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Tictail unified communication and improved cross-functional collaboration between their two offices



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Stockholm, Sweden; New York, NY

Tictail provides a marketplace where shoppers can buy on-trend clothes, accessories, and housewares directly from budding indie businesses around the world. With teams working across timezones and either sides of the Atlantic, it was important that they have one unified communications center: Clubhouse fit the bill.

Structure and Autonomy

From day one, the cofounders of Stockholm-based online retailer Tictail have focused on hiring the best people possible and then providing them with the autonomy they need to do their best work. The company's leadership thinks of each team within Tictail as a "startup within a startup", and they allow each team quite a bit of flexibility in deciding not just what they do, but how to approach it.

"(This approach) allowed us to hire some really, really talented people who thrive in that autonomy, but also made it difficult for us to create unified ways of doing things," says Siavash Ghorbani, CTO and Co-Founder of Tictail.

For example, each team had their own sprint length and their own project management style and tools. The teams enjoyed the ability to set their own work styles and cadences. But management struggled to get a high-level picture of how everyone was progressing and whether they were properly aligned. This lack of visibility got even more challenging once Tictail began to expand its footprint with a New York City office.

To solve the problem, they tried many different project management tools, searching for one that would give them insight into progress, while still giving teams that autonomy they'd become accustomed to. After trying several different products, they started using both Clubhouse and Slack. These two tools allowed them to save important pieces of information and share that across the organization, without forcing everyone to work in a specific way.

We were really excited to unify the whole organization under one umbrella, different teams could still have that freedom and flexibility, but I can still also check in on how different teams are doing to make sure everyone is aligned to launch.Siavash Ghorbani, CTO at Tictail

Collaborating in Context

The Story comments and Epic discussion sections in Clubhouse provide everyone in the organization with plenty of space for conversation in context. Now, if someone has a quick question, they can get it answered in Slack, with longer conversations taking place in Clubhouse, where the information is a lot easier to find.

The ability to save information this way is crucial to coordination at Tictail, given that they have people working in two countries an ocean apart. No one in New York has to wait until the next day to see and understand what happened in Sweden, or how or why. Instead, they can just get status and get straight to work.

Katie Donley, Director of Growth at Tictail, says Clubhouse has taken their collaboration process to the next level, adding, "We're split between two offices and timezones — and Clubhouse is an incredible project management and coordination resource. Through Clubhouse, it's easy to get both a high-level and nitty gritty view of what each team is focused on." She also adds that the integrations with Slack and Github have been crucial for the TicTail team in creating clear and efficient channels of communication.

Design and Functionality

Stockholm has long been recognized as a capital of design and style, and Tictail's success can be in part attributed to their keen eye for visually appealing and finely-crafted products. Clubhouse also proved to be up to the team's refined standards in that regard. They reported that it was fresh and easy-to-use compared to several of the other tools they'd tried. According to their CTO, "It's a beautiful tool. It's a lot easier to introduce a tool like Clubhouse into our organization than introducing something that looks outdated or feels clunky."

Growth Director Katie agrees, adding that "the Clubhouse UI is intuitive to use and flexible for different teams and purposes. In the past, different teams at Tictail have approached project management flows in different ways. With Clubhouse, we were easily able to streamline and accommodate for variations to workflows."

"We needed something that was actually designed to manage software development, that had a clearly defined workflow and was easy to use, and that would allow me as the engineering and product lead, to see the state of our world and report that to our investor. I wanted software that was going to work out of the box."