How staff designers can lead without being managers with Catt Small

Episode web page: https://bit.ly/4tH0nSl

Leading without the title: The real power of the staff designer

What does it take to grow your impact as a designer—without becoming a manager?

In this episode of Insights Unlocked, host Jason Giles sits down with Catt Small, staff product designer, game maker, and author of The Staff Designer, to unpack the evolving role of senior individual contributors in design organizations.

Catt shares her unconventional journey from creating digital dress-up dolls as a kid to shaping products at Etsy and Asana—and how those experiences shaped her perspective on leadership, influence, and creative confidence.

At the heart of the conversation: a mindset shift. Moving from being told what to design to diagnosing what matters most.

What you’ll learn in this episode

• The misunderstood role of the staff designer: Catt explains why the staff-level IC role often feels ambiguous—and how influence, not authority, becomes your primary tool. She breaks down what “building influence” actually means in practice and why it’s more intentional than mystical.

• Invisible work and strategic impact: From relationship building to cross-team alignment, much of a staff designer’s impact happens behind the scenes. Catt explores how to prioritize the work that truly moves the business forward—and avoid getting stuck in “glue work” that doesn’t drive career growth.

• From craft to communication: Design leadership at the IC level requires a shift from pixel perfection to clarity of thinking. Catt shares why low-fidelity diagrams and conceptual artifacts often create better alignment than polished UI—and how to coach teams away from jumping into high fidelity too soon.

• Navigating politics with integrity: If you’ve ever felt “allergic to politics,” this conversation reframes the idea. Catt explains how understanding motivations, fears, and power dynamics is less about manipulation—and more about empathy, curiosity, and emotional intelligence.

• Managing energy like a product: Influence takes energy. Catt shares practical strategies for auditing your calendar, designing your workweek intentionally, and partnering with your manager to balance short-term execution with long-term strategy.

• AI as a tool, not a replacement: AI is another tool in the designer’s toolkit—but you’re still the creative director. Catt discusses how to use AI to accelerate research and exploration without outsourcing your thinking or critical judgment.

A key takeaway: Leadership is a mindset

One of the most powerful themes in this episode is confidence. Staff-level designers aren’t waiting for permission—they step into leadership by trusting their experience, sharing their perspective, and partnering across the organization.

As Catt reflects, the transition is uncomfortable at first. But the shift from execution to influence starts with believing you belong in the room.

Resources & links

• Catt Small on LinkedIn (https://www.linkedin.com/in/cattsmall/)

• Catt’s website (https://cattsmall.com/)

• Catt’s Maven page (https://maven.com/catt-small/staff-designer)

• The Staff Designer book page — 20% off with code UserTesting until Feb 28, 2026 (https://rosenfeldmedia.com/books/the-staff-designer/)

• Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

• Learn more about Insights Unlocked: https://www.usertesting.com/podcast