Tribe
Tribe: one place for briefs, tasks and talk between brands and teams
- Product
- Tribe
- Year
- 2023
- Industry
- Internal tool
- Contributors
- Debasmita K., Anish K., Bhargav R., Anuj G., Anshuman G., Berkha K., Smith S., Dhruv P.
Results
- Faster project turnaround
- 40%
- Less time spent searching for updates
- 50%
- Fewer unanswered messages
- 60%
Context
Every project lived in four apps
At Terribly Tiny Tales, client work was split across WhatsApp, Slack, email and Google Chat. In interviews, 80% of delays came from fragmented communication. Chat tools were bad at tracking and project tools felt heavy, so I designed Tribe, a chat-first tool with tasks and approvals inside the conversation, with a team of eight.
01Briefs
Getting the brief right
A brief builder where every requirement is entered, assigned and reviewed, with members shown by role and live status.
Why: A lot of confusion started at the brief, so members, tasks, files and chat all hang off it.
02Tasks
Breaking it into tasks
Tasks with owners, deadlines and deliverables, and side panels for quick reassigning.
Why: Creative projects change hands a lot.
03Files
Files
Script, voiceover, animation and packaging grouped by type, each with uploader, tags and approval status.
Why: Nobody should have to scroll back through chat for the latest voiceover.
04Chat
Keeping the talk next to the work
Threads live beside the task they're about, timestamped and role-tagged.
Why: Everyone already lived in chat, so we gave it structure instead of replacing it.
Outcome
What changed
- Time spent searching for updates dropped 50%.
- Project turnaround time improved 40%.
- Unread and unanswered messages fell 60%.
Hiring for product design, or building something new? Send the context and we can talk it through.
