1. Strategy
What it means: Connecting design decisions to business goals and long-term vision.
Level | Focus |
|---|---|
1 | Follows existing strategies. Applies guidelines and assets as given. |
2 | Designs features aligned with roadmap goals. Makes sure 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 influences business direction. |
Growth arc: From tactical execution to long-term strategic leadership.
2. Function
What it means: Making sure product interactions are intuitive, accessible, and technically feasible.
Level | Focus |
|---|---|
1 | Implements basic interactions with guidance. |
2 | Owns complete user flows for individual features. |
3 | Designs system-wide interaction logic for complex products. |
4 | Balances constraints and innovation, like 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 runs 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 through 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 using 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 like 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
The best designers combine depth and breadth.
Deep expertise in two or three core skills like Research or Strategy. Broad awareness across all seven areas so they can collaborate and contribute across disciplines.
This model encourages growth in multiple directions instead of just climbing one 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 you 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 move from individual contributors to creative leaders. Not just shaping user experiences, but influencing product and business outcomes.
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