Sara Kremer is a Product Design Manager and Pillar Lead at Asana. In her role, she manages Product Designers on her team, helps define goals and objectives, and guides design work from vision and strategy all the way through high quality delivery. Working cross-functionally with teams like user experience research, product, engineering, sales, customer success, and marketing, Sara designs features in Asana that drive engagement, increase collaboration, and boost positive customer sentiment. But they don’t stop there: they’re always looking for ways to surprise and delight their customers and make the app even more engaging.

Asana creates work management software that helps teams organize, track, and manage their work. Named a leader in collaborative work management tools by Forrester in 2018, Asana recently crossed $100M in annual recurring revenue (ARR) after eight consecutive quarters of accelerating growth. Behind their revenue growth is added functionality, new subscription tiers, and an ongoing flow of product launches that have motivated users to upgrade. In February of this year, with a massive launch looming for their two highest subscriber tiers, Sara and her team wanted to find a way to boost positive sentiment among lower tier subscribers.

In her talk, Sara dives into the value of delighting customers and how to make a business case for doing so. Learn how she worked cross-functionally to quantify the value of customer delight by mapping to the company’s ARR growth.