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‘The Operators’: Understanding your user – The art and science of UI/UX behind Facebook, Google, Mint, and Edmodo

Welcome to this transcribed edition of The Operators. TechCrunch is beginning to publish podcasts from industry experts, with transcriptions available for Extra Crunch members so you can read the conversation wherever you are.

The Operators highlights the experts building the products and companies that drive the tech industry. Speaking from experience at companies like Airbnb, Brex, Docsend, Edmodo, Facebook, Google, Lyft, Mint, Slack, Uber, WeWork, etc., these experts share insider tips on how to break into fields like design and enterprise sales. They also share best practices for entrepreneurs to hire and manage experts in fields outside their own.

This week’s edition features Gülay Birand, UX Lead and Product Design Manager at Facebook, and Tim Rechin, Head of Design at Edmodo, the leading education technology company. Gülay and Tim share their experiences and explain design, UI/UX, how to build a career in these fields, and how entrepreneurs should think about them.

Gülay and Tim bring experience from other great companies including Google, Amazon, Mint, and SAP. Having seen and grown in their disciplines from a variety of companies and customer types, they share deep insight from across tech.

Neil Devani and Tim Hsia created The Operators after seeing and hearing too many heady, philosophical podcasts about the future of the world and the tech industry, and not enough attention on the practical day-to-day work that makes it all happen.

Tim is the CEO & Founder of Media Mobilize, a media company and ad network, and a Venture Partner at Digital Garage. Tim is an early-stage investor in Workflow (acquired by Apple), Lime, FabFitFun, Oh My Green, Morning Brew, Girls Night In, The Hustle, Bright Cellars, and others.

Neil is an early-stage investor based in San Francisco with a focus on companies solving serious problems, including Andela, Clearbit, Recursion Pharmaceuticals, Vicarious Surgical, and Kudi.

If you’re interested in becoming a designer, doing UI/UX research, furthering your career in that field, or starting a company and don’t know when to hire or how to manage this discipline, you can’t miss this episode!

The show:

The Operators highlights the experts building the products and companies that drive the tech industry. Speaking from experience at companies like Airbnb, Brex, Docsend, Edmodo, Facebook, Google, Lyft, Mint, Slack, Uber, WeWork, etc., these experts share insider tips on how to break into fields like design and enterprise sales. They also share best practices for entrepreneurs to hire and manage experts in fields outside their own.

In this episode:

In Episode 3, we’re talking about design and UI/UX. Neil interviews Gülay Birand, UX Lead and Product Design Manager at Facebook, and Tim Rechin, Head of Design at Edmodo.

Neil Devani: Hello and welcome to The Operators, where we talk to the people building the companies of today and tomorrow. We publish every other Monday and you can find us online at Operators.co.

Today’s episode is very special, we are talking to two UI/UX experts who have designed and researched products that have been touched by billions of people. I’m your host, Neil Devani and we’re coming to you today from the Vault of Joi here at Digital Garage in downtown San Francisco.

Joining me is Tim Rechin, Head of Design at Edmodo, the leading classroom and education community with 100 million users globally. Also joining us is Gülay Birand, a UX lead and product design manager at Facebook.

Gülay works on the newsfeed product used by billions of people every day. Thank you for joining us, if you could tell us more about yourselves and your work it would be great to hear more.

Gülay Birand: Thank you, my name is Gülay Birand. I’m a product design manager at Facebook . I’ve been at Facebook for about three months. Prior to that I was at Google for about 8 years, and I led a horizontal team on Google Cloud Platform for about four years, leading growth and engagement, support, and product excellence initiatives.

Prior to that I did a bit of a tour to Google, so I worked on search, identity, a couple of other areas like mobile ads, and before that I was at T-Mobile where I was building mass market and franchise home experiences, mainly on Android. And prior to that I was at Amazon leading experiences for the very first Kindle, so that was a lot of fun.

Devani: And Tim tell us more about yourself and how you got here.

Tim Rechin: Yeah, so I’m currently at Edmodo, leading up design and that’s really across the entire platform that serves our teachers, students and parents in the US and globally. And before Edmodo, I was at Facebook, and I was on the Feed Ads team and responsible for the lead ads product that we launched that year. Before that I was at Mint, so doing personal finance and some of you may be using Mint.

Devani: I’m definitely using Mint, its great, I love it.

Rechin: And then before that SAP, Yahoo, eBay, and then Elance very early on which is now Upwork.

Devani: Very cool, all companies that I’ve used, products that I enjoy, thank you for helping create them.

Birand: Thank you.

Devani: So it’d be great if you could tell folks more about what you do every day. Who are the folks in your company that you are interacting with, what are your responsibilities, what does it mean to do the job that you do?

Rechin: That’s a good question, it’s a bit mixed. Just for some context, Edmodo is a company a little over 100 people and so our product teams are in the 6-7 product managers range. I lead a team of 3 designers. So my day to day is really getting to work and really trying to figure out what’s going on, so this year is a particularly busy year as we get ready for back to school.

And so we have a lot of concurrent projects going, so one of the things I like to do when I get in is level set, kind of see how my day is and I’ll go check in with the different teams. That’s part of the work I do, working with the different product teams and the strategy.

So like I said, we are working on lots of different projects, so it’s really just keeping everyone aligned and making sure that designers are delivering things on time, that any issues or gaps are being filled and we can go answer those questions that are coming from product managers and designers. In some cases too, there is a project that is about to be kicked off, so everything is not clean, phased, there are always these things that kind of pop up.

So I will find myself in meetings in talking about strategy to figure out how to kick off those projects or what our go-to-market is for back to school.



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