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Roles and teams

Design manager

The person responsible for a team of designers: their growth, their hiring and the quality bar, rather than designing screens themselves.

A design manager turns individual craft into predictable team output. The work is hiring, coaching, reviewing, setting the quality bar and making sure designers are pointed at the right problems.

Most design managers look after five to eight people. Fewer than that and the role tends to slide back into hands-on design; many more and nobody gets real attention.

Common mistake

A manager still spending a third of their week on hands-on UI. That is a designer with a calendar problem, and the team is quietly under-managed.

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