Why Paying a Design Manager to Push Pixels is Costing You More Than You Think
Are You Maximizing the Value of Your Design Leaders – or Wasting It?
Imagine hiring a Michelin-starred chef… and asking them to chop vegetables all day. Sounds absurd, right? Yet, this is exactly what happens when companies expect design managers to produce UI designs instead of leading strategy, people, and processes.
I see it all the time – organizations seeking “player-coach” design managers who can lead while still delivering Figma files. The reality? This setup is costing you more than you realize.
Why is a design manager working on UI a bad idea?
1️⃣ You’re paying top dollar for low-value tasks. A seasoned design manager has 8-10+ years of experience. At this point, they’ve made a conscious choice: either master UI down to the pixel or become the strategic glue that holds teams, projects, and business objectives together. If they chose the latter, it’s not because it’s more fun. It’s because that’s where they create real impact.
2️⃣ They solve macro problems, not just micro details. Good design managers shift between high-level vision and execution seamlessly. They ensure the design function aligns with company objectives, improves collaboration, and delivers measurable outcomes. If you have them debating #9D0AF2 vs. #1BF501 for weeks, you’re suffocating their ability to drive real innovation and business results.
3️⃣ Their value isn’t in Figma. It’s in people, process, and impact. The best design managers are highly organized, empathetic, pragmatic, and politically savvy. They navigate crises, drive efficiency, and create an environment where designers do their best work. Keeping up with Figma’s latest features? That’s not where their expertise lies, nor should it be.
Case Study: How Companies Succeed (or Fail) with Design Management
I’ve seen this firsthand. At Backbase, where I led a global UX recruitment strategy, we identified a common issue: teams were struggling because designers were overloaded with execution work, leaving no time for strategic thinking. By implementing a structured hiring strategy and UX career framework, we not only improved efficiency but also ensured design leaders could focus on driving business value instead of getting lost in pixel-pushing. (Full case study here).
Similarly, companies that lack clear OKRs and structured onboarding often underutilize their design leaders. That’s why we built a learning plan and OKR framework to help teams align their efforts and measure success effectively. (See how it worked).
And yes, solving those challenges didn’t improve my Figma skills 😉
The Business Case for Design Leadership
✅ They optimize work, roles, and costs across projects and teams. A McKinsey report found that companies with strong design leadership outperform industry benchmarks by up to 32% in revenue growth. This is because strategic design decisions are not just about aesthetics. They are integral to business success. McKinsey & Company
✅ They define processes and practices that drive efficiency and innovation. Research indicates that design-led organizations experience significantly higher returns compared to their peers. For instance, a study by the Design Management Institute revealed that design-led companies had 219% higher returns over a ten-year period. Forbes
✅ They connect stakeholders, teams, and departments. Great design isn’t created in isolation. Effective organizational design aligns a company’s processes, people, and systems with its strategic goals, leading to improved business outcomes. Design managers play a crucial role in fostering this alignment, ensuring that design initiatives support broader business objectives. DHR Global
Your Call to Action: Are You Using Your Design Managers Wisely?
If you’re still asking them to push pixels, you’re missing out on the real value they bring.
So, here’s my challenge to you: 💡 If you’re a recruiter or company leader, are you setting your design managers up for impact, or are you underutilizing their skills? 💬
Let’s talk. Whether you’re hiring, structuring your design org, or just wondering if you’re making the most of your team. I’m here for it.
