Episode #48: Kelby Hertanu, Product Designer at Asana

A Deep Dive into Kelby's Journey

Kelby is a product designer at Asana, a work management solution that aims to help humanity thrive by enabling the world's teams to work together effortlessly. With a focus on design systems, Kelby is responsible for creating consistent and user-friendly experiences across all Asana's platforms. Prior to joining Asana, Kelby worked on various products for different companies like Varo Bank and Temenos. His end-to-end design experience across other industries and platforms has given him the ability to create innovative and engaging designs. Outside of work, Kelby enjoys dancing, watching anime, and sipping some quality libations.

The Importance of Product Experimentation

Kelby believes that product experimentation is essential in creating successful products. Experimentation allows designers to test out their ideas before fully committing to them. It helps them identify potential issues and improve upon their designs. Experimentation is a crucial part of the design process because it allows designers to understand the needs of their users and create a product that meets those needs.

Kelby's approach to experimentation is based on a continuous learning cycle. He starts by conducting research and gathering data to understand user needs and pain points. He then uses this data to develop hypotheses and create prototypes. He tests these prototypes with users and collects feedback, which he then uses to iterate and improve his designs. This cycle of research, testing, and iteration allows Kelby to create designs that are user-centered and effective.

The Experimentation Process

Kelby's experimentation process begins with research. He conducts user interviews, surveys, and usability tests to understand user needs and pain points. This research helps him identify areas where he can improve the user experience.

Once Kelby has identified areas for improvement, he develops hypotheses. These hypotheses are based on his research and are designed to solve specific user pain points. He then creates prototypes that test these hypotheses. The prototypes are designed to be low-fidelity and quick to create so that Kelby can iterate on them quickly.

Kelby tests these prototypes with users and collects feedback. He uses this feedback to iterate his designs and improve the user experience. This process of testing and iteration continues until Kelby is confident that he has created a product that meets the needs of the users.

Rapid Prototyping

Kelby's experimentation process relies heavily on rapid prototyping. Rapid prototyping allows Kelby to create low-fidelity prototypes and test them with users quickly. This approach saves time and resources, allowing Kelby to iterate on his designs quickly.

Rapid prototyping also allows Kelby to identify potential issues early on in the design process. This means that he can make changes before investing significant resources in a design that may not meet the needs of the users. This approach allows Kelby to create effective and user-friendly designs while minimizing risk and maximizing impact.

Minimizing Risk and Maximizing Impact

Kelby's focus on experimentation allows him to minimize risk and maximize impact. By testing his designs with users early and often, he can identify and address any issues before they become major problems. This approach also allows him to make changes quickly and easily, which saves time and money in the long run.

Kelby's focus on impact is also evident in his design work. He understands that a successful product meets the needs of the users and has a positive impact on their lives. His user-centered approach ensures that he creates products that are effective and engaging.

Results of Kelby's Experimentation

His focus on user-centered design has helped him create products that meet the needs of the users. His willingness to take risks and try new things has allowed him to stay at the forefront of his field.