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U X A S C R O S S
C O M P A N Y C U LT U R E
K R U N C H T I M E
I NT E RACT IV E
U X A S C R O S S
C O M P A N Y C U LT U R E
UX as cross company culture
„Design is often used as a
process to drive innovation, and design thinking is
seen by many as a requirement for a company to
be truly innovative.“
U X A S C R O S S
C O M P A N Y C U LT U R E
UX as cross company culture
„Innovation cannot happen in pockets. Instead, an
organization-wide rewiring for innovation is
required. What’s needed next are organizational
strategies that will foster smarter humans and
release combined human potential.“
U X A S C R O S S
C O M P A N Y C U LT U R E
Spotify
Spotify
SQUAD
Team structure
TRIBE
ALLIANCE
Platforms
E P I C O R C H A P T E R
Design Principles
U X A S C R O S S
C O M P A N Y C U LT U R E
GLUE Templates
• Aligned UI elements and UX patterns for all platforms
• Creating a common vocabulary throughout all teams
• Fast adaption to new platforms
U X A S C R O S S
C O M P A N Y C U LT U R E
GLUE team
U X A S C R O S S
C O M P A N Y C U LT U R E
GLUE team
• Responsible to update and distribute a global UI/UX
language
• Supports and aligns with the different squad teams
E P I C O R C H A P T E R
GLUE templates
U X A S C R O S S
C O M P A N Y C U LT U R E
Product Insight
Product Insights is a
team of about 40
which works closely
together with the
squads and tribes.
U X A S C R O S S
C O M P A N Y C U LT U R E
Product Insight
• Separate team which gathers user data a conducts user
tests for features
• Also works closely with squads and distributes
customer knowledge throughout the teams
Soundcheck
“we need to soundcheck this.”
U X A S C R O S S
C O M P A N Y C U LT U R E
Soundcheck
• Soundcheck is Spotify’s name for user testing
sessions
• They conduct testing sessions in house
• There’s a form that’s accessible to everyone in the
company, so that anyone can request a Soundcheck
session
U X A S C R O S S
C O M P A N Y C U LT U R E
Take aways
• Autonomous squads
• Cross functional teams
• Holistic guidelines
• Product Insight team
U X A S C R O S S
C O M P A N Y C U LT U R E
Slack
UX as Cross Company Culture
„U X A S C R O S S
C O M P A N Y C U LT U R E
OUR COMPANY IS LIKE A
24/ 7 LAB FOR US
Diogenes Brito, product designer and engineer at Slack
r
Design process
Briefing
Vaguely defined problem
statement
“The brief is not
prescriptive but more
about asking the right
questions so we can
explore in the right way,
knowing the boundaries of
the problem,”
Pair design
A team of designers and
developers is assigned
with the task.
Each discipline starts
evaluating the solution for
the briefing separately.
Each discipline as a pair.
Both disciplines align on
the respective dimensions
for the problem solution
Prototype
Depending on the task, a
prototype is generated.
Tool and fidelity depends
on the task.
Selection of tools by
whatever fits to answer the
questions with the least
amount of work.
With this starts the
iteration to find the
perfekt solution.
Dogfooding
All new features go through ongoing
testing within the company before
being released.
Sprint to the finish
Once design is complete, the team moves to a
development sprint model.
U X A S C R O S S
C O M P A N Y C U LT U R E
Take aways
• Don’t brief the solution
• Pair design
• Dogfooding
• Tools follows task
• Flexible exploration, structured development
U X A S C R O S S
C O M P A N Y C U LT U R E
Airbnb
E P I C O R C H A P T E R
Airbnb
Service description
„U X A S C R O S S
C O M P A N Y
C U LT U R E"STORYBOARDS SHOW US WHAT WORDS CAN'T."
Joe Gebbia, Airbnb Co-Founder & CPO
U X A S C R O S S
C O M P A N Y C U LT U R E
Project Snow White
U X A S C R O S S
C O M P A N Y C U LT U R E
Project Snow White
• For Project Snow White, the founders of Airbnb
hired a Pixar artist, to design story boards of all the
main user stories around the service
• Until today these journeys are displayed in the
offices and story boards are frequently used
ideation tool
Working at Airbnb - cross functional teams
Design
Product
Mngmnt
Engineer
Data
Scientist
Product
Mngmnt
Design
Engineer
Data
Scientist
Finance
Department
X
E P I C O R C H A P T E R
Design Language System
Statement lorem ipsum dolor sit amet, consetetur
sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat.
