Designing designer's time - Tin Kadoic

Designing
Designers’
Time
@tinkadoic

@tinkadoicDesigningdesigners’timeWAQ19
Bonjour,
ça va?

Geocities

K10K

Flash
Freelancer

CEO
– CEO

– Finances

– Hire engineers

– Manage designers
Brlog – Brokula&Z Website
!

ECD
– Agency leadership

– Business development

– Team development

– Regular pitches

– Monthly kickoH sprints
Five – Rose<a Stone

Lead
Designer
– In-house product designer

– Year–long projects

– Reviews w/VPD and CEO

– Design mentorship

– Functional ownership

– Organizational design

– Career Framework
Airbnb – Airbnb for Everyone

A – designer 
in 2019?

1. History
2. Problems
3. Frameworks
4. Practice

Role of a Graphic
Designer?

Role of a Graphic
Designer?
h<ps://programmingdesignsystems.com/

1966
The imaginative jump from
present facts into future
possibilities.
J K Page
h<p://dunneandraby.co.uk/

1970s
Design is a paT of a
larger social
structure and thus
can be a tool for
political change.

2018
I see AI as a tool. When
designers master that tool,
they can expand their ability.
Paola Antonelli
h<ps://design.google/library/ai-designs-latest-material/

h<ps://twi<er.com/MrAlanCooper/status/992200502740893696

Computational
Design and
Inclusion
John Maeda

Make Time: How to Focus on what Ma<ers Every Day – Jake Knapp and John Zeratsky

There seems to be as many
kind of design process
frameworks as there are
writers about it.
John Chris Jones – Design Methods

… and one should
embrace that
Charlie Munger

Skill
Career
Growth

Minimal
Design
Team
Viktor Papanek

Computational

Design
Design in Tech Repo^ 2019
X
Classical

design
Design

Thinking
1 2 3

Computational

Design
Design in Tech Repo^ 2019
X
3
1. They understand computation

2. They think critically about technology

3. They use all three kinds of design

4. They are always learning the new

Individual Contributor
Design Manager

Staff Product
Designer @Buzzfeed
– Needed for promotion:

– Toolkit

– Fluency

– Communication

– Recruiting
– Visual Design

– UX Design

– Pa_erns

– Product Thinking

– Process

– Transparency

– Data

– Mentorship

– Leadership

– Culture

Staff Product
Designer @Buzzfeed
– Needed for promotion:

