Product Designer Competencies
These competencies outline the expectations and growth path for product designers at each level. Use this framework to understand your current level and what’s needed to advance to the next level.
Designer I (P1)
| Area | Competencies |
|---|---|
| Skill (Individual) | • Understands basic product design principles • Effectively applies visual design elements like typography, layout, and information prioritization • Adheres to established design systems and best practices • Creates basic prototypes to validate design flows • Provides constructive feedback to enhance the team’s work quality |
| Influence (Team) | • Collaborates with PMs and engineers, engaging in existing processes • Designs with consideration for the immediate problem space and context • Recognizes the scope and necessary exploration of projects • Understands the impact of their work on the product and other teams • Works iteratively without attachment to a single solution |
| Thinking (Team) | • Begins to grasp the strategy behind their projects • Builds strong relationships within the team and with the design team • Uses product knowledge to inform design decisions • Leverages existing research to develop solutions • Iterates designs based on customer feedback and data • Starts to understand key metrics and how their projects drive them |
Designer II (P2)
| Area | Competencies |
|---|---|
| Skill (Individual) | • Demonstrates solid understanding of product design fundamentals • Exhibits proficiency in visual design competencies • Selects design patterns with well-founded rationale • Contributes to the evolution of the design system • Identifies the best prototyping methods for different stages of work • Actively provides feedback to design and cross-functional partners |
| Influence (Team) | • Defines the design approach for their team • Designs with a broader awareness of the problem space • Focuses on creating clear, valuable solutions for users • Considers technical constraints in design work • Explores multiple design approaches, evaluating strengths and weaknesses to make informed recommendations |
| Thinking (Team) | • Clearly understands the strategy behind project work • Provides input on product strategy and roadmaps • Identifies how design can contribute to team goals • Collaborates with researchers, analysts, and PMs on research briefs and facilitation • Understands and interprets success metrics effectively |
Senior Designer (P3)
| Area | Competencies |
|---|---|
| Skill (Individual) | • Masters product design fundamentals and advanced concepts • Demonstrates exceptional visual design capabilities • Contributes significantly to design system evolution • Creates sophisticated prototypes that effectively validate complex interactions • Provides strategic feedback that elevates team output • Mentors other designers in craft and process |
| Influence (Team) | • Leads design strategy for complex product initiatives • Shapes product direction through deep understanding of users and business needs • Effectively scopes and sequences design work • Partners closely with engineering on technical feasibility • Builds consensus around design decisions across teams • Identifies and advocates for design opportunities |
| Thinking (Team) | • Develops product strategy with cross-functional partners • Identifies strategic opportunities through research and analysis • Defines success metrics for major initiatives • Plans and conducts research to inform product direction • Synthesizes insights to drive product improvements • Balances user needs with business goals effectively |
Staff Designer (P4)
| Area | Competencies |
|---|---|
| Skill (Individual) | • Recognized authority in product design • Pioneers new methodologies and approaches • Architects design systems and frameworks • Creates innovative prototyping methods • Provides organization-wide design leadership • Develops design talent across teams |
| Influence (Team) | • Drives design strategy across multiple product areas • Identifies and leads major strategic initiatives • Builds alignment across organizational boundaries • Creates frameworks for evaluating design quality • Establishes best practices for design processes • Influences product strategy at organizational level |
| Thinking (Team) | • Shapes long-term product vision and strategy • Identifies emerging trends and opportunities • Develops frameworks for measuring design impact • Creates research programs that drive strategy • Synthesizes complex data into actionable insights • Balances user, business, and technical considerations at scale |
Principal Designer (P5)
| Area | Competencies |
|---|---|
| Skill (Individual) | • Industry-leading expertise in product design • Defines new design paradigms • Creates company-wide design frameworks • Innovates on design practice and methodology • Provides executive-level design leadership • Develops next generation of design leaders |
| Influence (Team) | • Shapes company-wide product strategy • Leads transformational initiatives • Builds alignment at executive level • Establishes design excellence standards • Creates scalable design processes • Influences company direction through design |
| Thinking (Team) | • Defines company vision and strategy • Anticipates industry trends and disruptions • Creates frameworks for organizational success • Establishes research and insights programs • Translates complex problems into clear direction • Balances multiple stakeholder needs at company level |