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Digitale Leute – Build Better Products


Working Backwards: Amazon’s Culture of Innovation

Stage 1

“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.


Daria Tarawneh

Head of User Experience at Amazon Web Services.

Working Backwards: Amazon’s Culture of Innovation

An architect turned product designer, simply I design experiences for the digital world instead of the physical one. I help customers define and create their digital strategy and user experience by focusing on their users. With more than 14 years of experience in consultancy, corporate and the startup world I had the opportunity to work on various projects in different fields in 7 countries including building a successful startup in New Zealand and Japan. Currently, I am heading design in Amazon Web services – Management tools.