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
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
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
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
Spotify

SQUAD
Team structure
TRIBE
ALLIANCE

E P I C O R C H A P T E R
Design Principles

U X A S C R O S S
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
GLUE team

U X A S C R O S S
GLUE team
• Responsible to update and distribute a global UI/UX
language
• Supports and aligns with the different squad teams

GLUE templates

U X A S C R O S S
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
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
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
Take aways
• Autonomous squads
• Cross functional teams
• Holistic guidelines
• Product Insight team

U X A S C R O S S
Slack

„U X A S C R O S S
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
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
Airbnb

Airbnb
Service description

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
Project Snow White

U X A S C R O S S
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

Design Language System
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sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat.

U X A S C R O S S
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
Air Shots

U X A S C R O S S
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.

BE THE PATIENT
Joe Gebbia, Co-founder of Airbnb

STARTER TRIP

Co-Designing with hosts
CO-DESIGNING WITH HOSTS

Calendar feature

RESEARCH TEAM
(AVOIDING BULLDOZING)

U X A S C R O S S
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

DO THINGS THAT DON’T SCALE
Paul Graham, Y Combinator

U X A S C R O S S
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
Adobe XD

DESIGNING THE UX FOR AN UX-TOOL

U X A S C R O S S
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

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

U X A S C R O S S
Digital conversations
Adobe XD selected Twitter, Facebook, and the
product forum as the three channels that work well
with the target demographic.

U X A S C R O S S
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.

UserVoice
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invidunt ut labore et dolore magna aliquyam erat.

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
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
Netflix

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
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
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
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
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
Key Take Aways

U X A S C R O S S
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

UX as Cross Company Culture

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