As a big scale-up, we grew significantly over the years, struggling to maintain our speed of delivery and customer focus. This year, we've decided to risk it all and undergo a significant company transformation where design worked directly with the C-suite to achieve our vision for the future. The talk is a hands-on case study of this transformation, failures, and learnings. It focuses on three main areas: 1. how has my leadership style changed? 2. What new expectations (skillsets) do we expect from designers, and how did we change internal team processes? 3. How did these leadership & process changes affect the product & business results? The talk is focused on personal stories, which I hope would inspire designers & product managers to organize shifts in their companies. It also touches on the topic of layoffs, the role of product designers in 2024, and how AI accelerated some of the shifts.

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