Formerly Design Director, Growth at Netflix. Also Head of Design Scribd, Betfair, Yahoo, Pivotal Labs & Pentagram
Themes: Knowing your target audience, getting them and keeping them is at the core for Growing a product, service or idea! Understanding your customer's motivation and providing them with the experience that not only meets expectations and can exceed it, gives them reasons to believe in your product. What are the frameworks and tools to get there? What is our responsibility with authentic design experiences while driven by revenue and metrics?
Themes: - Growth-driven design, Subscription-model - Designing for a global audience, emerging markets - Building Design culture, Design best practices, Organizational design, Leading UX design teams, Cross-functional partner relationships - Driving product vision, Creating design strategy, Prioritization - Digital brand and identity - UX design, Interaction & Visual Design - Importance of content strategy in growth - Customer research
Themes: Designing for Growth requires a strong foundation in the human-centered design along with an aptitude for Growth. - What are the key skills for Growth problem-solving? Hiring designers for Growth? - How to structure cross-functional Growth teams? - How to combine qual & quant insights to create a hypothesis or validate it? - Building a product vs. growing it - UX for a subscription-based product experience
Various ways to use the Trello to help collaborate and communicate on projects and progress! I have used Trello for product design, product design + marketing design initiatives including mission-led, tight timeline bound digital rebrand initiatives with members from various cross-functional teams. Also seen individual contributors use Trello for tracking & priortizing progress.
The organization, resourcing, planning for roadmap projects. Communication and collaboration frameworks within functional teams and with cross-functional stakeholders.
Accessing and reading data for key metrics at the startup I was at. Setting up custom views and reports to help inform design decisions and product direction. Evangelized data literacy within design team.
Explored ways for design documentation and sharing within cross-functional team members. For rapid prototypes click-through as well! Dropbox Paper for collaboration.
• Led large scale design and research initiatives to solve for the global entertainment audience across non-member experiences: Sign up flow, onboarding, pricing, payments, and partnerships. • Responsible for bringing strong global EQ/IQ to teams as Netflix targets subscriber growth in emerging markets • Identify organizational design needs, help scale and hire talent to accomplish business goals with an emphasis on user-centered approach to design.
Led Product Design (User-Experience/ UI/ Brand) and User Research in the consumer space for digital reading across mobile and web platforms. A few key initiatives: • Defining a voice for Product design at the leadership level and evangelizing across the board. • Hiring, mentoring and defining the product design methodology & culture in partnership with product, engineering and marketing. • Collaborative exploration of data informed + rapid UX research for product design to meet business goals. • Helped with Product definition, roadmap, priorities via user-centric approach and understanding key business needs. • Established a regular qualitative customer research practice to gain insights. • Multi-platform, cross functional launch of the Scribd rebrand across product and marketing • Established a strong user-centered approach to design problem solving by introducing various tools and methods including design sprints, UI component based systems, design critiques, prototyping, design offsides, design lab days and more!
Hired executive leadership roles VP Product, VP Marketing & VP Engineering. • Introduced effective hiring processes for Design talent • Hired and managed the core Design Team across Product UX Design & Art Direction • Mentored junior designers in their career paths and potential areas of growth • Led Design best practices with a focus on the business value of Design • Introduced Design Pairing exploring collaboration and communication on projects • Provided Project Management insight and tools for scaling various marketing campaign deliverable and deadlines. • Supervised activities of external design agency, photography, vendors for various marketing design campaigns and initiatives. • Instituted new methods and tools to enhance communication between cross-functional teams. • Introduced a regular mindfulness practice at work in collaboration with our Director for People Ops and Liftopia leadership.
Experience designing mobile experiences for a European audience. As the Mobile design team lead, I helped with hiring and building a design team, setting up design best practices, processes and tools engaging with cross-functional team leads and business stakeholders. Led the product strategy and UX/UI designs for transactional applications on Android and iPad devices addressing the needs of over 4 million Betfair customers worldwide.
Yahoo! Search: Driving a human-centered approach to achieve business growth, I led the initiative to launch an in-house Product marketing design studio. Projects launched included Social Search, Core Web Search, Distribution Search. Digital branding for Y! Answers and the re-design of Y! Shopping for the holiday season online. Yahoo! Communications: Mail & Messenger delivered on Web, Desktop, Mobile: iOS and Android. Project initiatives include re-design of Yahoo! Mail user-interface, collaborating on visual branding, ethnographic and usability study, data analysis, personalization and localization across 19 countries working with global and cross-functional teams. Yahoo! Communications:
Masters program in graphic design with a focus on typography and a minor in book arts. Thesis: Visual interpretation of poetry (3 poems) exploring the relationship between poet and designer, words and images.
Graphic design & advertising.
Chetana prepared our conversation by looking at our website & app, which helped a lot towards improving the fundamentals of our UX.