Work-as-a-Product: How Dropbox Redesigned Work for the Virtual Era | Melanie Rosenwasser

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Nov 18, 2025

Melanie Rosenwasser, Chief People Officer at Dropbox, discusses the company's revolutionary Virtual First model. She reveals how Dropbox combined design thinking with HR to enhance remote work. Topics include redefining productivity, the significance of treating employees as customers, and the role of intentional gatherings. Melanie also shares insights on building trust through clear goals and performance systems, along with how to embrace iteration in workplace practices. She emphasizes the need for empathy and adaptability in a rapidly changing work environment.

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INSIGHT

Calendar Fragmentation Kills Deep Work

Dropbox discovered meeting count wasn't the problem; constant distraction and fragmented calendars were.
Deep work requires contiguous time blocks, not scattered 15–30 minute gaps.

ADVICE

Treat HR Like A Product

Apply product frameworks to HR: discover, build, evaluate, iterate.
Measure adoption, engagement, and retention and continuously debug the experience.

ANECDOTE

Acquiring Reclaim To Reclaim Time

Dropbox acquired Reclaim to tackle time and calendar quality, not just meeting counts.
HR partnered with Reclaim to rethink meeting cadence and protect deep work.

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Dropbox didn’t just adapt to remote work. It redesigned work itself. After the pandemic, Melanie Rosenwasser and her team joined forces with Dropbox’s designers to study how people actually work and what they need to do their best thinking. Backed by data, they made the leap to their Virtual First operating model in which the vast majority of the workforce is remote and physical spaces are used primarily for planned team events. In this episode, Dart and Melanie explore how Dropbox leadership supported the move to work-as-a-product, how design thinking has fundamentally reshaped the people function, and what it takes to build human-centered systems at scale.

Melanie Rosenwasser is the Chief People Officer at Dropbox and a key architect of its Virtual First model. She focuses on designing human-centered, high-impact ways of working.

In this episode, Dart and Melanie discuss:
- How Dropbox rebuilt its operating model
- Why most companies misunderstand remote and hybrid work
- The principles behind Virtual First
- What happens when HR behaves like a product team
- How clarity, norms, and intentionality replace meetings
- The experiments that changed how Dropbox collaborates
- How leadership transforms in a remote-forward world
- Why work must be designed, not assumed
- And other topics…

Melanie Rosenwasser is the Chief People Officer at Dropbox, where she leads the global HR organization spanning People Operations and Tech, Total Rewards, Talent Acquisition, Learning and Organizational Development, People Analytics, and Employee Experience. She is known for championing innovative talent practices, cultivating continuous learning cultures, and designing workplaces where people can do their best work. Melanie is a lecturer in Columbia University’s Human Capital Management program and a key architect of Dropbox’s Virtual First model.

Resources Mentioned:
Virtual First: https://experience.dropbox.com/virtualfirst
Dropbox blog, Work in Progress: https://blog.dropbox.com/

Connect with Melanie:
LinkedIn: https://www.linkedin.com/in/melanierosenwasser/

Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.