Asana Product Vision

Our mission is to create a world in which teamwork feels effortless. Where every individual in every organization understands how their collective goals contribute to their company’s mission. Every team member knows exactly what they should be working on and when, and they have all the relevant files, conversations, and decisions in front of them. Balls never get dropped, work is never accidentally duplicated, and leaders don't micromanage, because they always know exactly what’s going on, and when their attention is needed. Teams are able to realize their collective potential with less effort and do more great things.

Over the next 5 years, we’re going to optimize teamwork by integrating everything teams do into a single, unified tool that keeps everything actionable and connected. This will require Asana to become:

• A new kind of email client. We believe in a future without email. But, before that future can exist, we’ll need to make it easy for teams of all sizes to leave email behind and start thinking about work in a new way. In order to do this and allow teams to work seamlessly with people outside of their companies, we’ll pull in all of their legacy SMTP email, letting them quickly turn those unstructured conversations into actionable work with context.

• An intelligent calendar. We’ll organize tasks and meetings into a unified timeline for all individuals, and help them to accurately forecast when their projects will be completed. 

• A document creator. A lot of work arises out of documents — it’s very annoying today to write a product spec, have to manually convert it into a set of tasks, and then lose all the context and connection between the two. In other cases, collaborative document creation (like writing an academic paper) is the work, and the tasks are getting many people to write, refine, and review different sections. Those tasks are meaningful work that will be tracked with due dates and assignees.

To bring all this rich information together, we'll build a homepage command center for all of an individual or team's work, that surfaces all of the most important and relevant information across everything they do, so they know exactly what to work on, and when.

Here’s how we created a five year vision in eight weeks.

Executive Producer: Ariel Ross
Head of Product: Alex Hood
Creative Direction: Wes Yun & Tyson Kilberg
Partner Agency: Fantasy Interactive