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Cultivating a Sense of “Team”
Maximizing Innovation in Cross-Functional Teams
Ashley Wali, Director of Project Management
#2
Product Development at ModCloth
Sphere (noun) - A dedicated, cross-functional team
assigned to and responsible for an area of the platform
Roles on a Sphere
Multi-Location
Why Cross-Functional Teams
• Speed of development
• Self sufficiency
• Sum is greater than the parts
Product Successes
• Native iPad app
• Style Gallery
• Warehouse system
improvements
• Returns processing
tools
4 Main Challenges to Innovation
1. Lack of trust, particularly with virtual team
members
2. Feeling disconnected to the rest of the team’s work
3. Feeling unable to contribute to innovation
4. Marginalization of non-developer team members
Challenge: Lack of Trust
• Interoffice travel
Image: creative commons
Challenge: Lack of Trust
• Break down cultural
barriers
Image: creative commons
Challenge: Lack of Trust
• Regular, frequent
touch points
Image: creative commons
Challenge: Lack of Trust
• Servant leadership
Image: http://createdbylaurie.blogspot.com/
Challenge: Being Disconnected
• Weekly show and tell
Image: creative commons
Challenge: Being Disconnected
• Product managers
preview what’s next
Image: http://agilenature.com/
Challenge: Being Disconnected
• Celebrate successes
as a team
Image: creative commons
Challenge: Contributing to Innovation
• Designer office
hours
Challenge: Contributing to Innovation
• QA involvement up
front
Image: buzzle.com
Challenge: Marginalization
• The team as one
Image: http://levechad.blogspot.com/
Challenge: Marginalization
• Cut off technical
discussions
Image: creative commons
Challenge: Marginalization
• Communicate
highlights from all
practice areas
Image: creative commons
What challenges have you
faced?
Summary
1. Humanize your interactions
2. Encourage regular touch points
3. Celebrate wins as a team
4. Promote inclusivity
5. Foster respect and understanding of all roles
a.wali@modcloth.com
facebook.com/ModCloth
@ModCloth
pinterest.com/ModCloth

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Cultivating a Sense of "Team" - Maximizing Innovation in Cross-Functional Teams