From Scratch to Success: Building a World-Class Design Team
Launching a new product or scaling an existing one isn’t just about having the right tools or market strategy —it’s about having the right team. A top-tier design team isn’t a luxury; it’s a strategic necessity. But building one from scratch is a challenge many companies underestimate. It’s not about simply assembling talented individuals; it’s about creating a cohesive group that amplifies each other’s strengths.
During my nearly 10 years at Amazon AWS, where I led over 500 successful projects, I saw firsthand how design teams can either elevate a product or become a bottleneck. Here’s what I’ve learned about building a design team that doesn’t just meet goals but consistently redefines them.
This space is designed for impact, collaboration, and boundless creativity.
1. Start With a Clear Vision
You wouldn’t embark on a journey without knowing your destination —so why build a team without a clear vision? Before hiring, define your company’s design needs and how they align with your business objectives. Is the focus on delivering exceptional user experiences, rapid prototyping, or solving complex enterprise challenges?
A clear vision isn’t just about aligning the team—it’s about attracting the right talent. Designers want to know they’ll be part of something meaningful. Sharing a well-defined vision gives them a reason to invest their skills and energy in your mission.
Example: When scaling a design team for AWS services, clarity on our mission to simplify complex workflows attracted designers who were passionate about creating tools that genuinely improved users’ lives.
2. Hire for Collaboration, Not Just Talent
It’s tempting to chase impressive resumes, but technical skills alone don’t build great teams. Collaboration is the glue that holds a design team together. Emotional intelligence, adaptability, and a willingness to engage constructively are just as critical as expertise in UX or design systems.
One pitfall I’ve seen is hiring brilliant individuals who struggle to work within a team. It’s like having virtuoso musicians who can’t harmonize—they might shine solo, but the ensemble suffers. A holistic interview process that includes team dynamics and cross-functional collaboration can help identify the right candidates.
Tip: Include current team members in the interview loop to evaluate how potential hires will fit into the team culture.
3. Foster a Culture of Learning
The design landscape evolves rapidly. Tools, user behaviors, and best practices change constantly. Without a commitment to growth, teams risk stagnation. At AWS, we encouraged designers to attend workshops, experiment with new tools, and share their learnings with the team. These practices didn’t just keep our designs sharp—they kept our people engaged.
Learning doesn’t have to be formal. Design critiques, knowledge-sharing sessions, and even informal discussions can spark creativity and improvement. Teams that prioritize learning are better equipped to tackle challenges and seize new opportunities.
4. Structure Teams for Speed and Quality
How your team is structured can be the difference between momentum and inertia. Clear roles and responsibilities reduce confusion, while flexibility allows team members to step into gaps when needed. At AWS, we balanced specialization with cross-functional skills to ensure we could move fast without sacrificing quality.
Example: When working on a product launch, our team divided roles based on strengths but maintained fluid collaboration. UX researchers informed designers early, and design technologists ensured feasibility, eliminating rework and delays.
Key Insight: Avoid rigidity, but make sure there’s no ambiguity about who owns what. It saves time and ensures accountability.
5. Invest in Onboarding and Continued Support
A strong start sets the tone for everything that follows. Onboarding isn’t just about getting a new hire up to speed —it’s about embedding them into the culture and aligning them with the mission. At AWS, we paired new hires with mentors, ensuring they had guidance through their first projects.
But onboarding is just the beginning. Regular check-ins, feedback, and mentorship turn good designers into exceptional ones. It’s a long-term investment that pays off in team loyalty, morale, and performance.
Takeaway: A well-structured onboarding process builds confidence and sets the foundation for sustained success.
Why This Matters More Than Ever
In today’s competitive environment, design teams are more than a supporting function—they’re a strategic advantage. Building a team thoughtfully ensures you’re not just meeting today’s needs but positioning your company for long-term success.
The truth is, there’s no one-size-fits-all approach to building a design team. Every business has unique needs. But when you focus on clarity, collaboration, and continuous growth, you create a team that’s more than the sum of its parts. And that’s what leads to exceptional outcomes.