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Manage your tasks at work | Qatalog

Team task management | Qatalog

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Qatalog recently came together with the <a href="https://designopsassembly.com/about" rel="follow noopener" target="_blank">DesignOps Assembly</a> to host a panel discussion on the growing strategic role of DesignOps in the new world of work.&nbsp;
The session was hosted by the founder and <a href="https://qatalog.com/blog/post/qatalog-founder-ceo-tariq-rauf/" rel="follow noopener" target="_blank">CEO of Qatalog, Tariq Rauf</a>, who was joined by three DesignOps leaders:
<ul>
<li style="font-weight: 400;" aria-level="1">Kamdyn Moore, Head of DesignOps at Spotify</li>
<li style="font-weight: 400;" aria-level="1">Frances Yllana, DesignOps Lead at Coforma</li>
<li style="font-weight: 400;" aria-level="1">Sarah Klein, Lead Design Program Manager at Cisco&nbsp;</li>
</ul>
It was a brilliant discussion, so for those who missed it, we&rsquo;ve summarized some of the highlights and learnings that explain why DesignOps roles will continue to become more important, how to put your people first, and the need for a single source of truth.
<h3>What is DesignOps?</h3>
Kamdyn Moore: At Spotify, we have over 300 designers across a broad range of disciplines. For me, DesignOps is about supporting and enabling those designers to do what they do. We are a centralized function that supports a decentralized team, and we have to scale alongside the design org, to ensure we can continue to support each of our design verticals.&nbsp;
Frances Yllana: I support a growing 70+ person civic design and technology team of designers, researchers, engineers and delivery leaders. DesignOps empowers the work design teams do, by facilitating everything except the actual design work. That&rsquo;s supporting career growth and development, optimizing tooling and project frameworks, encouraging better collaboration across teams and departments and much more. This work has always been done or needed, but it&rsquo;s still relatively new as its own discipline, so we still have a chance to define what DesignOps can be.&nbsp;
Sarah Klein: I would echo what Kamdyn and Frances said. Thinking about my role at Cisco, I would also add that it&rsquo;s about allowing people within your organization to see the value of design, and ensuring that designers have a voice that is listened to. This means we can start to bring design thinking into requirement setting processes, where previously it was just design-focused conversations.
Kamdyn: Yes, that&rsquo;s interesting, because we have structured our team around two strands of DesignsOps roles now. We have the type that Sarah describes, which is about the execution of the design work itself, and they are much closer to the end product and business decisions. Then we have folks who are focused on the designer experience, prioritizing the people aspect, which involves onboarding, talent, growth, culture and the sense of belonging.&nbsp;
<h3>The crucial role of DesignOps in the new world of work</h3>
Frances: With the rise of hybrid and remote work, DesignOps becomes much more important in every sized organization. We can&rsquo;t have helicopter management anymore, so you need frameworks and systems in place that give your team the autonomy to do their best work, which can be harder for managers when they&rsquo;re not in the same room. That&rsquo;s where someone in DesignOps can help.&nbsp;
Kamdyn: One of the reasons I love operations so much is because I think people have realised it&rsquo;s one of the ways we can make radical change within organizations. We are the systems, the infrastructure and the processes that actually orient a company in a certain direction. And over the past two years the shift to new ways of working has forced companies to look again at all of these things. This means we have the opportunity to implement very meaningful changes in our organizations, which gives us a critically important role.&nbsp;
