When people talk about design leadership, they often focus on the big picture. Scaling teams, setting up systems, and representing design at the executive table. Those things matter, but there is a function that rarely gets the attention it deserves. Design Direction.
Design Direction is the equivalent of art direction or creative direction in traditional agencies. It is how leadership gets a project to not only meet the vision but also stay aligned and push the design as far as possible. Without it, even the strongest design teams can lose their way, and even the most talented designers can end up delivering work that meets the brief but lacks the depth and clarity that comes from experienced guidance.
I have seen first-hand how often Design Direction is misunderstood. I have been asked to log my hours like an individual contributor, as if the only measurable design output is pixels pushed. I have been in conflict with project managers and product owners who reduce Design Direction to a standing review once a week. They see it as an overhead rather than an integral part of the process. This way of thinking overlooks what Design Direction really is. The ongoing alignment, questioning, and refinement that ensures design delivers at the highest possible level.
Design Direction is not just sitting in on reviews. It is defining the product and design strategy, setting the creative vision, understanding the goals and deliverables, and making sure that the team has the clarity and confidence to execute. It is knowing when to push a concept further, when to simplify, and when to hold the line on detail. It is asking the tough questions that less experienced designers may not think to ask. And it is being available as a sounding board, not only for design craft but for the confidence and judgement that comes with experience.
In practical terms, Design Direction should be seen as a core part of any project plan. Around 20 percent of design time is a reasonable baseline, and often more is required at the beginning of a project to define goals with founders and stakeholders. This investment pays for itself many times over because it prevents wasted effort, reduces misalignment, and raises the quality of the final product. Design Direction is not a task you tick off. It is an ongoing practice that shapes how design unfolds across the life of a project.
On a day to day level, Design Direction shows up in countless ways. It is a conversation that helps a designer see a better path forward. It is feedback that brings alignment between product, engineering, and design. It is guidance that takes a project from done to delivered with impact. Most importantly, it creates the conditions for designers to do their best work.
When Design Direction is missing, teams are left to operate in isolation. Designers second guess themselves, products drift from their intended vision, and the end result suffers. When it is present, alignment is tighter, designers are more confident, and the quality of output rises.
Design Direction is not a luxury. It is not an add on or an afterthought. It is a fundamental part of design leadership, and it should be factored into every project plan as deliberately as design, product, or engineering. The difference it makes is not only in the work produced, but in the confidence, clarity, and capability of the team delivering it.
The next time you are putting together a project plan, make sure Design Direction has a line of its own. Be generous with it. Your design team will thrive, and your product will benefit in ways you can measure and in ways you cannot.