In the dynamic landscape of modern business, small companies are often faced with unique challenges and opportunities - and never more so than now. Within these smaller teams, the role of a Product Design Director takes on a multifaceted significance, as they are tasked with maturing the team, enhancing the product, and instilling a customer-centric mindset within the company. In this article, we’ll delve into the key responsibilities of a Product Design Director in a small company with a design team size of no more than 12 members, and provide actionable advice for those aiming to excel in this role.
Cultivate a Collaborative Culture:
In a small team, collaboration is not just a buzzword – it's a necessity. A Product Design Director must foster an environment where every team member's ideas are valued and contribute to the overall product vision. Encourage cross-functional interactions, open discussions, and knowledge sharing to tap into the diverse expertise within the team.
This typically looks likes doing weekly design reviews where members of the design team can share their work in progress and everyone can discuss it openly. In the past, I’ve spent 6 hours a week attending such design reviews each week.
Design coffee chats where all get together, either face to face or on Zoom and share new ideas you’ve come across - this adds to just having a Slack channel as it gives the sharer a chance to share their passion themselves - although Slack is also important for clear lines of sharing in teams.
Lead by Example:
As a director you should be a beacon of inspiration, showcasing the principles of empathy, creativity, and adaptability. By demonstrating a deep commitment to understanding user needs, embracing iterative design processes, and embracing change, they set the tone for the rest of the team to follow suit.
Leading workshops is a great way to help people see what this means. It may feel like you’re having to roll up your sleeves and do the work of others but actively showing what ‘good’ looks like will help others to see how to achieve it.
Strategic Goal Setting:
Set clear and achievable goals for the team that align with the company's vision. These goals could encompass refining product features, enhancing user experience, or even fostering a more customer-centric culture. Break down larger objectives into smaller milestones to maintain motivation and track progress effectively.
We all have to live with OKRs, and there’s always an issue for the design team in that ours are basically set in line with the PM team. However, I also like to set internal design team goals as well. These should be around how we are going to mature ourselves as a team and may include such things as sharing back to the company or ensuring we keep our basic skills sharp.
Invest in Skill Development:
Nurturing a small team involves not only elevating the current skill set but also preparing for future growth. Identify skill gaps and encourage ongoing learning through workshops, courses, and knowledge-sharing sessions. This investment in the team's professional development will pay dividends in the long run.
From a personal perspective, I try to sign off on as many Neilson Norman group training courses as possible. This means you have a team that is better equipped with solid tools to do the job as well as feeling that you’ve invested in them. The qualifications travel with the designer as well so in fact by sending them on these courses you are investing in their careers as well.
Iterate and Innovate:
Small companies thrive on innovation. As a Product Design Director, encourage experimentation and risk-taking. Create a safe space for team members to propose new ideas and test hypotheses. By embracing a fail-forward mentality, you pave the way for breakthroughs that could reshape the product and the company's direction.
This doesn’t mean you have to create full working code - you can prototype & test before deciding which route to take. When you’re ready to create a full code release of the design then you can test it further with a small live percentage of your users. This double prototype, test, iterate, build, test, iterate, may sound long-winded but think about it. You trial several rough ideas with users first - decide on a possible solution that works best for users & then release a working version into the wild. By the time the engineers get to it you already know it’s a fair approximation of a final solution.
Customer-Centric Mindset:
Instil a deep appreciation for the customer throughout the team. Regularly engage with users, collect feedback, and translate insights into actionable improvements. Showcasing real-world examples of how customer feedback led to tangible product enhancements reinforces the value of being customer-centric.
Research comes from several places in a company and at different stages. Business analysts tell you which market to look at and what is going on with your competitors, customer support and data analytics tell you how users are using your product, UX researchers can tell you why & where people are having issues with your product. Time should be spent with the PM to review all of this information & fold your conclusions into the final solution.
Visibility and Advocacy:
Raise awareness both internally and externally about the importance of design and customer-centricity. Share success stories, case studies, and metrics that highlight the impact of design-led initiatives. This not only instils confidence within the team but also demonstrates to stakeholders the tangible benefits of the director's efforts.
This one is totally on you. It’s up to you to publicly promote the design team’s achievements within the company and to be a vocal advocate for design being brought into the decision-making process at the strategic level.
Open Channels of Communication:
Foster open lines of communication within the team. Regular check-ins, one-on-one meetings, and team huddles create opportunities for feedback, problem-solving, and idea-sharing. Additionally, encourage horizontal communication between team members to facilitate collaboration.
Conclusion:
As a Product Design Director in a small company, the scope of your influence is vast. By cultivating a collaborative culture, leading by example, setting strategic goals, investing in skill development, embracing innovation, prioritising the customer, advocating for your team's efforts, and facilitating transparent communication, you can guide your team towards growth and success. Remember, your role is not only to lead the design process but also to shape the very fabric of the company's culture. Through your dedication, your team can transform challenges into opportunities and drive the company towards a brighter future.