Sarah: Building on what I said earlier, the increased prominence of designers within Cisco can largely be credited to leaders that now embrace human-centered design and see value in transforming from an engineering centered org to more of a design-centered org. That is something that DesignOps has helped facilitate and naturally, means we, as DesignOps leaders, have a bigger seat at the table too.&nbsp;
<h3>Balancing a tech first and a human approach</h3>
Sarah: As a large organization, one of the biggest challenges we face is communicating across large teams and across departments to get alignment on objectives. We&rsquo;ve taken a balanced approach, making use of certain software tools, implementing certain processes, but also thinking about our culture more widely. It&rsquo;s always going to be a combination of these things to sew it all together, but it&rsquo;s a constant work in progress to stay aligned. It doesn&rsquo;t stop.&nbsp;
Kamdyn: At Spotify, we place a lot of value on giving designers autonomy, but that extends to tools too. That does mean there is some fragmentation, which can be difficult to manage, as it means we have information spread across tools like Excel, Jira, Coda, and every single project management tool you can imagine. Our job is then to figure out the tools that people feel incentivized to use to stay connected.
Frances: We collaborate with so many different experts and clients, each of them with their own ways of working and systems. That&rsquo;s why a single source of truth is so important, as it means when someone pings the team asking a question, you can point them to the relevant resource that already exists. This is crucial for ensuring consistent delivery and quality control. But everyone learns differently. So we&rsquo;ve also done some work to ensure there are different ways of consuming that knowledge, whether it&rsquo;s a video, information cards, or training sessions we can arrange when needed.&nbsp;&nbsp;&nbsp;
<h3>Building consensus with distributed teams</h3>
Sarah: It can definitely be difficult to build consensus remotely, but we&rsquo;ve been distributed for a long time at Cisco, so it&rsquo;s something we have got used to. We generally take a human-centered approach, because when you have people from multiple orgs coming together to make a decision, frequently the blocker is personal. That&rsquo;s where we as DesignOps folks have been able to come in and break down those walls and have more human conversations to remove those points of friction.&nbsp;
Kamdyn: Whenever I look at a problem our team is trying to solve, I often think about what we are optimizing for. Because if you are focused on consensus, you are not necessarily optimizing for speed. There may be situations where a consensus approach doesn&rsquo;t make sense, because speed is important, and a disagree and commit approach is more valuable. Knowing what you are optimizing for helps you to focus on moving forward in the right way.&nbsp;
<h3>Setting up a knowledge base</h3>
Kamdyn: When you have an organization as big as ours, the reality is that you can&rsquo;t just have one centralized place where all of this information lives. That exists, and it hosts our main design system, but we also need something for each vertical that is unique to their needs, which then ties back to the centralized place. It&rsquo;s more of a hub and spoke model. We then have individual programme managers in the DesignOps team who are responsible for each of those verticals, and that&rsquo;s the only area they have to focus on, which means they become specialized.
Frances: Knowledge bases are great, but being able to see who worked on a project is critical too because it means you have the ability to go and ask that person questions, and there are always some important bits of tacit knowledge that weren&rsquo;t captured. Something else we do is to curate &lsquo;Brown Bag&rsquo; sessions with key individuals, often external people, which we record and add to our knowledge base. That means anyone who joins the company later on, can still access those insights on demand when they need it. Again, it&rsquo;s all about creating that single source of truth across the organization.

