Steve Lindgren
The power of design leadership
2min read
Jun 22, 2021
As a seasoned product designer, I’ve learned that designing a successful product isn’t just about following a set process. While having a process in place is important for timely completion of tasks, it's not enough. In my experience, having good design leadership is essential for taking advantage of every opportunity, identifying potential risks, and remaining agile. Here's some compelling data that explains why design leadership is crucial in software development:
Design-led companies outperform their competitors: A study by the Design Management Institute found that design-led companies outperformed the S&P 500 by 228% over the course of 10 years. This indicates that companies that prioritize design leadership are more likely to be successful in the long run.
Design-led companies are more innovative: Another study found that design-led companies are more likely to introduce new products and services, and they are more likely to be successful with those offerings. This is because design leaders are skilled at identifying unmet needs and creating solutions that meet those needs.
Design thinking can help teams solve complex problems: Design thinking is a problem-solving approach that emphasizes empathy, experimentation, and iterative prototyping. This approach can be highly effective in software development because it allows teams to identify user needs and pain points, test solutions quickly, and make adjustments based on user feedback.
Design leadership can improve team collaboration: Effective design leaders are skilled at bringing together cross-functional teams and fostering collaboration. By working closely with developers, product managers, and other stakeholders, design leaders can ensure that everyone is aligned around the same goals and working together to achieve them.
Unfortunately, I've seen many teams that rely too heavily on process, causing them to miss potential opportunities. Without experienced design leadership, teams can get stuck in a rut and fail to innovate. This is why I firmly believe that having design leaders who can provide guidance and direction is critical for projects to stay on course and align with the overall company strategy.
Becoming a design leader isn't something that happens overnight. It takes years of practice and honing problem-solving skills. The best design leaders never stop learning and understand the importance of seeking help when they don't have the answers. They're also skilled at managing difficult conversations in a way that leads to growth, progress, and momentum.
I've been fortunate enough to work with amazing design leaders who have challenged me to explore new ideas and solutions. They've been open to feedback and willing to adjust the course when needed. Being humble and maintaining a positive mindset is critical to becoming a good leader.
Experienced designers who can lead the way and provide direction when the team is lost are essential. Without them, process is just an empty shell – it won’t lead to meaningful outcomes. It's my responsibility to ensure that my team is solving the right customer needs and aligning them with business needs.
I'm passionate about helping other product designers hone their leadership skills so that they can achieve success in product development. That’s why I strongly recommend the resources provided by McKinsey Design, including "The Business Value of Design" and "Getting Started as a Newly Appointed Design Leader". These resources offer valuable insights and practical guidance for anyone looking to become a more effective design leader.
Ultimately, the success of any product development project depends on a variety of factors, including the skills and expertise of the team, the quality of the product, and the ability to meet customer needs and business goals. By focusing on developing strong design leadership, teams can better leverage their skills and knowledge, identify new opportunities, and stay competitive in a rapidly changing market.
If you're interested in learning more about design leadership or would like to collaborate with me, please don't hesitate to reach out. I'm always open to new opportunities and expanding my network. Together, we can create products that not only meet customers’ needs but also drive business success.
