Pursuing the Ideal of Software Development - The Place I Finally Found: Bekind Labs
Pursuing the Ideal of Software Development - The Place I Finally Found: Bekind Labs
Software Engineer
Yuka Kobayashi
Career Summary
yuka
Yuka joined Yahoo! JAPAN Corporation as a new graduate in 2012, working on advertising and iOS app development while gaining hands-on experience with lean startup methods through user interviews and hypothesis testing. After roles at Eureka (Pairs) and ANDPAD, she joined VMware Tanzu Labs in 2021. Since January 2025, she has been part of Bekind Labs as a Software Engineer, driving product development.
Q
Can you tell us about your career so far?
At Yahoo, I was involved in developing advertising systems and iOS apps — one of which even reached No.1 on the App Store. Later, while working on large-scale portal apps, I experienced firsthand the challenges of complexity. During a training program at Pivotal Labs, I was introduced to Agile and pair programming, which completely changed how I viewed software development.
Since then, I’ve been pursuing what I consider the ideal form of development — one that always starts from user value.
" Proven expertise, user-first mindset: Building what matters through collaborative innovation. "
Q
Why did you decide to join Bekind Labs?
At Yahoo, even when ad metrics improved, I often questioned whether that truly created value for users. Later at Eureka (Pairs), I experienced what it meant to build a product sustained by genuine value exchange. At ANDPAD, I took on team leadership and launch roles, which deepened my understanding of organizational growth.
Eventually, a former connection from my Pivotal Labs training reached out. I was drawn back to a development culture that deeply practiced Agile and XP principles. That journey led me to VMware Tanzu Labs, which later evolved — and from that reorganization, the founding members went on to establish Bekind Labs.
Joining was a natural decision. I trusted the people I had worked with, and I wanted to help build a place where we could protect and nurture the values we believed in.
" Supported by the spirit of Always Be Kind, this is a place where I can keep chasing my ideals. "
Q
How do you work at Bekind Labs?
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
" We don’t hide failures — we turn them into lessons. "
Q
What makes Bekind Labs unique?
" We don’t hide failures — we turn them into lessons. "
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
At Bekind Labs, we practice software development that stays true to our ideals — rooted in XP and pair programming, and centered on user value.
We continue to learn and grow together as a team. If that’s the kind of environment you want to be part of, we’d love to meet you.
Interview
Speaking on 'Be kind'
Behind every successful transformation is a balanced team of passionate experts. Meet the minds driving our Lean, UCD, and XP practices, and discover how they build what matters through daily collaboration and kindness.
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Join us
Grow Together!
We believe that the best software is built by happy, balanced teams. Join a workplace where your well-being matters as much as your technical excellence. Bring your empathy, curiosity, and drive, and let's change the industry together.
Product Manager
Software Engineer
Product Designer
Pursuing the Ideal of Software Development - The Place I Finally Found: Bekind Labs
Software Engineer
Yuka Kobayashi
Career Summary
yuka
Yuka joined Yahoo! JAPAN Corporation as a new graduate in 2012, working on advertising and iOS app development while gaining hands-on experience with lean startup methods through user interviews and hypothesis testing. After roles at Eureka (Pairs) and ANDPAD, she joined VMware Tanzu Labs in 2021. Since January 2025, she has been part of Bekind Labs as a Software Engineer, driving product development.
Q
Can you tell us about your career so far?
At Yahoo, I was involved in developing advertising systems and iOS apps — one of which even reached No.1 on the App Store. Later, while working on large-scale portal apps, I experienced firsthand the challenges of complexity. During a training program at Pivotal Labs, I was introduced to Agile and pair programming, which completely changed how I viewed software development.
Since then, I’ve been pursuing what I consider the ideal form of development — one that always starts from user value.
" Proven expertise, user-first mindset: Building what matters through collaborative innovation. "
Q
Why did you decide to join Bekind Labs?
At Yahoo, even when ad metrics improved, I often questioned whether that truly created value for users. Later at Eureka (Pairs), I experienced what it meant to build a product sustained by genuine value exchange. At ANDPAD, I took on team leadership and launch roles, which deepened my understanding of organizational growth.
Eventually, a former connection from my Pivotal Labs training reached out. I was drawn back to a development culture that deeply practiced Agile and XP principles. That journey led me to VMware Tanzu Labs, which later evolved — and from that reorganization, the founding members went on to establish Bekind Labs.
Joining was a natural decision. I trusted the people I had worked with, and I wanted to help build a place where we could protect and nurture the values we believed in.
