I've been the new design leader four times—EA, Nestlé, USAA, Comcast. Each time, different mistakes.
Here's what I wish someone had told me.
Before You Start
While you're still in the interview process:
- Ask to speak with 2-3 stakeholders you'll work with closely
- Ask why the previous leader left. The real reason.
- Ask what success looks like at 90 days. Write it down.
Days 1-30: Listen
Your only goals: Build relationships. Understand current state. Resist the urge to fix things.
Week 1: Meet direct reports. Ask: "What should I know that nobody will tell me?"
Week 2-3: Meet cross-functional peers. Ask: "What's working with design? What's frustrating?"
Week 4: Synthesize. Share with your boss before acting.
The mistake I made at EA: I came in with solutions before understanding problems. Apple playbook, applied blindly. Took six months to recover from the resistance I created.
Days 31-60: One Win
Ship one improvement that:
- Matters to your team
- Is visible to leadership
- You can complete in 30 days
Establish regular 1:1s. Create a simple update format for your boss: Wins / Blockers / Asks.
Days 61-90: Set Direction
Draft a simple design strategy document. One page. Current state, desired state, 3-5 priorities.
Socialize it with your boss and peers before presenting broadly.
By day 90, you should have: Trust with direct reports. Credibility with peers. Alignment with your boss. One shipped win. Clear direction for the next 6 months.
What to Avoid
- Rebuilding everything. Some things can wait.
- Hiring immediately. You don't know what you need yet.
- "At my last company, we did it this way." Fastest way to alienate people.
- 80-hour weeks. You'll burn out before you're established.
Related: