DiscoverBeyond Users16- Raffaela Rein @CareerFoundry - How to convince your boss to invest in design?
16- Raffaela Rein @CareerFoundry - How to convince your boss to invest in design?

16- Raffaela Rein @CareerFoundry - How to convince your boss to invest in design?

Update: 2018-10-17


Raffaela Rein is a cofounder of the Berlin-based educational startup CareerFoundry, which offers online courses on UX, UI, and web development. Career Foundry is one of the biggest players in this field with more than 10.000 students each year.

Raffaela is also recognized as top 50 women in tech by Forbes (congrats!!) and a great guest for this podcast as she is a business leader with a big focus on design.

We spoke about:

  • her organizational design experiments, changing the culture of CareerFoundry,

  • why and how every employee (even non-designers) have UX as KPI in their performance review,

  • and what you can say to your boss to convince her to invest more in design.


Show notes:

    • 2:20 How CareerFoundry started.

    • 6:30 What is special about CareerFoundry’s curriculum?

    • 10:25 How to convince your boss to invest in design?

    • 15:40 How a UX designer helped CareerFoundry to go from 10 to 100 customers per month

    • 21:50 New skills and disciplines that will be relevant for designers who want to advance their careers

    • 27:00 How CareerFoundry experimented with a flat hierarchy

    • 33:30 How CareerFoundry improve culture by 500% in 7 months

    • 37:10 UX key performance indicator (KPI) that CareerFoundry uses for all employees

In Channel
18- How to design products that create new demand, not merely satisfy existing one (Business Design Jam)
Business Design Jam (BDJ) is a new format of Beyond Users podcast. It’s a discussion with a fellow business designer about inspiring business design examples and the learnings we can take from them. In the first BDJ, I am joined by David Schmidt, a fellow business designer in Berlin, working as a business design partner at United Peers. Each of us prepared three examples. After a short introduction, we went into details of these case studies and looked for key learnings that we can take away for our projects.   00:50 Company Builders (e.g. FinLeap) - Companies that create startups. We focused on company builders that help big corporates create startups. 6:30 VanMoof+ - The Dutch bike manufacturer that changed its business model and started selling subscriptions for their bikes (instead of selling them). VanMoof was discussed in the 12th episode of Beyond Users podcast. 14:15 - WeChat - A successful example of a platform business model. Even though WeChat is a messaging app, users can use it to pay its utility bills, order a pizza, send gifts to friends etc. The platform is open for 3rd party developers who create apps for WeChat and enable new functions. 22:20 Light Phone - A phone that is designed to do as little as possible. A good example of a blue ocean strategy, which combines low-cost and differentiation. 29:35 - Sandeman Tour Company - Company offering free walking tours in major European cities. Sandeman works with self-employed tours who are paid with tips. It is an interesting example of a franchise model. 36:50 - Warby Parker & Ace and Tate - Understanding industry forces (eyewear industry is dominated by Luxottica) can help us reimagine the product and traditional business model. Warby Parker revolutionized the industry by vertically integrating and offering glasses for $100 (usually $300+).
14- Taig Mac Carthy @GIK - Blue ocean strategy turned into blue wine
Taig Mac Carthy is a graphic designer who decided to become an entrepreneur to realize his creative vision. As many designers, he wasn't fond of business but changed his mind once he started to get more into entrepreneurship. After reading the Blue Ocean Strategy, he came up with the idea for blue wine GIK and Hola Plate, which are today very successful products.   In the episode we covered: why is Taig focusing on providing meaning instead of solutions, how to test your product idea with a press release, and why did Taig decide to attend a business school. Show notes: 2:35 How did Taig start his first business  5:10 How Taig developed a distaste for business and how he turned that around 6:35 Why is Taig focusing on providing meaning instead of solutions 13:35 Entrepreneur as a cultural provocateur 15:15 Where does the idea for blue wine come from? 16:35 The pricing exercise from the book Blue Ocean Strategy 20:40 The pricing strategy of GIK  23:20 How did Taig validate the idea before spending two years developing the wine 29:10 How did Taig test his 20 business ideas 31:30 The launch of Hola Plate with the PR strategy 34:15 How to test your product idea with a press release? 39:30 The importance of profit margins 42:35 Challenges that designers face when trying to become entrepreneurs 44:30 Why did Taig decide to attend a business school 48:35 How does blue wine sustain competitive advantage? 
11- François Chartrand @Headspace - How to design user-friendly and business effective cancellation process
François is senior product designer at Headspace. In 2017 he was asked to design a new cancellation process for Headspace users who decided they no longer want to use the service. At first, François thought this will be a boring task but it quickly turned into his pet project. In the end, he published an article on Medium, describing his process and providing guidance to other designers who want to design cancellation process too.  In this a great example of a project that needs a careful balance of user focus and business knowledge because one needs to balance users' wish to unsubscribe and business' goal to retain users. How do you reconcile the two? Well, that's what we covered with frank.    Show notes: 1:50 How did François get into design? 6:50 How did François survive the financial crisis as a designer freelancer?  8:30 Why did François leave agency work and join Headspace?  12:40 Headspace reached 1 million subscribers 14:10 The premise of François' article on cancelation process 20:10 How did François approach the challenge of designing cancelation process 25:30 Design principles of a good cancellation experience 29:00 Does being user-centered in a cancellation process drive business results? 34:00 The value of talking to non-designers in your organization  35:25 Hacking Growth book 38:40 Growth tactics used at Headspace 41:45 What is the Headspace culture really like? 
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16- Raffaela Rein @CareerFoundry - How to convince your boss to invest in design?

16- Raffaela Rein @CareerFoundry - How to convince your boss to invest in design?

Alen Faljic