Goal setting

I have tried every form of goal setting, from OKRs to SMART to Scorecards. While goal setting should be in line with your company's chosen framework, I have found that quarterly goals are the most successful and consistent way to track performance.

Why Quarterly Goals Work Best

1. Just the right amount of time: Quarterly goals provide enough time to accomplish meaningful work while remaining agile to changing business needs
2. Natural Alignment: Most businesses operate on quarterly cycles, making it easier to align design goals with broader company objectives
3. Regular Check-ins: The cadence allows for meaningful progress tracking without becoming overwhelming

Structure of Quarterly Goal Sessions

During the last week of the quarter, I spend about an hour with each direct report in a dedicated goal-setting session. Here's the recommended format:

1. Review Previous Quarter (20 minutes)

   • Assessment of progress on each goal
   • Discussion of what worked and what didn't
   • Identification of patterns in successful goal completion
   • Review of unexpected challenges or pivots, as well as any new opportunities arising during the quarter

2. Impact Discussion (20 minutes)

   • Designer's self-assessment of their impact
   • Leader's perspective on impact and growth
   • Discussion of how completed goals influenced:
     • Team success
     • Product outcomes
     • Personal growth
     • Business metrics

3. Next Quarter Planning (20 minutes)

   • Setting 3-5 concrete goals aligned with:
     • Company objectives
     • Team needs
     • Individual growth areas
     • Career development plans

Types of Goals to Include

Balance your team's quarterly goals across these categories:

1. Craft Goals

   • Improving specific design skills
   • Mastering new tools or methodologies
   • Developing expertise in particular areas (e.g., accessibility, animation)

2. Impact Goals

   • Shipping specific features or products
   • Improving key metrics
   • Implementing new design systems or patterns
   • Conducting and applying user research

3. Growth Goals

   • Mentoring others
   • Speaking at conferences or writing articles
   • Leading cross-functional initiatives
   • Building influence across the organization

4. Team Goals

   • Contributing to team processes
   • Improving collaboration
   • Supporting team culture
   • Knowledge sharing

Goal Writing Framework

For each goal, ensure it includes:

1. Clear Definition: What specifically needs to be accomplished
2. Success Metrics: How progress will be measured
3. Resources Needed: Tools, support, or training required
4. Dependencies: Other teams or work that could impact success
5. Timeline: Key milestones within the quarter

Tips for Making Goals Effective

1. Document Everything

   • Keep written records of goals and progress in a shared space like a 1:1 homebase
   • Track changes and adjustments throughout the quarter

2. Regular Check-ins

   • Build check-ins into regular 1:1s (again, use that homebase)
   • Address blockers early
   • Celebrate incremental wins
   • Adjust goals if business needs change significantly

3. Connect to Career Growth

   • Align quarterly goals with longer-term career aspirations
   • Use goals to build portfolio-worthy projects
   • Create opportunities for visibility and impact

4. Be Flexible

   • Allow for goal adjustment when priorities shift
   • Keep some capacity for unexpected opportunities
   • Balance ambitious targets with achievable outcomes