Crafting a design leadership portfolio

One of the top questions I get asked is what a portfolio for a manager should look like. Unsurprisingly, the answer is like any design answer: it depends. The ultimate output of a portfolio looks different based on so many factors: whether you’re in brand or product, the type of management role, and what you’re optimizing for. 

In this session, we’ll look at the goals of a manager’s portfolio, what you are optimizing for, and the core elements of a portfolio. There are a few common artifacts you’ll have as a manager: resume/cv, portfolio deck, and website. The last two might be the combo of your portfolio.

Setting clear portfolio goals

The truth is at some point in your management career you will not need a portfolio! You will be reached out by recruiters or apply based on your experience and credibility, which is a much harder thing to maintain than a portfolio!

You might be optimizing your portfolio for different reasons than looking for a new career opportunity. For example, you might want to get into public speaking at meetups and conferences. The content you show there is going to be much different than what you show in a career portfolio.

A leadership portfolio might not be optimized for looking for work. 

  • What type of role am I looking for?
  • What size team do I want to take on?
  • What type of industry/product do I want to work on?
  • Who do I want to report to?

Questions to ask: 

  • Who is the audience for my portfolio? Is this to attract a potential new role, increase speaking engagements, or network?
  • What type of leader are you? Do you want to emphasize certain skills? Do you want to eventually lead larger teams? Do you want to stay close to the product and lead that way?

Differences between a portfolio for managers and individual contributors

Depending on the level or the role, you may or may not show the work you directly contributed to. For example, if you’re interviewing for a product design manager role at an early startup or at an agency, it’s very possible that part of your responsibilities is doing the work. If you’re interviewing for a VP of Design role, you won’t be showing any pixels you pushed (at least I’d hope not!)

Similarities

  • Learning about what you’re like as a person and working with you
  • You’ll still have case studies that show business and customer impact

Differences

  • Your case studies will be more focused on what you put in place to enable teams to do the work
  • You’ll showcase tools you’ve created, such as 1:1s docs, frameworks, and other 
  • Visualize your process of how you got work done
  • Though it’s good to show business outcomes as an IC, as a manager, this will be expected in your portfolio

Capturing the content for your portfolio

Building a portfolio takes a lot of time, but you can start capturing data of what you’ll put in it as you go along. As a manager, the type of impact you make looks different than when you were an individual contributor (IC). Your IC portfolio is more around your work, process, and craft, and the management portfolio focuses on how you manage towards outcomes leading a group of humans. Keep an Infinite Slide Deck to track your work.

Keep a management journal

Journal your experiences as you’re doing the work. It’ll help you keep track of data and moments you want to share later. Trust me, it’s hard to remember later on. As you keep your journal, capture key metrics you’ll need to remember to tell the story.

Constructing the portfolio

My portfolio is a keynote deck. You can use anything that can be exported as a PDF you can share. I also highly recommend building a website that will be your digital portfolio. The website can serve as general content and portfolio deck can be more details. You may not want to disclose every single detail of your portfolio online and that’s where a website might serve better to speak at things for a high level. It’s common for design managers to have absolutely no portfolio published online. 

Platform

I recommend having a website and a presentation deck ready to go. The content does not have to match 1:1 but it’s nice to have a website where you can have a general overview and a deep dive slide portfolio.

Elements of your portfolio

What is important in your portfolio

About

  • About / your leadership story
  • Career history
  • Management philosophy

Management approach and frameworks

A few images and slides on your approach to management. This might include your leadership philosophy, what methodologies you subscribe to, etc.

Work

Company and role overview

  • Summary of your role
  • Ex: Head of Product Design at Company A leading growth, product design, and content design.

Hierarchy of portfolio

  • Company-level
  • Initiative level
  • Project level

Include

  • Visuals of early ideation, decision points, and final outcome (credit who worked on it)
  • Company goal
  • Core metrics

Case studies are different for managers. Though you’ll show project work (presumably what you did leading your team), the story you tell is slightly different. The core elements are:

  • Executive summary: What were the business goal and customer opportunities?
  • What processes and frameworks do you put in place to drive outcomes for your team?
  • How did you manage towards outcomes?
  • Success metrics you put in place for your team
  • What did people on your team do?

Build a web presence

This can be a complement to your slide deck. I recommend managers have a website. Elements to include: 

About

The section that includes details about you:

  • Bio: A manager should have a quick bio to give an overview of a career summary. Keep it about two or three paragraphs
  • Resume or CV: This can be a downloadable PDF
  • Philosophy and leadership principles: A nice section to share a bit about your approach and philosophy to leadership. This isn’t essential though very nice to have

Writing

I recommend that managers have a blog, whether on their personal website, or Medium. Writing articulates what it’d be like to have you as a manager or your philosophy. A few examples of good ones:

Featured

Work: Case studies and portfolio pieces you might want to include online. Be mindful of the company metrics you share publicly in case it’s confidential

By the end of the management cohort, we’ll work on your portfolio, your about page, and one case study of a project you led.

Best practices and tips

There are no one-size-fits-all approach for a leadership portfolio. However, here are some tips to keep in mind as you build your portfolio.

Focus on outcomes and impact

Focus on outcomes and impact; present your work at a level higher than you might be used to. Your portfolio will look more like case studies of your time at the company and with your teams vs. individual projects.

  • Tell the story of the product you impacted during your tenure: what difference did you make in the customer’s journey with that product? Who did it impact? At what scale?
  • Tell the story of how you impacted the business during your tenure: did you launch a new product? A new business line? Impact revenue or go-to-market?
  • Tell the story of how you impacted people during your tenure: did your team grow? Did you branch out to hire new disciplines? Did you set up a career ladder and promote? Who were your successes?
  • Tell the story of how you influenced cross-functional team members — both at your peer level and up/down. Did you help them understand the customer better? How did design impact their roles and outcomes?

Show what your team did and give them credit

It’s okay to show the work of your team. In fact, you should. However, make sure you give them credit.

Display your IC work somewhere to de-risk

Even as a manager, people want to know you used to be a good designer! I recommend including a few pieces of content around your work when you were an IC. No need to go in detail and include this as part of your overview.

Share what you learned

Part of what people will expect from leadership portfolios is the lessons you learned along the way. It will be more authentic if you talk about the lessons and address the “What would you have done differently?” 

Example narratives you can tell

  • Organizational excellence: example of how you identified a gap in how your team worked and solved it
  • Leading through changes: How you led and kept your team resilient during challenging times
  • Creating effective processes
  • Teams you’ve built
  • Initiatives that you led
  • How you evaluate work
  • How you ensure design quality at scale

Resources

Examples of portfolios

Articles

Offering up my time to review portfolios

In the midst of the pandemic of COVID-19, many lives have been impacted in so many ways. Unfortunately many people have felt the impact of layoffs throughout the industry, including design. I’m offering up some of my personal time to review portfolios and resumes for those who find it helpful.

Disclaimer: Please note this offer is me as a person and not that of my role as Director of Design at Webflow. This means if you’ve applied to a role at Webflow I am not reviewing your application as a part of this rather free coaching/feedback.

The calling of IC’s into management

I studied Art History in college and find the liberal arts to be one of the biggest influences in my design career. One of my favorite eras to study is Baroque art. It often brought high contrast, strong asymmetry, aestheticized violence, and remixed symbolism in its works. It’s the Tarantino era of art history. One of the artist who first caught my attention at an early age was Michaelangelo Mersi, better known as Caravaggio.

The Catholic Church at the time were huge patrons of the arts and commissioned artist to create paintings of famous scenes during the counter-reformation. Caravaggio, is what you wouldn’t necessarily call a religious man, which made his works so fascinating to me; an amoral man and sinner in the views of the church, being commissioned by the church. He often left a lot of room for interpretation in his paintings. One of the famous ones is that of “The Calling of St. Matthew”.

