{"id":6025,"date":"2016-11-18T13:15:18","date_gmt":"2016-11-18T12:15:18","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=6025"},"modified":"2023-08-10T12:57:30","modified_gmt":"2023-08-10T10:57:30","slug":"typeform-things-more-human","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/typeform-things-more-human\/","title":{"rendered":"How Typeform makes things more human"},"content":{"rendered":"

You can also check out this interview on the SaaS Open Mic Podcast<\/a>:<\/p>\n

https:\/\/soundcloud.com\/chartmogul\/david-okuniev-typeform<\/p>\n

\n

A background in design<\/strong><\/h1>\n

Ed: So, David, thanks for joining me today for a quick chat. I think there are some pretty interesting things that I would love to pick your brain about.<\/strong><\/p>\n

David: Yep, pleasure to be here.<\/p>\n

Ed: You are Co-founder and Joint CEO of Typeform<\/a>. Apologize to dive right into the thick of it, but your background is as a designer. And Typeform is something that evolved from something you were doing in your spare time with your co-founder Robert (Mu\u00f1oz).<\/strong><\/p>\n

I was wondering if you could just go over how your background as designer has influenced Typeform as a business and how you\u2019re building that.<\/strong><\/p>\n

David: The easiest way to think about that is \u2014 we had a problem which was that me and my co-founder had a customer that wanted to put a form in an exhibition space. So instead of just building a standard form, we wanted to do something that would really jump out at people and engage them, in order to get their data.<\/p>\n

So, we were basically given a design problem to solve. We solved it for that particular project and based on that, everything followed.<\/p>\n

We discovered that if you actually build a form which goes one question at a time, and has good design, then it encourages engagement. When we discovered this we thought \u2014 why don\u2019t we build a company around that?<\/p>\n

Vision for Typeform<\/h1>\n

Ed: What would you say is your vision for Typeform, as a product or as a business?<\/strong><\/p>\n

\"humanized\"<\/p>\n

David: Quite a loaded question!<\/p>\n

When we started off we saw ourselves as a form builder, because essentially that\u2019s what we built: a much better form. But we quickly found out that people were using Typeform to do lots of different communication around questions and answers.<\/p>\n

So going forward, we\u2019re trying to move away from being perceived as a form tool and more as a communication tool. Because really Typeform does allow you to have a conversation through an interface. You can give data, and also connect data. And you can create all sorts of workflows.<\/p>\n

So as a product vision goes, that\u2019s where we want to focus our efforts moving forward. That\u2019s why we\u2019re rebuilding the platform as we stand to support that product vision.<\/p>\n

As a company, we have a vision statement, which is:<\/p>\n

\u201cMake things a little more human.\u201d<\/p><\/blockquote>\n

We didn\u2019t have these words when we started, right? But that\u2019s how it transpired. That\u2019s actually what we did at the beginning. We took something that\u2019s usually boring, mundane, and lame \u2014 which isn\u2019t engaging \u2014 and we humanized it.<\/p>\n

So as a company that\u2019s our crying call. Always trying to make things a little more human. Humanizing the product, humanizing the way we\u2019re building out the company as well.<\/p>\n

Ed: Yes and I see that message conveyed all the way through, from your product to your blog and any communication that comes out of the business.<\/strong><\/p>\n

Chatbots, the hot topic<\/h1>\n

Ed: So there\u2019s a lot of hype around conversational interfaces and messaging interaction. It\u2019s huge. We\u2019re seeing the rise of chatbots and things.<\/strong><\/p>\n

You guys were there before all this was happening. How do you think Typeform fits into that? Or do you fit into that?<\/strong><\/p>\n

David: It\u2019s funny because I get asked this question a lot.<\/p>\n

Ed: Damn.<\/strong><\/p>\n

David: It\u2019s fair enough! It\u2019s a good question.<\/p>\n

Like you say, we\u2019ve been doing it from the beginning. For us it\u2019s a natural extension of what we do. I wouldn\u2019t discount us allowing people to interact with Typeform through a chat application. It works pretty much the same way \u2014 it\u2019s one question at a time.<\/p>\n

I do think there\u2019s a lot of hype around conversational interfaces, especially in that they\u2019re going to replace the traditional point-and-click interfaces. The jury is still out on that. But I do see that, eventually in the future, that\u2019s probably the way things are going to go.<\/p>\n

I think we\u2019re going to be less reliant on having devices and just seeing stuff in our field of view. And the best way to interact when you have no device is to actually have a conversation. So I think eventually we\u2019ll get to that, but I don\u2019t think it\u2019s spelling the end of the traditional interface as we know it.<\/p>\n

Humans > Users<\/h1>\n

Going beyond UX<\/h3>\n

Ed: I\u2019ve seen a lot of stuff coming out of the Typeform blog, specifically around UX and trying to look beyond UX as a concept. Can you talk a little bit about what\u2019s wrong with UX, and why we need to go beyond the way we think about user experience?<\/strong><\/p>\n

\"hxuxproper\" David: Well, I wouldn\u2019t say there\u2019s anything particularly wrong with UX. But I think, at least from our point of view, doing UX isn\u2019t just about getting a person from A to B successfully. What we do is ask the question: Have they reached that point with an emotional connection?<\/p>\n

Because that\u2019s really what makes people fall in love with product, if there\u2019s that emotional connection. So if you\u2019re just creating experiences to get people to complete objectives, then you\u2019re actually missing out on a whole other dimension.<\/p>\n

I think if you look at the way technology is trending, if you look at conversational UI, everything is trending to be more and more humanized. We\u2019re trying to remove this barrier between us and the computer.<\/p>\n

Embracing HX<\/h3>\n

Ed: So in your view, then, if there was a definition for what you would call Human Experience, what would that be?<\/strong><\/p>\n

David: Well, I\u2019d say it\u2019s beyond UX so it\u2019s not thinking about users, but about humans. Real people. What are their needs? What are their emotions? It\u2019s not just treating a user as another non-verbal commodity. It\u2019s thinking about who the user really is. You really have to get close to them, understand them.<\/p>\n

I just want to make clear \u2014 I don\u2019t want UX designers and others listening to think, \u201cYeah well, we are doing this already.\u201d For us it\u2019s just the way to cement that inside our process. To make sure that we remember each time that we\u2019re not dealing with users, we\u2019re dealing with humans here.<\/p>\n

Ed: In what ways do you actually implement that in your development process or your design process?<\/strong><\/p>\n

David: We do the standard UX stuff. Customer interviews, testing everything, making sure everything is working for different profiles of users. Other than that, it\u2019s just an attitude we have to have. It\u2019s more about setting the bar high than there being a very strict technical definition between UX and HX. HX is just a word, but word have meanings.<\/p>\n

So it\u2019s not necessarily about the differences in the process between UX and HX. I would say that really if you\u2019re doing UX properly, you\u2019re doing HX.<\/p>\n

Data-informed > data-driven<\/h1>\n

Ed: What kind of balance do you strike between measurable metrics and quantifiable results, versus more a of a gut-feel, culture driven sense of \u201cthis is right; this makes sense for us to do\u201d?<\/strong><\/p>\n

David: When we started Typeform, we didn\u2019t have any data analysts or a marketing team to look at the data. Everything was done on gut feel, even as far as design went. The Typeform you see today, the actual form, that\u2019s the result of not going through any formal UX process. It\u2019s just the designer working out a solution for a problem.\"gut-decisions\"<\/p>\n

Now we\u2019re much more data-driven. It doesn\u2019t mean we\u2019re absolutely data-driven about everything. We think of ourselves as \u201cdata-informed,\u201d because we still do make gut decisions.<\/p>\n

Sometimes the data will tell you something, but you don\u2019t feel comfortable actually implementing that solution. For example, you may get better conversion rates if you use darker design patterns or try to really push a user to take a certain action. But you have to ask yourself, \u201cIs this the right thing to do?\u201d<\/p>\n

You have to think about how this impacts the customer\u2019s perception of your product and, I would even say, how does it impact their perception of the employees of that product who\u2019ve made that decision.<\/p>\n

So it\u2019s very much a balance. And that\u2019s why we try to think of ourselves as data-informed.<\/p>\n

Culture<\/h1>\n

Letting culture evolve<\/h3>\n

Ed: We love using Typeform at Chartmogul. It\u2019s been great for our NPS surveys and other things.<\/strong><\/p>\n

One thing I\u2019ve noticed is \u2014 and maybe this just falls into the human element \u2014 you guys seem to do an impeccable job of conveying the culture of the company through the product and your website.<\/strong><\/p>\n

Is that something that\u2019s by design? What\u2019s your approach to culture at Typeform? Is this something that you\u2019ve designed specifically, or is it something that\u2019s just evolved?<\/strong><\/p>\n

