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Attributes / RolesJunior Product DesignerProduct DesignerSenior Product DesignerLead Product Designer
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Visual Design
(Craft)
Demonstrates taste in layout, typography and visual hierarchy. Uses TheCompany Design Principles, as well as existing style guides and previous product design work to represent the TheCompany brand.Demonstrates taste in layout, typography and visual hierarchy. Uses TheCompany Design Principles, as well as existing style guides and previous product design work to represent the TheCompany brand.Demonstrates and articulates understanding of layout, typography and visual hierarchy. Uses the TheCompany Design Principles and existing visual frameworks creatively to produce designs and, where appropriate, new styles and patterns that are visually cohesive with the rest of TheCompany's products. Maintains and suggests evolutions of our design principles and existing style guides with a holistic consideration for their platform's future.Demonstrates, articulates and teaches understanding of layout, typography and visual hierarchy. Gives strong design direction to other designers on the team, encouraging creative use of the TheCompany Design Principles and existing visual frameworks to produce designs and, where appropriate, new styles and patterns that are visually cohesive with the rest of TheCompany's products. Maintains, suggests and advocates for evolutions of our design principles and existing style guides with a holistic consideration for all of TheCompany's products. Forges strong relationships with other design teams at TheCompany and TheCompany Group and works with them to influence the entire TheCompany ecosystem.
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UX Design
(Craft)
Has some familiarity with information architecture, user flows and basic user interaction. Considers potential states (errors, successes, dead-ends) in their work.Demonstrates proficiency in and understanding of information architecture, user flows, user interaction and cross-platform flows. Consistently considers the holistic user experience and potential states (errors, successes, dead-ends) in their work.Demonstrates and articulates a strong understanding of information architecture, user flows, user interaction and cross-platform flows. Consistently considers the holistic user experience, potential states (errors, successes, dead-ends) and product overlaps in their own and others' work. Points out connections and potential collisions between different products, features and platforms.Demonstrates, articulates and teaches others understanding of information architecture, user flows, user interaction and cross-platform flows. Consistently considers the holistic user experience, potential states (errors, successes, dead-ends) and product overlaps in their own and others' work. Points out connections and potential collisions between different products, features and platforms.
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Product Thinking
(Craft)
Has an understanding of the vision and key objectives for their product area, taking cues from their manager and peersHas a strong understanding of the vision and key objectives for their product area, taking cues from their manager. Consistently considers how their designs can support that vision, the team's goals, the broader product vision and company objectives.Leads the vision for their product area alongside the product owner and developer counterparts. Shapes their team's roadmap and goals by providing input from a user's perspective, and ensures they're pursuing achievable, measurable and impactful goals. In their design work, regularly references product goals and can speak confidently about how their work relates to the broader product vision and company objectives.Leads the vision for their own product area alongside their product manager and developer counterparts, while also defining how all of TheCompany's products work together. Shapes their team's roadmap and goals by providing input from a user's perspective, and ensures they're pursuing achievable, measurable and impactful goals. In their design work, regularly references product goals and can speak confidently about how their work relates to the broader product vision and company objectives. Works with other designers and product managers to drive for product directions with complimentary, cohesive goals and execution.
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Design Process
(Craft)
Learns and executes our defined design process, which includes problem discovery and defenition, design-test and deliver Consistently demonstrates our defined design process and uses the design process to contextualize their work and the type of feedback they need in a given moment.Demonstrates a deep understanding of our defined design process by showing good judgment and flexibility in applying that process to their work, moving fluidly between each stage as needed. Uses the design process to contextualize their work and the type of feedback they need in a given moment.Exemplifies and takes responsibility for maintaining and improving our defined design process. Shows good judgment and flexibility in applying that process to their work, moving fluidly between each stage as needed. Uses the process to educate their teams and fellow designers in how best to approach problems, solicit feedback and drive for impactful outcomes.
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Storytelling, Presentation, Listening, Fluency
(Communication)
