Asana is an enterprise product aimed to help teams work together effortlessly. Teams of all shapes and sizes can manage projects, hit deadlines, and have clear responsibilties over their work.
As the first designer at Asana, I saw the company from pre-launch to over 140,000 companies actively collaborating on the platform everyday.
I was responsible for designing and launching the first paid product, as well as Organizations, which allowed large teams to work together more easily.
Organizations enabled teams within organizations to collaborate by adding more robust permissions, project organizational structures, and automated signup of new employees. Read more in this NY Times coverage of the launch
Both of these products are responsible for 10s of millions of ARR and a revenue growth rate of 2.3x in the last year.
As Asana grew in functionality, we were finding that the early simplicity of the product no longer held true. Users were having trouble finding features, and reported a general feeling of being overwhelmed. We had a vision of being a powerful and flexible tool, so we knew we needed to do something to make the experience more extensible to the features our users were asking for, as well as where we saw our business going.
A few features made it pretty obvious to the team that we needed to rework our architecture, so we started exploring different options.
After the redesignathon, it was important to keep the momentum going.
The launch of the redesigned product was highly successful by any measure, even outside the impact of the visual change/rebrand.
A major part of the recent Asana Rebrand was the development of a clear design language that was representative of our new brand.
The design system had several goals that guided the work and ensured we stayed focused.
The design system was set to work across Product, Marketing, and Mobile, so it was important to involve the entire design team in the process.
While the design system will never be complete, documenting the language and having it available to the greater team had further reaching impact than we had expected.