A Design Consultants View On Picking the Right Team For Any Project
Have you ever been part of a design project where everything just clicked? The work felt smooth, collaboration was seamless, and the final product exceeded expectations. Chances are, that success wasn’t just luck—it was a direct result of having the right people in the right roles.
Almost every year for the past 6 years, i’ve participated in Weekend for Good, a 3 day hackathon where teams are expertly crafted to accomplish big goals in a short time. They focus on gathering skills information from volunteers, then using their profiles to build expert-led design sprints in just 36 hours. That’s the right people in the right roles in action.
In UX and product design, things aren’t quite as streamlined yet. Assembling the right project team isn’t just about skill sets in the corporate world; it’s about aligning strengths, mindsets, and workflows to maximize impact. When each person is positioned where they thrive, projects move faster, decisions are more informed, and creative energy stays high. But how do you determine who belongs where? Many times it’s up to whoever quotes the work - and let’s be honest: they are the usually furthest away from how the project get executed.
Let’s explore why this matters and how to structure a design team effectively.
Why the Right Roles Matter in Design Projects
Efficiency and Productivity
When people are assigned to roles that match their strengths, work gets done faster and with fewer bottlenecks. A research-oriented designer, for example, may struggle if forced into a fast-paced UI design role, whereas they would excel at uncovering user insights that drive strategic decisions.
Innovation and Problem-Solving
Creativity flourishes when individuals feel confident in their roles. A UX strategist will push for long-term vision, while a UI designer refines interactions for intuitive experiences. When everyone is placed where they can contribute their best thinking, teams are more innovative and adaptable.
Stronger Collaboration and Communication
Misaligned roles create friction. If an graphic designer is tasked with user research or interface design decisions, confusion normally follows. The right structure ensures that everyone speaks the same language, reducing unnecessary back-and-forth and making collaboration seamless.
Higher Morale and Engagement
People perform better when they feel valued and capable. Misalignment leads to burnout, while placing team members where they can succeed keeps motivation high. Happy designers are productive designers.
How to Determine the Right Roles for a Design Project
So how do you assemble the ideal team for your project? Here’s a structured approach:
1. Identify the Core Needs of the Project
Start by defining what your project actually requires. Ask questions like:
Is this a research-heavy initiative, or are we primarily executing a refined UI?
Do we need service design expertise, or is this more about front-end interaction?
Will this involve heavy stakeholder alignment, or is it a contained internal effort?
Your answers will shape the roles that need to be prioritized.
2. Map Skills to Responsibilities
Once you know what’s required, break down who is best suited for each responsibility.
Here’s an example of ideal roles on a website design project:
User Experience (UX) Researcher
Defines user needs through research (interviews, surveys, usability testing)
Creates user personas and journey maps to guide design decisions
Ensures the site structure aligns with how users navigate
Ideal for: Websites requiring deep user insights, such as e-commerce or SaaS platforms with complex navigation.
UX Designer / Information Architect
Defines site structure, sitemap, and navigation patterns
Creates wireframes and low-fidelity prototypes
Ensures accessibility and usability best practices
Ideal for: Large or content-heavy sites where intuitive navigation is critical.
UI (Visual) Designer
Designs the website’s look and feel, including typography, colors, and layouts
Creates high-fidelity mockups based on UX wireframes
Designs components for consistency across pages
Ideal for: Websites requiring strong branding, high visual appeal, and modern UI interactions.
Content Strategist / UX Writer
Crafts headlines, microcopy, and calls-to-action (CTAs)
Structures content for clarity, readability, and SEO
Ensures content aligns with user needs and brand voice
Ideal for: Any site where messaging, clarity, and conversions are a priority—especially blogs, landing pages, and product sites.
Fun fact: As a UX/UI consultant, I normally wear the hat of all four of these roles above in each project I participate in.
SEO & Performance Specialist
Optimizes site for search engines (meta descriptions, keywords, technical SEO)
Ensures fast load times and mobile responsiveness
Implements analytics tracking for performance insights
Ideal for: Businesses relying on organic search traffic or conversion rate optimization (CRO).
Front-End Developer
Translates UI/UX designs into a functional website
Ensures responsive design and interactive elements work smoothly
Implements animations, forms, and dynamic content
Ideal for: Websites that require custom development beyond a simple WordPress or Squarespace setup.
Back-End Developer
Manages databases, APIs, and custom integrations
Develops server-side logic and security features
Ensures the site can scale and handle user interactions efficiently
Ideal for: SaaS websites, e-commerce platforms, or sites requiring complex functionality.
Project Manager (PM) or Product Owner
Keeps the project on track with deadlines and deliverables
Aligns stakeholders and ensures business goals are met
Manages communication between designers, developers, and content creators
Ideal for: Any website project with multiple stakeholders or a tight timeline.
In all honestly, your experience is likely one person may have to wear multiple hats, but knowing where each responsibility lies prevents role overlap and inefficiencies.
3. Assess Team Strengths and Interests
People aren’t just their job titles. A product manager with a strong research background might be able to step in for early discovery, and a UI designer with motion graphics experience could elevate interaction design. Understanding both skill sets and interests ensures that work feels engaging rather than forced.
Consider:
What past work has energized each team member?
Where do they naturally excel?
Are they interested in expanding into a new area, or do they prefer staying within their expertise?
4. Fill Gaps Strategically
If there are skill gaps, decide whether to bring in outside support (freelancers, consultants like me) or upskill existing team members. For instance, if no one has experience in accessibility testing, it may be worth hiring a specialist rather than assuming someone can "figure it out."
5. Keep Roles Flexible but Defined
While roles should be structured, they shouldn’t be rigid. A great design team adapts as needs evolve. The key is clear ownership—who is ultimately responsible for each decision? Defining roles helps teams move faster while allowing for collaboration across responsibilities.
Final Thoughts
In design projects, success isn’t just about having talented people—it’s about placing them where they can contribute their best work. A thoughtful approach to role assignment fuels efficiency, creativity, and engagement.
So before your next project kicks off, take a step back. Map out what’s needed, understand team strengths, and structure roles accordingly. With the right people in the right places, design work doesn’t just function—it thrives.