The Framework Deel's Design Director Uses to Decode Any Company

Avi Ashkenazi, Senior Director of Product Design at Deel (Shopify and iwoca before that), walks through the Shredder: the framework he built for reverse-engineering any company's strategy from the outside, using nothing but public information.

It's the skill that moves designers from executing the brief to shaping it.

We get into:

Why studying competitors through their screens is the most superficial read there is

The tree metaphor: products are the fruit, strategy is the hidden trunk, and everything around it talks

How to read org charts, careers pages, investors and partners as leading indicators of a company's next move

Why companies ship their org chart, and how to spot the seams in the product

How AI has changed the way Avi runs the framework since he built it at iwoca

Using the Shredder on your own company, to find out what your strategy actually is