– Toolkit

– Fluency

– Communication

– Recruiting
– Visual Design

– UX Design

– Pa_erns

– Product Thinking

– Process

– Transparency

– Data

– Mentorship

– Leadership

– Culture
– UX Design

Title
Product Design
Assistant
Associate Product
Designer
Product Designer Senior Product Designer Lead Product Designer Principle Product Designer
Distinguished Product
Designer
VP, Product Design
Functional
Knowledge
/ Scope
Helping others to execute and
assisting with whatever is needed
for the team to thrive. They
demonstrate an excellent capacity
to learn quickly and model after the
best people and practices around
them.
Learns to use good judgement
in visual hierarchy, layout and
information architecture to inform
their work. They are learning to
use Zendesk’s design system and
previous product design work to
build on Zendesk products. They
are familiar with sketching, flow
diagrams, interface design tools
and prototyping tools and use these
regularly in their work. They work
very closely with their manager to
solve problems.
Shows an understanding of visual
hierarchy, layout and information
architecture. They are comfortable
using Zendesk’s design system and
previous product design work to build
on Zendesk products. They consider
the holistic user experience in their
work and have a strong understanding
of the vision and key objectives for
their product area, taking cues from
their manager as well as their product
and engineering leads. Some working
knowledge of user reserch process
and methodoligies.
Expert level product designer with extensive
and demonstrated expertise in visual
hierarchy, layout and information architecture.
Displays an expert level understanding of
user-centered design methodoliges and a
willingness to help and mentor those around
them. They design for scale and consistenly
advocate for the use and contribution to the
Zendesk design system (Garden). They are
a respected partner amongst their peers in
product and engineering and demonstrate a
sophisticated grasp of the business objectives
for thier product area. They identify product
overlaps and gaps in their own work, and that
of other designers on adjacent products. They
are able to consider potential connections
platforms. They possess strong verbal and
written communication skills in both one-on-
one and group situations. They lead and direct
group design conversations keeping them
focused and on track.
These designers demonstrate a deep
dedication to our customers by investing
signifcant time observing them work, and
validating ideas with them.
Senior Product Designers may be given the
option to manage 1-2 people at this career
level
by their ability to own large, highly-strategic
projects. They posses the toolkit to not only
deliver design solutions, but also demonstrate
a well-rounded sense of business skills
ranging from project management to business
analysis which enables them to command the
confidence of their peers outside of the design
org.
These designers have developed expert level
communication skills and are able to represent
the design department with a wide variety of
stakeholders and have demonstrated their
ability to manage expectations of a diverse set
of individuals. Lead Product Designers excel in
their presentation skills and are able to present
their work in a clear and impactful manner to
stakeholders
They posses the relationship building skills
that allow them to forge deep alliances with
influential stakeholders outside the design
org and have the ability to influence decision
makers outside of the design organization.
They typically lead projects from a variety of
areas throughout the product and posses the
historical knowledge to contribute across
broad areas of the company.
They tirelessly contribute contstructive
solutions for how design process and practices
can be improved andhave the influence within
the design org to facilitiate change.
Though not a people management track role,
these designers are expected to provide
structured mentorship for 1-3 designers. This
could include specialized technical training,
personal coaching, etc.
Principal product designers are typically very
active within the design community and have a
well-established reputation.
Principal designers possess the ability to
conceive of, socialize, research and execute
on complex design projects that are critical to
Zendesk. They require little formal direction
and bring with them a broad history of best
practices from their past roles.
They are a recognized thought leader across
design and product, both within their local
These designers seek out ways of deepening
the connection between product design and
brand design
dedication to better using data to make
decisions. They invest their resources in
measuring their design work and the work of
others, and using those learnings to improve
our team as a whole.
These designers are expected to provide
structured mentorship for 1-3 designers. This
could include specialized technical training,
personal coaching, etc.
Distinguished Product Designers are active
conference speakers and writers/bloggers
on topics of design.
They raise awareness of the Zendesk
design team by facilitating a dialog/
awareness between our org and the
external design community. They
generously share their personal brand
to help elevate the brand of our design
department. They are able to function as a
spokesperson for the department at high
profile industry events.
These designers embody excellence in
product design at all levels. Can represent
the department at the highest levels within
the company.
These designers are expected to provide
structured mentorship for 1-3 designers.
This could include specialized technical
training, personal coaching, etc.
Manages and coaches other design managers
globally.
