Evolution of Setel
visual design
rOLE
Design system, team leadership, mobile app design. Credit to early Setel designers (Adam, Zaid, Amira & Tyo), mobile design system owners (Melan, Tracy, Stan, Marissa) and other talented designers at Setel
Year
2019 - 2024
I joined Setel in December 2019, one year after the company was established. With an existing team of 4 product designers, I became their first lead product designer and was tasked to help with managing all the design aspect for the company, including scaling the headcount as well as improving the quality of the design output. Over the next 5 years, I believed I've managed to <????>
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2019
2020
2022
Scaled the product design team to over 30 designers at its peak, interviewing & hiring even during the pandemic and successfully transitioned to remote/hybrid work arrangements.
Introduced UX writer role into the roster — shifting content design responsibilities from marketing to product design for better alignment and collaboration.
Groomed senior designers into design managers, enabling them to transition from individual contributor to management tracks, by managing feature teams under their portfolio.
Established rituals to foster better team bonding, including quarterly show & tells, retrospectives, weekly gratitude sessions, bi-weekly knowledge sharing, and more.
Read my article about growing a design team:
https://medium.com/@gaddafirusli/what-i-learned-growing-a-design-team-9736ae87b51d