Design Manager, Design System

📍 Job Overview

Job Title: Design Manager, Design System Company: H&M Group Location: Stockholm, Sweden Job Type: Full-time Category: Design Operations / Digital Product Design Date Posted: August 15, 2025 Experience Level: 5-10 Years (Mid-Senior to Senior) Remote Status: On-site

🚀 Role Summary

• Lead and strategically guide a team of designers focused on developing and scaling H&M Group's global Design System.
• Drive operational excellence by defining and implementing robust governance models, contribution processes, and adoption guidelines for the design system.
• Champion brand consistency, accessibility, and high-quality digital experiences across H&M's expansive digital product ecosystem, including web, mobile apps, and internal tools.
• Foster strong cross-functional collaboration with Product Management, Engineering, Brand, and Creative teams to ensure seamless integration and continuous improvement of the design system.

📝 Enhancement Note: This role sits within the Digital Experience Design team, operating under the Commercial Development & Growth function. It requires a blend of design leadership, operational management, and strategic thinking to ensure the design system effectively supports H&M's global digital product strategy and business objectives. The emphasis on "operations" here relates to the systematic management, governance, and scaling of design assets and principles.

📈 Primary Responsibilities

• Collaborate with Product and Engineering Managers to provide the design perspective and lead the Design System team both strategically and operationally.
• Maintain and evolve the design system, ensuring it meets scalability, efficiency, and brand alignment requirements, working alongside team leadership.
• Define and implement governance models, contribution processes, and adoption guidelines to manage system integrity, in partnership with team leadership.
• Lead, mentor, and develop a team of designers, fostering craft excellence and professional growth within the team.
• Partner with Brand and Creative Development teams to integrate visual identity, motion, and interaction principles into the design system.
• Align system development with governance, operations, and long-term scalability strategies in collaboration with Digital Experience Design Directors.
• Ensure UI/UX quality, accessibility, and consistent interaction patterns by working closely with Digital Experience Design Leads.
• Partner with engineering teams to guarantee seamless implementation and ongoing maintenance of system components.
• Contribute to and maintain comprehensive documentation, component libraries, and design tokens to support effective system usage and scalability.
• Develop and execute onboarding, training, and advocacy initiatives to promote widespread system adoption across various teams.
• Establish and manage versioning, release planning, and system lifecycle processes to ensure the sustainable evolution of the design system.
• Gather, analyze, and act on feedback from design, product, and engineering teams to drive continuous system improvement.
• Ensure accessibility and inclusive design principles (e.g., WCAG, ARIA) are embedded in all system components and workflows.
• Define and track key performance metrics to measure the system's effectiveness, adoption rates, and impact on design consistency and delivery efficiency.
• Represent the design system team in design leadership discussions, advocating for scalable and strategic design solutions.
• Maintain close connection to execution by guiding component development and troubleshooting system-related issues alongside the team.

📝 Enhancement Note: The responsibilities highlight a strong focus on process management, cross-functional collaboration, and operationalizing design principles at scale. This role is less about individual design contributions and more about enabling and leading a team to manage a complex, enterprise-level design system efficiently and effectively. Key operations aspects include governance, process definition, adoption strategies, and performance tracking.

🎓 Skills & Qualifications

Education:

• Bachelor's or Master's degree in Design, HCI, Computer Science, or a related field, or equivalent practical experience.

Experience:

• Extensive experience (5-10 years) in UI/UX design, with a significant focus on building and managing design systems within digital product organizations.
• Proven experience in leading and mentoring design teams, fostering a collaborative and high-performance environment.
• Hands-on experience in scaling and managing design systems in complex, cross-functional environments, demonstrating an understanding of operationalizing design.

Required Skills:

• Deep knowledge of design system frameworks, component-based design methodologies, and front-end development principles.
• Strong proficiency in design and prototyping tools such as Figma, Sketch, and collaboration/documentation tools like Storybook.
• Expertise in establishing and managing governance models, contribution processes, and system adoption guidelines.
• In-depth knowledge of accessibility standards (WCAG, ARIA) and inclusive design practices, with the ability to embed them into system components.
• Excellent facilitation, documentation, and communication skills, with the ability to articulate complex design system concepts to diverse audiences.
• Proven track record of driving design system adoption, fostering ownership, and managing cultural change across multiple teams.

Preferred Skills:

• Familiarity with front-end frameworks such as React or Vue.js to understand implementation nuances.
• Experience using qualitative and quantitative data to inform design decisions and measure system impact.
• Understanding of brand identity, visual design principles, and motion design within a large retail or fashion context.
• Experience with version control systems and release management processes for design assets.

📝 Enhancement Note: The required skills emphasize a strong operational understanding of design systems—governance, adoption, and process management—alongside technical design proficiency. The mention of front-end frameworks suggests a need for the manager to bridge the gap between design and development, requiring an appreciation for implementation realities.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate experience in building, scaling, and managing a comprehensive design system, showcasing its evolution and impact.
• Provide examples of established governance frameworks, contribution guidelines, and processes for managing system integrity and contributions.
• Showcase a strong understanding of component-based design, including well-documented component libraries and design token strategies.
• Highlight case studies that illustrate successful driving of design system adoption, ownership, and cultural change across an organization.
• Include examples of how accessibility standards (WCAG, ARIA) were integrated into the design system and its components.

