Frog

DESIGN LEADERSHIP

I joined frog as a senior leader in the Design Team.

During my time at frog I was promoted into the Product Design Lead. Something I am very proud of. I worked closely with the Resource Manager to make sure my team was aligned with projects that utilised their skills and satisfied them professionally and personally.

I am going to use this page to discuss my leadership style and outline what I believe is good design leadership.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in these case studies. The information in this case study is my own and does not necessarily reflect the views of frog.

Trust

What is Design Leadership?

This is something I've been working on this for a while. I've had great leaders and some not-so-great leaders. But what is it that sets them apart? I believe everything comes down to trust. Above all, I need to trust my leader and believe in their vision, why we need to get there and how we're going to do it. I also need to trust their word and believe what they're saying is true. I want to know that my leader has my back, and when the chips are down they'll be the person I can rely on. Trust is the key value I work tirelessly to bring to my teams. I care about each and every team member and am incredibly focused on my team feeling valued, being satisfied, and being a pivotal piece of the vision.

I firmly believe a team that trusts each other and has each other's backs will achieve great things.

A quick aside about leadership: there's leadership where it's granted via your role like being a manager and leadership where you influence beyond your sphere of authority. Remember, that not all managers are leaders and not all leaders are managers. A good example I use here is Steve Jobs. An incredible visionary, someone you'd follow to the ends of the Earth. But a terrible people person and not someone you'd want as a manager or to even share a lift with (based on some of the stories I've heard!).

If you're not a manager, you can still be a leader. And to be honest, these are the ones that I think really stand out. The definition of a leader is that you have at least one follower. One person who believes in you, understands your perspective and vision and wants to join you on the journey.

Life in the Pond

In the midst of senior leadership churn at frog, I worked very hard to bring the team together. As a consultancy, it's very much part of the job that most people will be working with different clients at different locations so there is a risk the designers can become fragmented and feel like they don't belong to a larger team with it's own values. We found that our designers were feeling more embedded in the client's team than ours which is great but we also lost a few designers to their clients when it tipped too much.

I had one-on-ones with each of our designers. I wanted to understand how everyone was feeling. Were they enjoying the work, the client, were they feeling valued? Did they feel like a frog? Just this simple act of listening and being a sounding board is incredibly valuable. It allowed the team to tell me things that might not necessarily bring up in formal reviews and it created trust between them and myself.

I created a safe space where we could come together weekly as a team. Bring successes that people want to share and any challenges that the team could help them with. It was also a lovely way for designers to talk design and I encouraged people to bring design news into the room to discuss as well.

It was important to work closely with our Resource Manager. In my view, this person should understand the team better than anyone, what kind of work each of our designers is good at, where their skills can be utilised and what work interests them.

However, what I did find is that because of a lack of personal knowledge of the team and the pressure to get people off the bench, our designers simply became numbers on a spreadsheet. I made sure our Resource Manager knew each of our designers personally, I created a skills matrix that aligned with all of the designers and also made sure we knew what each of our designers wanted to work on, what excites them and gets them to bounce out of bed in the morning.

My Design Leader Qualities

A great design leader should possess a combination of skills, values, qualities, and attitudes that enable them to guide and inspire their team to create impactful and innovative designs. Here are some of the key attributes I’ve learned and use on a daily basis as part of my design leadership.

Vision and Strategy
I work tirelessly to create a clear vision for the design direction and develop a strategic plan to achieve that vision. I’m able to understand the broader goals of the organisation, product or service and can align design efforts with those goals. 
Joined-up Thinking
This is a term I coined which means we must view everything holistically. Yes, it's good to deep-dive into specific challenges but you must be aware of how that granular piece fits into the whole. It is vital to understand the experience and how technology, business and UX come together.
Empathy
Design is ultimately about solving problems for users. I empathise with our customers, understand their needs and pain points, and ensure that the designs address these issues effectively. 
Effective Communication
I use my strong communication skills to facilitate smooth collaboration and help others understand and align with design goals. I can communicate my vision, ideas, and expectations clearly to my team, stakeholders, and collaborators.
Collaboration
Design is rarely a solo endeavour. I foster a collaborative environment where team members from various disciplines can work together effectively encouraging open communication and value input from all team members. 
Creativity
Unsurprisingly, creativity is a fundamental quality. I encourage creative thinking and welcome diverse perspectives, and I’m willing to explore unconventional solutions. 
Decision Making
I’m often responsible for making tough decisions that impact the final product. I try to weigh various options, consider the implications, and make informed decisions that align with the project's goals. 
Resilience
Not all designs will be successful on the first try. I maintain a positive attitude even in the face of setbacks and use ‘failures’ as learning opportunities. However, I don’t believe in the word ‘failure’ in this context. It’s simply a term we use to judge an event from the limited perspective at the time. 
Inspirational Leadership
I inspire my team by setting an example through my work ethic, dedication, and passion for design creating an environment where team members feel motivated to do their best work. 
Strategic Thinking
Beyond the immediate design tasks, a great design leader has a strategic mindset. I can connect design decisions to overarching business objectives and find the sweet spot for the long-term success of the product, service and organisation. 
Continuous Learning
Design is a field that's always changing and evolving. I’m committed to continuous learning and being adaptable. I stay updated on the latest design trends, tools, and methodologies and encourage my team to do the same. 
Mentorship
As a leader, I have a responsibility to nurture the growth of my team members. I provide guidance, constructive feedback, and opportunities for skill development. 
Ethical Consideration
Design choices can have ethical implications. I consider the ethical aspects of our work, ensuring that our designs are inclusive, accessible, and respectful.

