Head of Design Recruitment
User Experience & Design Recruitment
View profileLessons from the Community: Women in Design
Showcasing knowledge, expert views and wisdom within design.
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The Design Councils 2021-2024 study reported that a lack of diversity in the design economy workforce is holding it back. The findings from 2020 were staggering with the data showing that gender and ethnic representation across the industry was in very poor shape. According to the data 88% of managers were white and just 23% of designers identified as female.
Kerning the Gap, the equality network for the design industry reports that “63% of graphic design students are women; yet only 17% are Creative Directors.”
It’s clear that the industry is still in need of a major shift to create a more diverse workforce and whilst policy, education and the work environment need to continue to change and create the conditions for a more diverse workforce, there are some amazing community led organisations creating change. To name a few ‘Where are the Black Designers?’, ‘Kerning the Gap’, ‘SheSays’, ‘Champions of Accessibility Network’ and ‘Female Founders Sharing Circle’ (+ many more) are all advocating for a more equitable and accessible world.
Reflecting on 2024 and a tough year for the design industry overall, we wanted to share some of the advice women have shared as part of our Women In Design interview series. WID is focussed on showcasing the stories, career journeys and wisdom from women across the sector. Since launching in 2023 we’ve spoken to designers at all stages of their career and heard the perspectives of women from a wide variety of backgrounds and experiences.
We extend a big thank you to all our contributors this year; Carla Ruiz, Sara Foley, Deanna Bains, Natalie Minto, Lydia Mears, Charlie Edwards, Jane Seymour, Yee Poon, Natalie Sullivan, Ruth Fogden, Hannah Kirkbride, Laura Smith, Rebecca Howes, Alexa Muir, Vee Rogacheva and Kirsty Grafton.
Here’s a snapshot from our 2024 contributors:
Carla Ruiz feedback and standing your ground:
“Be open to feedback, but stand your ground when needed. Even though you are a professional, you’ll be questioned all the time. I have been in meetings where I made a point and that point was questioned thoroughly. A few seconds later, a man made the exact same point and they all agreed. Stand your ground, make it clear that you know what you are talking about. Justify your decisions, use design jargon but make it easy for non-designers to understand. But standing your ground doesn’t mean refusing feedback. Being open to feedback is just as important, you just need to learn to identify when something is feedback and when something is questioned because you are a woman. Remember, feedback is one of the most important tools designers have. Collaboration is a gift. Good design is a result of teamwork, different views create a better product.”
Sara Foley on keeping an open dialogue with your inner saboteur:
“Imposter syndrome. We all know it. It’s not something that ever goes away, the voice in your head telling you you’re not good enough, you’ll never get the job, you can’t do this, and it only gets louder. The last thing anyone needs when they’re on round ten of client amends and your boss breathing down your neck, is your own inner saboteur amplifying the insecurity. You can’t hide from it. You can’t ignore it. You have to work with it – turn it into your biggest cheerleader and use it to spur you on, not tear you down.”
Deanna Bains on being your authentic self:
“It’s cliché, I know, but I fully believe in it. I spent years trying to mould myself into someone else just to fit in. I’m not sure where that internal pressure to conform came from, but once I stopped, so did the mediocre work and projects. Embracing your differences and bringing your individual opinions to the table will be where you discover your best work and create room for your unique perspective that people want you in the room for. Trust your gut, and trust yourself.”
Natalie Minto on always asking the question:
“Always ask the question. Don’t worry about looking stupid or being dismissed. It’s better to feel comfortable that you know what you are doing and to have a clear scope, prior to starting work or a project. It can also spark new ideas or ways of working once you fully understand what you need to do.”
Lydia Maers on widening your perspective and skills:
“Having something else under your belt, whether it’s self-taught or through a short course, allows for you to not only understand wider perspectives on a project but also creates a broader experience when you’re first starting out.”
Charlie Edwards on being yourself:
“Be yourself – don’t hide the best parts of you, share your humour, your opinions and be yourself, we aren’t supposed to be liked by everyone, but be liked for your real self – not for a persona you create to fit in with the crowd.”
Jane Seymour on being pro-active:
“I think proactivity is a really strong quality to have. And proactivity in a design role doesn’t just mean taking your brief and thinking of an additional option, it can go as far and wide as getting involved in social groups within your company, finding yourself a mentor, suggesting a better process, seeking out new tricks and tools, finding training courses, events etc. If people can see your eagerness to help others and learn more than the usual day-to-day, they will see the true passion you have for what you do.”
