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  4.  » Chetana Deorah

Leading Growth Driven Design

TUESDAY, NOV. 5 | 2.00 PM

Empowering the customer pact for high business impact

Growing your product, business or idea is about adding value for your customers and how your offering makes them feel. Building a product is not the same as growing the product. Strategic growth involves finding your customers, getting to know them, staying engaged with existing customers, and providing sustained value to drive ongoing profitability.

We have all probably heard of many growth terminologies from its early days like growth hacking, growth marketing, growth engineering, and so on. Given the recent uptick in growth design roles as well as leadership for Growth design teams, the industry is maturing and ready for a stronger partnership with user-experience design.

Chetana will give a primer on growth-driven design. In her talk, she will share a few critical areas of focus for leaders and teams to help evangelize a customer-centered approach to solving growth design problems including:

  • What is Growth-Driven Design? What part of the product experience is it relevant to? Why?
  • What value can a design leader bring to Growth-driven design teams? What to look for when hiring product designers, “growth designers.”
  • How might we bring meaning and metric to the forefront of high-impact business growth?
  • What is our responsibility as the Growth design team toward the customer?
  • And finally recognizing what this practice is not about

About the Speaker

Chetana Deorah is a product design leader and mentor who helps empower human-centered design to achieve high-impact business goals. Most recently, as Design Director at Netflix, she led product design for global acquisition & growth with a focus on emerging markets.

Before that, she was at Yahoo, Scribd, Betfair, Pivotal Labs, and Pentagram. As an Indian-American, Chetana brings a rich diversity of ideas and influences fostering a culture of product innovation, inclusion, compassionate leadership, and effective communication.

When not building digital experiences, she volunteers her time in design education with Interact Project and DesignLab. She is a certified Hatha yoga teacher and pursues projects on well-being with non-profit organizations Sri Aurobindo Society & Isha Foundation.

Chetana’s analog interests include dabbling in visual poetry, experiments with vegetarian cooking and travel.


Chetana Deorah 1

Chetana Deorah

Previously Design Director, growth, Netflix

Design Leadership Summit 2019 Speakers


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