This document outlines a framework for empowering UX teams by designing and driving UX careers. It describes how the author developed a framework to address alignment problems as their UX team grew in size and diversity. The framework includes an abilities model to assess skills, goals assessments, visualizing career paths on a "totem", and workshops to help individuals map out their careers. The results of implementing this framework included standardized language for careers, recognizing careers as design projects, building team identity and connections, gains in coaching efficiency, streamlined promotion processes, and empowered employees and managers.

1. D E S I G N I N G & D R I V I N G
U X C A R E E R S
A F R A M E W O R K f o r E M P O W E R I N G U X T E A M S
Ian Swinson
Global Head of UX, Anaplan
@iswinson

2. Background & Inspiration
Career & Coaching Framework
Workshop Overview
A G E N D A

3. W E S TA R T E D S M A L L

4. T H E N G R E W - I N S I Z E A N D D I V E R S I T Y

5. A N D E V E N T U A L LY S P L I T

6. C O M P L E X I T Y ! = C L A R I T Y

7. Team of 90+
Designers, Researchers & Prototypers
TA K I N G S T O C K

15. W E H A D A N
A L I G N M E N T P R O B L E M
S O U N D S L I K E A N O P P O R T U N I T Y F O R D E S I G N T H I N K I N G

16. 1. Hiring
2. Nurturing talent
3. Tracking careers
4. Building teams
5. Tracking team success
6. Maintaining culture & values
U N I V E R S A L
U X C H A L L E N G E S

17. S O M E G O O D . S O M E B A D .
Consistent coaching was tricky
E A C H 1 : 1 WA S D I F F E R E N T

18. R O L E S

19. Associate
Staff
Senior
Lead
Principal
Architect
Principal
Architect
Chief Design
Officer
Manager
Senior
Manager
Director
Senior
Director
Vice President
This is a big deal!
Or...is it? SVP
R O L E S
?

20. Creative Director
Interaction Designer
UX Designer
Design Strategist
Product Lead
Program Manager
User Interface Designer
HTML Programmer
Product Manager
UX Director
Information Architect
Product Designer
Usability Analyst
User Researcher
Pixel Ninja
Experience Architect
Service Designer
Creative Technologist
“The Graphics Person”
Front-End Engineer
Prototyper
Experience Architect
Visual Designer
Graphic Designer

21. W H AT ’ S T H E
R I G H T PAT H ?

22. D O Y O U N E E D A PAT H ?

23. LADDER vs FRAMEWORK

24. L A D D E R S A R E L I N E A R
C A R E E R S A R E N O T
UX pros with master’s degrees follow the same pattern as their
colleagues with undergraduate degrees: that is, no pattern.
http://www.nngroup.com/articles/ux-career-advice/

25. W H Y D O N ’ T W E T R E AT C A R E E R S
L I K E D E S I G N P R O J E C T S ?

26. F R A M E W O R K
P U T T I N G I T T O G E T H E R

27. A B I L I T I E S F R A M E W O R K
Culture
Innovation
Core
Skills
Personal
Skills
Team
Skills
Knowledge
Technical
Communication
Leadership
Design
Research

28. A B I L I T I E S F R A M E W O R K
Culture
Innovation
Core
Skills
Personal
Skills
Team
Skills
Knowledge
Technical
Communication
Leadership
Design
Research

29. A B I L I T I E S F R A M E W O R K
Culture
Innovation
Core
Skills
Personal
Skills
Team
Skills
Knowledge
Technical
Communication
Leadership
Design
Research

30. A B I L I T I E S F R A M E W O R K
Culture
Innovation
Core
Skills
Personal
Skills
Team
Skills
Knowledge
Technical
Communication
Leadership
Design
Research

31. Design
Research
Knowledge
Technical
Communication
Leadership
Culture
Innovation
Product Skills
Personal Skills
Team Skills

32. Design Impact
You drive the design and delivery
Interaction
From concepts to whiteboards to prototyping
Visual
You make beautiful products
Prototyping
You know when and which method to use
Tools
You’re on top of your game for the requisite tools
Process
You utilize them effectively and appropriately
Research
Your design and process is driven by insights
CORE

33. Research Impact
You drive the research and strategic direction
Communication
Your message is clearly conveyed, heard, and respected
Empathy
You bring customer data to life
Methodologies
You know when and which method to use
Knowledge
You continue to improve product expertise
Roadmap
You accurately plan the research for a release
Domain
You understand the problem space and customer needs
CORE

