Case study
Building high-performing product design team in a fast-growth environment
Quick summary
Tasked with building and scaling a design team for a leading SaaS company specialising in automotive telematics and data services, I focused on hiring top talent, fostering skill development, and optimising processes. By nurturing a culture of trust and accountability, I elevated the team’s output quality and positioned design as a strategic partner within the organisation. This case study explores the challenges, strategies, and outcomes of creating a high-performing design team in a rapid-growth environment.
Challenge
When I joined the organisation, it was experiencing rapid growth driven by demand for its digital apps and portals for automotive insurance companies. However, the design function was underdeveloped and under-resourced, presenting several key challenges:
Lack of team structure: There was no cohesive design team or leadership in place.
Reactive workflows: Designers were often responding to immediate requests rather than contributing strategically.
Skills gaps: Existing talent lacked exposure to advanced design tools, systems thinking, and collaboration frameworks.
Low visibility: The design team was perceived as a service function rather than a strategic partner.
High-pressure environment: Rapid product launches demanded a scalable and efficient design function.
"We were constantly firefighting, and it felt like design was always playing catch-up rather than driving innovation,"
Approach
To address these challenges, I implemented a three-pronged strategy: Team Building, Process Optimisation, and Cultural Transformation.
Team building
The first step was to build a team that could meet the demands of a fast-growth organisation:
Strategic hiring: Recruited a diverse mix of experienced product designers, UX researchers, and visual designers to create a balanced team.
Tailored onboarding: Designed an onboarding program that familiarised new hires with the company’s domain, products, and customer needs.
Career development focus: Introduced individual development plans and mentoring to upskill team members and support career growth.
Process optimisation
Streamlining processes was critical to scaling the team’s impact:
Introduced agile design practices, enabling the team to work more collaboratively with product and engineering.
Standardised design workflows, including the adoption of tools like Figma for collaboration and Zeroheight for documentation.
Established regular design critiques to ensure consistency and elevate the quality of output.
Cultural transformation
Shifting perceptions of design within the organisation was essential:
Built relationships with key stakeholders to position design as a partner in strategy rather than a service provider.
Encouraged a culture of trust and accountability within the team, empowering individuals to own their work.
Aligned the team’s goals with broader business objectives, demonstrating the value of design to the bottom line.
"It’s not just about hiring the right people but also creating an environment where they can thrive and make an impact" - Me
Solution
By focusing on the foundational elements of team building, process optimisation, and cultural transformation, we created a design team that could deliver at the pace of the company’s growth.
Key initiatives included:
Skill development programs: Regular training sessions on topics like design systems, accessibility, and user research.
Centralised design system: Introduced a scalable design system to ensure consistency across products.
Cross-functional alignment: Embedded designers in product squads, improving collaboration and decision-making.
Recognition and advocacy: Highlighted the team’s successes in company-wide forums to build credibility.
Impact & Results
The transformation of the design team delivered tangible results for the organisation:
200% increase in design output: Streamlined processes and better collaboration enabled the team to deliver more without sacrificing quality.
25% faster delivery timelines: Agile practices reduced bottlenecks and improved time-to-market for new features.
Improved product quality: Enhanced user experiences resulted in a 15% increase in customer satisfaction scores.
Stronger retention: Investment in team culture and career growth reduced turnover by 40%.
Elevated design’s role: The team became a trusted partner in strategy, influencing key business decisions.
"The design team’s transformation has been incredible—their work is not only faster but also more aligned with what our customers need" - Senior product manager
Reflections and Learnings
This experience underscored the importance of investing in people, processes, and perception:
People come first: A motivated and skilled team is the foundation of success.
Processes need to evolve: Standardising workflows without stifling creativity enables scalability.
Perception matters: Advocating for design’s value within the organisation can unlock new opportunities.
Sustainable growth: Regular feedback loops and iterative improvements are crucial for maintaining momentum.
Moving forward, I plan to explore opportunities for integrating AI tools into design workflows and further enhancing cross-functional collaboration to keep the team ahead of the curve.
Contact Me
If you’re looking to build or scale a high-performing design team, let’s connect. I’d love to share my experience and discuss how I can help your organisation thrive.