\"toolate\"David: It\u2019s just evolved. I mean, we do have a very strong focus on it. In fact we focus everything we do around three pillars at Typeform: business, innovation, and culture. So culture gets a very big seat at the table. But as far as us having a seated culture plan, no. It\u2019s just came up naturally.<\/p>\n

I think it\u2019s a result of the founders but also the people that we\u2019ve surrounded ourselves with. That\u2019s what creates a culture. Yes, at one point we could say, \u201cThis is our culture.\u201d But that was after it had developed somewhat so we could understand it.<\/p>\n

Nurturing culture with the right hires<\/h3>\n

Ed: How important do you think the hiring process is as a part of that? What kind of people do you look for at Typeform, and how particular are you about hiring great people?<\/strong><\/p>\n

David: Hiring great people is super important. Otherwise you\u2019re going to affect your culture. For example in our case, we always look for people who are humble, passionate, and smart. And if you allow people who don\u2019t fit those qualities, then that\u2019s going to change the culture. If you allow people who are smart and passionate, but who are really loud and egotistical, then that\u2019s going to affect the culture.<\/p>\n

Hiring the right people is crucial to creating the culture. It should be obvious, no? But I think some people realize it a bit too late.<\/p>\n

Scaling culture<\/h3>\n

Ed: So you guys have been through a bunch of changes recently. How many people do you have at the offices in Barcelona now?<\/strong><\/p>\n

David: 129.<\/p>\n

Ed: And you\u2019ve moved to this beautiful new location now. How has Typeform grown? In scaling Typeform, have you come across any challenges or things you need to change in order to preserve the culture?<\/strong><\/p>\n

David: Yeah, this is the typical thing that happens, right? Startups grow really fast in a short period of time, and the culture is at risk.<\/p>\n

\"upyourgame\"I\u2019d say when you get over 60 or 80 people, then to keep the culture going you have to look at implementing more processes. Which is kind of counterintuitive, because this is culture! Processes tend to kill culture. But you need some kind of framework otherwise it becomes unmanageable.<\/p>\n

Ed: Are there any mistakes you see founders commonly make as they scale, during this growth period?<\/strong>
\nDavid: Sure. I think one thing we learned as we scaled, what caught us from behind a little bit, was that we always expected people to align behind ideas that we have, because the team was relatively small and it was easy to communicate.<\/p>\n

But when you have a team of 120 people, you really have to up your game as far as communication goes. And have the right channels for that communication to get across. Because otherwise people are not aligned, and it\u2019s very difficult to operate in the company.
\nWhen you reach a certain amount of people, to make decisions there are often a lot of stakeholders involved. So making sure that you\u2019re aligned with people and getting information around about what you as a founder or CEO want to happen, want to implement, is really important.<\/p>\n

What\u2019s to come in Barcelona<\/h1>\n

Ed: How do you see the startup scene evolving in Barcelona? I know you guys are probably one of the flagship startups over there now, and I imagine you\u2019re attracting a lot of talent from across the globe.<\/strong><\/p>\n

David: There are a few companies here. We\u2019re not the first to be successful here. We\u2019ve grown pretty rapidly this last year. Yes, the profile of the city, the profile of the company, makes it easier for us to hire, that\u2019s for sure. And we have put a lot of effort into culture, and when people visit us they realize this \u2014 that it\u2019s a fun and nurturing place to work.<\/p>\n

Ed: So you raised a $15M A round last year. What\u2019s on the horizon for Typeform? I think you gave a hint earlier about a redesign of the product. What can we expect over the next 12 months?<\/strong><\/p>\n

David: All I can say is \u2014 seamless and frictionless building of Typeforms, and a new platform to move forward much faster.<\/p>\n

Ed: Awesome. Well I don\u2019t want to take up any more of your time. Thanks for chatting with me. Are you guys hiring right now? Is there a place where people can go to check that out?<\/strong><\/p>\n

David: The best place to go is our website. We have our careers page at: typeform.com\/careers<\/a>. That\u2019s where we have all of our open positions. If there\u2019s no open position that fits your profile, we\u2019d also love to hear from you. You can submit an open application.<\/p>\n

We\u2019re hiring constantly so\u2026 This is starting to sound like an advert\u2026 but if you\u2019re humble, passionate, and smart, please come and let us know!\"Typeform<\/p>\n","protected":false},"excerpt":{"rendered":"

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