In essence, as a design leader I not only possess strong design skills but I also excel in communication, collaboration, leadership, and strategic thinking. I combine technical expertise with emotional intelligence to guide my team toward creating meaningful and impactful designs. Designs that solve real problems in the real world for real humans.

Testimonials

Mat is an exceptional design leader whose influence on our team—and on my career specifically—has been nothing short of transformative. Serving as a key pillar of our design team at Frog, he is a rare type of leader who is genuinely committed to elevating everyone on the team to their highest potential. Having the privilege of working with Mat was truly an honour. He epitomises servant leadership, always ready to lend a hand and equip the team with the tools and insights needed to excel.

Beyond his leadership skills, Mat is an extraordinarily passionate and skilled designer and storyteller. I've learned invaluable lessons from him on thinking outside the box, dissecting complex challenges, and never backing down from a tough problem. Any design team would be incredibly fortunate to have him at the helm. Mat has had a profound impact on me, both personally and professionally, and I eagerly look forward to the possibility of collaborating with him again in the future.

Larrisa, direct report

I’ve had the pleasure of working closely and being a part of Mat’s Design team on a daily basis for nearly two years. During this time, he has displayed many traits and behaviours that I consider to be the hallmarks of not only an impactful designer but also an effective design leader.

Working alongside Mat has allowed me to learn and watch up close his outstanding and unique craft in bringing amazing customer experience designs to life. During this time, he was able to lead and drive various solutions and experiences for NAB and completely pushed the boundaries of how a customer interacts with the bank. His agility and nimbleness to digest and distil highly complex requirements and scenarios into something that is client-friendly and easily digestible is no easy feat and are key learnings I’ve taken away while working with Mat. He has an innate ability to deploy a broad set of technical skills as well as mindsets, allowing him to move fluidly between thinking and doing at different levels of zoom, ranging from tackling aspects of product strategy to creating high-quality designs.

Mat can pivot between several projects and oversee the delivery of high-quality experiences. He empowers designers by stepping aside when needed and providing guidance throughout the entire process.

I’ve watched and seen Mat garner superb feedback from various types of clients when selling work especially when communicating the value of product design and how the defined approach will work for them. Not only has he empowered me to take part in these, he has allowed me to make mistakes and provided constructive feedback that has accelerated my growth and now I’m in a position to take part in these sessions confidently.

His skills as a designer and communicator are a part of the impact he has had on my career and the immense growth of the design team at Frog, especially during a time of constant changes. His role as the Product Design Lead of 20+ designers at Frog has resulted in the significant growth of each designer as well as the growth of a strong culture that allows each designer to be heard and voice their opinions in a safe space. He went above and beyond his role by conducting consistent 1-on-1s, team rituals, design reviews and driving the culture of the entire team whilst working on full-time projects and proposals.

It’s this and his humility to understand and empathise with the entire Frog team that are key aspects that make him a great leader. He ensures everyone is valued, heard and empowered to be the best designer and person they can be.

Simon, direct report

Mat provides great insights that help with ensuring the designs are to a high standard. Mat asks engaging and thought-provoking questions about the designs that enabled further exploration into how we might improve the customer experience.

He provided guidance into how I could improve my approach from the beginning of the project which assisted me in gaining confidence and taking ownership of the designs I produced. This is a tribute to Mat's leadership as it bettered the experience for not only the client but allowed me to trust my creative efforts.

Ciara, direct report