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Jasmine Friedl
@jazzy33ca
Design executive, SF Bay & Chicagoland. She/her.
San Franciscojasminefriedl.comJoined July 2009

Jasmine Friedl’s Tweets

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How are design teams built? It’s very common to build a first design team by starting at the bottom. Product and engineering are hired in as leadership, deciding what problems should be solved, what business angle to take, and what should be built—and building it.
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Why do we call it defensive driving instead of proactive driving? Like, bro, I don’t want to argue with you, I just want you to change lanes before the last minute.
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I was on a call when my dog rang the bell to go outside. I couldn't leave the call, so she peed IN THE SHOWER. I don't know whether to be proud or disgusted. (She doesn't either.)
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I’ve had many things that I’ve intended to share here that I just didn’t know how. Today I recognized that it’s not that I don’t know how; it’s that I don’t feel safe on this platform. Moreso now than ever.
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It was an absolutely lovely experience speaking with at . And there's cake involved. Sort of. 🍰
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New drop of The Optimal Path—out now 🍰🎙 In this ep, Jasmine Friedl (@jazzy33ca), Senior Design Director at @Dropbox, shares how to construct teams and cultures for products to thrive and how the process is similar to baking a cake. Have a listen 👉 buff.ly/3FjOeMc
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Having the most frustrating experience with Reels. 1/ Lost a nearly-finished reel. 2/ Clips aren't actually deleting. 3/ Transitions are flashing mid-clip. 4/ My clips are shown in the edit, but not showing in the reel itself. This is so buggy it's not worth the time.
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Discovery area: Design value Question: What does design bring to the table [at company/on team]? Look-for: Basics (craft, vision, execution, customer focus) AND partnerships (strategy, decision-making, ownership, outcomes, etc).
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Discovery area: Stability Question: How does [company] future-proof itself? Look-for: Clearly articulated vision & corresponding strategy, risk assessment, short/mid/long term views, competitive differentiation, financial visibility.
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Discovery area: Collaboration Question: How does [company/person/team] demonstrate partnership and camaraderie? Look-for: Personal meaningful motions vs. standardization, humility & growth mindset, passion & commitment, humanity.
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Discovery area: Growth mindset Question: How does [company/person/team] respond when mistakes are made? Look-for: Ownership & accountability from executive to junior levels, reflection, intentional pivots, change in action or behaviors, clear progression.
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Discovery area: Equity Question: How does [company/person/team] ensure fair experiences & outcomes across gender, race, neurodivergence, and other differed experiences? Look-for: Honesty & humility, self-awareness on positioning, checks & balances, external & internal efforts.
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Discovery area: Ownership Question: How are responsibilities given? How are individuals & teams held accountable? Look-for: Structure vs. freeform process, overly independent or overly communal, attachment to objectives & goals, clear performance expectations.
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Discovery area: Transparency Question: How is information shared within and across organizations? Look-for: Confident & consistent responses, habits of repetition, structured & repeatable comms planning, spaces to self-serve, timeliness cues, flexible levels of detail.
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Discovery area: Values Question: What are [company/person/team]'s values, and how are they actively practiced? Look-for: Alignment with your own values, scalable and repeatable examples, application from executive to junior levels, programs AND individual behaviors.
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As a job-seeker, when you need to learn about an employer, role, or team, it's actually two-fold: 1/ asking a focused questions 2/ listening to and synthesizing the response. Here's a handful of questions that are useful in the discovery process.
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Replying to
TY for the thread! If I may add, there are growing specialization areas that didn't exist before - like Voice Interface Designers, AR/VR Designers etc... These may all be Product Designers, but the deep leg on their "T" is in one of these areas instead of say, visual design.
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Btw, I've been sitting on this for a while; it's a draft, and I'm curious to hear other takes! Also have a pass on design functions as well if anyone's interested; no sense in keeping this to myself if it's useful!
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How are design teams built? It’s very common to build a first design team by starting at the bottom. Product and engineering are hired in as leadership, deciding what problems should be solved, what business angle to take, and what should be built—and building it.
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I think this is the piece that gets missed in the UX & UI vs. product designer conversations. The shift from working in phases & contracts to full time staffing is a huge shift—and really, a change to blend—in how design incorporates into development.
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