Strategies forassembling a high-performing design team: Insights shared by Evernote
Change the Game with Aiden Bordner, Evernote's Design Maestro
Meet Aiden Bordner, the Senior Design Manager at Evernote, renowned for leading the team that designs the product vision for Evernote's applications. Aiden heads the Core Experience Design team and manages a crew of six designers and a design research lead. Let's dive into his thoughts on the design management landscape and how he masterfully orchestrates his team's success at Evernote.
Navigating the Management vs Individual Contributor Path
Aiden shares an intriguing tale of his journey from leading teams to shaping the design management landscape at Evernote. With a penchant for control, he initially gravitated towards management for the wrong reasons. However, he soon realized the true essence of management goes beyond making design decisions. Instead, it requires skills different from being a top-notch designer. Finding himself better equipped with these essential skills, he persevered, and we're glad he did!
Transitioning from the individual contributor (IC) path to management comes down to the kind of design altitude you wish to focus on. The reward of management lies in spearheading colossal efforts that are too sizeable to tackle single-handedly. However, the challenge boils down to fine-tuning processes, cultivating a harmonious team culture, and, crucially, managing your team's performance.
If mass production and development tickle your fancy, and you're willing to relinquish creative control to others, then design management might be your calling. With the right corporate culture, you get the liberty to establish the design quality bar and mentor team members into design nuances. But trust us; the most successful teams rely heavily on senior ICs to shoulder on behalf of Aiden.
Aligning the Evernote Design Empire
Aiden sets the record straight by asserting that conversing with his team is the backbone of Evernote's design alignment. Each week, Evernote's design team engages in four hours of full-group design review sessions, spanning two, two-hour periods on Tuesdays and Fridays. The sessions are designed to streamline review processes, allow team members to offer strategic input, and work collectively on the product vision.
Product managers and research partners also join these sessions to ensure that the team is aligned with broader corporate objectives and a deep understanding of the customer's needs. The collaborative edifice Evernote has built allows designers to meld with product management in envisioning the future, enriching the team's collective product vision.
Embracing New Design Processes
Aiden believes that the secret to a successful process modification lies in tackling changes gradually and collaboratively. As an example, Evernote's shift from Sketch to Figma exemplifies this approach. With Figma having the potential to solve some pressing problems, but how to convince the team to embrace this new tool? The answer: gradual conversion.
By announcing a trial period and offering team members to experiment with Figma licenses, self-motivated exploration, trial and error, and internal champions sparked. When critical Figma mass was achieved, a comprehensive rollout strategy developed in collaboration with the team initiated.
Evernote's Design Transformation Tale
Jihern Baek, a Product Design team member at Evernote, shares insights on the recently revitalized Evernote color system. With a spotlight on redefining the Evernote design foundation, the team aimed to create a cohesive and streamlined visual identity for the product, building an experience that truly reflects the brand.
Feedback: A Two-Way Street
Aiden believes in balancing design and performance feedback. Delivering design feedback in group settings fosters efficient consistency, allowing the entire team to benefit from decisions rendered by the group. Conversely, performance feedback is confined to one-on-one sessions, characterized by empathy, confidentiality, and active listening.
Active listening, regular team meetings, and constructive collaboration help ensure a cohesive team dynamic, promoting transparency and open communication.
The Road Ahead for Aspiring Design Managers
New or aspiring managers must break free from the urge to dictate design solutions. Instead, allow your team to come up with their own ideas, enabling continuous learning, growth, and the ability to produce innovative, exceptional work.
Stay in the loop with Evernote at* Dribbble and evernote.com*.
Looking for More? Browse our intriguing designer interviews on our engaging blog, Courtside! Get in touch with us at stories@ourwebsite with suggestions or questions!
Sources:
- Product Exploration: Simplification is the Key to Successful Product Redesign
- Vision-Driven Partnerships: Aligning Strategic Efforts
- Aligning the Design Team Around a Shared Design Vision and Strategy
- How to Conduct User Research
- Collaborative Design: A Design Team's New Best Friend
- Education-and-self-development: Aspiring design managers must break free from the urge to dictate design solutions and instead encourage continuous learning, growth, and the ability to produce innovative, exceptional work.
- Career-development: With the right corporate culture, design management allows you to establish the design quality bar and mentor team members into design nuances, providing opportunities for both personal and professional growth.
