Chapter 1: The Evolution of Design Roles

In recent years, UI/UX designers have progressively collaborated with Product Managers and stakeholders, evolving into Product Designers. These professionals do not merely follow orders to complete design tasks; instead, they approach design from a holistic product perspective, carefully mapping the entire user journey and experience. As this shift occurs, a recurring topic emerges on platforms like LinkedIn: Can Product Designers transition into Product Managers? The consensus, in my view, is a resounding no.

Product Managers carry responsibilities that extend well beyond creating JIRA tickets and drafting PRDs on Confluence. Their role encompasses a broad spectrum of tasks that, frankly, many designers might not find enjoyable on a daily basis. While there isn't a single skill that encapsulates what makes a Product Manager successful, they are generally exceptional communicators and skilled in fostering alignment among various teams.

Even though Product Managers will always have a significant presence, the tech industry is increasingly in need of product-led individuals. Observing market trends, I anticipate two key developments: First, a surge in Senior Product Designers (SPDs) entering the field. Second, junior designers will rapidly advance (within 2–3 years) to senior roles due to the necessity for greater design ownership. While some designers may adapt easily to these responsibilities, others might fluctuate between IC2 and IC3 levels before finding their footing. Those who achieve promotions beyond IC3, such as M1 or IC4 levels, must be proficient product-led design leaders. Given the industry's focus on SPDs, fewer individuals will rise above IC3, a risk many companies may be hesitant to take.

After engaging with industry leaders on LinkedIn recently, I've compiled a list of seven essential qualities that product-led design leaders will exhibit.

Section 1.1: Qualities of Product-Led Design Leaders

#1 Customer-Centric Strategizing

Product leads will closely collaborate with product managers, stakeholders, and tech supporters to formulate and implement a customer-centric strategy. Having a design background in these discussions ensures the users' perspective is represented, influencing the design scope aligned with business goals.

#2 Design Priorities

Like their contemporaries, product-led design leaders will oversee one or more product design teams, guiding designers through challenges that arise from strategic meetings. These challenges will encompass both business needs and user pain points, ultimately informing the design roadmap.

#3 Career Resourcing

Those reporting to product-led design leaders will be encouraged to enhance their skills and assist peers in reaching their career aspirations. Achieving these goals will necessitate focusing on diverse skills, benchmarking experiences, and understanding their impact on the product throughout their career development.

#4 Design Quality

The success of a product often hinges on sound design judgment and high output quality. Design leads will act as reviewers and framework creators, assessing designs through a scalable lens and establishing frameworks that others can follow for sustainable quality results. Continuous feedback will be crucial, and gaining executive alignment will be essential before approving designs.

#5 Success Metrics

Future design leaders will share some responsibilities typically held by Product Managers, such as establishing success metrics. They will collaborate with product managers to define product success criteria and, on a personal level, set user experience metrics and key results.

#6 Research & Analytics

Design leads already engage in this process but will increasingly work alongside UX Research and Analytics teams to gather insights. These insights will guide product managers, designers, and engineering managers in making informed decisions. The analytics direction will aid research teams in establishing priorities and conducting sessions to uncover critical user insights. Design leads will also mentor team members in these areas, helping them progress in their careers.

#7 Design Leadership Alignment

This ongoing effort may be slow, but it is vital. Design leaders will regularly align with larger stakeholders, ensuring a unified experience for product teams and end users.

Chapter 2: Key Insights

This video, "What is Product Led Growth?" explores the fundamental principles of product-led growth strategies, emphasizing their importance in modern design.

In "Product-Led vs Sales-Led GROWTH," this video discusses the differences between product-led and sales-led approaches, providing insights on how each impacts growth.

In conclusion, I hope this brief discussion has provided valuable insights into the evolving landscape of product-led design leadership. Thank you for reading! Feel free to connect with me on LinkedIn, Twitter, or other platforms to share your thoughts and continue the conversation.