Executive Summary
On June 27th, Figma’s Config 2024 conference in San Francisco brought together industry leaders Christina Goldschmidt from Warner Music Group, Purvi Shah from Target, Alex Hsiao from CNN, and Gordon Ching, Founder & CEO of the Design Executive Council (DXC). The focus was to discuss our latest DXC research white paper on Strategic Behaviors and Mindsets of Design Executives. In the Leadership Collective panel, we explored the insights shaping the three critical mindsets: Design Intrapreneur, Design Visionary, and Design Unifier. These mindsets are instrumental in driving significant business transformation and impact through the design executive role.
The Main Purpose
The primary objective of the panel was to provide audiences tangible examples of how design executives are creating strategic impact in global companies. DXC aims to foster a culture where design is not just a functional skill but a core component of strategic decision-making. The research conducted by DXC outlined three essential mindsets for design executives: Design Intrapreneur, Design Visionary, and Design Unifier. These mindsets were explored in depth during the panel, showcasing their relevance and application in real-world scenarios.
Key Panelist Takeaways
Christina Goldschmidt (Warner Music Group) on the Design Intrapreneur Mindset
Christina Goldschmidt, VP of Product Design at Warner Music Group, emphasized the importance of seeing both the “full forest and the trees” to guide her team effectively. This holistic view helps design leaders identify ideas that align with business needs, customer expectations, and competitive differentiation. Christina shared, “When you are business-focused as a design leader, you can see the full forest and the trees. That helps you understand how to inform your team and point them in the right direction, avoiding distractions from the noise. That’s how you find the most innovative ideas that will drive your company forward and help your team sift through all the ideas they’ve generated to ask, ‘What will meet our needs from a pure business standpoint, meet the customer need, and be competitively different?’” At Warner Music Group, Christina implemented a “Swarm Model,” where the entire team focuses on a specific challenge through intensive design sprints and then operationalizes the solution with a smaller group. This method allowed for rapid, innovative problem-solving without needing a large team.
Purvi Shah (Target) on the Design Visionary Mindset
Purvi Shah, VP and Head of UX Design, Research, and Accessibility at Target, highlighted the importance of humility and curiosity in setting a vision. Her approach at Target emphasizes learning and discovery to understand the genuine needs of both customers and the organization. “In my first few weeks, many people would ask, ‘What’s your vision for X or Y?’ I thought it was important to embrace a beginner’s mind—not just with curiosity, but with humility. As a new leader, I needed to learn. To set a vision, you must check your assumptions at the door and genuinely engage in discovery. Understand what your guests need from a human perspective and from the organization itself, to grasp the true, durable, and differentiated opportunities,” Purvi explained. She also emphasized building quick wins to gain trust and demonstrate the UX team’s capabilities, sharing how early successes positioned the team as a strategic driver of business value.
Alex Hsiao (CNN) on the Strategic Unifier Mindset
Alex Hsiao, VP of Product Design at CNN, focused on the importance of unifying design efforts across a large organization. At CNN, he fostered a community of over 200 designers, creating an environment where experiences and knowledge are shared across different domains. Alex recounted, “It takes a Herculean effort of persistence and continuity. Many companies have disconnected design pockets, and now you’re trying to form a community. At CNN, we have over 200 designers joining design Town Halls, sharing and connecting their experiences. We’re learning from each other across different areas, from news to entertainment to live events. As we come together, we empower each other, recognizing our collective fortitude and opportunities. A design unifier mindset sets the stage for this integration.” He also highlighted “Project Elevate” at CNN, a prime example of unifying design across various functional areas to enhance user experience. “Project Elevate was about understanding and integrating diverse design functions despite the fast-paced nature of a 24/7 news environment. We focused on persistent efforts and continuous improvement to unify disconnected design groups,” Alex explained.
Watch the Full Panel Discussion
For a view the full recording, watch the 30-minute video panel below.
Dive Deeper: Read the White Paper
For more insights into the strategic behaviors and mindsets of design executives, download the full research report prepared by DXC in collaboration with Figma: Strategic Behaviors and Mindsets of Design Executives. Embrace the mindsets and strategies discussed to elevate strategic design leadership and drive impactful change within your organization.