Avid writer/blogger and public speaker at design
industry events.
Sets vision and direction through resource
allocation decisions for a significant organization
or business unit.
Extensive and detailed hands-on financial
responsibility for the team budget
Heavy responsibilty for recruiting top talent and
managing the community facing brand of the
design organization
Works closely with Brand Team leadership to align
the groups and find opportunities for partnership
Develops and implements strategic plans and
objectives for the organization in alignment with
corporate strategy; oversees the direction and
approves tactical administrative or operational
policies and resource allocation decisions to
ensure achievement of objectives.
Job
Complexity
Executes on a variety of tasks of
minimal scope and complexity.
Works on problems of moderate
scope where analysis of situations
or data requires a review of a variety
of factors. Exercises judgment within
defined procedures and practices to
determine appropriate action. Builds
productive internal/external working
relationships.
Works on problems of diverse scope
where analysis of data requires an
evaluation of identifiable factors.
Demonstrates good judgment in
selecting methods and techniques
for obtaining solutions. Networks with
senior internal and external personnel
in own area of expertise.
Works on complex issues where analysis
of situations or data requires an in-depth
evaluation of variable factors. Exercises
judgment in selecting methods, techniques
and evaluation criteria for obtaining results.
Networks with key contacts outside own area
of expertise.
Works on significant and unique issues
where analysis of situations or data requires
an evaluation of intangibles. Exercises
independent judgment in methods, techniques
and evaluation criteria for obtaining
results. Creates formal networks involving
coordination among groups.
Works on issues that impact design/selling
success or address future concepts, products
or technologies. Creates formal networks with
key decision makers and senior leadership
team. May serve as a company representative.
Works on issues that impact design/
selling success or address future concepts,
products or technologies. Creates formal
networks with key decision makers and
serves as an external spokesperson for the
organization.
Develops strategic plans to ensure successful
implementation of action plans and objectives
where analysis of situations or data requires an
in-depth knowledge of the company, competitive
environment, technology and economic or social
implications of organization activities. Participates in
the development of corporate methods, techniques
and evaluation criteria for projects, programs, and
people. Approves budgets and schedules to meet
corporate requirements.
Problem
Solving/
Discretion
Relies heavily on their manager to
solve problems.
Solves problems in straightforward
situations; analyzes possible
solutions using technical experience
and judgment and precedents.
Solves complex problems; takes
a new perspective on existing
solutions; exercises judgment based
on the analysis of multiple sources of
information.
Leads others to solve complex problems; uses
sophisticated analytical thought to exercise
judgment and identify solutions.
Solves unique and complex problems with
broad impact on the business; requires
conceptual and innovative thinking to develop
innovative solutions.
Solves unique and complex problems with
broad impact on the business; requires
conceptual and innovative thinking to develop
highly innovative and ingenious solutions.
Proactively identifies and solves the most
complex problems; uses ground-breaking
methods to think beyond existing solutions.
Extends knowledge in a given field by
developing novel concepts, theories, and
products.
Erroneous decisions will have a serious impact on the
overall success of long-term company operations.
Impact
Has limited impact on own
work. Contributes towards the
completion of routine technical/
functional tasks. Works within
standard procedures and practices.
Impacts quality of own work and the
work of others on the team. Works
within guidelines and policies.
Impacts a range of customer,
operational, project or service
activities within own team and other
related teams; works within broad
guidelines and policies.
Impacts the achievement of customer,
operational, project or service objectives; work
is guided by functional policies.
Impacts the direction and resource allocation
for program, project or services; works within
general functional policies and industry
guidelines.
Impacts business direction through the
development of innovative services or
products.
Impacts business direction through the
development of innovative services or
products.
Objectives directly tied to the overall performance of
the company. Makes final decisions, guided by only
the broadest policies and strategies.
Normally receives detailed
instructions on all work.
Normally receives general
instructions on routine work,
Normally receives little instruction on
day-to-day work, general instructions
Determines methods and procedures on new
assignments and may coordinate activities of
Acts independently to determine methods and
procedures on new or special assignments.
Exercises wide latitude in determining
objectives and approaches to critical
Exercises wide latitude in determining
objectives and approaches to critical
Regularly interacts with executives and/or major
customers. Interactions frequently involve highly
Zendesk Product Design Career Paths (Individual Contributor)
Design executive responsible for multiple
functions, departments and/or geographic
studios. Acts as a key delegate between Product
Design and the rest of the business. Regularly
interfaces with the CEO and members of C-Staff.

