Amanda Prall · Design Ops + UX LeadershipAvailable for new roles
Amanda Prall

Design as how a team finds the right problem.

I have spent sixteen years working at the seams between human-centered design and the engineering, product, and operations worlds it has to live inside; that translation is the throughline of my career. I started in safety-critical environments, building human-machine interfaces for control rooms and operations centers where a misread display carried real consequences. That is where I learned that design is not decoration; it is how a team finds the right problem before spending a year solving the wrong one.

Over time I moved from designing the interfaces to building the systems that let design teams do their best work: standing up DesignOps functions from zero, shaping intake, governance, and delivery rhythms, and embedding human-centered practice inside engineering-driven organizations at scale. I came to it by an unusual route, an MFA in Intermedia (a discipline built around working across mediums, systems, and boundaries), which is probably why I gravitate toward the places where disciplines have to cooperate instead of compete.

I lead as a player-coach: close enough to the craft to keep quality high, and far enough back to build the conditions that let a whole team do good work. What I care about now is what I cared about at the start: complex, high-stakes systems where how people and technology meet decides whether the whole thing works, and the conditions that let good design actually happen inside them.

01Find the right problem first. The expensive mistake is solving the wrong one well.
02Design the system, not just the screen. A single screen is the easy part; the operating model around it is the work.
03Bring people along. Operating systems only hold when the people inside them believe in the rituals.
04Be honest about built versus proposed. The verbs should always match what actually happened.