Working Backwards: Amazon’s Culture of Innovation

“Working Backwards” process is the heart of Amazon’s innovation. It takes cues from Amazon’s leadership principles and guides teams through product definition and development. As a fundamental part of Amazon’s culture, this process helped create products our customers love and use today. In this session, we will go through the various stages of “Working backwards”, the mechanisms we have in place and how they can be adopted by companies of all sizes.

Who is Daria Tarawneh

Daria leads User Experience for Management tools products in Amazon Web Services. With more than 13 years of experience in the digital and interactive space; for projects ranged from Games, NGO related projects, advertisement, cloud computing, e-commerce, energy and automation. She lead cross-functional teams in countries such as Japan, Jordan, New Zealand, and Germany.She often leads and teaches Design Thinking and User-Centric product development.

About the organizer

UXservices is a specialized user research and user experience design consulting firm, based in Istanbul, Turkey. UXservices has a global reach to latest UX and usability know-how thanks to its active role in international organizations like UXPA, UX Fellows and IAI. UXservices has credentials and experience in a wide variety of interface platforms at different industries including telco, banking, finance, retail and more.


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