This spreadsheet provides a detailed rubric for evaluating and planning the career progression of product designers. It breaks down the discipline into six core axes: Product Thinking, Interaction Design, Visual Design, Intentionality, Drive, and Self-Awareness. Each axis is further divided into specific competencies—such as “User Understanding,” “Prototyping,” and “Leadership”—and defines clear expectations across five seniority levels, ranging from Junior (Developing) to Principal (Redefines/Industry Leader).
The document serves as both a performance evaluation tool and a roadmap for professional growth. It illustrates the shift in scope and impact required to advance, such as moving from executing team tasks to influencing organizational strategy. Additionally, the file includes a “Self Assessment” section, allowing designers to rate their current proficiency in each area and identify specific actions needed to reach the next level of their career.
