Last month, Replit held our second annual Developer Day. It was a day to celebrate customer stories, share product announcements, and AI breakthroughs—even covered by the press. We heard positive feedback about the in-person and online experience. I’m grateful the incredible Marketing team (with Design’s help) making it possible—so proud. One of the top questions I’m asked is what it’s like for someone with a design background to run a marketing team. The answer is simple—run it like a design team. Design methods, practices, and approaches can be applied to anywhere in an organization. That’s what makes it powerful. With a tight timeline and many constraints, our mighty marketing team amped it up with participatory design in collaborating on the keynote. We like it keep process simple:

1. Draft initial storyboard

2. Write a script in Google Docs

3. Shape up slide content in Figma

4. Conduct live reads and rehearsals

The working group consisted of people writing the script, designing the keynote, producers for event logistics, and the speakers (one of them our CEO). People were busy with other work so we had to foster an environment where they could get pulled in early for input. We didn’t have the luxury of long-winded rounds of feedback. We were building the plane as it was landing. Steps 1-4 mentioned above weren’t rigid and done in the same iteration cycle.

Though we knew the final presentation format would be different (venue constraints), we committed to Figma and Google Docs to ensure the story and content were right, then ported it over. Our hybrid artifact: A primary script in Google Docs and a storyboard of the keynote content in Figma, embedded in the Google Doc.

Draft initial storyboard

Ridley Scott once described a storyboard as a first look at the film; also true for building products, companies, and brand experiences. The first pass of the keynote was done entirely on a whiteboard. It was rough, but enough to invoke the creative conversation.

All-too-often, people wait to perfect the slides before getting feedback useful feedback. Never underestimate the power of a low fidelity storyboard, which results in high fidelity feedback. If you’re able to have a conversation, get feedback, and make decisions…it’s enough fidelity to share.

Write a script in Google Docs

From the rough storyboard we started writing the script in Google Docs. It started as a simple outline to validate the voiceover is matching the storyboard. In the early phase it is difficult to ask speakers to contribute as they all play certain parts of the keynote, and you need to be the orchestrator. This is a fun phase to role play. For me, it was emulating what I think our CEO would say about the mission and vision. It doesn’t need to be perfect, only enough to start refining.

The screenshot above shows how we included the links to Figma frames within the doc. For the best speaker experience, it’s helpful for the presenter to do the read-through with the visual accompanying them.

Shape up slide content in Figma

As we were writing the outline, I started making Figma frames for each slide we thought we’d need. These were basically gray boxes with placeholder text. Even before the slides were designed, each slide was exported as an image and embedded in the Google Docs. At the end of each work session, I’d re-export and replace the images so speakers would continuously get slide updates.

Each Figma frame had an associated slide number that maps to the Google Doc. This helped everyone involved know which number to reference when giving feedback.

Conduct live reads and rehearsals

To save time in the early stage, do live readings with each other. I would read our CEO’s part to get a sense on timing and flow. Speakers and stakeholders have limited time so you want to be mindful of how much you’re pulling them in. Once you send over the script and the speakers are feeling good, start conducting more formal rehearsals with the actual speakers.

In each iteration, we received valuable feedback. Since the slides were shaping up, it gave the speakers the opportunity to provide useful input on what would be helpful. Keynote presentations are not watching a slide presentation or listening to a talk…it’s a blend of both that needs to be a unified experience.

If we waited for the final production to be done, we would have lost a lot of valuable feedback from running through it early. When it was time to do the real keynote, the team crushed it.

Try it

I hope sharing behind the scenes helps with any future projects. A high production keynote can be done in a lean manner. Keep the iteration cycles tight and bring lightweight feedback in early. Figma and Google Docs are an excellent pairing to create this artifact.

Hype links

Collection of what I read and related to this week's post.

Special thanks to Kate Syuma for having me on the Growthmates podcast. Stay tuned for an upcoming collaboration with her!

Kate's Syuma Newsletter & Growthmates

The Role of Design in PLG: Embracing Quality and Non-Linear Paths with David Hoang (ex-Webflow, VP at Replit)

Quick update 🥳 Now the Growthmates newsletter and my other posts will be sent on Tuesdays (inboxes are packed with newsletters sent on Sundays). Hope you will enjoy the episode and listen to it throughout the week…

Listen now

5 days ago · 1 like · Kate Syuma and David Hoang

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