" Supported by the spirit of Always Be Kind, this is a place where I can keep chasing my ideals. "
Q
How do you work at Bekind Labs?
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
" We don’t hide failures — we turn them into lessons. "
Q
What makes Bekind Labs unique?
" We don’t hide failures — we turn them into lessons. "
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
At Bekind Labs, we practice software development that stays true to our ideals — rooted in XP and pair programming, and centered on user value.
We continue to learn and grow together as a team. If that’s the kind of environment you want to be part of, we’d love to meet you.
Interview
Speaking on 'Be kind'
Behind every successful transformation is a balanced team of passionate experts. Meet the minds driving our Lean, UCD, and XP practices, and discover how they build what matters through daily collaboration and kindness.
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Join us
Grow Together!
We believe that the best software is built by happy, balanced teams. Join a workplace where your well-being matters as much as your technical excellence. Bring your empathy, curiosity, and drive, and let's change the industry together.
Product Manager
Software Engineer
Product Designer
Pursuing the Ideal of Software Development - The Place I Finally Found: Bekind Labs
Software Engineer
Yuka Kobayashi
Career Summary
yuka
Yuka joined Yahoo! JAPAN Corporation as a new graduate in 2012, working on advertising and iOS app development while gaining hands-on experience with lean startup methods through user interviews and hypothesis testing. After roles at Eureka (Pairs) and ANDPAD, she joined VMware Tanzu Labs in 2021. Since January 2025, she has been part of Bekind Labs as a Software Engineer, driving product development.
Q
Can you tell us about your career so far?
At Yahoo, I was involved in developing advertising systems and iOS apps — one of which even reached No.1 on the App Store. Later, while working on large-scale portal apps, I experienced firsthand the challenges of complexity. During a training program at Pivotal Labs, I was introduced to Agile and pair programming, which completely changed how I viewed software development.
Since then, I’ve been pursuing what I consider the ideal form of development — one that always starts from user value.
" Proven expertise, user-first mindset: Building what matters through collaborative innovation. "
Q
Why did you decide to join Bekind Labs?
At Yahoo, even when ad metrics improved, I often questioned whether that truly created value for users. Later at Eureka (Pairs), I experienced what it meant to build a product sustained by genuine value exchange. At ANDPAD, I took on team leadership and launch roles, which deepened my understanding of organizational growth.
Eventually, a former connection from my Pivotal Labs training reached out. I was drawn back to a development culture that deeply practiced Agile and XP principles. That journey led me to VMware Tanzu Labs, which later evolved — and from that reorganization, the founding members went on to establish Bekind Labs.
Joining was a natural decision. I trusted the people I had worked with, and I wanted to help build a place where we could protect and nurture the values we believed in.
" Supported by the spirit of Always Be Kind, this is a place where I can keep chasing my ideals. "
Q
How do you work at Bekind Labs?
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
" We don’t hide failures — we turn them into lessons. "
Q
What makes Bekind Labs unique?
" We don’t hide failures — we turn them into lessons. "
The biggest difference is that failure is openly shared. Even if you can’t write tests perfectly or things don’t go as planned, no one blames you. Instead, we talk about how to improve next time. That psychological safety enables real learning and experimentation.
Another thing I value is that overtime isn’t the norm here. We clarify priorities and respect people’s time. Rather than pushing ourselves unsustainably, we focus on creating an environment where continuous growth is possible. I feel that our core value — Always Be Kind — truly lives in every daily decision we make.
At Bekind Labs, we practice software development that stays true to our ideals — rooted in XP and pair programming, and centered on user value.
We continue to learn and grow together as a team. If that’s the kind of environment you want to be part of, we’d love to meet you.
Interview
Speaking on
'Be kind'
Behind every successful transformation is a balanced team of passionate experts. Meet the minds driving our Lean, UCD, and XP practices, and discover how they build what matters through daily collaboration and kindness.
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Product Designer
Beyond Design, Facing Real Challenges
Dohyung Kim
Product Designer
Culture drives Creativity.
Jinhee Yoon
Product Manager
Beyond One Perspective — How Dialogue Shapes Better Product Thinking
Takumi Ogawa × Jessica Ho
Join us
Grow Together!
We believe that the best software is built by happy, balanced teams. Join a workplace where your well-being matters as much as your technical excellence. Bring your empathy, curiosity, and drive, and let's change the industry together.
Product Manager
Software Engineer
Product Designer