The 10.5×11’ oil painting in Rome depicts the moment when Jesus Christ inspires Matthew to follow him and become an apostle. In the painting, it’s not clear which one is St. Matthew. Is it the young man hunched over the coins? What about the main pointing at himself to ask “me?” Art historians have often said Caravaggio left it open ended for the viewer to interpret that the calling can be for anyone.

I use this piece of art not as religious evangelism but perhaps career evangelism. This painting often reminds me of how people get called into management, and how ambiguous it can be where great future managers come from. Perhaps it’s the 10x engineer who points at himself and clearly assumes it’s him. But what if it’s the average senior designer who has a great emotional intelligence (EQ), organized, and really cares about people?

The current state of management

Since it’s what I have the most experience and observation in, the purview I’m going to share is primarily design management, though I believe this applies to many other functions and disciplines as well.

The industry sets up wrong incentives for people to become managers

The candid truth is that there are a lot of managers in positions who shouldn’t be. It’s not to point fingers as they come in many forms and they come in many forms. Perhaps it is someone at an early startup and fell into management as the company grew. Some pursue management positions for personal gains and have more perceived influence. As we ponder who would make good managers, we also must ensure that people who have a desire to thrive as individual contributors and leaders have incentives to do so.

The system often incentivizes people to go into management for the wrong reasons. There’s often a pay bump in becoming a manager. I believe that’s the wrong incentive, but that’s a different blog post.

At Webflow, we have individual contributor (IC) designer tracks that have parity with manager tracks, both in pay and influence. Leadership is a trait both managers and individual contributors have. If we’re going to fix the management pipeline, then we need to ensure individual contributors have clear and equal tracks. Buffer has a great article about their individual contributor career track.

Lack of a succession pipeline and development process

“There is no success without a successor.” — Peter Drucker

The core problem I view is that there is a substantial gap in the management pipeline for new managers. As experienced managers and leaders in the industry retire (and they will at some point) there needs to be a clear investment for new managers to take the mantle.

A lot of managers transition into lateral positions at different companies. Roughly put, the same people are getting the management jobs, and not all of them are good managers. At this state, these managers will continue to fail up if there isn’t any dilution of the talent pool.

While this is happening, some of the best potential managers may be neglected from pursuing management, both by external forces and perhaps themselves. The biggest problem I see is the lack of encouragement from others for them to pursue management. In a land of bad-to-middling managers, sometimes people who would be great managers don’t see themselves in management positions because the people they do have as models aren’t who they want to be.

The industry needs good managers, which is not necessarily managers who have been doing it for a long time. The management pipeline needs to be refreshed from time-to-time with new people to take on the responsibility.

Companies are looking at historical data to de-risk

Hiring is important to get right at a company. Make the right move and you might find the person who is going to shift your team and elevate them. Make the wrong hire and it can be costly and dire. The impact is felt even higher for management and leadership roles. It’s no surprise then that companies are seeking methods to de-risk the hire.

The desire for more “influence”

I’ve often heard in many conversations with people considering management state that they want to pursue it to mentor and have more influence. It’s understandable how people might feel this way, however, it’s not good motivation to enter management. When you are in a higher leadership position, your role is more motivation and coaching than influence.

The calling of ICs

I firmly believe that some of the best new managers are currently individual contributors who have not considered management or shied away from it.

If you would have asked me a decade ago about people managers, I would have laughed. Never would I have imagined taking on a role as an introvert where the majority of the responsibility is dealing with people. My motivation then was to strive to be the best individual designer.

What makes a good manager?

Though this clearly varies based on company and industry, I’ll try to boil it down to the essentials based on experiences I’ve had and observed. At the core, a good manager is someone where their highest impact is focused on developing people, processes, and systems that provide farther value than what they can achieve as an individual. Your focus transitions from heads down to heads up.

Your focus shifts to the success of others

Clearly individual contributors also care about other people, however, the success of others is one of the core performance indicators in management. If you find joy working with people to enable them to be better at their job, management is a great place to do that.

