How we got people talking.

The fastest growing business app ever

Design and Interaction
iOS and Web
UI, UX, Strategy and Concept

The Spark

The brainchild of Flickr co-founder Stewart Butterfield, Slack has risen to become the world’s most popular corporate chat client.

In a crowded space, and seemingly saturated market, Slack instantly became a cult hit by challenging the norm. It's beloved for its gorgeous, playful interface and tons of delightful little interactions throughout the app.

User wires
User wires
User wires
User wires
Activity wires
Channel wires
Upload wires
Welcome wires
Early UI explorations

We were there from the start. Understanding the value of design, Stewart and his team came to us when Slack was a rough unstyled prototype and asked us to help make it great.

We worked with him to build the app from the ground up—along with the brand, the mobile app, the marketing site—the works.

Phone screen
Phone screen
Phone screen
Buh-bye, email

How we stood out

At a time when business applications were dull and boring, and workplace communication depended almost entirely on email, our aim was to make Slack stand out from the crowd. Our guiding question—why not?

Slack loading animation

It sounds different

Slack bucks the enterprise app trend of dull language that leaves users lost and unengaged.

Instead, each piece of copy is seen as an opportunity to be playful. From the loading screen to the error message, Slackbot acts as your wise-cracking robot sidekick, providing injections of fun on those boring days.

Sounds different
Feels different

It feels different

We strived to fill the product with delightful, and unexpected, interactions—the logo animates in a burst of color as it loads, the modals slide down from the top of the screen, gifs appear at random like Russian roulette.

Throughout the entire app, everything seems to playfully jump around and pop off the screen. Each of these moments is designed not only to help the user understand what's going on, but put a little smile on their face.

Macbook screen
Centering around messages was key

Several people are buying…

When Slack launched in 2013, its unique design and playful features seemed to instantly steal the hearts of millions. Its widespread adoption has made it the fastest growing business application of all time.

Today, Slack is publicly traded and has a valuation near $25 billion.

Pat Kinsel
Pat Kinsel
Founder of Notarize
So impressed by the work of MetaLab, especially on Slack.
Dann Petty
Dann Petty
Founder, Epicurrence
Just had my first Slack video chat. I love @SlackHQ
Lauren Machado
Lauren Machado
Operations, AirBNB
@SlackHQ love you boo. That’s all.
Andrew Wilkson
Andrew Wilkson
Founder, MetaLab
Most enterprise software looks like a cheap 70's prom suit — muted blues and greys everywhere — so, starting with the logo, we made Slack look like a confetti cannon had gone off.
Nuno Simaria
Nuno Simaria
CTO, HelloFresh
People were very quickly sold into the idea of getting into Slack.
John Doerr
John Doerr
Partner, KPCB
Never before have we witnessed so much user love for an enterprise software platform.
Slack Logo
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