Centralized vs Decentralized UX orgs… over 20 years ago

In Org Design for Design Orgs, an entire chapter (Ch. 4, The Centralized Partnership) addresses organization models for design teams, specifically centralized, decentralized and embedded, and the Centralized Partnership, our preferred hybrid approach.

After I spoke at the Big Design Conference in Dallas last week, an attendee, Randolph Bias, pointed me to a paper he co-wrote in 1995 (“Usability Support Inside and Out”, PDF) about about whether or not usability engineering teams should be centralized or embedded. It turns out our book echoes many of the themes in this 20-year-old paper…

On the benefits of centralized:

Regarding the objective of maintaining usability engineering expertise, one primary advantage of the centralized model is it facilitates maintaining a human factors “critical mass.” The “care-and-feeding” of the human factors professional is very likely to be monitored, and good, under such a model. Relatedly, it is easier to hire new human factors professionals into such an organization, and the department manager is likely to know how to evaluate the professional’s contribution.

And the benefits of “mainstreamed” (their term for embedded):

The beauty of being a mainstreamed human factors professional is being, and being seen as, a team member. The clear buy-in of someone in the development group per se helps with communications to and from the rest of the product developers.

Plus ça change, plus c’est la même chose.

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