How to Build Cohesion in a Distributed Design Team
Imagine a team of talented designers, each bringing their unique perspective, yet all working together seamlessly across time zones. Sounds incredible, right? But building a strong team spirit across time zones requires going the extra mile.
In today’s global workspace, design teams are often spread across different locations and time zones. While this distributed model offers numerous benefits, it also presents unique challenges in fostering team cohesion, communication, and collaboration. Bridging geographical gaps and cultivating a strong sense of unity is crucial for unleashing the full potential of your talented designers. Here are a few battle-tested tactics I’ve found super effective here at Criteo.
Virtual Connections, Most of the Time
- Distributed teams often juggle different time zones. Three, in our case, with team members based in Michigan, France, Spain, Germany and Cyprus. Trying to force everyone into endless meetings is the best recipe for burnout. Instead, leverage async communication tools like Slack channels and project management platforms. This allows everyone to contribute on their own schedule and ensures nothing gets lost in the shuffle.
- Recognition is a motivator, especially in a distributed setting. Shout out individual and team achievements on communication channels or video calls. At Criteo, we use Achievers recognition platform which has been fully customized to leverage our company values.
- Communication is the lifeblood of any team, but it becomes even more crucial when working across different locations and time zones. Establishing clear communication protocols is essential for ensuring seamless collaboration and avoiding misunderstandings or missed deadlines. For instance, you might designate Slack for quick questions and casual conversations, email for formal updates and decisions, and video calls for in-depth discussions or brainstorming sessions. Providing this structure ensures that important information doesn’t get lost in the shuffle and that everyone stays aligned.
- Additionally, set clear expectations around response times and availability. While you don’t want to micromanage, having general guidelines — such as responding to urgent matters within a certain timeframe — can help maintain a sense of accountability and respect for each other’s time.
- Virtual team building isn’t an oxymoron! Explore online platforms offering collaborative games and exercises designed to break the ice, encourage teamwork, and get everyone laughing together. Kahoot! is a good one but my fav virtual activity remains Secret Santa. Organizing a virtual Secret Santa, even with distributed teams, is important for boosting team engagement and celebrating the end of the year. How to proceed? It just requires coordinating to send the gifts beforehand, and then everyone can open their gifts together once connected on Zoom or Teams. Seeing your coworkers’ reactions as they unwrap the surprise gifts brings so much joy and festive spirit. It’s a beloved tradition that reminds us we’re more than just colleagues — we’re a real team that cares about each other. Don’t underestimate the power of a little holiday cheer to lift morale and bring your virtual team closer together!
In-Person Gatherings, When Possible
While virtual connections are essential, the power of occasional in-person gatherings shouldn’t be underestimated. Here at Criteo, we believe these experiences are invaluable.
- Our annual team offsites are legendary — imagine a treasure hunt in the vibrant streets of Paris! These retreats go beyond work, fostering lasting bonds and shared memories that solidify our team spirit.
- Additionally, quarterly workshops bring the team together for focused learning and collaboration. Be sure to allocate sufficient funds in the team budget to facilitate these in-person team building activities.
Building a Culture of Knowledge Sharing
A truly cohesive team thrives on open communication and knowledge sharing. We’ve established several channels to achieve this:
- Our quarterly retros allow us to collectively reflect on key successes and challenges, fostering continuous improvement and a shared understanding of our goals. We like using Retrotool to conduct our retros, which offers some templates to jump-start the meeting.
- Regular design critiques, where designers give and receive constructive feedback on each other’s work, ensure everyone learns and grows from each other’s expertise.
- Weekly demos keep everyone updated on project progress, spark healthy discussions, and foster a sense of shared purpose.
- We actively encourage peer-to-peer learning through initiatives like Figma training sessions. Designers share their knowledge and upskill their colleagues, fostering a sense of community and mutual support
Leading with Purpose: The Role of Design Leaders
In a distributed team environment, the role of design leadership becomes even more critical in fostering cohesion, collaboration, and a shared sense of purpose. As a design leader, your actions and approach set the tone for the entire team, shaping the culture and dynamics that ultimately determine success.
- Lead by example, embodying the values and behaviors you wish to instill in your team. Be accessible, approachable, and present, even when working across different time zones. Make it a priority to schedule regular one-on-one check-ins with your team members, not just to discuss project updates but also to understand their concerns, challenges, and aspirations.
- In a distributed design team, diversity is a powerful asset that fuels creativity and innovation. As a leader, actively celebrate the varied cultural backgrounds, perspectives, and experiences within your team. Encourage the sharing of unique viewpoints and foster an environment of mutual respect and cultural awareness. Leverage this diversity to challenge assumptions, push boundaries, and drive breakthrough ideas. An inclusive team culture that values diverse perspectives will not only resonate with a wider range of audiences but unlock a wealth of problem-solving capabilities. Embrace the diversity of your global team as a strategic advantage for unparalleled collaboration and success.
- Lead by example in promoting work-life balance and respecting each other’s personal commitments. In a distributed team, the lines between work and personal life can easily blur, so it’s crucial to set healthy boundaries and encourage your team members to do the same.
Building a truly cohesive and high-performing distributed design team is an ongoing journey, not a destination. Fostering an environment of open communication, where concerns and suggestions are welcomed, empowers your team and strengthens the sense of unity. Embrace a growth mindset, and continuously refine your strategies for promoting collaboration, knowledge-sharing, and a shared sense of purpose. By consistently striving for improvement and adapting to the evolving needs of your global team, you’ll cultivate a culture of cohesion, innovation, and lasting success.
