We are an experience
and service design company.
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We believe in the power of design to
make ideas tangible and turn them
into successful products and services.
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We design products and services
that engage people in memorable
and meaningful experiences, while
delivering business value to our clients.
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We put people at the core,
both when we work on
projects and when we
work on our own
company culture.
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We are a team of thinkers and makers, designers,
researchers and front-end developers
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Jake Knapp - Design Sprint 2017 and 2018
We create internationally
renowned events, we talk
regularly at Italian
conferences and nurture
our local Digital Design
community.
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4
national events
organized or hosted
4
international events
organized 
10+
Italian events
sponsored
250+
attendees
20+
talks and workshops  
at Italian conferences
12+
countries  
represented
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Design + Business
Our design begins with the whole
company involved, stakeholders on
board and clear, shared goals. 
We design and then measure impact.
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We manage complex projects for large organizations
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We also lead some of Italy’s most promising startups to launch
their products and raise important investment rounds.
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Modeling Roles
Modeling Culture
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Milan, May 31st 2019
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Let’s play!

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Sarah Nelson
Leading Design 16
London
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5 11 20 35 70 150 >150

• team of 11
• end of year retrospective
reveals some mismatches
• Agile reset
• team of 5
• clearer vision
• mindset switch
• we start building a
team
• team of 13
• culture and values - round 2
• Talent Canvas
• skills matrix
• we launch our new brand
2013
2004
2016
2017
• team of 8
• we look for a brand
that tells who we are
2015
2018
• 2 people
• small design studio
• team of professionals
who work together
• team of 16 (+1)
• retrospective: how do I
grow? how can I
contribute? how do I … ?
😓
• roles matrix and career
paths
2014
• we start working on
culture and values
as a team
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5
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9 - 12
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12
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Labeling roles is not easy
and is a consequence of our
company culture
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Internal roles might be different
from the ones we use to advertise
our services on the market
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Roles Culture
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UX Designer is not a role,
UX is the outcome of team
collaboration and multiple skills
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Market roles
Seniority
Junior
Mid
Senior
Director
PM SD RES IXD UI DOPS FE TECHGLOBAL
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Show me the matrix
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RES IXD UI DOPS FE TECH
Role = skills + responsibilities
SKILLS RESPON.
IXD
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Junior
Mid
Senior
Director
Interaction Designer Service Designer
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Mid
Senior
Director
IxD as the foundation
Service Design as an upgrade
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Junior
Mid
Senior
Director
UI Designer Brand Experience Principal
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PM SD RES IXD UI FE TECHGLOBAL
Design Ops is definitely a thing
DESIGN
OPERATIONS
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Junior
Mid
Senior
Director
Frontend Developer Design Engineer
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Junior
Mid
Senior
Director
Vertical growth is possible
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Junior
Mid
Senior
Director
Horizontal growth is possible as well
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Specialists
• specific skills
• innovators
• “evangelists”
• technicians
• efficient
• focus on quality
Generalists
• cross-discipline
• enablers
• coordinators
• big picture
• effective
• focus on outcomes
PM SD RES IXD UI DOPS FE TECHGLOBAL PM SD RES IXD UI DOPS FE TECHGLOBAL
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Junior
Mid
Senior
Director
PM RES IXD UI DOPS FE TECHGLOBAL ICON ADMINSD CONTENT
Project Manager is not a role
but a set of responsibilities and skills
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Junior
Mid
Senior
Director
Design Director
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Managers used to be practitioners
and have strong design experience
Mid
Senior
Director
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Management is a choice.
It’s not a promotion,
it’s a career change.
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Designing teams is a design exercise
and is human-centered
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Henrik Rydberg
Interaction 16
Helsinki
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Junior
Mid
Senior
Director
PM RES IXD UI DOPS FE TECHGLOBAL ICON ADMIN
Help Tangible to grow as a company
business + market + people
SD CONTENT
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Help team growth
• Hire more accurately
• Set clearer expectations about roles
• Balance teams
• Stronger competences
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Help individual growth
• Clear career paths
• Different options to grow
• More objective one-on-one reviews
• Better spending of the training budget
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So far, so good ❤
• Feedback
• Conversations
• Team morale
• Trust
• Recruiting
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Tricky… 🤔
• From personal to relationships
• From rules to a playbook
• Scalability and sustainability as a
company
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Possible shitstorm ahead 💩
• Hierarchy: needed? How much?
• Economic transparency: desirable?
• Salaries and bonuses: how are they tied
to the roles matrix?
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Things to monitor
• Eyes open on behaviors (unhealthy
competition, envy, conflicts…)
• One-to-one followups and updates  
over time
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Things to remember
• It’s a process, not a tool
• Alive and iterative, never done
• Shared and explained
• The goal is autonomy, not control
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Doing the work of translating someone else’s methods
to fit your culture is hard work. It needs to be designed.  
It needs to be assimilated, not just applied. 
—Dave Malouf, IXDA founder
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Ilaria Mauric
Head of design
@ilariamauric
ilaria@tangible.is
Nicolò Volpato
Founder & CEO
@nicolovolpato
nick@tangible.is
Thank you!
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TAG Master UI - Late Night Talk - May 31st, 2019

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