Design Leadership for Scale-Ups: Reviews & Designer Coaching by Marian CozmaDesign Leadership for Scale-Ups: Reviews & Designer Coaching by Marian Cozma
Design Leadership for Scale-Ups: Reviews & Designer CoachingMarian Cozma
Your team has designers. Who's leading the design?
Common at scale-ups:
The founder or CPO is still the main design reviewer and doesn't have the time.
Design reviews turn into debates about opinions, or don't happen at all.
Work gets redone late because priorities weren't clear at the start.
What engineering ships doesn't match what was designed.
Your designers are capable, but no one senior is helping them grow.
I work with your team about once a week on a product initiative. Your designers keep doing the design work. I help them decide faster, raise the quality and hand over work that engineering can build.
By the end of the first month
Your team knows what to design first, and why.
Feedback is based on user needs, product goals and engineering constraints, not taste.
Decisions are written down, so they stop being reopened.
Your designers have a clear quality bar and someone senior on their side.
What you get
Kick-off and priority map: a 90-minute session and a one-page map of what to design first, why, and what's out of scope.
Weekly design review: a 60-minute live review, plus written feedback on work in progress within one working day.
Decision log: a shared record of key decisions, the reasons behind them and open questions.
Design quality checklist: a short checklist written for your product, used before work goes to review or engineering.
Designer coaching: two 1:1 sessions per designer per month, each ending with agreed actions.
Month-end recap: progress, open risks and recommended next steps.
How it works
Week 1: Understand. I meet your product sponsor and designers, review current work and agree the 3–5 decisions that matter most.
Weeks 2–4: Review and coach. Weekly reviews, written feedback and 1:1 coaching.
End of month: Recap. What changed, what's still open, and whether to continue, adjust or stop.
Why work with me
10+ years in product design. I line-manage and mentor designers, and have helped set up review and design processes for growing teams.
Clients include HSBC, UBS, Google, Three UK, Virgin Media and NTT DATA.
I started as a front-end engineer, so my reviews account for how things actually get built.
Mentor on ADPList: 11 reviews, rated 100% for communication, problem-solving and subject knowledge. Mentees include designers from Dropbox, National Australia Bank and TossBank.
You work directly with me. I take on a small number of teams at a time, so each gets real attention.
Selected work(client work is under NDA, so highlights only)
Banking: line manager and team lead for designers. Mentored designers and helped strengthen the review process the team works to.
UK mobile network: took on design process and governance as the delivery team grew quickly.
Premium car brand: helped facilitate the stakeholder workshop that narrowed a wide set of ideas into three directions for prototyping.
"I hear on a regular basis 'we need someone like Marian' or 'can we clone Marian'." — Senior Client Partner
"His reviews covered not just visual consistency, but interaction logic, edge cases, and long-term maintainability." — Product Designer
"I was in a tight spot at work, as the only UI designer tasked with redesigning our app's colour scheme across multiple screens. Marian approached the challenge with calm professionalism…" — UI Designer, ADPList mentee
Good fit if
You have 1–4 designers and no senior design lead, or a lead who's stretched too thin.
You have one product initiative that matters right now.
A product sponsor (founder, CPO or head of product) can make decisions and give access to design work and constraints.
Not a fit if
You need screens designed hands-on. See Complex Workflow Design.
You're looking for a full-time Head of Design.
You don't have a designer on the team yet.
To get started
A product sponsor, a team able to act on feedback, access to your design work and constraints, and one primary initiative.
Your team has designers. Who's leading the design?
Common at scale-ups:
The founder or CPO is still the main design reviewer and doesn't have the time.
Design reviews turn into debates about opinions, or don't happen at all.
Work gets redone late because priorities weren't clear at the start.
What engineering ships doesn't match what was designed.
Your designers are capable, but no one senior is helping them grow.
I work with your team about once a week on a product initiative. Your designers keep doing the design work. I help them decide faster, raise the quality and hand over work that engineering can build.
By the end of the first month
Your team knows what to design first, and why.
Feedback is based on user needs, product goals and engineering constraints, not taste.
Decisions are written down, so they stop being reopened.
Your designers have a clear quality bar and someone senior on their side.
What you get
Kick-off and priority map: a 90-minute session and a one-page map of what to design first, why, and what's out of scope.
Weekly design review: a 60-minute live review, plus written feedback on work in progress within one working day.
Decision log: a shared record of key decisions, the reasons behind them and open questions.
Design quality checklist: a short checklist written for your product, used before work goes to review or engineering.
Designer coaching: two 1:1 sessions per designer per month, each ending with agreed actions.
Month-end recap: progress, open risks and recommended next steps.
How it works
Week 1: Understand. I meet your product sponsor and designers, review current work and agree the 3–5 decisions that matter most.
Weeks 2–4: Review and coach. Weekly reviews, written feedback and 1:1 coaching.
End of month: Recap. What changed, what's still open, and whether to continue, adjust or stop.
Why work with me
10+ years in product design. I line-manage and mentor designers, and have helped set up review and design processes for growing teams.
Clients include HSBC, UBS, Google, Three UK, Virgin Media and NTT DATA.
I started as a front-end engineer, so my reviews account for how things actually get built.
Mentor on ADPList: 11 reviews, rated 100% for communication, problem-solving and subject knowledge. Mentees include designers from Dropbox, National Australia Bank and TossBank.
You work directly with me. I take on a small number of teams at a time, so each gets real attention.
Selected work(client work is under NDA, so highlights only)
Banking: line manager and team lead for designers. Mentored designers and helped strengthen the review process the team works to.
UK mobile network: took on design process and governance as the delivery team grew quickly.
Premium car brand: helped facilitate the stakeholder workshop that narrowed a wide set of ideas into three directions for prototyping.
"I hear on a regular basis 'we need someone like Marian' or 'can we clone Marian'." — Senior Client Partner
"His reviews covered not just visual consistency, but interaction logic, edge cases, and long-term maintainability." — Product Designer
"I was in a tight spot at work, as the only UI designer tasked with redesigning our app's colour scheme across multiple screens. Marian approached the challenge with calm professionalism…" — UI Designer, ADPList mentee
Good fit if
You have 1–4 designers and no senior design lead, or a lead who's stretched too thin.
You have one product initiative that matters right now.
A product sponsor (founder, CPO or head of product) can make decisions and give access to design work and constraints.
Not a fit if
You need screens designed hands-on. See Complex Workflow Design.
You're looking for a full-time Head of Design.
You don't have a designer on the team yet.
To get started
A product sponsor, a team able to act on feedback, access to your design work and constraints, and one primary initiative.