Industry leaders explain what DesignOps is and why it matters. Read our highlights from Qatalog's DesignOps Assembly panel.

DesignOps in the new world of work

What is DesignOps and why has it become more important in this new world work.

Tariq Rauf is the CEO of Qatalog, which he founded in 2019. The company has grown quickly since then, helping to power thousands businesses, with a distributed team of almost 50 people spread across four continents.&nbsp;
I spoke to Tariq to understand more about Qatalog&rsquo;s unique approach to software for work, why his background in architecture gives him an edge, and how he sold his first piece of software at 12 years old.
For those who are new to Qatalog, how would you explain it to them?
Qatalog is an entirely new way of using, thinking about, and building software for work. It&rsquo;s a Work Hub that centralizes your people, teams, projects, goals, documentation and processes. Think of it as the single source of truth for work that makes cross-functional initiatives visible, processes more efficient, and gives your work structure.
There are lots of productivity tools already. Why is Qatalog needed?
The &lsquo;software for work&rsquo; market is enormous and has produced some of Silicon Valley&rsquo;s biggest success stories. But the reality is that innovation has been stagnant for a very long time. We&rsquo;re still using primitive tools that have remained the same for many decades.&nbsp;
Yes, they have slicker UI and more granular features, but the foundational structure of these products has barely changed. Slack is effectively the same as Internet Relay Chat from the 1980s. Microsoft Word&rsquo;s original incarnation in 1983 looks remarkably similar to today&rsquo;s. Dropbox is an online version of the same file manager that&rsquo;s existed for almost forty years.&nbsp;
The consequence of this stagnation is that the productivity software we use doesn&rsquo;t actually make us more productive. It has failed in its promise. This is largely due to the fact that while the products themselves haven&rsquo;t really changed, their scale has increased massively, often by ten or even one-hundred times. Suddenly, you have 5,000 or 10,000 person organizations using software that was initially designed by a small team for another small team. The ergonomics don&rsquo;t fit and it starts to break.&nbsp;&nbsp;
Qatalog is different because we set out to solve this challenge from day-one. Our goal was always to build something that considers how organizations actually function at scale and help them to operate and collaborate efficiently.&nbsp;
Why have you thought about the problem differently, do you think?
Perhaps it&rsquo;s just a difference of perspective. I am a trained architect and I specialized in large technical and transport buildings. I&rsquo;ve worked on designs for an airport terminal for 60 million people annually and a $400m large scale cancer research center. My mentor was Charles Correa, who designed these buildings, and the experience was transformational.&nbsp;&nbsp;
When designing these types of buildings, you always have to think about how many people are going to be in that space. Take the airport terminal, which might have more than 200,000 people using it on some days. With that many people, you need corridors of a certain width, a certain number of toilets, check in counters, gates, runways, and so on. If you don&rsquo;t get one of these right, everything falls apart. Thankfully, we know what works, because these are analog-native solutions that have been iterated on, tried and tested over decades and sometimes centuries.&nbsp;
But when it comes to the workplace in the digitally native world, engineers and designers are still figuring out what works at scale, and you need to think from first principles to deliver an experience that&rsquo;s new.&nbsp;
Have we built true digitally native solutions in any other industries?
Yes. Tinder, Airbnb and Uber are examples of great digitally native solutions. They all work by leveraging economies of choice and scale that just cannot be replicated offline. You can&rsquo;t meet 100 people in 10 minutes as you can on Tinder, you&rsquo;ll never have a friend with a spare room in every city, as you can on Airbnb, and you cannot connect to every taxi driver within a mile radius as you can on Uber. These are all entirely new possibilities enabled by the digital paradigm, rather than skeuomorphic digital solutions to an analog problem.&nbsp;
And how does this compare to Qatalog and work software?
When you look at work software today, most are first order solutions to collaborating online, addressing a single use case. Notion for documentation, Asana for task management, Slack for messaging, and so on. This generation of software does not understand who each person is in a chat, document or file. It doesn&rsquo;t know which teams they&rsquo;re on, what projects they&rsquo;re part of, or what their objectives are. Nor does it have any metadata meaningful enough to automate lots of the manual work around their jobs.
