Driving Success in a Growing Creative Team
Sound United (now Masimo Consumer)
When I joined Sound United as a Design Manager, I saw an exciting opportunity to shape and grow our internal creative services team. In 2023, our team expanded with four new members: three digital designers and one video production editor. While this growth elevated our capabilities, it also brought challenges. We had a history of missed deadlines and inconsistencies in project delivery, and I knew that integrating the new hires seamlessly into our workflows was critical. My focus was on creating a structured onboarding process, improving operational efficiency, and implementing systems that would foster collaboration and maintain high-quality creative output in a fast-paced environment.
Structure
Documentation
Organization
Training
Task:
My primary objective was to develop a comprehensive onboarding system that would help new team members understand our processes, master our brand guidelines, and feel supported. Additionally, I aimed to optimize our design operations by implementing tools and processes that would reduce design inconsistencies, improve workflow efficiency, and streamline the production of marketing assets.
Action:
To achieve these goals, I took several proactive steps:
Structured Onboarding Program::
I created a detailed onboarding schedule that included training on our brand, processes, and tools. This program featured:
- Documentation on accessing resources, file naming conventions, and workflow protocols
- Detailed documentation showing where to find essential information, access platforms, and follow our file naming conventions.
- Recorded demonstrations of our standard processes, so new hires could learn at their own pace and revisit the material as needed.
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A collaborative approach with our traffic coordinator to provide visibility into projects and expectations, ensuring new hires could gradually take ownership of tasks.
Design System Implementation:
I developed and implemented a comprehensive design system that standardized components, reduced design inconsistencies, and streamlined workflows. This design system optimized production workflows, improving workflow efficiency by 60% and enabling the team to deliver consistent, high-quality creative.
Reorganizing Files and Projects
To further enhance efficiency, I established a consistent folder structure and improved file organization. By introducing clear naming conventions and reorganizing files, I reduced search time and improved collaboration between designers, copywriters, and art directors.
These changes cut asset retrieval time by 30%, enabling faster project turnaround.
UX/UI Process
Documentation
Training
Before: Our Figma file system had been organized based on the design and content for one specific project. This made it difficult for us to revisit and compare creative against what has been done before. Which leads to less consistency. It also made it harder for our project management team and art directors to provide quick guidance as we would have to search for the individual file first.
After: Email design files were organized by project type and year. So all email content was produced in one figma file. This increased collaboration efforts and efficiency, as well as provided better visibility.
Collaboration with Traffic and PM:
I worked closely with our traffic coordinator to ensure new hires had a clear view of projects and workload expectations. This collaboration helped provide them with visibility on projects, allowing them to understand project requirements until they were confident enough to work independently. I helped PMs vet design projects which therefore reduced back and forth later in the pipeline.
Regular Check-Ins and Workshops:
I held one-on-one check-ins to track team progress and address challenges while hosting workshops to upskill team members and encourage collaboration. This helped maintain a high level of engagement and ensured the team was aligned with our creative standards.
Implementation of a DAM System:
I optimized the Digital Asset Management (DAM) system rebuilding it using SharePoint. This platform centralized working files and final assets, making it easier for team members to access and share files.
The DAM improved brand consistency and reduced marketing asset production time by 30%.
Enhanced Project Tracking with WorkFront:
I introduced WorkFront to enhance our documentation and tracking processes. This tool enabled us to gather data on project capacity, workload, and timelines, providing more transparency around deliverables and allowing us to capture performance metrics accurately.
Result:
These efforts led to a noticeable transformation in the team.
Boosted Morale and Improved Retention:
The structured support, clear processes, and collaborative environment significantly boosted team morale. The supportive onboarding experience also contributed to retaining top talent, as team members felt they were in a positive, productive environment.
Improved Workflow Efficiency:
The design system reduced inconsistencies and improved workflow efficiency by 60%, while the DAM system cut asset retrieval time by 30%, leading to faster project turnarounds.
Streamlined Marketing Asset Production:
Cross-departmental collaboration and improved tools reduced marketing asset production time by 30%, enabling faster delivery without compromising quality.
Above: Building out email components allowed the designers to be creative and with flexibilty while staying within parameters.
New tools and processes improved team productivity by 50%, ensuring accuracy and high-quality creative output even in a fast-paced environment.
Enhanced Brand Consistency and Collaboration:
The SharePoint DAM and restructured file organization facilitated seamless collaboration and ensured brand consistency across all creative outputs.
By addressing onboarding, design operations, and file management, I created a scalable, efficient system that empowered the team to excel creatively and operationally. This experience reinforced my commitment to proactive leadership, innovation, and fostering an environment where both creativity and productivity can thrive.
This approach not only highlights my actions but also underscores my commitment to leadership, proactive problem-solving, and fostering an environment where my team can thrive.