Title
Product Design
Assistant
Associate Product
Designer
Product Designer Product Design Manager
Senior Product Design
Manager
Director, Product Design
Senior Director, Product
Design
VP, Product Design
Functional
Knowledge
/ Scope
Helping others to execute
and assisting with whatever is
needed for the team to thrive.
They demonstrate an excellent
capacity to learn quickly and
model after the best people and
practices around them.
Learns to use good judgement
in visual hierarchy, layout and
information architecture to inform
their work. They are learning to
use Zendesk’s design system and
previous product design work
to build on Zendesk products.
They are familiar with sketching,
flow diagrams, interface design
tools and prototyping tools and
use these regularly in their work.
They work very closely with their
manager to solve problems.
Shows an understanding of visual
hierarchy, layout and information
architecture. They are comfortable
using Zendesk’s design system and
previous product design work to
build on Zendesk products. They
consider the holistic user experience
in their work and have a strong
understanding of the vision and key
objectives for their product area,
taking cues from their manager as
well as their product and engineering
leads. Some working knowledge
of user reserch process and
methodoligies.
Manages a single geographic team or
product area.
Works in a close partnership with prodcut
and engineering leaders for their given
product areas and delegates the resourcess
of their team
Works closely with other Design Managers
around the company to align on consistency
of ux patterns and design process
Responsible for their own local recruiting
Hosts and organizes design-centric events
with the local design community in order to
raise awareness of the Zendesk design team
brand
Demonstrates an ambition to learn
and improve constantly as a people
manager. Proactively seeks out training
and mentorship from more experienced
managers and other training resources.
At this level the role should remain >50%
hands-on design/creative.
May manage multiple geographies and/or
multiple product areas
Owns and facilitates key processes and
communication that supports the sharing of
work and better communication practices
across the entire department.
Involved in developing, modifying and
immediate operations and may also have
as well as for other roles throughout the
department
Displays an expert level grasp of
management practices and tools.
Recognized as a mentor by not only their
direct reports, but by designers outside of
their immeidate management as well.
At this level the role should remain >15%
hands-on design/creative or less
May manage multiple geographic teams and/
or product areas
Budgetary control over areas of the
department
Manages and coaches other design
managers
Consistenly demonstrates their deep
commitment to adherence and investment
in the Design System (Garden) and other
nascent areas of Design Ops
Maintains a growing reputation within the
design community by way of blogging, public
speaking, etc.
Organizes training and events for the entire
department.
Regularly owns critical, all-department
communication
measuring their design work and the work of
others, and using those learnings to improve
our team as a whole.
Proven track record of excellent
communication and presentation skills and
demonstrated ability to show leadership
levels of change in terms of how design
functions with its peers in product and
engineering.
Posseses a visionary capacity and is able
to motivate teams both inside and out the
department to follow and invest in their
ideas.
These designers embody excellence in
product design at all levels. Can represent
the department at the highest levels
within the company.
Consistenly demonstrates their deep
commitment to adherence and investment
in the Design System (Garden) and other
nascent areas of Design Ops
measuring their design work and the work
of others, and using those learnings to
improve our team as a whole.
Recognized as an influential leader
both within and outside of the Creative
department.
Design executive responsible for multiple
functions, departments, and/or geographic design
studios. Acts as key delegate between the Design
and the rest of the business. Regularly intefaces
Manages and coaches other design managers
globally.
Avid writer/blogger and public speaker at design
industry events.
Sets vision and direction through resource
allocation decisions for a significant organization
or business unit.
Extensive and detailed hands-on financial
responsibility for the team budget
Heavy responsibilty for recruiting top talent and
managing the community facing brand of the
design organization
Works closely with Brand Team leadership to align
the groups and find opportunities for partnership
Develops and implements strategic plans and
objectives for the organization in alignment with
corporate strategy; oversees the direction and
approves tactical administrative or operational
policies and resource allocation decisions to
ensure achievement of objectives.
Job
Complexity
Executes on a variety of tasks of
minimal scope and complexity.
Works on problems of moderate
scope where analysis of situations
or data requires a review of a
variety of factors. Exercises
judgment within defined
procedures and practices to
determine appropriate action.
Builds productive internal/external
working relationships.
Works on problems of diverse scope
where analysis of data requires an
evaluation of identifiable factors.
Demonstrates good judgment in
