Summary
DesignOps takes the lead to author our internal career matrix, so we can objectively and uniformly refresh each discipline, and establish org-wide skills echoed throughout each role. DesignOps at Salesforce is also included within these Career Competencies, allowing for our team to hold more consistent career discussions, and unifying promotions by leveraging the same language when discussing each DesignOps employee. Plus, since DesignOps is seen as a fairly "new" discipline, having it paired alongside more "well-known" disciplines (Designer, UX Engineer), elevates the understanding of our role and skills, and provides a baseline paired alongside our peer's disciplines. There’s great power in language, and the words we choose to use makes an impact. Making conscious efforts on our word choices and communications with one another can affect change at both the individual level as well as team-wide.
Key Insights
-
•
Salesforce’s UX career ladder includes about 180 unique skill attributes for design roles spanning six levels.
-
•
The team deliberately replaced vague terms like soft skills with clear, actionable language such as active listening.
-
•
Removing gender-coded language helped create more equitable and appealing career progression criteria.
-
•
Relationship design, a new DEI skill category, was added for all UX disciplines to highlight how work is done, not just what is done.
-
•
Relationship design consists of four interconnected mindsets: courage, compassion, intention, and reciprocity.
-
•
Senior UX employees are expected to hold difficult conversations, mentor others, and recognize power dynamics as part of relationship design.
-
•
The career competencies are tools for conversation, not strict checklists for promotion or scoring.
-
•
The competency updates were achieved over three years through an iterative and collaborative process involving volunteers across disciplines.
-
•
Education and adoption relied on resource guides, live walkthroughs, manager panels, and repeated organizational communication.
-
•
Salesforce’s UX career competencies map to broader company-wide competencies but remain tailored for UX-specific roles.
Notable Quotes
"Soft skills doesn’t always represent active listening, so we updated to be more specific."
"We wanted to be aware of extraversion, so words like energy were changed to initiative to not favor personality types."
"Gender-coded words influence someone’s decision to apply and feel they belong even within internal career ladders."
"Relationship design is not just what you do but how you do it, focusing on building relationships with customers, employees, and community."
"For early career UXers, compassion could be as simple as expressing gratitude for help."
"Senior employees should hold difficult conversations questioning processes that may be harmful to others."
"This is not a checklist or promotion tool; you don’t have to excel in everything to grow."
"If something was unclear or uncomfortable to even one person, it was a sign it needed editing."
"The competencies allow managers to celebrate individualism while maintaining consistency across teams."
"Adding inclusivity to the career ladder took three years and this is still a living document with room for change."
Or choose a question:
More Videos
"Join together as a community inch by inch to find a way through what feels impossible."
Jemma AhmedTheme Three Intro
March 29, 2023
"Choosing the right hill to die on is so important and so hard; the problems that matter come around again and again."
Leisa ReicheltOpening Keynote: Operating in Context
November 7, 2018
"The era of 100-page reports is ending because we simply can’t produce them fast enough at scale."
Lija Hogan Milan Mijatovic Sam Proulx Louis RosenfeldThree Years Out: Perspectives on the Near-Term Future of User Research
March 15, 2024
"Retention went up because designers had more time to do what they loved: design."
Brennan HartichCommunicating and Establishing DesignOps as a New Function
November 7, 2018
"If you have any doubts about the quality of the training data, do not proceed."
Savannah CarlinDon't botch the bot: Designing interactions for AI
June 4, 2024
"Attendee cohorts meet daily in small groups with facilitators to share learning goals and deepen engagement."
Rachael Dietkus, LCSW Victor Udoewa Jennifer StricklandEverything You Need to Know about the Civic Design 2022 Call for Presentations
May 17, 2022
"Teams who translate complex goals into everyone’s language help people feel proud and aligned with broader business outcomes."
Christian Crumlish Aditi Ruiz Johanna Kollmann Catt SmallMorning Insights Panel
December 6, 2022
"The moment they begin to shift their thinking and make decisions based on that work, they’re actually giving you a seat."
Dalia El-ShimySo You've Got a Seat at the Table. Now What?
March 31, 2020
"Complex systems are not chaos but non-deterministic due to interdependencies and autonomy within the system."
Jen BriselliLearning is the north star: service design for adaptive capacity
November 19, 2025
Latest Books All books
Dig deeper with the Rosenbot
How can AI enable product managers and designers to participate more effectively in research and prototyping?
How can designers identify which parts of a system they can influence or should monitor using affordance mapping?
How should service designers adapt their approach when working in different cultural and market contexts, like the US versus Europe?