The turning point for me was when I realized that focusing on spending time with other designers to help them get better brought me so much more joy than heads down time to explore a new project or prototyping tool, which I was very much in love with. Seeing where people started and witness their development became what I cared most about.

People-centric approach, team-oriented outcomes

You care about people but your mission is that of the team. The team is your metaphorical product and you’re responsible to strategize, unblock, and scale. Empathy and advocacy for your people is the natural start of being a manager. However, to be a strong manager, you will have to thoughtfully balance the needs between every human and the team.

Enabling people and systems

As a manager, you are now a builder and maintainer of people and systems. The responsibility of a manager is not to be good at everything, but to ensure the team is effective at everything.

The greatest system design challenge in the history of humanity is getting people to work together effectively.

I’m interested. So how do I get in?

If I’ve peaked your interest, here are some things to think about to prepare for the calling. The trick is to distribute your impact and influence as you’re a high performer to transition into a higher scale role. There is no shortcut to management. Be sure you’re a consistent and high performer at an IC level. The trick is to convey that your time can be maximized as a force multiplier.

Remember, if you don’t like management, you can always go back to being an IC in your career. There is nothing wrong with that. There are different layers of management, and you don’t have to keep climbing the ladder. Find the purview that gives you the most joy. If you enjoy first-line management, you don’t have to climb all the way up to executive. They have different roles and responsibilities.

Even if you have never thought about it, I encourage you to dip your toe and get some taste of management. You may find it be the calling you never expected.

It’s often said “the best ability is availability.” In order for people to champion your management track, you must make it known to people you’re considering it. This sounds obvious, but crucial. If you never speak up, people might assume you prefer to be an IC. Here are some ways to dip your toe into management.

Start taking on process projects

The hardest gap to fill is to show people you would make a good manager when your resume has only been as an individual contributor. Identify a gap and volunteer to take it on with an action plan. An example of a process project could be a proposal to improve a design review process during critique or drafting a standard operating procedure for the team (SOP). As you take on process and team tasks capture impact metrics on the return on the time invested in you working on such things.

Advocate for junior people and do it consistently

Note that I didn’t say mentor. If you don’t have any, mentor ones externally. There is no shortage of new designers looking for a great mentor and sponsor.

If you want to get a taste of management, then you have to do it consistently and be involved. Mentorship is great, but it’s a different type of focus. To get a taste of day-to-day management, coach someone more junior for them to take action, follow up and keep track of progress.

If you don’t have junior people on your team or company, work with people externally. I assure you people will be thrilled for the time you offer up.

Prepare for the calling, give yourself time

It’s not too soon to start thinking about a management track in your career. However, give yourself time for the opportunities to form for you. Your career is a marathon, not a sprint. Start prepping for the opportunity and it’s not too soon to commence.

Ask the question and perhaps answer the call

Pretend this isn’t all white guys. Which one are you in this painting?

What does your heart and intuition tell you? If you sense a signal, dip your toe into management. Reach out to leaders to get their advice. If you’re interested in talking about it I’m happy to discuss personally or connect you with an advocate.

Remember, you don’t have to make a decision right away, though I encourage you to start exploring those capabilities. Accrue evidence as you begin the management dialog.

Take a moment and ask yourself, “What if the future cohort of great managers and leaders includes me?”

Notes

Special thanks to Julia Ferraioli for editing.

If you ever want to discuss management, shoot me an email and I’d be happy to discuss with you or connect you with another experienced manager.

Sources Cited

Designers constantly learning

A great excerpt from the book “Designing for Emerging Technologies” and the need for designers to tinker and learn.

Designers will need to understand the implications of science and technology for people. To do this effectively, we must be able to immerse ourselves in new technical domains and learn them quickly. Just as our understanding of and empathy for people allows us to successfully design with a user’s viewpoint in mind, understanding our materials, whether they be pixels or proteins, sensors or servos, enables us to bring a design into the world. To achieve this, designers need to be early adopters of technology, learning constantly. —Designing for Emerging Technologies