Practices verbal and written communication skills, in both one-to-one and group situations. Works with their manager or more senior product designers to distill complex ideas, goals and problems in a way that is accessible even to those unfamiliar with the project.Possesses strong verbal and written communication skills, whether in one-to-one or group situations. Communicates complex ideas, goals and problems in a way that is accessible even to those unfamiliar with the project. In design conversations about their own work, keeps discussions on-track and focused on delivering actionable next steps.Possesses strong verbal and written communication skills, whether in one-to-one or group situations. Communicates complex ideas, goals and problems in a way that is accessible even to those unfamiliar with the project. Leads and directs group design conversations, keeping them on-track and focused on delivering actionable next steps.Possesses strong verbal and written communication skills, whether in one-to-one or group situations. Communicates complex ideas, goals and problems in a way that is accessible even to those unfamiliar with the project. Leads and directs group conversations, whether about design or design-adjacent topics, keeping them on-track and focused on delivering actionable next steps. Regularly coaches other designers in their presentation, interpersonal and team communication skills.
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Data/Research
(Craft)
Works with product team members to define what qualitative and quantitative data will be important in their work. Interfaces with those teams throughout the design and development process, making changes to the product based on their analysis and recommendations.Works with User Research and Data Analytics to define what qualitative and quantitative data will be important in their work. Partners with those teams throughout the design and development process, becoming familiar with different data collection techniques and making changes to the product based on data analysis.Begins every project by defining what qualitative and quantitative data will be important in their work. Partners with User Research and Data Analytics throughout the design and development process to run research studies and experiments, analyze the findings and validate potential product changes. Socializes their learnings with the rest of product development in a thoughtful, articulate way in order to enhance everyone's understanding of our products and users.Begins every project by defining what qualitative and quantitative data will be important in their work. Partners with User Research and Data Analytics throughout the design and development process to run research studies and experiments, analyze the findings and validate potential product changes. Socializes their learnings with the rest of product development in a thoughtful, articulate way in order to enhance everyone's understanding of our products and users. Consistently holds designers accountable for examining their choices through the lens of data, and fosters a learning culture both within Design and Product Teams.
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Collaboration
(Influence)
Shares work early and often and seeks out constructive feedback from teams, stakeholders and the product design team. Also actively works with their manager/more senior designers to filter and prioritize this feedback.Communicates with product manager and team members in their language, designing with consideration for their cares and concerns. Fosters a collaborative, cross-disciplinary design process and, as a result, is trusted by their team to talk through both scope and technical challenges and negotiate thoughtful outcomes.Communicates with product manager and team members in their language, designing with consideration for their cares and concerns. Fosters a highly-collaborative design process and, as a result, is trusted by their team to talk through both scope and technical challenges and negotiate thoughtful outcomes. Participates in cross-discipline initiatives, bringing a design voice to the conversation and building trust between the design team and other disciplines.Communicates with product managers and team members in their language, designing with consideration for their cares and concerns. Fosters a highly-collaborative design process and, as a result, is trusted by their team to talk through both scope and technical challenges and negotiate thoughtful outcomes. Takes a leadership role in cross-discipline initiatives, bringing a design voice to the conversation and building trust between the design team and other disciplines.
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Mentorship
Leadership
Change Agent
(Influence)
Seeks out feedback from Senior and Lead Designers, to grow their own skills and design toolkit.Provides direct and impactful feedback in design feedback sessions. Seeks out feedback from Senior and Lead Designers, to grow their own skills and design toolkit.

Is held accountable for design quality and cohesion across their own product team, and flags quality concerns.
Provides regular, direct and impactful feedback in design sessions, additionally engaging individual designers in adjacent product teams to help them grow their skills and design toolkit. Is generous with their time and knowledge. Looks out for and offers potential opportunities to other designers, as well as flags successes and concerns to design managers. Senior Product Designers may be given the option to mentor 1-2 people at this career level

Is held accountable for design quality and cohesion across their own and adjacent product teams, and flags quality concerns to the responsible designers. Additionally, regularly evaluates existing design processes and tooling, and makes recommendations to management when something can be improved.
Provides regular, direct and impactful feedback in design sessions, while additionally engaging individual designers across the Product Design team to help them grow their skills and design toolkit. Is generous with their time and knowledge, and takes an active interest in the career development of designers on the Product Design team. Looks out for and offers potential opportunities to other designers, as well as flags successes and concerns to managers.

Assumes a leadership role on the Product Design team. Is held accountable for design quality and cohesion across all of Product Design, and flags quality concerns to the responsible designers and managers. Helps designers advocate for best practices and solutions with their teams, providing a strong voice for design within product development. Additionally, regularly evaluates existing staffing, processes, design documentation and tooling and makes recommendations to management when something can be improved.
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