LEADING PRODUCT

Zoom levels in this quadrant consider the form, function, and strategy of the product. Design leaders support form but also look beyond it and consider how their products create value in an end-to-end experience, and how this is articulated in the product strategy that defines it.  

Level 1: Form (Micro)

The form of a product is the most direct, tangible touchpoint of the product of design, and can be defined as how the product looks and feels. Leadership at this zoom level centres around enabling and empowering those performing design work to raise the quality of their outputs. This is achieved through foundational leadership acts such as defining design principles, providing clear objectives for design and a definition of what good looks like, and defining standards and guidelines for common design patterns to drive consistency.

Level 2: Function (Meso)

The functional aspect of the product of design considers how the outputs are used and the value they create for users. The role of design leadership is to ease the tension between creating something that is aesthetically pleasing and creating something that solves a user problem by connecting teams with user problems and behaviour, and articulating customer-centric measures. Leadership at this level looks to enable others to consider the end-to-end experience of customers, and provide a language for others to talk about the value and output of design.

Level 3: Strategy (Macro)

Design leaders transform product strategy by using design and discovery methods to envision and visualise the future and develop innovative new products and business models. They manifest strategic intent by aligning and connecting teams to a vision and mission, translating that into product outcomes and metrics, and providing a clear roadmap on how to execute.