Yee Poon on asking for what you deserve:
“Keep asking for things you deserve. Ask for a seat at the table. Ask for that well-earned pay rise. Ask to present in the client presentations. Ask to work on that juicy new brief.”
Natalie Sullivan on having confidence in your ideas:
“I believe some women think if they are too confident, people will interpret that as arrogance or bolshiness. If you can take advice on board and always have a willingness to listen and learn, then this only helps defeat self-doubt and those looking to criticise. Humility is a part of confidence. Successful, confident female creatives will always be humble too. And they’re never afraid to admit they aren’t right, don’t know everything and always have more to learn.”
Ruth Fogdan on celebrating your strengths:
“Early in my career, I was too busy focussing on addressing my weaknesses. I should have been celebrating my strengths with just as much energy! Whether that’s giving yourself a mental pat on the back after a hard day’s work, or remembering to take the praise colleagues offer you to heart.
Comparing yourself to other designers is a road to ruin. We all have different strengths, and no studio would work if we were all fantastic at the same one thing.”
Hannah Kirkbride on building confidence:
“A lack of confidence has stopped me from sharing my ideas, asking for pay rises, leaving jobs that I hated, and applying for roles that I should have.
Over the years I’ve taken courses, had coaching, and read books and now I understand confidence so much more! It’s changed things a lot for me. Of course, you can’t “complete” confidence, it’s massive and something you always have to work on. And it can feel overwhelming to know where to start. I’d recommend the book ‘Playing Big’ by Tara Mohr. I think I highlighted every page.”
Laura Smith on being more open:
“I used to worry about talking about my kids at work and ‘going on’ about how busy I was. But now I’m quite open about it. I am who I am. I’ve learnt more from bringing up my kids and managing a household of 5 people than I have in any job – about psychology, about time management, about creativity and imagination, about learning, about nurturing – the list goes on. These things all make me who I am as a designer, and while I don’t bring my whole self to work, I bring whatever I need to do a great job.”
Rebecca Howes on seeking out support:
“That post-university period in your life, I found can be the hardest time, so please go easy on yourself. At the same time if you can get some industry experience after or even whilst at university, definitely do! If there’s a company that you love and they don’t have any interning on site, email anyway. Tell them why you are passionate and what you’re wanting to do. There are also so many great schemes, particularly in the southwest, geared towards 18-25 year olds trying to get into the industry, make sure of any help you can be offered.”
Alexa Muir on prioritising the team not the product.
“I am fortunate to be working on a fantastic product that I’m deeply passionate about, but I’d recommend prioritizing the team. Product development is a team sport, and alignment and collaboration can significantly affect outcomes. My leaders at tem. empower and support me in bringing real value to users. Sometimes that’s through quick wins, but we are equally committed to long-term vision projects. My team’s dedication and high standards inspire me to bring my best every day.”
Vee Rogecheva on owning your career.:
“I can’t emphasise enough the importance of owning your career. It’s crucial to proactively seek out opportunities for growth. A great example of is the story of my team member, Monica. She previously worked in another team here at Future and reached out to me, expressing her interest in design and her desire to transition from marketing to a UX role. Her initiative not only showcased her passion but also opened the door for her to explore new possibilities in her career. She has been a great addition to the team, bringing in all those skills she already had and quickly gaining new ones as she is now taking on bigger and bigger projects.”
Kirsty Grafton on embracing your style:
“Your style, preferences and opinions are as valid as anyone else’s. Just because your designs don’t fit into the ‘cool’ box, aren’t the latest ‘trend’, or look a certain way, doesn’t mean they should be discounted. It’s important to stay inspired by external influences, but also to be true to yourself. Keep pushing what you’re doing and trust your gut and opinions.”
We look forward to continuing the series and sharing unique perspectives from across the industry this year. If you’d like to take part, please contact us at womenindesign@adlib-recruitment.co.uk. You can also sign up for our bi-monthly newsletter here and to catch up on all our previous conversations check out the full series here.
In 2025 we’re launching our Women in Design mentorship collective, currently to a closed group but we look forward to opening this up to a wider audience in 2025, keep an eye out for more info.
Written by
Sam Firth
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