Level 6 designer: how we motivate and develop designers

What happens if you assign a level to each product designer

Hello! I am Vanya Solovyov , design director at DocDoc (part of the Sberbank group). Today heading Dream-Tim , which tells how to create a dream team.

Last year we faced problems that came from two sides: from designers and the company.

Designer

“How to ask for a salary increase, and if you don’t raise it?” , “Where to develop further, maybe, on which courses to go?” . These and other questions lead the designer to a halt and directly affect the quality of work.

It is not clear how much for the year will grow in wages and what to do?

Designers want to grow, get more money, and this is normal. But to raise such questions is difficult.
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Company

When a company is steadily developing and growing, it is important that employees keep up with the overall pace and continue to expand their knowledge and expertise.

How to systematize the development of designers in the right direction?

In the opposite case, inertia is a reason for reducing and searching for a new candidate.

Designer Level 6

To solve these problems, we abandoned the basic role system: Junior, Middle, Senor. Well, really, is it really cool to feel like a “beginner middle” when a colleague and friend are “cool senor”?

Instead, they introduced a system of levels: 9 for product designers and 6 for design managers. Only one entity remained - the “designer”, but of different levels.

How was the description of the levels

Requirements proceeded from what we expect from the designer at a particular level of development. I am sure that most food companies have similar needs.

From the designer of level 5, we are waiting for strong hard skills, and from the designer of level 7 - a good leveling of soft skills.

Levels and roles of product designers. At the end of the article link to the table.


“Roles and Responsibilities” and “Skills and Requirements” were common for some levels. This is the vector of development that the designer must adhere to.

However, the “Transition Conditions” and “Theoretical Base” are unique for each level. These are key indicators of transition to the next level.

"Features-points"

One of the measurements of key indicators were “features-points”. This is when the designer tracks and evaluates which of his tasks have reached the metrics.

Grades are set on a 5-point scale. Tasks that affect conversion get more points than tasks for other metrics.

For example, a task with a metric in the spirit of “make an image page” can get 1–2 points, since it's hard to measure in money. But the task with the metric "to achieve a conversion in the application of 12%" can be estimated at 4-5 points.


"Features-points" in the presentation of the product designer


"Features-points" in the presentation of the mobile designer

Secondary benefits. When the designer evaluates past tasks, he once again understands that the interface he created directly influenced the business. + 1 to CSV

When and how do we go to the next level

Apply for a review of the level can be 2 times a year. First, the designer collects a presentation in which he tells how he fulfilled the conditions of the transition.


Cover presentation of a mobile designer, rolling on level 6. Charm!

Then he sets up a meeting with the participation of: HR-director, product director and design director. Performs on it with a presentation and answers any questions that may arise.

The designer can raise his level and raise the salary up to 2 times a year.

If its transfer is approved - bonuses, salary, etc. are agreed. If failure, then the detailed reason "why."

pros

For the designer:

• allows you to plan growth for the year ahead and not strain at the wage increase;
• helps to determine where to grow and what is expected of him in the future;
• collection of information for the presentation helps to evaluate the work done;
• Preparation for the presentation and public speaking develops soft skills and communication skills.

For the company:

• employee development plan is flexible and changes to the needs of the company without unnecessary processes;
• the manager is not worried that the designer’s motivation and productivity may fall;
• Roles in design are easily scaled by new designers, which leads to the desired consistency in their development.

Minuses

• The current version of roles is only suitable for product designers, but I am sure that in version 2.0 we will be able to adapt it for marketing designers;
• if the designer does not strive for development, you will see it only in half a year - he will simply miss the opportunity of transition.

PS What to do if there are no roles in your company yet?

Captain obvious

If you have the strength and capabilities - create! The size of the design team does not matter. The main thing - the desire to make the work of their guys comfortable. And our role table will be a good start.

If there is no strength, write and call for a visit - we will help.

Use milestones

Briefly - record the checkpoints of your achievements, approved with the leader and linked to salary or bonuses. Details - in one of the following articles.