34. Knowledge Customer
You know the Personas, company types, sizes, etc. for your
product area. You know how your customers use your
product.
Product
You know your product(s) and product lines
Industry/Competitive
You know the overall industry and related products
Company/Business
You know the why/how/what of your company vision and
how you compete within your industry or market
Organization Awareness
You can effectively navigate the organization. You know how
UX operates and fits into the company at large.
PERSONAL

35. Technical Systems Thinking
You are an architect at heart. You bring new perspective to
problems to provide system-level insights and innovations.
HTML
You can code quickly and semantically
CSS
You can control your semantic code effectively and create
pixel-perfect designs
JS/JQuery/Framer.js
Your prototypes are rich, interactive & feel like a real product
DatStat/Morae/Eye Tracking
You leverage a rich collection of tools to increase design and
research effectiveness
PERSONAL

36. Communication Daily
You’re transparent with your manager and teams
Presentations
From Keynotes to prototypes...you communicate effectively
Written
From emails to blogs...you are a clear, concise, compelling
and convincing writer
Meetings
You involve the right people at the right time. You clearly
communicate action items and decisions.
Resourcefulness
You leverage the company and network to remove blockers
Leveraging Feedback/Reviews
You collect feedback and apply it to gain insights and build
relationships
PERSONAL

37. Leadership Product
You know your product inside and out. Competitors too.
Mentoring
You take time to help co-workers develop their skills
Process
You know the process, how to use it and help your co-
workers identify opportunities to improve.
Design/Research
You are sought for your expertise. You are a multiplying
factor in the quality of work produced by your teammates
and co-workers.
Customer
You have a detailed understanding of your customers, their
needs, and day-to-day tasks
PERSONAL

38. Culture Optimistic
You bring a positive, collaborative and engaging attitude to
your work and the team
Solution Focused
Identifying problems is easy. You’re driven to find solutions.
Team Builder
You reach out and build relationships beyond your core
team. You build relationships across disciplines.
Customer Outreach
You comport yourself professionally, cordially and
enthusiastically when interacting with customers. Curiosity is
your guide.
Motivator
You actively support your team members - both
professionally and personally
TEAM

39. Innovation Futurist
You think beyond the current scope of your road map. You
invent entirely new business opportunities.
Technology
You are in touch with the latest gadgets, trends, technology,
competitors, frameworks, etc.
Patents
You actively identify opportunities to protect your intellectual
property.
Process
You recognize that invention goes far beyond products. You
are constantly looking for new ways to practice your craft.
Fearless
You are fearless. You are dauntless in your next to deliver
better experiences.
TEAM

40. Design
Research
Know
ledge
TechnicalC
om
m
unication
Leadership
Innovation
C
ulture
Project Skills Personal Skills Team Skills
Current
+1
+2
-2
-1
1
3
5
=over
=at
=under
G O A L S A S S E S S M E N T

41. Design
Research
Know
ledge
TechnicalC
om
m
unication
Leadership
Innovation
C
ulture
Project Skills Personal Skills Team Skills
Current
+1
+2
-2
-1
1
3
5
=over
=at
=under
A B I L I T I E S A S S E S S M E N T i n A C T I O N

42. V I S U A L I Z E Y O U R T E A M
Design Research
Culture Innovation
Technical Knowledge
Leadership Communication
1
5
3
2
4

43. T H E 8 - S I D E D D I E
T H E T O T E M
D I D S O M E O N E S A Y D n D ?

44. THETOTEM

45. T H E W O R K S H O P

46. The future is not something that happens to you.
The future is something you do.
Glen Hiemstra, futurist.com

47. Your career is the one project
you will exclusively own.
Make it a great one!

48. Individual
W O R K S H O P
F L O W
Pre-work
Iterate
Workshop
Manager check-in
Implement

49. 8 - 10 Participants
Mix it up
Different roles and disciplines
Varying levels of seniority
Pull from different teams
W O R K S H O P
AT T E N D E E S

50. Who are you? What’s your brand?
What are your prior experiences?
Where are you now? Where do you want to be?
Planning. Values, Vision and Goals.
Building your network.
Defining your north star.
Set your itinerary.
W O R K S H O P
A G E N D A