U X A S C R O S S
C O M P A N Y C U LT U R E
DLS
• To provide a holistic design language, the Design
Language System was created
• It contains all main elements and styles used in for
the Airbnb service
• The general design and tools are managed by a
Design Ops team
• This team makes sure that all teams can work agile
and fluently, and the UX/UI is aligned over all
platforms and teams
U X A S C R O S S
C O M P A N Y C U LT U R E
Air Shots
U X A S C R O S S
C O M P A N Y C U LT U R E
Air Shots
Air Shots is an internal tool, which allows each
employee to find the most recent state for any
screen or component, for a respective platform and
language.
„U X A S C R O S S
C O M P A N Y C U LT U R E
BE THE PATIENT
Joe Gebbia, Co-founder of Airbnb
E P I C O R C H A P T E R
STARTER TRIP
E P I C O R C H A P T E R
Co-Designing with hosts
CO-DESIGNING WITH HOSTS
E P I C O R C H A P T E R
Calendar feature
RESEARCH TEAM
(AVOIDING BULLDOZING)
Samara
U X A S C R O S S
C O M P A N Y C U LT U R E
Samara
• Airbnb’s in house design studio
• Tackling new project, loosely connected to the
Airbnb service
• First project was the „Cedar House“ - a community
focussed project in a rural village in Japan
The Cedar House
„U X A S C R O S S
C O M P A N Y C U LT U R E
DO THINGS THAT DON’T SCALE
Paul Graham, Y Combinator
U X A S C R O S S
C O M P A N Y C U LT U R E
Take aways
• Cross-Functional Teams
• Visualize Flows
• Become the patient
• Co-create with users
• Integrate research from the start
• In-house Design studio
U X A S C R O S S
C O M P A N Y C U LT U R E
Adobe XD
UX as Cross Company Culture
DESIGNING THE UX FOR AN UX-TOOL
U X A S C R O S S
C O M P A N Y C U LT U R E
Development process
Adobe XD
Releasing Beta versions and working up to a 1.0
Non-ideal scenario:
Building shallow features early and growing quality debt
E P I C O R C H A P T E R
Subtopic or example
This team, too, has a culture of customer listening and
relies on it to make product decisions.
beginning to understand that such practices are not
only critical to building the right product, but also
have the side effect of transforming customers from
mere users to advocates and evangelists for both the
product and the team.
CREATE A
CULTURE OF LISTENING
Digital conversations
U X A S C R O S S
C O M P A N Y C U LT U R E
Digital conversations
Adobe XD selected Twitter, Facebook, and the
product forum as the three channels that work well
with the target demographic.
FEEDBACK SESSIONS
U X A S C R O S S
C O M P A N Y C U LT U R E
X D
Feedback sessions
Next to digital channels, workshops and working
groups are conducted, to receive feedback on the
service.
For this Adobe partners with design organizations as
well as individual designers.
E P I C O R C H A P T E R
UserVoice
Statement lorem ipsum dolor sit amet, consetetur
sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat.
„U X A S C R O S S
C O M P A N Y C U LT U R EWE TRY TO FOCUS ON WHAT CUSTOMERS WANT
TO ACCOMPLISH, NOT NECESSARILY HOW THEY
WANT TO ACCOMPLISH IT.
Elaine Chao, product manager at Adobe working on Adobe XD
U X A S C R O S S
C O M P A N Y C U LT U R E
Take aways
• Create a culture of listening
• Build customer relationships
• Focus on what to solve before thinking on how to solve it
• Smaller, but high quality feature updates
U X A S C R O S S
C O M P A N Y C U LT U R E
Netflix
E P I C O R C H A P T E R
Personalized video streaming
Working at Netflix - not so cross functional teams
UI
Proto-
typer
UX Engineer
U X A S C R O S S
C O M P A N Y C U LT U R E
Team structure
• Platform specific teams (UX/UI/ prototypers)
• No direct collaboration with engineers
• No “senior” or “junior” titles someone’s seniority is
evaluated based on the input they can have for a
project or a product
• People should not be limited by giving them a
‘junior’ title.
