Hatch Conference Recap Part 2: Talks & Roundtables
🎤 Shoutout to
Hang 🤙 Xu, whose welcome speech and MCing felt like a mini stand-up set all day!
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Bob Baxley set the stage by defining the courage to design. The idea of conviction resonated, especially in differentiating a principle versus a tenet. No one argues against a principle, but a tenet takes a stance. How can we identify the debates team most often have, to inform the tenets that give designs a strong point of view?
🔹 Nicole Weber talked about standing out in a sea of sameness, as AI-generated designs look the same. To be memorable, you have to be opinionated, and that starts with prioritizing brand values. As we design to optimize, where can deliberate friction help those values stand out?
🔹In
Dónal O'Mahony roundtable chat, our discussions surfaced the importance of culture and its impact on ways of working. Culture may be impossible to measure, but we shared a few questions to help gauge it: What are the top 3 traits a team member should have? What’s holding us back with how we work together? How does a team feel when someone leaves?
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Nicole Alexandra Michaelis dove into the intricacies of designing for European markets. A strategy that works in the US can't simply be copied over to Europe, given the differences in culture, languages, and legal systems. Translation alone isn’t a product strategy. To have a locally sound product, it’s essential to have a close partnership with your localization team.
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Vlad Zely showed craft as care by walking through his process to build Reflections, a self-discovery tool by Feeld. Every aspect of the product had meticulous rigor and intention, from an academic foundation for the questionnaire, visuals that captured the concept of “reflection” without being literal, to copy that created psychological and emotional safety, and marketing that drew attention by asking provocative questions.
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Nata Suu's roundtable, "I Wish I Had Asked That" (aka group therapy session 😄), helped us ask better questions. We discussed defining intent to frame a question, and the art of explicit and implicit listening. Particularly for disagreements, the goal isn’t to win the argument, but to understand the other side.
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Paula Scher closed out the day with a glimpse into her typography work. Even in the world of AI, she started with hand-drawn sketches to bring uniqueness to the design. Her Curtis logo especially caught my eye (and ears!), as it moved with the music. It was the perfect note to end on (pun intended! 🎶), tying back to a theme I heard all day: the most memorable work comes from a human point of view.
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I didn't realize how international Hatch would be! I expected to be one of the few flying in from the US, but I met people from all over the world! So awesome to meet many new faces, meet virtual ones in person, and reconnect with familiar ones. Hope to make it to Hatch next year at Tempelhof Airport, the new location! ✈️