Introduction

Design leadership, like design itself, is fundamentally about responding to context and human needs. Just as we wouldn't apply the same design solution to every problem, we shouldn't apply the same leadership approach to every situation. This guide will help you understand how to adapt your leadership style to different design scenarios and team dynamics.

Understanding the Foundation: What is Situational Leadership?

Situational leadership was developed by Paul Hersey and Ken Blanchard, who recognized that effective leadership must be flexible and adaptive. In the design world, this approach is particularly relevant because design projects often involve diverse teams, varying skill levels, and complex challenges that change throughout the project lifecycle.

The core principle is simple yet profound: there is no single "best" leadership style. Instead, effective leaders adjust their approach based on two key factors:

1. The task at hand (the design challenge or project requirements)
2. The development level of the team members (their skills, experience, and motivation)

The Four Leadership Styles in Design Practice

1. Directing Style (S1): The Design Brief Approach

This highly structured approach involves clear instruction and close supervision. Think of it as creating a detailed design brief with specific requirements and guidelines.

When to use the Directing Style:

• You're working with junior designers who are new to specific tools or methodologies
• The project has strict brand guidelines or regulatory requirements
• You're establishing new design systems or processes
• Time-critical projects require quick, accurate execution

Real-world example: Imagine you're leading a team creating a medical device interface. The junior UI designer needs specific direction about accessibility requirements, color contrast ratios, and error prevention principles. You would provide detailed specifications and maintain close oversight throughout the process.

2. Coaching Style (S2): The Design Critique Approach

This style combines clear direction with explanation and discussion, similar to how we conduct design critiques. You're still providing guidance, but you're also encouraging dialogue and understanding.

When to use the Coaching Style:

• Team members understand basic principles but need guidance on complex applications