Design in Transition: Part 3 – The growing role of ICs and fractional leads

From Gap to Growth: The Role of ICs and Fractional Leads

With the increasing introduction of flexible and holocratic models in design organizations, design leadership and team development are changing fundamentally. These models promise adaptability and quick decision-making, but they also bring challenges. What does this mean for the long-term development of design teams and the role of design leadership?

A growing trend shows that companies are reducing management positions in design and often integrating design teams under product or tech departments. This increases the importance of individual contributors (ICs) and fractional leads to bridge management gaps. However, these cost-saving measures often overburden design teams, require the use of freelancers at peak times and lead to frequent organizational changes that jeopardize continuity and innovation.

The role of ICs: balance between craftsmanship and strategic influence

In an environment where management positions are being reduced, ICs are taking on an increasingly important role. These highly skilled designers specialize in areas such as UX/UI design, prototyping or design systems. They work closely with other departments to develop, test and implement solutions while serving as experts in their fields.

Although ICs make excellent contributions in operational tasks, this model also harbors risks. The focus on short-term operational goals can crowd out strategic thinking and long-term vision. As a result, teams may achieve short-term success but struggle to sustain innovation in the long term – a risk that is particularly prevalent in organizations without strong leadership structures.

“Great ICs aren’t just there to execute tasks – they take ownership of the design story (and the user story) within an organization.” – Steven Busuttil, Head of Product Design at Xaver

Organizations that promote individual contributors as craft and strategy experts can unleash their full potential and ensure innovation, even in leaner management structures.

Fractional design leadership: flexibility for growth phases

Companies are often faced with the decision of promoting less experienced designers internally or hiring experienced leaders on a temporary basis when the need does not justify a full-time position. Fractional Design Leads offer a strategic solution. These experienced leaders are hired on a project basis or for fixed periods of time (6 to 12 months) to build teams, optimize processes and influence design decisions over the long term.

One clear advantage of fractional leads is their flexibility: they offer access to top expertise without long-term commitments or high fixed costs. Particularly in growth or restructuring phases, they close the gap between operational implementation and strategic management.

“Fractional design leads play a crucial role, but their presence can often disrupt continuity and unsettle ICs.” – Steven Busuttil

To overcome these challenges, fractional leads should not only provide operational support, but also create an environment in which teams can grow, build trust and drive innovation.

Summary of the series: Design in Transition

1. From aesthetics to strategy: the role of product designers is evolving. In addition to user-centered design, strategic thinking, technical tools such as design systems and AI as well as close collaboration with product and technology teams are becoming increasingly important. More in part 1.

2. From Vision to Void: Leadership deficits in product design undermine innovation and team cohesion. The lack of gender equality in management positions further exacerbates these problems. These topics are examined in more detail in Part 2.

3. From Gap to Growth: Individual Contributors and Fractional Leads are increasingly shaping team structures. While ICs move between craft and strategy, fractional leads offer flexible management options. However, continuity and long-term orientation remain challenges.

Outlook: Navigating Design in Transition

The design industry is undergoing profound changes that bring both exciting opportunities and complex challenges. AI and automation are transforming workflows, while leadership gaps and a focus on business numbers often leave teams without clear direction.

However, these challenges offer opportunities for growth: By using technology responsibly, promoting diversity and closing leadership gaps, design can grow into a stronger and more impactful discipline.

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