unSEXY Conf 2013: Andrew Watterson, Asana | Summary and Q&A

TL;DR

Personality plays a crucial role in designing effective software solutions for complex projects in enterprise startups.

Key Insights

• 🪡 Multiple perspectives and conflicting arguments need to be considered in software projects.
• 😀 Enterprise startups face challenges in designing for stakeholders and avoiding negative connotations.
• 👤 Asana focuses on true engagement and strives to create a product that is valuable to all users.
• ✊ Balancing simplicity and power in a user interface is essential for effective project management software.

Transcript

well thank you um so like I said or like he said uh my name is Andrew Waterson and I work at a company called Asana um and today I'm going to be talking about sort of personality at Asana um and that sort of means two different things um so the first thing is that for any uh sort of software project that's sufficiently complex um you know you reall... Read More

Questions & Answers

Q: Why is personality important in software projects?

Personality is important in software projects to address multiple viewpoints and conflicting arguments, ensuring that the final product meets the needs of the various stakeholders involved.

Q: How does Asana differentiate itself from other project management systems?

Asana differentiates itself by focusing on true engagement, involving the whole team and ensuring that every user, from the most invested to the least engaged, sees value in the product and understands its purpose.

Q: How does Asana balance simplicity and power in its user interface?

Asana strives to strike a balance between simplicity and power by designing a UI that starts with a task list as the base level, gradually introducing more features and complexity as users' needs evolve.

Q: How does Asana use branding and personality to engage users?

Asana incorporates branding elements like hearts and t-shirts to create emotional connections with users. The company also emphasizes the ability to "like" and easily give praise through its platform to facilitate a positive and engaging user experience.

Summary & Key Takeaways

• Personality is important in software projects as multiple perspectives and conflicting arguments need to be addressed.

• Enterprise startups face negative connotations and challenges when designing for stakeholders and stock photo people.

• Asana aims to be a team task list and communication platform, providing a single source of truth for teams.

• The company focuses on engaging the whole team and prioritizes true engagement over features or sales team size.