Decoding Design Levels Across Industries

Feb 23

Understanding how structured design role levels function across different industries.

Design roles across industries can be confusing, especially when companies add structured leveling systems like L1, L2, L3 for individual contributors or M1, M2, M3 for management positions. While these levels are meant to establish clear expectations and career progression, they often vary from one company to another, making it difficult to compare roles across organizations.

Breaking Down Individual Contributor Levels

Designers typically start as junior-level contributors and work their way up to more senior and specialized roles. The leveling system generally follows this structure:

L1 (Associate Designer): This level includes recent graduates or those with minimal industry experience. These designers focus on execution, learning best practices, and supporting more senior team members.

L2 (Mid-Level Designer): With a few years of experience, mid-level designers take ownership of projects, contribute to strategic thinking, and refine their skills in problem-solving and cross-functional collaboration.

L3 (Senior Designer): Senior designers lead projects, mentor junior designers, and influence product strategy. They work more autonomously and are expected to present their ideas effectively to stakeholders.

L4 (Lead/Staff Designer): Higher levels involve broader influence, strategic decision-making, and driving innovation across multiple teams. Lead and Staff Designers often specialize deeply in their craft while shaping design at a systemic level.

L5+ (Principal/Distinguished Designer): At the highest levels, Principal and Distinguished Designers act as thought leaders, setting vision, influencing industry best practices, and contributing to long-term design strategy across organizations.

Understanding Design Management Levels

Similar to individual contributor roles, management positions are structured in levels to differentiate responsibilities and scope:

M1 (Design Manager): Entry-level management, often responsible for a small team. M1s focus on mentoring, team processes, and supporting the career growth of their direct reports while still being hands-on with design when needed.

M2 (Senior Manager/Group Manager): A more experienced leader who oversees multiple design teams, drives cross-functional collaboration, and contributes to organizational strategy.

M3 (Director of Design): At this level, design directors shape vision, drive design excellence across entire product lines, and represent design at the executive level.

M4+ (VP, Head of Design, Chief Design Officer): These roles set company-wide design strategies, influence product roadmaps at the highest level, and advocate for design as a core business function.

Comparing Design Levels to Other Roles in Various Industries

  
      Level
      Design Role
      Engineering Role
      Product Role
      Business/Strategy Role
    

  
      L1
      Associate Designer
      Software Engineer I
      Associate Product Manager
      Business Analyst
    

      L2
      Mid-Level Designer
      Software Engineer II
      Product Manager
      Strategy Analyst
    

      L3
      Senior Designer
      Senior Software Engineer
      Senior Product Manager
      Senior Strategy Manager
    

      L4
      Lead/Staff Designer
      Staff Engineer
      Lead Product Manager
      Director of Strategy
    

      L5+
      Principal/Distinguished Designer
      Principal Engineer
      Principal Product Manager
      VP of Strategy
    

      M1
      Design Manager
      Engineering Manager
      Product Lead
      Business Manager
    

      M2
      Senior Design Manager
      Senior Engineering Manager
      Group Product Manager
      Senior Business Manager
    

      M3
      Director of Design
      Director of Engineering
      Director of Product
      Director of Business Ops
    

      M4+
      VP/Head of Design
      VP of Engineering
      VP of Product
      VP of Business Strategy
    

Key Takeaways

Design leveling systems help establish clarity in roles and career growth, but they can vary across organizations. Individual contributor tracks focus on execution and expertise, while management levels shift toward leadership, vision, and business influence. Comparing design levels with other roles in tech can help bridge understanding across disciplines.

Final Thought:

As the design industry evolves, so do career structures. Do these levels help create clarity, or do they add unnecessary barriers? Whether you're an individual contributor or a leader, how does your organization approach leveling, and is it working?

Tay Duran