E eu, faço o quê?

Esse texto foi originalmente postado no The Design Edition.

Desde os tempos que eu publicava o podcast, volta e meia alguém pedia pra falar mais sobre a função de VP de Design. Sempre relutei porque a resposta não é uma só, as responsabilidades mudam de acordo com a organização, indústria, estágio da empresa, ex: startup vs empresa mais tradicional, tamanho do time, tipo de produto e com certeza outras variantes.

Eu compartilhei o texto abaixo como thread no Twitter, e depois fiquei pensando que tudo que coloquei ali exemplifica bem a minha atual realidade como VP de Design em uma mid-late startup. Em poucas linhas acho que ficou bem claro que tivemos que construir um sistema de branding, produtos e claro, nada disso acontece sem um time que também teve que ser construído do zero. Com certeza muitas coisas mudarão a medida que a empresa cresce, mas para hoje é isso o que temos.

Um pouco de contexto, Axios é uma News Media company, somos hoje quase 400 pessoas e obviamente temos muito mais penetração de mercado e exposição aqui nos EUA do que no Brasil, mas já vemos startups no Brasil copiando o nosso modelos de negócios. A linguagem visual e a experiência direta, limpa e mínima chama a atenção no meio de tantos dinossauros no mercado de news, por isso que esses convites que citei no Twitter apareceram, nesse caso os times de design ficam curiosos para saber como estamos construíndo o branding, os produtos, etc…

Me desculpem mas não traduzi pro Português, tanto é fácil de entender 🙂

I’ve been invited to talk about Design Axios by a couple of major companies in the news and publishing industry here in the US. I shared the following as a thread on twitter, thought it would be nice to have in a post format too.

Signal vs Noise

  • Data shows that most of readers (80%) stop reading at first “page”, consuming an average of 490 words
  • Get rid of unnecessary noise (ads everywhere, pop-up ads, unnecessary words)
  • Efficient news
  • Short does not mean shallow
  • Stop wasting people’s time

Introducing Smart Brevity

Axios newsroom mastered the technique to extract only what matters from stories, not only on Politics, but Sports, Science, Business, Tech… For a full list of our newsletters go here: https://axios.com/newsletters/ (btw, we’re redesigning this page)

How can we apply Smart Brevity in our visual language?

We looked away from the news industry patterns and took inspirations from short reading products instead of magazines or newspapers. Always trying to avoid trends, so our design was not disposable

From our brand guideline

Usability and honesty first, and the aesthetics is integral to usefulness — we don’t burden the design with non essentials. We aim for creating something that is “super normal.”

Everywhere

We created a system that is clean, elegant and gives our readers focus while consuming our content in any platform or situation, the sense of familiarity is in every touch point we have with our audience

Some curiosities about our design team

  • we’re small, and very careful about team growth
  • we’re generalists vs specialties
  • design lives in its own org
  • design is represented in the exec team

Thank you for reading,

Al Lucca

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Designer— Host of Expatria.co podcast — Newsletter The Design Edition — Mentor @trydesignlab — Conteúdo (mostly) em Português

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Al Lucca

Al Lucca

Designer— Host of Expatria.co podcast — Newsletter The Design Edition — Mentor @trydesignlab — Conteúdo (mostly) em Português

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