What is design?

"Design is the rendering of intent" — Jared Spool (link)

Design is about making deliberate changes to something (an object, a system, ...) in order to make it better.

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What is the role of the design leader?

The mission of the design leader is mainly to create the environment in which the design team performs to the expectations, i.e. serves customers with products they love, yet work for the business.

Design needs a fair amount of supporting activities to be done well

Design needs a fair amount of supporting activities to be done well

Leadership

Inspire and motivate the team

1. Product vision

Create, refine and share the product vision and principles, in collaboration with the product leader. In particular, help creating design artefacts that support communicating the vision.

2. Design strategy

Define and implement the design strategy

3. Design evangelism

Improve design maturity in the organisation (help teams get a deeper understanding of the customer, understand and apply design practices (process, user research, ...))

Management