51. Exercise 1: Setting your compass
1: Who Are You?
My name is __________________ and I am a ___________________
at _____________________. I work in __________________,
__________________, on the _____________ which is famous for
making the best ____________________ ever. I’ve attended _____
design conferences and been in the industry for _____ years.
My current position is __________________________. When I was
10-years-old I wanted to be a(n)_______________________________.
I work best in environments that are __________________________.
Customers of my work appreciate me because I’m ______________.
I feel most productive after __________________________.
My super power is _______________________. If there’s one thing
I’d like to get out of today’s workshop it would be: ___________
name role (not title)
company
product
title or role
adjective
noun /occupation
noun
activity
why?
city
country team
#
#
walmartlabs
Brand yourself for the career you
want, not the job you have.
Your personal brand is what
people say about you when you
are not in the room.
Dan Schawbel, 2010
Chris Drucker, 2010

52. Exercise 2: Mapping where you’ve been
Role:
Type of work?
Responsibilities?
Common deliverables?
Current Experience
Environment:
Describe the company.
Size? Industry? Product
catagory? Team dynamic?
The best parts were:
What were they and why?
The worst parts were:
What were they and why?
Use the space provided to reflect on your past
experiences with professional development.
What have you learned?
3a: Reflection
Role:
Type of work?
Responsibilities?
Common deliverables?
Your previous job
Environment:
Describe the company.
Size? Industry? Product
catagory? Team dynamic?
The best parts were:
What were they and why?
The worst parts were:
What were they and why?
Use the space provided to reflect on your past
experiences with professional development.
What have you learned?
3b: Reflection

53. Exercise 3: Where are you now?
Use the metrics below to help assess your skills as they are today. Feel free to make
it more meaningful to you or your role by customizing the categories and specific
skills associated.
What have you learned?
4a: Assessment
Impact
Interaction
Visual
Tools
Process Knowledge
Research
Impact
Flexibility
Tools
Prioritization Skills
Functionality / Logic
Appearance
Interactions
Impact
Communication
Empathy
Methods
Roadmap
Domain Expertise
ResearchPrototypingDesign
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
1 5
Plot where you are today with an X in each column below. Then go back and mark
where you want to be with a circle. Which gaps are you most excited about closing?
Which ones feel most urgent?
Where do you want to be?
4d: Assessment
1 5
1 5
1 5
1 5
1 5
1 5
ResearchPrototypingDesign
CommunicationTechnicalKnowledge
InnovationCultureLeadership

54. Exercise 4: Planning your path
The future is not
something that
happens to you.
The future is
something you do.
Glen Hiemstra, futurist.com
walmartlabs
5c: Goal #1
What do you want to accomplish?
What might get in your way?
How will you know when you’ve achieved your goal?

55. Exercise 5: Building Your Network
Types of mentors
Strategic
Business
Organizational Awareness
Strategic Allies
External View points
Operational
Generally technical and
functional contacts
Help you get your job done
Types of mentors
Personal
Advice
Organizational insight
Professional / Personal
development
Your network is your net worth.
walmartlabs
6: Connections
Name & Role
Meeting frequency
Why did you select this person? How will they help?
Name & Role
Meeting frequency
Why did you select this person? How will they help?
Name & Role Why did you select this person? How will they help?

56. Exercise 6: Defining your north star
walmartlabs
I've learned that
making a 'living' is
not the same thing
as 'making a life'.
Maya Angelou
7: Future Plan 1.0
Where?
How?
What?
Who?

57. Wrap Up: The Itinerary
8: Your Itinerary
Values
1 2 3
1 2 3
Vision
Goals
Connections
walmartlabs
Your time is limited, so don’t waste
it living someone else’s life...Don’t
let the noise of other’s opinions
drown out your own inner voice.
Have the courage to follow your
heart and intuition.
Everything else is secondary.
Steve Jobs

59. Standardized language
Recognized careers as a design project
Built identity and camaraderie
Efficiency gains in 1:1’s
Promotion cycles with minimal debate
Empowered employees and managers
R E S U LT S

64. Ian Swinson
Global Head of UX, Anaplan
@iswinson
T H A N K S !
ian.swinson@anaplan.com
The Smart Business Platform™
Your career is the one project
you will exclusively own.
Make it a great one!