selecting methods and techniques
for obtaining solutions. Networks
with senior internal and external
personnel in own area of expertise.
Works on issues of diverse scope where
analysis of situation or data requires an
evaluation of a variety of factors, including
an understanding of current business trends.
Follows processes and operational policies
in selecting methods and techniques for
obtaining solutions. Acts as advisor to
subordinate(s) to meet schedules and/
or resolve technical problems. Develops
and administers schedules, performance
requirements; may have budget
responsibilities.
Works on issues where analysis of situations
or data requires an in-depth knowledge
of organizational objectives. Implements
strategic policies when selecting methods,
techniques, and evaluation criteria for
obtaining results. Establishes and assures
adherence to budgets, schedules, work
plans, and performance requirements.
Works on complex issues where analysis
of situations or data requires an in-depth
knowledge of the company. Participates
in corporate development of methods,
techniques and evaluation criteria for
projects, programs, and people. Ensures
budgets and schedules meet corporate
requirements.
Consistently works with abstract ideas
or situations across functional areas
of the business. Through assessment
of intangible variables, identifies and
evaluates fundamental issues, providing
strategy and direction for major functional
areas. Requires in-depth knowledge of
the functional area, business strategies,
and the company’s goals.
Develops strategic plans to ensure successful
implementation of action plans and objectives
where analysis of situations or data requires an
in-depth knowledge of the company, competitive
environment, technology and economic or social
implications of organization activities. Participates
in the development of corporate methods,
techniques and evaluation criteria for projects,
programs, and people. Approves budgets and
schedules to meet corporate requirements.
Problem
Solving/
Discretion
Relies heavily on their manager to
solve problems.
Solves problems in straightforward
situations; analyzes possible
solutions using technical
experience and judgment and
precedents.
Solves complex problems; takes
a new perspective on existing
solutions; exercises judgment based
on the analysis of multiple sources of
information.
Assignments are defined in terms of
activities and objectives. Work is reviewed
upon completion for adequacy in meeting
objectives.
Assignments are objective oriented.
Work is reviewed in terms of meeting the
organization’s objectives and timelines.
Broad function-wide objectives are
established under the general direction of
senior management and guided by approved
operating plans.
Objectives largely tied to company-
wide performance and guided by broad
company policies and strategic plans.
Erroneous decisions will have a serious impact
on the overall success of long-term company
operations.
Impact
Has limited impact on own
work. Contributes towards the
completion of routine technical/
functional tasks. Works within
standard procedures and
practices.
Impacts quality of own work and
the work of others on the team.
Works within guidelines and
policies.
Impacts a range of customer,
operational, project or service
activities within own team and other
related teams; works within broad
guidelines and policies.
Decisions have an impact on work processes
and outcomes. Erroneous decisions or
failure to achieve results will add to costs,
result in serious delays, and may impact the
short-term goals of the organization.
Decisions have an extended impact on
work processes and outcomes. Erroneous
decisions will result in critical delay(s) in
schedules and/or unit operations and
considerable expenditure of additional time,
human resources, and funds.
Decisions and recommendations will have
a serious impact on the overall success of
functional, division, or company operations.
Erroneous decisions or recommendations
may cause critical delays or modifications
to company projects or operations causing
substantial increases in costs.
Decisions will have major and measurable
long-term impact on the company’s
success, failure, profitability, and growth
of the division/group and/or company.
Objectives directly tied to the overall performance
of the company. Makes final decisions, guided by
only the broadest policies and strategies.
Supervision
Normally receives detailed
instructions on all work.
Normally receives general
instructions on routine work,
detailed instructions on new
projects or assignments.
Normally receives little instruction on
day-to-day work, general instructions
on new assignments.
Frequently interacts with subordinate
supervisors, customers, and/or functional
peer group managers, normally involving
matters between functional areas, other
Regularly interacts with senior management
or executive levels on matters concerning
several functional areas, divisions, and/or
customers. Requires the ability to change
Regularly interacts with executives and/
or major customers. Interactions frequently
involve special skills, such as negotiating
with customers or management or
Interacts internally and externally with
executive level management, requiring
negotiation of extremely critical matters.
Influences policymaking.
Regularly interacts with executives and/or major
customers. Interactions frequently involve highly
visible activities such as speaking to or negotiating
with customers, influencing other executives and/
Zendesk Product Design Career Paths (Management)

