1. Strategy
What it means: Connecting design decisions with broader business goals and long-term vision.
Level | Focus |
|---|---|
1 | Follows predefined strategies, applying existing guidelines and assets. |
2 | Designs features in line with roadmap goals, ensuring user flows support KPIs. |
3 | Develops strategic direction for specific projects or pods. |
4 | Shapes strategy across multiple teams or products. |
5 | Defines and communicates a company-wide design vision that informs business direction. |
Growth arc: From tactical execution to long-term strategic leadership.
2. Function
What it means: Ensuring product interactions are intuitive, accessible, and technically viable.
Level | Focus |
|---|---|
1 | Implements basic interactions under guidance. |
2 | Owns complete user flows for individual features. |
3 | Designs system-wide interaction logic for complex products. |
4 | Finds balance between constraints and innovation (e.g., responsive design for low-resource users). |
5 | Creates entirely new interaction models, such as voice-first or AI-driven systems. |
Growth arc: From handling isolated tasks to redefining how users interact with technology.
3. Form
What it means: Creating visually consistent, emotionally resonant, and brand-aligned interfaces.
Level | Focus |
|---|---|
1 | Applies existing visual systems to UI components. |
2 | Develops scalable visual solutions for features or sections. |
3 | Evolves and adapts brand language for different user segments. |
4 | Builds and leads cohesive experiences across platforms and touchpoints. |
5 | Defines aesthetic directions that influence trends across the industry. |
Growth arc: From applying a style guide to creating a visual identity that resonates and inspires.
4. Research
What it means: Understanding user behavior, validating ideas, and informing product direction through insights.
Level | Focus |
|---|---|
1 | Conducts usability testing using existing scripts. |
2 | Designs and executes research plans using multiple methods. |
3 | Leads deep discovery work that shapes early product direction. |
4 | Establishes research operations and practices across teams. |
5 | Leads industry conversations by publishing original thought leadership. |
Growth arc: From collecting feedback to influencing how the organization learns and makes decisions.
5. Delivery
What it means: Shipping high-quality, timely work that fits within team processes and product timelines.
Level | Focus |
|---|---|
1 | Completes design tasks on time with tools like Jira or Asana. |
2 | Collaborates with engineering to deliver features in sprints. |
3 | Leads cross-functional pods through planning and delivery. |
4 | Improves delivery efficiency through workflows and process design. |
5 | Establishes design operations at scale across multiple teams. |
Growth arc: From task management to system-level delivery excellence.
6. Consulting
What it means: Advising peers, stakeholders, and leadership to make thoughtful, user-centered decisions.
Level | Focus |
|---|---|
1 | Presents design rationale within the immediate team. |
2 | Facilitates collaborative sessions like design critiques or roadmap alignment. |
3 | Provides design advice to external clients or senior leadership. |
4 | Resolves cross-functional conflicts and aligns competing goals. |
5 | Shapes how the organization views and uses design at the leadership level. |
Growth arc: From presenting designs to shaping how design influences company culture and strategy.
7. Positive Surprises
What it means: Going beyond expectations by creating delightful, memorable, or unexpectedly valuable experiences.
Level | Focus |
|---|---|
1 | Adds micro-delight through small animations or thoughtful copy. |
2 | Recommends useful feature enhancements. |
3 | Designs signature experiences that reflect brand personality. |
4 | Introduces innovation cycles such as exploration sprints. |
5 | Builds a culture of surprise and delight as a brand differentiator. |
Growth arc: From small touches to strategic expressions of innovation and brand value.
Developing T-Shaped Expertise
Top designers combine depth and breadth:
Deep expertise in two or three core skills such as Research or Strategy.
Broad awareness of all seven areas to collaborate and contribute effectively across disciplines.
This model encourages designers to grow in multiple directions, rather than climbing a single ladder.
Example: What Growth Looks Like
To move from level 3 to level 4, a designer might need to:
Show consistent performance for six months or more.
Lead successful delivery of a multi-team feature or initiative.
Demonstrate strategic thinking beyond the scope of a single project.
Mentor others or introduce process improvements.
How This Framework Aligns with Industry Standards
This progression mirrors what we see in other design maturity models:
NN/g’s UX Maturity model outlines similar growth from isolated execution to integrated, strategic design functions.
The Double Diamond process supports a shift from problem-solving to opportunity-seeking.
IDEO’s product design thinking emphasizes the fusion of form, function, and business impact.
By developing these seven skills in a structured way, designers can go from individual contributors to creative leaders, helping shape not just user experiences, but product and business outcomes.