Designer Roles:The Guide

Choose to explore story by story, or browse by different ‘pillars’.

The H&M Design Evolution: Lessons from the Frontline

Sofie Gillstedt, CX Strategy and Research Lead, H&M

Building and Managing Design Roles: A Structured Approach at Swedbank

Annette Öberg, Head of UX & Service Design, Swedbank

Scaling Design: A high standard to secure design excellence and business value

Natasha Ehlén, UX & Design Manager, Avanza/ Previously Head of Product Design, Storytel

Designing the Future: How Scania Embeds Design to Drive Transformation and Innovation

Karin Hedman, Head of Customer Experience Design, Scania

The Importance of Long-Term Staff Retention for High-Performing Teams

Bhu Nyström-Kandola, Design Manager at Volvo

1. Proving the Value of Design

Focus and capacity planning are critical. When design efforts are strategically aligned and resourced, the value becomes clear through better outcomes, faster progress, and stronger collaboration.

2. Recruitment

Intentional recruitment aligned with business goals is a key enabler for design maturity, innovation, and long-term impact.

3. Organizational Structure and Design Roles

Clarity drives confidence, purpose, and alignment across teams. Adopt a model where design is centralized for strategy and cross-functional collaboration but decentralized for operational execution.

4. Possibilities for Personal Growth

Providing designers with a clear career path ensures long-term retention. A transparent and evolving competency model allows designers to grow, collaborate, and stretch into new responsibilities.

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