Product Design

Executes established research methodologies following documented processes and templates. Conducts standard segmentation studies, concept tests, or user experience research under guidance. Delivers findings using existing frameworks and reporting formats.

Modifies existing research approaches to fit specific project needs. Adjusts survey instruments, discussion guides, or testing protocols based on context. Proposes incremental refinements to standard methodologies that improve efficiency or insight quality.

Scopes and designs tactical research projects independently from brief to delivery. Selects appropriate methodologies, develops research instruments, and synthesizes findings into actionable insights. Demonstrates nuanced interpretation of data that reveals underlying patterns or user needs.

Designs and oversees large-scale foundational research initiatives that shape company strategy. Leads cross-functional research programs combining multiple methodologies. Translates complex insights into strategic recommendations that influence product roadmaps or business direction.

Sets research vision and strategic direction for the organization or discipline. Develops novel methodologies or frameworks adopted by the team or industry. Recognized externally as thought leader through publications, speaking engagements, or advisory roles.

Applies established design system components and methodologies to product work. Follows documented patterns, UI/UX guidelines, and prototyping standards. Seeks guidance when encountering edge cases or unfamiliar design scenarios.

Creates new instances of existing design system components with minor modifications. Makes small improvements to wireframes, motion patterns, or interaction flows within established architecture. Documents design decisions for team reference.

Designs major new features demonstrating nuanced understanding of design system constraints. Balances user needs with technical limitations in concepting and prototyping. Articulates trade-offs and rationale behind complex design decisions to stakeholders.

Builds complex, reusable design components that become new standards for the team. Pioneers best practices in UI/UX, motion design, or prototyping that enable other designers to work more effectively. Identifies and addresses systemic design challenges.

Sets strategic product design direction for the team or organization. Recognized as industry-leading expert whose work influences broader design community. Defines methodologies and frameworks that shape how teams approach concepting, prototyping, and design systems.

Executes brand design work using established design systems and guidelines. Follows documented typography, illustration, and animation standards. Applies existing brand components and patterns to deliver consistent outputs across touchpoints.

Creates new instances of brand components within existing system architecture. Makes minor refinements to existing brand elements like typography treatments or illustration styles. Proposes incremental improvements that maintain system consistency while addressing specific use cases.

Designs standalone brand systems for new products or initiatives of moderate complexity. Leads significant evolutions of existing brand systems, introducing new visual languages or animation principles. Demonstrates understanding of brand system constraints while innovating within them.

Builds complex, reusable brand architectures that establish new patterns and principles for other designers. Creates scalable systems that pioneer best practices across art direction, typography, and animation. Designs parent systems that enable future brand extensions and evolution.

Sets strategic brand design direction for teams or organizations. Recognized as industry-leading expert whose work influences brand design practices beyond the company. Defines vision and methodology that shapes how brand systems are conceived and executed at scale.

Applies established creative strategy frameworks and methodologies to assigned projects. Follows documented best practices and templates. Conducts research and gathers insights using standard approaches. Executes creative strategy tasks under guidance from more experienced team members.

Adapts existing creative strategy methodologies to fit specific project contexts. Identifies opportunities to refine or improve current approaches. Conducts independent research using cultural anthropology and brand strategy techniques. Presents creative strategy recommendations with supporting rationale.

Designs comprehensive creative strategy systems for new initiatives or major product launches. Develops original frameworks that integrate research, insights, media planning, and cultural trends. Demonstrates nuanced understanding of strategy constraints and opportunities. Presents complex strategic recommendations to stakeholders.

Builds reusable creative strategy architectures adopted across multiple teams or business lines. Establishes new best practices that advance the discipline. Mentors strategists and influences strategic direction across projects. Tackles difficult strategic challenges requiring innovative methodological approaches.

Sets strategic creative direction for design teams and major company initiatives. Recognized as industry-leading expert in creative strategy methodologies. Shapes organizational and industry-wide approaches to research, insights, and cultural anthropology. Influences strategic decisions at the highest organizational levels.

Completes assigned tasks with clear requirements and deadlines. Tracks own work progress and reports status regularly. Asks clarifying questions when scope is unclear. Delivers individual contributions on time and meets quality expectations.

Manages small projects independently from initiation to completion. Defines scope, timelines, and success criteria for personal projects. Proactively identifies risks and adjusts plans accordingly. Keeps stakeholders informed of progress and delivers results on budget.

Leads cross-functional project teams to deliver scoped outcomes. Delegates tasks effectively and monitors team progress. Facilitates meetings to resolve blockers and maintain alignment. Balances competing priorities and adjusts resources to meet deadlines harmoniously.

Manages complex programs involving large teams or multiple stakeholders. Navigates organizational complexity and competing interests diplomatically. Establishes governance structures and communication cadences. Proactively manages dependencies, risks, and scope changes to deliver ambitious goals on time and to budget.

Oversees strategic company initiatives delivered by multiple teams across the organization. Sets program vision and success metrics aligned to business objectives. Coordinates cross-team dependencies and resource allocation at scale. Removes organizational barriers and ensures harmonious delivery of transformational outcomes.

Responds to direct requests for information from immediate stakeholders. Listens when others provide feedback and acknowledges their input. Shares updates when prompted or asked.

Regularly updates the wider team without prompting. Prioritizes timely communication and ensures conversations are clear and relevant. Adjusts messaging based on audience needs.

Anticipates information needs and shares updates before being asked. Actively seeks feedback from multiple stakeholders. Creates opportunities for two-way dialogue and incorporates diverse perspectives into decisions.

Articulates complex ideas with clarity and nuance across organizational levels. Facilitates difficult conversations that build alignment. Tailors communication style to bridge gaps between diverse groups and perspectives.

Models communication excellence that others emulate. Delivers high-stakes messages that influence organizational direction. Establishes communication practices and norms that improve how the entire organization shares information and collaborates.

Consistently produces work that meets established quality standards. Follows defined processes and guidelines. Seeks feedback on deliverables and incorporates corrections. Demonstrates attention to detail in individual contributions.

Identifies opportunities to strengthen design robustness and product durability. Iterates on own work to improve quality over time. Invests effort in polishing components and addressing edge cases. Contributes improvements to shared resources.

Reviews others' work and provides actionable feedback that elevates quality. Shares techniques and best practices that help teammates deliver better results. Creates tools, templates, or documentation that enable consistent quality across the team.

Proactively identifies and addresses difficult or subtle quality issues before they impact users. Models exceptional craft through visible work that sets the standard. Takes initiative to tackle quality challenges others overlook. Advocates for quality investments in planning discussions.

Drives organization-wide initiatives that embed quality into core design processes. Influences leadership to prioritize craft in strategic decisions. Establishes systems and rituals that make quality central to how the organization operates. Shapes culture through visible commitment and resource allocation.

Notices inefficiencies or gaps in current processes and raises them with immediate team members or manager. Asks questions about why things are done certain ways. Participates in discussions about potential improvements when prompted.

Proposes specific improvements to existing workflows or tools that affect their immediate work or small group. Tests ideas informally and gathers feedback. Makes incremental changes to personal practices that others can adopt.

Leads initiatives that change how an entire team operates or delivers work. Builds coalitions with peers to pilot new approaches. Navigates resistance and adjusts implementation based on feedback. Measures and communicates impact of changes.

Drives organizational changes that reshape how multiple teams collaborate or how major products are developed. Influences leadership decisions through compelling cases for change. Sponsors and champions initiatives that require significant resource reallocation or structural shifts.

Initiates company-wide transformations that redefine strategic direction, culture, or market position. Challenges fundamental assumptions about how the business operates. Builds movements that sustain change beyond initial implementation. Sets precedents that influence industry practices.

Shares observations about individual strengths and areas for growth in one-on-one conversations. Points out relevant opportunities when they arise. Answers questions about career paths and provides information about available resources.

