

Product exploration is what I’m truly best at. I’m a natural here.

I developed my strengths in exploratory research and design midway in my career. The passion was always there, but I actively developed it when I went back to school and started my consulting career. Wild curiosity and explosive ideation—with purpose—is where I shine.

I can explore a problem space with stakeholders. I work with executive management and clients to help understand the problem space and the business context.

I’m seasoned in primary research. I’ve  collaborated on numerous field and internal research efforts. I have also planned, lead and delivered entire discovery projects. I am driven to understand complex problems.

I am an idea generation machine. I’ve wallpapered conference rooms with concepts I’ve sketched or directed, and I’ve developed countless conceptual prototypes. I can convey ideas within the context of a business problem.

I’m a creative facilitator. I help rooms of people stop talking about their problems and start sketching solutions.

I find successful strategy. I synthesize research and validate team concepts in order to make sure the thing that ships is the right thing.

I accelerate new products. With a product vision defined, I am able to plan design and development for a proof-of-concept and MVP product.

I’m also very good at design delivery. It’s where I started.

I’ve spent my career crafting and shipping product for product organizations—those with warehouses, trucks, servers, and clouds—and a process to getting good product into customer hands. I’m a professional who focuses creativity well.

I’m good at delivery mode. I’ve designed and delivered product in multiple channels. I’ve learned the tools and craft of each domain, and used it to deliver great products efficiently. I work well on a delivery team.

I’m technical, not just creative. I like to figure out how things work and how they’re made. I’m able to speak the language of engineers, scientists, and other specialists. I know enough about the hands-on work (code, 3D) to enable the conversations that find new solutions rapidly.

I can find and follow patterns for success. Focused creativity uses tactics that has previously worked. I like learning what that is for each organization—and then building on it.

I’m have breadth and depth of experience. I have a depth of experience from multiple projects in various media. I can plan and manage projects in these spaces. I’ve observed the successes of various products strategies, and know what is required for a successful execution.

My work involves the whole process.

Organizations need both sides of the squiggle. Fine tuning won’t steer the ship; Dynamic organizations need open creativity to fuel dynamic growth within disruptive markets. But, good ideas require great execution; Organizations with successful processes and product need focused creativity to deliver excellent product that maintains their leads.

However, covering both bases isn’t enough. Like I mentioned early, some need to have the flexibility to stretch far into both exploration and delivery modes, and mindfulness over both. After two decades of working in product, I can say that is reliably me. I am someone an organization can trust to drive their brand forward, and that in-the-trench colleagues can rely on to have their back. 

The Process of Design Squiggle by Damien Newman,

all work © will capellaro and clients