Summary
Trying to plan and collaborate across different teams whilst creating a cohesive culture can sometimes feel like a pipe dream. This is especially true as we start to work with more distributed teams and as we add more and more specialised functions to the mix, such as Design, Research, Content Strategy, Product Management, Engineering, Data Science…oh my! There are also a few common myths which are just not true in today’s modern team environment. Come along for a few laughs as we explore a few popular myths, debunk them and arm you with a few practical tips and ideas to help you build world-class products.
Key Insights
-
•
Standardizing roles in cross-disciplinary teams often creates unnecessary blame and ignores individual skills and project uniqueness.
-
•
Focusing on shared responsibilities tied to outcomes is more effective than rigid role definitions.
-
•
Co-creation and joint accountability across disciplines reduce friction and promote better team cohesion.
-
•
Bringing all disciplines into the design and research process early improves project outcomes and ownership.
-
•
Trust in distributed teams does not develop automatically; it requires deliberate relationship-building and communication.
-
•
Raising communication bandwidth by switching from asynchronous to synchronous formats can prevent frustration and trust erosion.
-
•
Ensuring all remote participants join calls individually helps level presence disparity and improves meeting effectiveness.
-
•
Early and continuous sharing of work rather than a final big reveal increases shared empathy and alignment.
-
•
Understanding the ‘how we got here’ context of a product is as important as aligning on where you’re going.
-
•
Process alone cannot guarantee great teamwork; investing in the human and messy aspects of collaboration is essential.
Notable Quotes
"Teams constantly bicker over turf blaming the various disciplines for their inability to meet deadlines."
"Research does this and design does that creates an us versus them strategy that leads to needless friction."
"Who is not in the room is just as important as who is."
"Exceptional teams are made up of individuals who reach out beyond the traditional boundaries of their own role."
"You have to know when to raise the bandwidth. If you see 10 plus people commenting in Slack, consider jumping on a video call."
"When trust is high, speed goes up and costs go down."
"People miss the water cooler moments in remote teams, so you have to create deliberate opportunities to connect."
"A shared understanding of how you got here creates a sense of purpose, not just urgency."
"The cargo cult story teaches us that form without understanding is not enough; blindly following process won’t deliver results."
"Process is neither necessary nor sufficient for great design."
Or choose a question:
More Videos
"When the whole team is trained in design thinking, they are measurably more aligned, more efficient, and more agile."
Doug PowellClosing Keynote: Design at Scale
November 8, 2018
"If a group session with middle schoolers goes off the rails, one-on-one sessions can save the research."
Mila Kuznetsova Lucy DentonHow Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices
March 9, 2022
"The mayor wanted to shrink the neighborly bonds that the city was known for by investing in a 2030 living Monument of collaboration and community."
Sarah GallimoreInspire Progress with Artifacts from the Future
November 18, 2022
"Simply asking stakeholders what success looks like for them in a project is a powerful way to start meaningful conversations."
Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne RogondinoTheme 1: Discussion
January 8, 2024
"The hackathon is a low-commitment way to get people creatively engaged and having fun."
Alnie FigueroaThe Future of Design Operations: Transforming Our Craft
September 10, 2025
"Mixed methods research, combining qualitative and quantitative, gives the fullest understanding of customer experience."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"It’s the worst thing when someone feels dumb in front of a customer because the tools don’t support them."
Emily EagleCan't Rewind: Radio and Retail
June 3, 2019
"Designing for change means focusing on learnability and product consumability, not just ease of use."
Malini RaoLessons Learned from a 4-year Product Re-platforming Journey
June 9, 2021
"Collaborate and involve design early and often to better align on user goals and reduce friction."
Asia HoePartnering with Product: A Journey from Junior to Senior Design
November 29, 2023
