In my role as a Director of UX and Product Design at  Seera Group, I faced the challenge of varying maturity levels within our internal product teams, hindering optimal team functioning and overall efficiency, as we'll as inconsistent customer experiences across products and platforms.

My goal was to drive a transformative initiative to mature the design organisation by addressing challenges in team functioning. This involved implementing tailored strategies to simplify roles, scale the design department, expand into Saudi Arabia, introduce new design specialisms, provide business acumen training, and establish governance for design system consistency and platform cohesion.

To overcome the challenge, I implemented a series of tailored strategies, including simplifying roles, scaling the design department to fill skills gaps and broaden impact, expanding into Saudi Arabia, and introducing new specialisms like researchers and interaction designers. Additionally, I provided data analysis and business acumen training, as well as an established governance process for design system consistency. Decentralising design contributions, standardising QA procedures, and leveraging AI and NLP for research automation and rapid experimentation significantly enhanced team performance and outcomes.

The impact of these initiatives was noteworthy, leading to a reduction in product delivery time, increased user experience maturity, consistency cross platforms, expanded our customer engagement and reach, and the establishment of a streamlined design system that sped up processes. This case study highlights my leadership in transforming design teams, fostering collaboration, and aligning processes with industry standards.