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Case study · Design Leadership

A playbook for building a UX function.

Three moves, in a fixed order: the team, then engineering, then product. I build it at Nextens as a senior designer, before I have the lead title, so it needs no title to start.

CompanyNextens / LexisNexis (RELX), B2B tax SaaS
RoleSenior UX Designer, UX Lead from Oct 2024
Team7 at the start, 6 today
PlaybookTeam → Engineering → Product
PeriodNov 2022 to present
01 · Move 1 · The team

Build the team before you ask for a mandate.

Seven people work on UX side by side, with no view of who works on what. One board and four rituals change that. I ask product for nothing yet.

Trade-off: for the first months, product sees almost no change.

To do
Analysis
Doing
Review
In test
Done
Feb 2023 · Team offsite11 days later · Daily standup, before the product teamsEnd of March · Board and first retroDesign review
The UX board. One card is one piece of product work, with its design tasks inside as a checklist.
02 · Move 1 · The team

Grow your own people.

The board shows that the legacy parts of Nextens need no dedicated designer, so both contractors leave. In their place: a new intern every six months, five in total.

Trade-off: growing people is slower than hiring experience.

Contractor
Contractor
Medior designer
Intern 1
Intern 2
Junior, then UI Engineer
Intern 3
Intern 4
Intern 5
Jan to Feb 2023Both contractors leave
Every six monthsA new intern
03 · Move 2 · Engineering

Shape the story before the team sees it.

In pre-refinement UX, product and tech (the three amigos) shape a story together. It stops bouncing between designer and team.

BeforePM and DM decide
DesignerTeam
12rounds
AfterShaped together
UX · PM · TechTeam
4rounds

Larger features, by team count. Small features go from 3 rounds to 1. Component reuse from the design system is the other half of the story.

04 · Move 3 · Product

Discovery spreads one team at a time.

Product managers see what prototypes give them, and the next team asks for it. With our UX researcher I add one tracker for every study, and results go back to the teams.

Prototype-driven discovery
10of 10 product teams, from zero
Team 01
Team 02
Team 03
Team 04
Team 05
Team 06
Team 07
Team 08
Team 09
Team 10
Research operations, since Nov 2024
70studies completed and shared
70 done14 running16 planned
05 · Move 3 · Product

Data ends a debate about size.

On a PM's laptop our UI looks too big, and the PM wants it smaller before release. The most common user viewport says otherwise.

SalesforceOpen to UX from Sep 2023
Adobe AnalyticsOpen to UX before Apr 2024
Most common user viewport
Ships on time
99% Windows150% display scalingUI elements unchanged
06 · Move 3 · Product

A seat where priorities are set.

In December 2023 UX joins the yearly roadmap session for the first time. We bring user problems, the group dot-votes, and accessibility makes the roadmap.

Trade-off: designers now spend hours in planning that used to go to design.

On the roadmap
Accessibility
Illustration of the dot vote.
07 · Impact

The title follows the work.

The lead title arrives in October 2024 and confirms a role I already do.

70
Research studies completed and shared since Nov 2024
0 → 10
Product teams on prototype-driven discovery
~12 → ~4
Refinement rounds on larger features, by team count
5
Interns hired and mentored, two now in permanent roles
0 → 2
User data sources open to UX
A11y
On the yearly roadmap, proposed by UX
Everything in the playbook still runs today. I lead and coach the team.
08 · What travels

Two lessons I take to any product.

The sequence travels.

Team, then engineering, then product. A board, a standup and a seat in refinement need no title and no budget, so it starts in week one.

Measure from day one.

The research tracker starts two years in. Next time, the baseline comes first.