Malte Ubl, CTO of Vercel and former Google engineer, shares insights on accelerating software shipping. He emphasizes the importance of iteration velocity and discusses how tools like Vercel’s feature flags streamline workflows. Malte explains Vercel's innovative v0 tool, allowing non-developers to prototype independently, enhancing collaboration across teams. He highlights the impact of AI on software development, reshaping decision-making and reinforcing a data-driven approach to tackle obstacles in rapid product shipping. Exciting future developments are also previewed!
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question_answer ANECDOTE
Reviving Google Desktop Search
Malte revived Google's desktop search focusing on neglected user segments.
He built infrastructure and shipped many improvements in one year to catch up with mobile.
insights INSIGHT
Iteration Velocity Importance
Iteration velocity means moving fast in the right direction when building software.
Improving speed and feedback loops lets teams ship better products faster.
volunteer_activism ADVICE
Use Feature Flags to Ship Faster
Use feature flags to deploy code fast and control rollout safely.
Avoid long-lived branches and launch days by flipping flags to release features incrementally.
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In this episode of The Leadership Exchange, host Tracy Lee chats with Vercel CTO Malte Ubl about shipping software faster, breaking down barriers in development, and fostering collaboration across teams. Malte shares lessons from Google, insights on iteration velocity, and how Vercel’s tools like feature flags and AI-driven prototypes are transforming workflows. They also discuss AI’s role in reshaping how software is built and preview exciting upcoming events.
Key Points from the Episode:
Malte Ubl, CTO of Vercel, highlights the importance of iteration velocity in software development. He defines it as the speed and direction of progress, which enables teams to ship better software faster. Tools like HMR (Hot Module Replacement) and Vercel's Preview Deployments accelerate feedback cycles and decision-making.
Vercel replaces approval-based processes with veto-based systems, empowering engineers to ship quickly while holding stakeholders accountable for active intervention when necessary. This approach simplifies decision-making and removes unnecessary bottlenecks.
Vercel’s v0 tool allows non-developers, such as product managers and designers, to prototype and iterate independently. By minimizing handoffs and fostering collaboration, AI tools like v0 create smoother workflows across roles.
Vercel brings foundational practices from Silicon Valley, such as feature flags and A/B testing, to organizations of all sizes. By encouraging scientific decision-making, Vercel helps businesses adopt high-efficiency engineering processes even without large-scale experimentation.
Chapters:
0:00 - Introduction to Vercel's V0 Tool
0:37 - Welcome to The Leadership Exchange
1:03 - Introducing Malte Ubl, CTO of Vercel
1:09 - Tracy & Malte’s History at Google
1:50 - Vercel’s Viral Billboard Campaign
2:29 - The Philosophy of Shipping Faster
3:10 - Malte’s Background at Google
4:20 - Reviving Google Desktop Search
5:59 - What Holds Organizations Back from Shipping Fast?
7:01 - The Concept of Iteration Velocity
9:21 - Speeding Up Development with HMR & Preview Deployments
10:28 - The Power of Feature Flags in Deployment
12:05 - Differences Between Big Tech & Other Companies in Software Development
14:23 - The Challenge of A/B Testing in Large Organizations
16:44 - The Magic of Silicon Valley & Engineering Culture
18:31 - Vercel’s Mission to Bring Big Tech Practices to All Companies
19:08 - AI’s Impact on Software Development
22:22 - How AI is Changing User Behavior in Search & Beyond
25:07 - The Next Step in AI-Powered Software Development
26:48 - Vercel V0 & Empowering Non-Developers
28:06 - Expanding Roles Across Teams with AI
30:08 - Reducing Friction Between Designers, Developers & PMs
32:07 - The Future of AI-Driven Development Tools
34:49 - Personal Software & The Democratization of App Development
35:41 - Advice for Engineering Leaders to Ship Faster
36:52 - Switching from Approvals to Vetos in Decision-Making
38:36 - Where to Find Malte Ubl Online
38:59 - Upcoming Leadership Event in Dallas
The Leadership Exchange 