• Design

Why I’m embracing the generalist path in design as a mid-level designer

In design progression tracks, we’re often nudged toward down familiar roads: go deep and specialise (UI, UX research, motion—etc) or move into a more management-focused pathway. For a while, I had assumed those were the only two doors that open as you grow. And honestly? It feels pretty unfair.

I’m excited by the whole design journey, from discovery and research to final interface. But the typical progression paths ask me to either zoom into one narrow slice, or (eventually) step away from the work altogether. Neither feels right for me.

So what’s the alternative when you want to develop without letting go of the parts you love? For me, at least at the moment, the answer is giving myself permission to lean into being a generalist, and doing so intentionally.

Progressing outside of the mould

Let’s be clear: there’s nothing wrong with becoming a deep expert or moving into leadership. Both are important.

But right now, where I sit in my career, I honestly could not pick a part of my full breadth UX/UI role that I want to specialise in, or lose other parts. Fortunately, working at Brightec negates that as a concern for me at the moment since our design team generally approaches projects with end-to-end responsibility. If, however, I focus on progressing to Senior Designer, I am faced with a little bit of a blocker. The general ways to move forward make things start to feel narrow. Why can’t I become a Senior Designer being expert, or senior, at everything?

I don’t want to stop being hands-on, and I don’t want to lose the breadth I’ve built. What I do want is to grow as a designer; expand my impact, sharpen my skills, take on more complex challenges, all while staying close to the work.

After some mentoring sessions with James, our Lead Designer, I’m rethinking what ‘senior’ means for someone like me; someone who thrives on variety, enjoys working between disciplines, contributing to design strategy and business growth, and enjoys switching modes.

The case for T-shaped (and Pi-shaped) designers

It didn't take much research on this subject to lead me toward two well-known role models, the T-Shape (and Pi-shape) Designers.

T-Shaped designers work a wide foundation across design disciplines (that’s the top of the T), grounded by deeper strength in one or two areas (the stem). It reflects the real-world demands of design today, where breadth, context, and collaboration matter just as much as individual expertise.

What benefits can T-shape designers bring to the team?

Bridge gaps between design disciplines - When you understand research, content, UI, interaction design and accessibility, you can connect the dots. You’re not just solving UI problems; you’re solving product problems with users in mind.

Solve complex, cross-functional problems - Bringing systematic thinking and wide context to bear on challenges that don’t fit neatly into one discipline.

Facilitate stronger collaboration - Generalists can bridge the gaps between roles as you speak a bit of every language; PM, engineering, marketing. This helps things move smoothly.

Maintain a holistic view - Keeping the entire user journey in focus, not just isolated touchpoints each designer might be working on.

Adapt quickly in changing environments - Projects change. The team needs a shift. Having a broad skillset means you can adapt quickly, jump into different stages, and support wherever the pressure is.

Drive strategic value - Being ‘senior’ as a generalist isn’t about hierarchy. It’s about navigating complexity, spotting opportunities others miss, and creating clarity in the messy middle.

Lately, I’ve landed on my ‘T’ being more UI focused, specifically branding. I really enjoy applying the brand element on top of a very considered process that is UI Design. How can we not only make this functional design engaging, accessible, and balanced, but evoke a sense of brand and personality where screen real estate (I’m focused on mobile design, remember!) is extremely limited and every pixel counts for user experience?

What could being a generalist senior designer look like in practice?

Being a generalist IC (individual contributor) isn’t about doing everything; it’s about staying close to the work across disciplines, connecting the dots, and contributing where it matters most. That often means:

• Seeking variety in projects. Generalists tend to gravitate toward work that spans the full design process: research, ideation, prototyping, testing, and handover. My working life at Brightec facilitates this well since our design team are all ‘Designers’ - we can do everything (of course, we all have our strengths). Further than that, being an agency, I get to work on multiple projects at any given time, which further scratches that interdisciplinary and multi-beneficiary itch!

• Continuously learning - Whether it’s exploring new tools, brushing up on accessibility, understanding how front-end code works, or diving into service design, generalists often build range through curiosity and self-initiated learning.

• Collaborating across disciplines - Rather than working in isolated swimlanes, generalists often engage early and often with engineers, product managers, researchers, and other functions, building shared understanding and reducing friction.

• Sharing knowledge and mentoring - Even informally, generalists often act as connective tissue, helping others see the bigger picture, translating between disciplines, or mentoring less experienced designers on how different parts of the process link together.

• Focusing on outcomes over ownership - Instead of being tied to a specific design deliverable, generalists often think in terms of broader product and user impact. They’re motivated by how the team succeeds, not just by their individual output.
  
  

The generalist path thrives on flexibility, systems thinking, and a collaborative mindset. It’s less about breadth for its own sake and more about using that breadth to drive clarity, unlock momentum, and strengthen the user experience.

Reframing seniority: A different kind of career ladder in design

Specialist designers and traditional progression paths are a key part of the equation. Specialist expertise brings clarity and depth to specific areas of design. It helps unlock new possibilities within a challenge and is essential for refining the details that elevate products from good to great.

But there’s also room in design for people to grow through craft and connection, not just specialisation or management. The generalist path is a real and valuable option. It’s not a fallback for those who ‘couldn’t pick a lane’, but a deliberate choice grounded in curiosity, flexibility, and systematic thinking.

If we want products that truly serve people, we need designers who can zoom out, connect the dots, and stay hands-on, as well as those who choose to specialise in specific areas.