At Qatalog, we&rsquo;ve rebuilt the organization itself, along with its people, its teams, and projects, and made it digitally native, whilst allowing information to flow naturally between these entities. This allows it to understand intentions, objectives, and org-charts, and it has the necessary metadata to automate a lot of the grunt work.&nbsp;
Taking a step back, how did you go from being an architect to a founder of a software company?
Software was actually my first passion. I was born in India and started coding when I was around six years old. We later moved to Saudi Arabia for my father&rsquo;s work, which led me to start my first business when I was twelve. He was a photocopier salesman who sold computers on the side and I would talk to his clients about their computer problems and build them software for managing databases with Microsoft Access.&nbsp;
My second business came a bit later, when I was around 17. By this point I had moved back to India to focus more on my education. It was a software consultancy that advised on complex system design, covering everything from large-scale booking systems, websites to building bespoke technical software. That was when I first started to think seriously about how to build software for scale, and it also gave me a taste for business.
Given all of that, what made you decide to study architecture?
People ask me this a lot. While I loved coding and computer science, I had taught myself so much outside of formal education, and I knew that would continue without a formal setup. Architecture was a brand new challenge that combined lots of the engineering and design problems that I love about computer science. It also gave me a new creative outlet for my interest in software.
In those days it was also quite rare to design buildings using software and by the time I graduated I had won two national architecture awards. All of this helped to open doors that would normally have been closed to someone of my age. That was how I landed my role with Charles Correa, who is credited with the creation of modern architecture in post-independence India. He was my mentor, and we worked on some iconic projects all over the world, such as the <a href="https://www.fchampalimaud.org/champalimaud-foundation/champalimaud-centre" rel="follow noopener" target="_blank">Champalimaud Center</a> in Lisbon, the <a href="https://www.dezeen.com/2015/06/04/charles-correa-completes-crystalline-islamic-centre-ismaili-toronto-aga-khan-museum-canada/" rel="follow noopener" target="_blank">Ismaili Center </a>in Toronto, the Mahindra Research Valley in Chennai and a bunch of other projects.
And so why didn&rsquo;t you continue on that career path?
I had never really moved away from software, and I found myself wanting to focus more of my time on it. It takes years for blueprints to become a building, and there&rsquo;s something magical about writing lines of code and seeing the result in a matter of seconds. I was still doing some software consultancy on the side so, when one of my clients asked me to come to Oxford (UK) and work on projects to find new IP applications for NASA, I made the leap.
What came next?
In 2014, I joined Transferwise (now Wise), leading the Product &amp; Engineering teams responsible for driving new users. I eventually got on Amazon&rsquo;s radar and they invited me to work on similar projects, but on a global scale. I worked on projects spanning Prime, Prime Video, Alexa and Twitch with hundreds of colleagues in teams stretched across 32 different floors and 17 different countries.&nbsp;
Work was about as disjointed as it could get. The Alexa organization alone was around 8,000 people, with all kinds of dependencies on the Video organization of another 4,000 people. I started to notice valuable nodes sticking out between the two teams that would fail to connect. Despite Amazon&rsquo;s incredible documentation culture, there was nothing that could bring everything, from internal wikis, to messages, teams, initiatives, together in one place.&nbsp;
And this was when the idea for Qatalog was planted?
Yes. Everywhere you looked, there was the same fundamental flaw in the modern workplace. The design was messy, the system was breaking, there were huge inconsistencies from team to team. A lot of these costs were paid by employing more humans, incurring more manual effort to make it all work together. Work was not working, and the architect in me was screaming. This was a valuable ergonomic problem, and there had to be a systemic solution. That&rsquo;s when I saw the potential to create something that tied all of this together into a single source of truth. The day after I got my permanent residency in the UK in 2019, I left Amazon to start Qatalog.

