On Pivoting: Insights from a not-so-seamless transition to the world of Product.
Two months into quarantine I found myself languid, laying on the floor of my parents basement as another spring day bloomed beyond the window. As clouds rolled past I wondered how I’d gone from in-demand designer to not-quite-cutout for the lengthening list of product positions I applied for.
It wasn’t as if I didn’t have experience. For several years I worked agency side as a senior level web designer, capable of shepherding client projects from discovery to handoff and launch. It was in fact the feeling of hitting the ceiling in my role that led me to pivot in the first place.
So with years of experience, the skills to do the work, and a fresh new UX diploma, how was I still managing to lose out on job opportunities in product? What was going wrong?
It took me time to realize even though I looked for change, I myself wasn’t changing.
A Chance at Change
Gatekeepers and getting a foot in the door.
Although pivoting within the design industry wouldn’t seem that great a leap, there might as well be a gulf between verticals in the eyes of some hiring mangers. More often than not, HR departments look for keywords in resumes and LinkedIn profiles to get a top level view of who might be qualified. Depending on the quality and volume of applicants, missing these keywords might be enough to bar someone from progressing. Fortunately, not every company will shut the door sight unseen. If an applicant has transferrable skills, this can be enough to warrant a screening call.
Keeping it Real
Setting reasonable expectations.
It can be easy to approach a pivot with an inflated sense of value, particularly if you have years of experience within your current vertical. The unfortunate truth of the matter is that sought after roles in prestigious companies are likely to be filled by candidates with direct experience, without so much a screening call for those without the background. Industry leaders receive so many applications there isn’t the need to follow up with anyone who don’t immediately fit the posting.
This doesn’t necessarily mean settling for a ho-hum job, but being realistic over hiring outcomes will set you on a quicker (and much less painful) search.
Look for companies that leverage your existing talents.
Companies that specialize in both your current and future vertical are great places to start when looking to make the switch. Already well versed in one role, it can be made clear your intention to learn and transition during the interview. Keep in mind that this route has its pitfalls. An employer who doesn’t support the growth of their staff can potentially lock you in your current role for longer than expected. If this is a concern, reach out to the team you’ll be working with and ask about their experience at the company.
You may need to take a pay-cut.
Skill level designations don’t always translate during a pivot. Although a candidate may have held senior positions in the past, hiring managers might consider them Intermediate if they lack the sought after experience.
If money is an issue and you can’t afford a pay cut, it’s useful to remember that the unsexier the company, the higher the salaries are likely to be. Unsexy doesn't mean unsuccessful, but rather a company who might make a product some would consider boring. Businesses like these are also more likely to take a chance on newer recruits, as their applicant pool is usually smaller than their more trendier contemporaries.
If you’re transitioning from an agency background, you‘re likely to find that working client side pays much better across all skill levels.
Show Your Work
Wait… what work?
When pivoting this can feel like an impossible task. After all, designers new to product might not have direct experience to present in their portfolio. Although this may feel like a barrier, there are plenty of ways to curate relevant examples outside the office:
Start your own projects.
Ever used an app and thought “I could design something better”? Now’s the time to do it. Perform your own research, do interviews and iterate. Presenting self-started designs and rationale can demonstrate your understanding of Product as effectively as any client work, if not better.
These projects don’t need to be massive to impress. Diving into a single user flow or showing how to build something more effectively is a manageable undertaking that won’t feel overwhelming. After all, these projects will likely happen after hours, so guarding yourself from burnout is important.
Share your thoughts.
Although writing can be challenging, presenting your thinking online can define your experience and knowledge to potential employers before an introduction is made. Having examples of thought leadership in lieu of client projects will sometimes be enough to sneak past a tricky interview.
Taking time to build out relevant examples of critical thinking will speak more to your understanding of product than a design certificate, and will help sail you through initial phone screenings.
Know the Lingo
Going in on their terms.
Nothing is as indefensible as design without reasoning. Any designer worth their salt knows nothing put in pixels can sit simply for the sake of aesthetics. The ability to speak to and defend design thinking is a critical part of producing meaningful work.
The language designers use and the processes they speak to can shift dramatically between verticals. This is why it’s important to know prior to an interview what type of conversations product teams are looking to have. As some topics might go beyond what you're familiar with, doing a little research beforehand lessens the chance of being caught off guard.
Whether your dream role is in UI or UX, it’s important to find ways of explaining how your experience fits within the context of the field. When presenting non-product related work, speak to any user experience thinking that went into the final designs.
Knowing what your future colleagues want to hear is an important part of presenting yourself as a capable professional. In this case, presenting work as you would to your current team might be as useful as saying nothing at all.
Get a Recruiter
Do you think you’re better off alone?
Job hunting doesn’t have to be a solitary slog. Recruiters make their living helping companies hire talent. So as long as you're qualified, it’s in their interest to make you look like the candidate for the role. Having someone bat for you early in the process can take a lot of pressure off proving yourself to hiring teams. This leeway can free up thinking for better UX and design conversations. After all, there’s nothing to be nervous about if you're already touted as the professional in the room.
A Note on Covid-19
Getting through hard times.
Looking for work is never without its challenge, but in the midst of a global pandemic, it can feel like an insurmountable task. Thankfully, there are designers who have taken on the problem of unemployment head on.
If you’re Canadian and looking for work, I strongly suggest signing up for the Tech Talent Help List. This free to use database is what connected me to the recruiter who helped me land my job. With a little luck, it might be the leg up you're looking for as well:
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Notes
I’m a Vancouver based digital designer and creative director, currently helping grow design at Global Relay. Connect with me on LinkedIn.