U X A S C R O S S
C O M P A N Y C U LT U R E
E P I C O R
C H A P T E R
A/B esting
Default Alternative 1
+14%
Alternative 2
+6%
U X A S C R O S S
C O M P A N Y C U LT U R E
A/B testing
• Every feature is A/B tested, before being released
• Only features, which show a superior performance
are implemented
• An internal test-tool was created, where each team
can set up and schedule tests
U X A S C R O S S
C O M P A N Y C U LT U R E
Take aways
• No hierarchies in the team
• Test high fidelity prototypes for authentic feedback
• Validate iterations through A/B testing
U X A S C R O S S
C O M P A N Y C U LT U R E
Key Take Aways
U X A S C R O S S
C O M P A N Y C U LT U R E
To take home
• There not ONE right method
• Brief the problem to be solved, not the outcome
• Be the patient
• Create a culture of listening
• Validate your ideas quickly
• Don’t build silos
Alexander Meinhardt
krunchtime.org
KRUNCHTI M E I NTE RACTIVE
Beatrice Allesch
COAU THORS

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UX as Cross Company Culture

  • 1. U X A S C R O S S C O M P A N Y C U LT U R E K R U N C H T I M E I NT E RACT IV E
  • 2. U X A S C R O S S C O M P A N Y C U LT U R E UX as cross company culture „Design is often used as a process to drive innovation, and design thinking is seen by many as a requirement for a company to be truly innovative.“
  • 3. U X A S C R O S S C O M P A N Y C U LT U R E UX as cross company culture „Innovation cannot happen in pockets. Instead, an organization-wide rewiring for innovation is required. What’s needed next are organizational strategies that will foster smarter humans and release combined human potential.“
  • 4. U X A S C R O S S C O M P A N Y C U LT U R E Spotify
  • 8. E P I C O R C H A P T E R Design Principles
  • 9. U X A S C R O S S C O M P A N Y C U LT U R E GLUE Templates • Aligned UI elements and UX patterns for all platforms • Creating a common vocabulary throughout all teams • Fast adaption to new platforms
  • 10. U X A S C R O S S C O M P A N Y C U LT U R E GLUE team
  • 11. U X A S C R O S S C O M P A N Y C U LT U R E GLUE team • Responsible to update and distribute a global UI/UX language • Supports and aligns with the different squad teams
  • 12. E P I C O R C H A P T E R GLUE templates
  • 13. U X A S C R O S S C O M P A N Y C U LT U R E Product Insight Product Insights is a team of about 40 which works closely together with the squads and tribes.
  • 14. U X A S C R O S S C O M P A N Y C U LT U R E Product Insight • Separate team which gathers user data a conducts user tests for features • Also works closely with squads and distributes customer knowledge throughout the teams
  • 15. Soundcheck “we need to soundcheck this.”
  • 16. U X A S C R O S S C O M P A N Y C U LT U R E Soundcheck • Soundcheck is Spotify’s name for user testing sessions • They conduct testing sessions in house • There’s a form that’s accessible to everyone in the company, so that anyone can request a Soundcheck session
  • 17. U X A S C R O S S C O M P A N Y C U LT U R E Take aways • Autonomous squads • Cross functional teams • Holistic guidelines • Product Insight team
  • 18. U X A S C R O S S C O M P A N Y C U LT U R E Slack
  • 20. „U X A S C R O S S C O M P A N Y C U LT U R E OUR COMPANY IS LIKE A 24/ 7 LAB FOR US Diogenes Brito, product designer and engineer at Slack
  • 21. r Design process Briefing Vaguely defined problem statement “The brief is not prescriptive but more about asking the right questions so we can explore in the right way, knowing the boundaries of the problem,” Pair design A team of designers and developers is assigned with the task. Each discipline starts evaluating the solution for the briefing separately. Each discipline as a pair. Both disciplines align on the respective dimensions for the problem solution Prototype Depending on the task, a prototype is generated. Tool and fidelity depends on the task. Selection of tools by whatever fits to answer the questions with the least amount of work. With this starts the iteration to find the perfekt solution.
  • 22. Dogfooding All new features go through ongoing testing within the company before being released.
  • 23. Sprint to the finish Once design is complete, the team moves to a development sprint model.
  • 24. U X A S C R O S S C O M P A N Y C U LT U R E Take aways • Don’t brief the solution • Pair design • Dogfooding • Tools follows task • Flexible exploration, structured development
  • 25. U X A S C R O S S C O M P A N Y C U LT U R E Airbnb
  • 26. E P I C O R C H A P T E R Airbnb Service description
  • 27. „U X A S C R O S S C O M P A N Y C U LT U R E"STORYBOARDS SHOW US WHAT WORDS CAN'T." Joe Gebbia, Airbnb Co-Founder & CPO
  • 28. U X A S C R O S S C O M P A N Y C U LT U R E Project Snow White
  • 29. U X A S C R O S S C O M P A N Y C U LT U R E Project Snow White • For Project Snow White, the founders of Airbnb hired a Pixar artist, to design story boards of all the main user stories around the service • Until today these journeys are displayed in the offices and story boards are frequently used ideation tool
  • 30. Working at Airbnb - cross functional teams Design Product Mngmnt Engineer Data Scientist Product Mngmnt Design Engineer Data Scientist Finance Department X
  • 31. E P I C O R C H A P T E R Design Language System Statement lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat.