Regularly meets with one person to discuss career goals and progress. Advocates for their advancement in promotion discussions. Provides specific tools, frameworks, or connections to help them navigate career challenges and decisions.

Facilitates career conversations with a small group, encouraging them to pursue stretch assignments. Models career development practices and shares personal experiences. Creates opportunities that push individuals beyond their comfort zones.

Organizes career development processes across multiple groups or teams. Facilitates connections between mentors and mentees. Demonstrates and promotes effective career development practices that others observe and replicate. Addresses systemic barriers to growth.

Shapes career development strategy and culture for a significant portion of the organization. Sought out by leaders and individuals across teams for career guidance. Influences organizational policies and practices that affect designer career progression and growth opportunities.

Follows established processes and gives feedback when asked. Attends meetings and contributes observations about what works or doesn't work in day-to-day operations. Asks clarifying questions about team structures and workflows.

Identifies specific friction points in existing processes and proposes adjustments. Shares observations about how changes affect the local team. Volunteers to help implement small process improvements that benefit immediate colleagues.

Creates new processes or modifies existing programs to address recurring team challenges. Facilitates conversations to gather input and build alignment. Implements solutions that improve how the team collaborates and delivers work.

Analyzes patterns across multiple teams to surface systemic issues. Connects organizational problems to underlying structural causes. Proposes comprehensive changes that address root causes rather than symptoms. Considers second-order effects of organizational decisions.

Initiates company-wide programs that address cultural dynamics and unspoken norms. Challenges entrenched assumptions about how the organization operates. Leads multi-stakeholder efforts to reshape fundamental structures. Influences leadership to adopt new organizational paradigms.

Uses available tools and processes to check in on colleagues' well-being. Acknowledges team members' successes in conversations and meetings. Responds to expressed concerns with empathy and directs people to appropriate resources.

Creates opportunities for team connection and celebration. Actively recognizes individual and group achievements publicly. Models positive behaviors and maintains an approachable presence. Facilitates conversations that build trust and psychological safety within the immediate team.

Proactively manages workload and expectations across peers to prevent burnout. Addresses tension early and mediates conflicts constructively. Communicates transparently during uncertainty to reduce anxiety. Leads team rituals that promote calm and prevent destructive consensus-building dynamics.

Represents team needs and concerns to leadership and other groups. Intervenes organization-wide when sensing rising stress or dysfunction. Initiates programs or changes that improve working conditions. Visibly champions work-life balance and models boundary-setting behaviors that influence broader organizational norms.

Shapes organizational narratives during crises to maintain morale and focus. Absorbs and redirects negativity before it reaches the team. Transforms challenges into motivating opportunities through strategic communication. Protects entire teams from harmful dynamics while channeling energy toward productive outcomes and sustained resilience.

Identifies specific obstacles preventing individuals from progressing. Asks clarifying questions to understand performance gaps. Suggests concrete next steps and resources. Follows up to check on progress and offers encouragement.

Conducts structured conversations to address performance challenges with empathy. Provides specific, actionable feedback that balances directness with compassion. Helps individuals develop self-awareness about their performance patterns. Documents discussions and agreements clearly.

Designs and implements formal performance improvement plans with clear milestones. Addresses chronic underperformance with targeted behavioral expectations. Monitors progress systematically and adjusts approaches based on results. Makes difficult decisions about capability with fairness and transparency.

Steps into escalated conflicts between individuals or within teams to restore productive working relationships. Facilitates difficult conversations that surface underlying issues. Implements structural changes to address team-level performance problems. Rebuilds trust and accountability in underperforming groups.

Diagnoses and addresses systemic organizational dysfunctions affecting performance across multiple teams. Navigates senior-level conflicts with diplomacy while maintaining accountability. Redesigns structures, processes, or leadership approaches to resolve persistent issues. Creates lasting cultural shifts that sustain high performance.

