Client
Enterprise Software Studio
Timeline
2016 – 2026
My Role
Head of Design / Design Unit Lead
Impact
P&L −27% → +32% margin · team 2 → 10, 0% attrition · delivery 5–7 → 2–3 sprints
How I rebuilt a loss-making design unit into a profitable, high-retention team.
Challenge
The design unit ran at a −27% margin and was seen as a cost center, not a value driver. Delivery was slow and designers had no clear path to grow — a churn risk in a competitive market.
MY ACTIONS
1. Made design a business lever — value-based pricing and pre-contract prototyping, so design generated revenue, not just cost. 2. Re-architected delivery — designers estimated and owned their own projects, pushing accuracy near 100% and cutting delivery to 2–3 sprints. 3. Built a culture that retains — a clear career ladder, honest reviews, and AI-native workflows.
Solution
Margin moved from −27% to +32%, the team grew from 2 to 10 with 0% attrition, and design shifted from a back-office function to a recognized driver of enterprise wins across SaaS, healthcare, fintech, and IoT.