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Head of Design at Webflow, Kevin Wong, shares insights on Webflow's design culture, including rebranding, prototypes, design systems, stakeholder disagreements, sharing work via Loom, rituals, and design vision. Topics include community-driven UI design, driving alignment, prototypes for collaboration, customer obsession, and product understanding.
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Quick takeaways
- When building a prototype, it's crucial to define the goal by choosing between a lighthouse prototype that explores all possibilities and a laser prototype that focuses on a specific direction.
- Webflow underwent a rebranding process driven by the need to establish a clear value proposition, position in the market, and cohesive brand and product experience.
Deep dives
Setting the Goal: Lighthouse vs. Laser
When building a prototype, it's crucial to define the goal by asking whether it should be a lighthouse or a laser. A lighthouse prototype aims to cast a wide net, exploring all possibilities and stretching the imagination, while a laser prototype focuses on a specific direction, going deep and bringing attention to one area. The distinction helps in determining the scope and purpose of the prototype.
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