Blueprints for a new way of work. Qatalog founder and CEO, Tariq Rauf tells us  about his journey from architecture into software.

The story of Qatalog and its founder & CEO, Tariq Rauf

Blueprints for a new way of work. The story behind Qatalog and its founder, Tariq Rauf.

The story of Qatalog and its founder, Tariq Rauf

Dana Gagnon is a marketing leader with a background rooted in storytelling. Today, she is the CMO of <a href="https://www.everee.com/" rel="follow noopener" target="_blank">Everee</a> and focused on building their marketing team and messaging. We spoke with her about marketing trends across the customer journey, strategy shifts, and what she&rsquo;s learned in the last year.&nbsp;
<h3>What content have you been consuming lately?</h3>
I consume a lot of marketing blogs and newsletters regularly. Some of my favorites are <a href="https://www.everyonehatesmarketers.com/" rel="follow noopener" target="_blank">Everyone Hates Marketers</a>, <a href="https://marketingexamples.com/" rel="follow noopener" target="_blank">Marketing Examples</a>, and Ariyah. I&rsquo;m also a member of Dave Gerhardt&rsquo;s marketing community on Facebook, DGMG, which has endless insights, and I reference his blog and DGMG University fairly often. I&rsquo;m almost always reading a marketing book as well, and I&rsquo;m currently reading &ldquo;Influence: The Psychology of Persuasion.&rdquo; I listen to several podcasts, like Chris Walker&rsquo;s <a href="https://podcasts.apple.com/us/podcast/state-of-demand-gen/id1511588213" rel="follow noopener" target="_blank">State of Demand Gen</a>.&nbsp;
And of course, it&rsquo;s not all work stuff. Ever since the pandemic, I&rsquo;m always looking for some sort of escape, usually in the form of a show to binge. I think I was the last person on Earth to watch &ldquo;Schitt&rsquo;s Creek&rdquo; but I finally did recently.&nbsp;
<h3>In what ways has the shift to more work flexibility impacted marketing audiences?&nbsp;</h3>
Even before the shift, marketing teams were competing for attention against other brands and anything our buyers or community consume. But the pandemic has made buyers even less tolerant to noise and impersonal communications.&nbsp;&nbsp;
We&rsquo;re all burned out and only want to engage with companies and brands that truly understand our pain and have our best interest and success in mind. That&rsquo;s why it&rsquo;s more important than ever to provide value to our audiences before asking for something in return.&nbsp;
<h3>How does your marketing team cut through the noise?</h3>
You have to really get to know your buyer. The first thing I did when I joined <a href="https://www.everee.com/" rel="follow noopener" target="_blank">Everee</a> was interview existing customers and people unfamiliar with our product who fit our ideal customer profile. You can&rsquo;t just ask them questions related to your product or their buying process. You need to understand what keeps them up at night and what success looks like for them. Then you can build positioning and messaging that truly resonates with these audiences.&nbsp;
To refine this even further, we&rsquo;ve focused on the verticals that have the most pain that we can solve. This has allowed us to take our insights on these personas and get really tailored in our messaging, copy, and programs on what matters most to them. It allows us to narrow our focus on the channels and places where they already are vs. distribute a generic message everywhere and hope the buyer finds us.&nbsp;
<h3>Do you think there have been major strategy shifts in marketing that have come from hybrid work?</h3>
The shift has certainly impacted marketing strategies that relied heavily on in-person activations, whether it&rsquo;s booking sales meetings, hosting closing events, or exhibiting at trade shows. I don&rsquo;t think there&rsquo;s a single marketer who thinks that virtual events are as impactful as in person.&nbsp;
People are sick of attending webinars or all-day Zoom calls. These teams have had to find improved efficiencies in their digital channels and enable their sales teams in new ways.&nbsp;&nbsp;
<h3>How do you think marketing teams can set themselves up for success?</h3>
In addition to understanding their customers and buyers, it&rsquo;s critical that marketing teams establish healthy internal relationships, particularly with sales, product, and customer success. There are far too many organizations that get hung up in the great marketing vs. sales debate around leads vs. SAOs. Or too many marketers who never take the time to fully understand their product. Or marketing teams who never talk to their customer success teammates around at-risk accounts or expansion opportunities. At the end of the day, marketing can&rsquo;t be successful or bring strategic solutions to the business without these relationships.&nbsp;
<img src="https://cdn.buttercms.com/K6cNHuVwQ42mrVlY66fV" alt="undefined" width="691" height="340" />
<h3>What "future of work" topics are you paying close attention to?&nbsp;</h3>
I read a lot about the way worker expectations are changing. I think the pandemic was a wake-up call for businesses everywhere. The perks that attracted workers in 2019 &mdash; free food, cool office environments, gym memberships &mdash; aren&rsquo;t relevant anymore. The pandemic accelerated a trend that was already in the works around employees wanting more flexibility to work when and where they want. They also want to see the value of their work faster. The Venmo generation is used to paying for anything in seconds. It&rsquo;s only a matter of time until they expect to get paid for the work they do as quickly.&nbsp;
Read more Future of Work articles from Qatalog: <a href="https://qatalog.com/blog/post/job-van-der-voort-future-of-work-remote/" rel="follow noopener" target="_blank" style="background-color: #eccafa;">Job van der Voort on building strong connections remotely</a>
<h3>What do you think work will look like a year from now?</h3>
There will likely still be a tight labor market and hybrid WFH-office environments. But I think there will be more comfort around these disruptions by then. Companies will have found better ways to attract and keep talent, and will also feel settled with flexible work arrangements.&nbsp;

Dana Gagnon, CMO of Everee, spoke with us about 2022 marketing trends and how marketing audiences have changed since working model shifts.

Dana Gagnon 2022 marketing advice | Qatalog

We spoke to Everee CMO Dana Gagnon about customer journey, strategy shifts, and what she’s learned in the last year.

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DesignOps in the new world of work

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Dana Gagnon on connecting with today’s B2B audiences