h<p://progression.fyi

Photo by Joanie Simon on Unsplash

Empathize
Deane
Ideate
Prototype
Test

Process › Abilities

Core
Abilities
1. Navigate Ambiguity

2. Learn from Others (People and Contexts)

3. Synthesize Information

4. Rapidly Experiment

5. Move Between Concrete and Abstract

6. Build and Crai Intentionally

7. Communicate Deliberately

8. Design your Design Work
h<ps://medium.com/stanford-d-school/lets-stop-talking-about-the-design-process-7446e52c13e8

Practitioner
Co-creator
Coach
Advocate
Leader

h<ps://www.ibm.com/design/thinking/page/badges#Practitioner

?

Systems Thinker
Visual skills
Product Sense
Clear communication
Prototyping
Shipping
Strives for Quality
Facilitation
Research
Business Sense
Storytelling
Future thinking

Baseline
Supplementary

Systems Thinker
Visual skills
Product Sense
Shipping
Facilitation
Clear communication
Strives for Quality
Prototyping
Storytelling
Business Sense
Baseline
Supplementary
Research Future thinking

h<ps://medium.com/@nlevin/how-we-built-the-agma-design-team-b997243c91ac

Talkers
Makers
VS

h<ps://www.youtube.com/watch?v=rQKis2Cfpeo

Designers rarely
self-reﬂect.
h<ps://medium.com/shapingdesign

7 stages of the
design craft
– Mastering the tools

– Learning the good practices

– Forming a point of view

– Forming a point of view

– Collaborating at multiple levels

– Building personal connections

– Growing the business
"
h<ps://uxdesign.cc/the-7-stages-of-the-design-crai-and-how-to-get-to-the-next-one-904007e16d65

Willem Van
Lancker
Big Companies - Snapshot
Google, Microsoft, Facebook, Netflix, Microsoft, Amazon, Uber,
Airbnb, Twitter, Spotify.
Public companies or 10B+ valuation; private companies likely to go
public.
2000+ employees and often 100s or 1000s of designers.
Large product portfolio and several product teams operating
somewhat independently within a larger organizational hierarchy.
In order to court the best talent and operate in a wide range of
markets, these companies tend to have many offices distributed
h<ps://medium.com/bridge-collection/h<ps-medium-com-vanlancker-a-designers-guide-to-working-in-tech-2153oe46e81

Kurt Varner
h<ps://medium.com/@ku^varner/design-interviewing-ask-me-anything-6633e8413291

Joel Califa
h<p://joelcalifa.com/blog/how-i-got-hired-by-github/

Prompts_
h<ps://prompts.io

Ten skills to
thrive in 2020:
– Complex problem solving.

– Critical thinking.

– Creativity.

– People management.

– Coordinating with others.
– Emotional intelligence.

– Judgement and decision making.

– Service orientation.

– Negotiation.

– Cognitive dexibility.
h<ps://www.forbes.com/sites/ellevate/2018/08/06/the-skills-you-need-to-succeed-in-2020/#713ddcd7288a

If this skill brings me
closer to where I 
want to be, I’ll learn it.

summary
Start next
week
01
Audit
frameworks
02 03
Identify
skills
04
Self-tech
yourself
05
Create one
thatfits
Find
mentors
06

Design your career
like a product.

Q&A#

Designing designer's time - Tin Kadoic

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