Why Design Leadership Should Maintain Autonomy and Vision

In the ever-evolving landscape of modern organisations, the debate surrounding the optimal placement of Design within the corporate structure continues to rage. A common point of contention arises when Product teams assert that Design should fall under their purview, operating like the Engineering function. However, this perspective often stems from a lack of understanding regarding the unique role and value that Design brings.

The Case for Vertical Autonomy

To ensure the most effective collaboration and output, each key function within an organisation should operate as an independent vertical: Product, Engineering, Design, Marketing, Analytics, and Content. This structure allows specialised expertise and vision to flourish within each domain while fostering horizontal partnerships on specific projects and initiatives.

The SVP of Design, in particular, should maintain full control over the design function’s budget, vision, and staffing. This autonomy is crucial for several reasons:

• Preserving Design Integrity: Design leaders possess the training and expertise to guide the overall brand vision, tone of voice, and user experience. Placing Design under the Product umbrella risks diluting this specialised knowledge and compromising the integrity of the…