Designing For Competing Goals
summary
New York Times design and ads teams create concrete rules and artifacts — a set of product tenants and a shared Times Product Language (TPL) — then run cross-functional FigJam workshops and mixed-method research to resolve conflicts. They build integrated ad formats (a sponsored tag on Cooking search, a skippable welcome-screen video ad for games) and measure impact: Wordle has 2 billion plays a year and the initial games experiment draws premium buyers (DoorDash, Uber Eats, Capital One) while showing no detectable drop in player engagement.
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chapters (20)
- 0:00Introduction to the talk
- 1:08New York Times history and mission
- 5:04Advertising and subscriptions harmony
- 7:14Team structure and cross-functional friction
- 10:06Time-centric mindset and alignment
- 13:18Product design tenants at the Times
- 15:47Visual collaboration in design
- 18:18Making the invisible visible
- 21:54Monetizing Worldle thoughtfully
- 27:56Key takeaways and design approach
- 28:40Q&A session begins
- 29:01Facilitating difficult conversations
- 32:15Maintaining brand consistency
- 36:55Handling competing compensation goals
- 39:02Onboarding new designers to tenants
- 41:30Accessibility in advertising design
- 43:58Finding common ground in conflicts
- 47:11User research collaboration
- 48:19Tracking metrics across teams
- 50:24Closing remarks and next session
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