About Shape

We are professional product designers with more than two decades of design experience and a passion for helping others learn and grow.

We are co-founded and led by Jasmine Friedl and Tanner Christensen, two leaders in the product design space with experience designing for companies like Facebook, Udacity, Lyft, Atlassian, Chan Zuckerberg Initiative, and many more.

Jasmine Friedl

Jasmine Friedl

Tanner Christensen

Tanner Christensen


Educating and empowering the next generation of digital product designers.

We started Shape in 2017 to serve new product designers as well as designers transitioning from other functions or areas of expertise.

Over the course of our careers we’ve had opportunities to speak with people around the globe who are both intrigued by the role of product design and actively pursuing how to do it. From Seoul, South Korea to Salt Lake City, Utah, the people we’ve talked with have shown us that they don’t readily have access to educational resources or tools for developing the skills critical to digital product design. We think we can help solve that need.

As product design and related fields continue to grow, we see this need for education and empowerment of new designers trending upward.

Product Design interest, Google Trends July 2019


At Shape, we believe the curve of awareness around the role of digital product design is accelerating and that the designers of today will need more product design experience in order to meet the trending needs of businesses.

There are roughly 7,600 jobs with the phrase “Product Design” in the title posted to LinkedIn each month. Glassdoor.com estimates there are more than 34,000 jobs each month with the title “Product Designer” in the United States alone.

“These numbers show that ‘design thinking’ isn’t just a trendy new buzzword—companies are willing to put money and staff into it at a higher rate than ever before.”

— TechCrunch, “Major tech companies have doubled their design hiring goals in the last half decade” May 2017

Over the last five years IBM has grown its designer-to-developer hiring target from 1:72 to 1:9. Uber’s design team has grown 70x since 2012, and they’re now targeting one designer for every eight engineers. Dropbox is pursuing a split of one designer for every six engineers.

We fully anticipate this trend to continue to climb as software and digital services continue to proliferate into everyday life.

Building resources and tools for digital product designers.

Actively working in the heart of Silicon Valley, birthplace of modern product design, we have what it takes to cover the entire umbrella of needs for digital product design education and tooling.


We are building both print and digital tools for product designers, creating online courses for learning, and much more.

Tanner is a lead product designer and entrepreneur who has designed and developed a number of successful apps independently, written a top-selling book, consulted with business around the world on creativity and design, as well as worked at Facebook, Atlassian, and Lyft as a digital product designer.

Jasmine is a proven product designer and industry leader who has mentored designers across the globe. She has lead design and product teams in areas that span from finance to social good. Jasmine has earned a Bachelor of Fine Arts in Graphic Design from Iowa State University in Ames, Iowa, and a Master of Fine Arts in Graphic Design from Academy of Art University in San Francisco, California. She has led design teams at Chan Zuckerberg Initiative, Udacity, and Intercom.