![]() It really starts with leadership and starts with the culture that you're building. I just felt that ratio is really off so I, with my manager, started putting in programming around how do we hire and attract more women? The whole feed and stories team working on design was probably around 100 designers, of which there were 15 women. When I was on the Facebook team I worked on the feed and stories team - their biggest team. It made me think about how to bring equity into these larger tech companies. When I went over to Facebook, it was much more of a bro culture and it was quite different in that respect. A lot of the VR work that I had done at Sephora, I believe, was one of the reasons why they were interested in me to bring some of those skills to Facebook.Ī big difference from going from Sephora to Facebook, was Sephora was largely women-led. I think that piece of work actually was the stepping stone for me getting the job at Facebook. That felt very tech-forward and I was really grateful to have worked on that. I worked really closely with an agency on a lot of testing around how can you apply makeup and have it actually be the right colors? We use Pantone chips as well as to make it work well across Black, Asian, Latina women - not just Caucasian folks. One of the things that I found very meaningful was that face filters worked less on dark skin or people who basically weren't white, because our faces are different, and we have different complexions and facial structures. What we were finding is that people were not purchasing online because they didn't know how it would look. Now they're everywhere, but back then it was still fairly new technology to be able to put a filter on someone's face and actually have it mapped to your face. One of the more fun things I worked on was Sephora's virtual artist and face filters. Over the course of the years we've contributed a million dollars to teaming up with respected athletes, advocates, nonprofit organizations, to change the status quo of women and other demographics, including people of color, globally and across sports. We are trying to broaden that because we know those athletes are out there, they are just not coming to our platform as much. ![]() Historically our subscribers tend to be men who are a little older. We have a commitment to promote and support women in movement in sport - to support that for Black and Latin athletes. It's not that these other groups do not work out and are not interested in fitness, but we're focused on creating more equity and access to the sports and outdoors for those demographics. When you say be more relevant to women and younger audiences and people of color, what does that mean for you and for Strava? ![]() All the way from, how do we help logged-out customers understand what Strava is about, and through the subscriber experience: our deepest, most loyal customers who are paying for the subscription. My team really works on the product experience - so the Strava app, iOS and Android, as well as our web-app experiences, desktop and mobile web. But I think it's still important that we have to do it." "Sometimes it doesn't actually help you out. "I do think there are some fallbacks or some trade-offs when you are bold," Butler told me. "We're working a lot on the brand to be a little more relevant to women and younger audiences and people of color," she told me during an interview that touched on our backgrounds as Asian women in corporate America, how we learned to use our voices and speak up, and her ambitions as Strava's first chief design officer. Beyond working on brand and marketing design, product design, and research and content design, Butler strives to make the fitness website and app something for everyone. So, obviously, I was excited to interview Anita Patwardhan Butler, Strava's chief design officer. It's a pretty good one-stop shop for most of my training needs. (My marathon days are over.) The app tracks miles, routes, alerts me to potential races, and new running groups. If you're an avid runner, like me, you may be familiar with the Strava app, which I live on when I'm training for a half marathon. Account icon An icon in the shape of a person's head and shoulders.
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