Designing and Driving UX Careers
Summary
Ian recounts his journey as the first UX hire at Salesforce and later at other companies, managing increasingly large and diverse teams. Faced with a misalignment in evaluating top and bottom performers across directors, he recognized a need for a shared, transparent framework. Ian developed a career coaching framework that treats careers like a design project, emphasizing flexibility over rigid ladders and empowering individuals to define their own paths whether they aspire to management or deeper individual contribution. Drawing parallels to design practices, he created workshops that use collaborative exercises, personal branding, and goal-setting to facilitate career conversations and development. Ian details how skills span core design, knowledge, technical abilities, communication, leadership, culture, and innovation - each essential in different ways depending on role and career stage. The framework helped standardize language, reduce promotion tension, improve one-on-one effectiveness, and build team camaraderie. The talk underscores the value of applying design principles inwardly to careers and teams, rather than only focusing outwardly on users.
Key Insights
-
•
Large UX teams often lack alignment on performance evaluations, causing stalled promotion discussions.
-
•
Career paths should not be rigid ladders but flexible frameworks like a jungle gym, allowing lateral moves.
-
•
Design thinking methods can be applied to career planning to empower employees to own their growth.
-
•
Not all high performers want to manage; leadership includes mentoring and influence beyond formal management.
-
•
Communication skills, including clear writing and storytelling, strongly impact career effectiveness and influence.
-
•
Knowing the product, industry, and competitive landscape deeply is crucial for UX roles.
-
•
A diverse skill set including technical, communication, culture, and innovation differentiates senior roles.
-
•
Career workshops pairing personal brand reflection with goal setting drive productive one-on-ones and clarity.
-
•
Standardized frameworks and language reduce promotion debates and foster healthier team dynamics.
-
•
Innovation requires a fearless mindset to challenge existing rules and push design and process improvements.
Notable Quotes
"Careers as ladders are what HR wants, but careers aren’t linear; they should be a jungle gym."
"Why don’t we do what we do for users but apply it to our own careers? Absolutely nutty, right? So we did."
"Leadership doesn’t only mean managing; it can be mentoring, product leadership, or technical influence."
"If you’re amazing at your job but no one listens to your research or design, does it really have impact?"
"Communication matters—sending an email to an executive with spelling mistakes can ruin your respect."
"Your career is a design project. It’s the only one you own, so own it like you would a product."
"People care about titles way too much. I had a guy whose business card said star-bellied sneak—love that."
"A workshop helps people map their skills, identify gaps, and make specific goals for career jumps."
"It’s huge to have a framework so managers and employees speak the same language around skills and growth."
"Innovation is about being fearless, breaking rules, and refusing to stop at the way things have always been done."
Or choose a question:
More Videos
"People were overwhelmed, missing the point, and didn’t even know where to start with all this change."
Erin HauberDesign is Not the Frosting on the Scaled Agile Layer Cake
October 24, 2019
"Our jobs as researchers isn’t really to do research. It’s to influence people and help them make decisions."
Megan KiersteadYou Are a Badass at UX: Overcoming Imposter Syndrome
March 10, 2021
"We created a self-service UXR hub to empower teammates with research fundamentals amid downsized research teams."
Maggie DieringerCreating Consistency Through Constant Change
January 8, 2024
"Hubris is that belief the market will wait for your big bang release—executives have lost jobs over this."
Meaghan Waters Fotina KoutropoulousLack of Product Thinking will Doom Your Legacy Modernization
June 9, 2021
"Brand is not just what you say, it’s what you do — your product and design live and breathe the brand."
Jemma AhmedBringing together market and user research
October 17, 2019
"Self-efficacy boosts motivation to share knowledge by increasing confidence in one’s ability to perform that sharing."
Maria TaylorKnowledge is Power: Managing the Lifeblood of the Design Org
October 3, 2023
"When blind users choose between Android and iPhone, they weigh trade-offs between stability and customizability."
Sam ProulxUnderstanding Screen Readers on Mobile: How And Why to Learn from Native Users
June 6, 2023
"The proof came from delivering the output — stakeholders stopped questioning the process once they saw the quality research."
Catherine BlizzardUsing Integrated Insight to Drive Growth
March 10, 2022
"I hadn’t realized that we were both going to need that advice."
Randolph Duke IIWar Stories LIVE! Randy Duke II
March 30, 2020