  • 32. U X A S C R O S S C O M P A N Y C U LT U R E DLS • To provide a holistic design language, the Design Language System was created • It contains all main elements and styles used in for the Airbnb service • The general design and tools are managed by a Design Ops team • This team makes sure that all teams can work agile and fluently, and the UX/UI is aligned over all platforms and teams
  • 33. U X A S C R O S S C O M P A N Y C U LT U R E Air Shots
  • 34. U X A S C R O S S C O M P A N Y C U LT U R E Air Shots Air Shots is an internal tool, which allows each employee to find the most recent state for any screen or component, for a respective platform and language.
  • 35. „U X A S C R O S S C O M P A N Y C U LT U R E BE THE PATIENT Joe Gebbia, Co-founder of Airbnb
  • 36. E P I C O R C H A P T E R STARTER TRIP
  • 37. E P I C O R C H A P T E R Co-Designing with hosts CO-DESIGNING WITH HOSTS
  • 38. E P I C O R C H A P T E R Calendar feature
  • 41. U X A S C R O S S C O M P A N Y C U LT U R E Samara • Airbnb’s in house design studio • Tackling new project, loosely connected to the Airbnb service • First project was the „Cedar House“ - a community focussed project in a rural village in Japan
  • 43. „U X A S C R O S S C O M P A N Y C U LT U R E DO THINGS THAT DON’T SCALE Paul Graham, Y Combinator
  • 44. U X A S C R O S S C O M P A N Y C U LT U R E Take aways • Cross-Functional Teams • Visualize Flows • Become the patient • Co-create with users • Integrate research from the start • In-house Design studio
  • 45. U X A S C R O S S C O M P A N Y C U LT U R E Adobe XD
  • 47. DESIGNING THE UX FOR AN UX-TOOL
  • 48. U X A S C R O S S C O M P A N Y C U LT U R E Development process Adobe XD Releasing Beta versions and working up to a 1.0 Non-ideal scenario: Building shallow features early and growing quality debt
  • 49. E P I C O R C H A P T E R Subtopic or example This team, too, has a culture of customer listening and relies on it to make product decisions. beginning to understand that such practices are not only critical to building the right product, but also have the side effect of transforming customers from mere users to advocates and evangelists for both the product and the team. CREATE A CULTURE OF LISTENING
  • 51. U X A S C R O S S C O M P A N Y C U LT U R E Digital conversations Adobe XD selected Twitter, Facebook, and the product forum as the three channels that work well with the target demographic.
  • 53. U X A S C R O S S C O M P A N Y C U LT U R E X D Feedback sessions Next to digital channels, workshops and working groups are conducted, to receive feedback on the service. For this Adobe partners with design organizations as well as individual designers.
  • 54. E P I C O R C H A P T E R UserVoice Statement lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat.
  • 55. „U X A S C R O S S C O M P A N Y C U LT U R EWE TRY TO FOCUS ON WHAT CUSTOMERS WANT TO ACCOMPLISH, NOT NECESSARILY HOW THEY WANT TO ACCOMPLISH IT. Elaine Chao, product manager at Adobe working on Adobe XD
  • 56. U X A S C R O S S C O M P A N Y C U LT U R E Take aways • Create a culture of listening • Build customer relationships • Focus on what to solve before thinking on how to solve it • Smaller, but high quality feature updates
  • 57. U X A S C R O S S C O M P A N Y C U LT U R E Netflix
  • 58. E P I C O R C H A P T E R Personalized video streaming
  • 59. Working at Netflix - not so cross functional teams UI Proto- typer UX Engineer
  • 60. U X A S C R O S S C O M P A N Y C U LT U R E Team structure • Platform specific teams (UX/UI/ prototypers) • No direct collaboration with engineers • No “senior” or “junior” titles someone’s seniority is evaluated based on the input they can have for a project or a product • People should not be limited by giving them a ‘junior’ title.
  • 61. U X A S C R O S S C O M P A N Y C U LT U R E E P I C O R C H A P T E R A/B esting Default Alternative 1 +14% Alternative 2 +6%
  • 62. U X A S C R O S S C O M P A N Y C U LT U R E A/B testing • Every feature is A/B tested, before being released • Only features, which show a superior performance are implemented • An internal test-tool was created, where each team can set up and schedule tests
  • 63. U X A S C R O S S C O M P A N Y C U LT U R E Take aways • No hierarchies in the team • Test high fidelity prototypes for authentic feedback • Validate iterations through A/B testing
  • 64. U X A S C R O S S C O M P A N Y C U LT U R E Key Take Aways
  • 65. U X A S C R O S S C O M P A N Y C U LT U R E To take home • There not ONE right method • Brief the problem to be solved, not the outcome • Be the patient • Create a culture of listening • Validate your ideas quickly • Don’t build silos
  • 66. Alexander Meinhardt krunchtime.org KRUNCHTI M E I NTE RACTIVE Beatrice Allesch COAU THORS