Leadership
Leadership is about inspiring and motivating people to work together towards a goal. It’s a privilege earned from trust and relationship building. Leading design through multiple teams is like being a conductor at an orchestra. One needs to know where to tweak to get the rhythm right.
Team culture
A great team culture is paramount in any organisation. It can not be enforced. It will grow organically from the creation of a space where all have got a clear purpose, feel included and valued. Equality, passion, relationship building and lot’s of laughter is my receipt for success.
Testimonial
Looking back at the 3 years we have worked together, I am amazed at how much the design team at du and individuals in the team has grown under Asa. She had successfully steered the culture of opinion-driven design in a fairly traditional company to that of data-driven design. Asa’s natural strength lies in relentlessly asking the right questions till she is able to direct the design in the simplest possible way. Asa has been a great friend & mentor and I highly recommend her if you need to build and direct an end-to-end UX design team!
Chayan Deb, UX manager du/EITC Dubai
Trust
I hire the best talent. I give them the frame work, vision & KPI:s to measure their goals. I then allow them to do what they do best. They will involve me as much as they need. They will know the expectations are high. When leading large design teams with multiple squads, trust is key. Autonomous squads in an Agile setting is my North Star for all product development.
Transparency
Communication is key. I will always be 100%
transparent. Even about the fact that I might not yet have the right information or answer.
Recognition
By organising weekly sprint reviews I give team members a chance show up the sprint work to the broader team. Regular scheduled presentations to the leadership team around UX findings or solution has been a great way for all team members to be seen. Development plans with milestones and celebrations has also been a success story.
Coaching
Coaching is something that I do every day. When scoping, problem solving or doing design reviews. Asking the right questions is my best receipt for steering an outcome in the right way. Both in client & stakeholder meetings as well as with the immediate team. It’s my most effective plan for getting the vision implemented.