Responds to requests for help from new hires and colleagues. Shares institutional knowledge when asked. Answers questions about processes, tools, and team practices in an informal, ad-hoc manner.

Proactively reaches out to mentor individuals. Asks questions that help others discover solutions rather than providing direct answers. Regularly checks in on mentees' progress and adjusts guidance based on their needs.

Leads knowledge-sharing sessions for small groups. Documents learnings and contributes to shared knowledge bases. Creates reusable resources and templates that help multiple team members develop skills and understanding.

Establishes peer mentorship programs and structures that enable others to mentor each other. Facilitates connections between mentors and mentees. Creates forums, rituals, and opportunities for reciprocal learning across the team.

Shapes organizational norms that prioritize learning and development. Models mentorship behaviors that influence the entire design organization. Advocates for resources and programs that embed continuous learning into team culture and practices.

Speaks positively about the company in external conversations. Shares accurate information about the company when asked. Conducts themselves professionally in public settings. Responds to questions about the company with enthusiasm and basic knowledge of company values.

Attends industry meetups, conferences, or community events as a company representative. Gives short presentations or participates in panels about their work. Engages in online discussions and shares company content. Takes initiative to answer questions and connect with small groups.

Delivers compelling talks at major conferences or events reaching large audiences. Publishes articles, blog posts, or thought leadership content about the company's work. Actively shapes conversations in industry forums. Builds sustained relationships with external communities and consistently advocates for the company's vision.

Positions the company as an industry leader through high-visibility speaking engagements, media appearances, and strategic partnerships. Creates programs or initiatives that showcase the company's innovation to the entire industry. Influences industry standards and best practices. Builds the company's reputation as a destination workplace across the sector.

Introduces the company to audiences beyond the immediate industry through mainstream media, cross-industry events, or academic partnerships. Shapes public discourse on topics relevant to the company's mission. Establishes the company's brand recognition in adjacent markets and broader professional communities. Creates lasting impact on how diverse audiences perceive the company.

Refers candidates to the recruiting team. Participates in interviews when invited. Asks questions to understand candidate qualifications. Reviews candidate materials and shares observations with the hiring team.

Conducts interviews regularly and provides structured feedback. Identifies candidates through personal networks. Helps assess culture fit and technical capabilities. Contributes to hiring decisions by sharing clear perspectives on candidates.

Sources candidates proactively from multiple channels. Ensures interview process integrity and consistency. Brings in candidates from underrepresented groups. Makes hiring recommendations that balance diverse criteria. Maintains ongoing relationships with potential future hires.

Leads hiring decisions for critical roles. Invests significant time sourcing hard-to-find candidates. Builds talent pipelines for future needs. Advocates for exceptional candidates across the organization. Coaches others on effective interviewing and candidate evaluation.

Sets recruiting strategy and priorities across the organization. Invests in long-term relationships for executive and specialized roles. Shapes hiring standards and evaluation frameworks. Guides leadership on workforce planning. Represents the company externally to attract top talent.

Shows up consistently to team meetings and events. Responds to requests for help. Shares positive feedback about colleagues. References company values in everyday conversations. Contributes to team discussions and activities.

Initiates informal gatherings or social connections within the team. Welcomes new members and helps them feel included. Speaks up to reinforce inclusive behaviors. Takes visible actions that demonstrate company values in practice.

Creates opportunities for team members to connect across projects. Offers support to colleagues proactively without being asked. Addresses behaviors that undermine team cohesion. Models vulnerability and encourages others to share challenges openly.

Consistently prioritizes team needs alongside individual responsibilities. Celebrates others' contributions publicly and amplifies their voices. Intervenes to resolve conflicts and restore team harmony. Creates rituals and practices that strengthen collective identity and morale.

Serves as the living example of company values in all interactions. Shapes organizational culture through storytelling and symbolic actions. Inspires others to adopt and champion values authentically. Builds lasting systems and traditions that sustain community beyond individual tenure.