Org Design for Design Orgs: Building and Managing In-House Design Teams

by Peter Merholz

As discussed in Chapter 3, for design to realize its potential requires focused, empowered leadership. Head of Design has emerged as a title for this role, which works regardless of whether they are considered a manager, director, or VP. Whatever the level, the Head of Design is the “CEO” of the design organization, ultimately accountable for the team’s results. Their impact is the outcome of how they handle three types of leadership: Creative Managerial Operational A Head of Design provides a creative vision not just for the design team but the whole company. They establish processes and practices for realizing that vision, and set the bar for quality. They contribute to the development of brand definition and experience principles, and ensure that those are appropriately interpreted through the team’s work. Their managerial leadership is realized through the tone they set for their team. What kind of work environment do they foster? How are team members treated, and what opportunities are they given to grow? How is feedback given? How do they hire, and who does that bring in? Is the team encouraged to wear lucha libre masks?[16] The sum of these decisions defines the Head of Design’s managerial style.