Process Documentation:

• Evidence of creating and maintaining robust documentation for design system components, guidelines, and best practices.
• Examples of implemented processes for versioning, release planning, and managing the lifecycle of design system elements.
• Demonstrate methods for gathering, analyzing, and acting on user feedback (from designers, product managers, and engineers) to drive continuous improvement of the design system.

📝 Enhancement Note: While not explicitly stated as a "portfolio review" in the traditional sense, the qualifications strongly imply that candidates will need to demonstrate their experience with design systems through detailed examples. This would typically be presented as a portfolio or through case studies during the interview process, focusing on the operational aspects of managing such a system.

💵 Compensation & Benefits

Salary Range:

• Based on industry benchmarks for Design System Managers in Stockholm, Sweden, with 5-10 years of experience, the estimated annual salary range is likely between SEK 600,000 and SEK 850,000. This range accounts for the seniority of the role, the demanding responsibilities, and the cost of living in Stockholm.

Benefits:

• Staff Discount: A discount card applicable to all H&M Group brands (H&M, COS, Weekday, Monki, H&M HOME, & Other Stories, ARKET, Afound) for both in-store and online purchases.
• H&M Incentive Program (HIP): Participation in a company-wide incentive program designed to reward employees.
• Global Benefits: Attractive benefits and extensive development opportunities across the H&M Group globally.
• Local Perks: Competitive local perks and benefits that may vary by employment type and country.

Working Hours:

• Standard full-time working hours, estimated at 40 hours per week. The role is based on-site, suggesting a typical office-based schedule, though flexibility may be available.

📝 Enhancement Note: Salary is an estimate based on similar roles in Stockholm and the specified experience level. The benefits listed are directly from the job description and are common for large, established retail organizations. The "operations" aspect of benefits might be seen in the structured nature of the incentive program and the global access to development opportunities, which support career progression and skill enhancement.

🎯 Team & Company Context

🏢 Company Culture

Industry: Fashion Retail, E-commerce, Digital Product Development. H&M Group operates within the highly competitive global fashion industry, with a significant and growing digital presence. This context means a strong emphasis on customer experience, brand consistency, and efficient, scalable operations to support a vast global customer base. Company Size: Part of H&M Group, a large, multinational corporation. This implies a structured organization with established processes, a global reach, and opportunities for diverse career paths. For operations professionals, this means working within a framework that values efficiency, scalability, and cross-functional alignment. Founded: H&M was founded in 1947. This long history suggests a company with deep roots, established brand values, and a proven ability to adapt to market changes, including the significant shift towards digital commerce.

Team Structure:

• The role is within the Digital Experience Design team, part of the Commercial Development & Growth function for the H&M brand.
• The Design Manager will work alongside an existing Product Manager and Engineering Manager to lead the Design System team.
• This team will collaborate closely with Digital Experience Design Directors, Digital Experience Design Leads, product managers, engineers, brand teams, and creative development teams.

Methodology:

• Emphasis on a systematic approach to design, driven by a central Design System.
• Focus on data-driven decision-making, using qualitative and quantitative data to improve the system's performance and impact.
• Commitment to accessibility and inclusive design principles (WCAG, ARIA).
• Adoption of component-based design and front-end principles to ensure scalability and efficiency.
• Strong focus on governance, structured processes, and fostering a culture of contribution and adoption.

Company Website: https://www2.hm.com/

📝 Enhancement Note: The company culture is likely a blend of fast-paced retail demands and structured corporate processes. For operations roles, understanding how design systems support scalability, efficiency, and brand consistency in a global retail environment is key. The emphasis on collaboration across diverse functions (brand, creative, product, engineering) is critical.

📈 Career & Growth Analysis

Operations Career Level: This is a management-level position within the design operations spectrum, focusing on leading a specialized team (Design System) that underpins the efficiency and quality of broader digital product development. It requires strategic thinking, operational planning, and team leadership. Reporting Structure: The Design Manager reports to Karolina Boremalm, Head of Digital Experience Design. This senior reporting line indicates the strategic importance of the Design System function within the organization. Operations Impact: The Design System Manager has a significant impact on operational efficiency by enabling faster design and development cycles, ensuring brand consistency, and reducing redundancy across H&M's digital products. This directly contributes to improved customer experience and potentially higher conversion rates and reduced development costs.

Growth Opportunities:

• Specialization: Deepen expertise in design systems, UX strategy, and design operations management.
• Leadership Progression: Potential to move into broader design leadership roles, such as Design Director or Head of UX, overseeing larger teams or functions.
• Cross-functional Mobility: Opportunities to move into Product Management, Engineering Management, or roles within Brand Strategy, leveraging a strong understanding of the digital product ecosystem.
• Skill Development: Access to global development programs, training, and potential for international assignments within H&M Group.

📝 Enhancement Note: This role offers a clear path for growth within design leadership and operations management. The ability to manage a critical, cross-functional system like a design system positions the individual for broader strategic responsibilities in digital product development.

🌐 Work Environment

Office Type: Based at the Head Office in Stockholm, Sweden. This suggests a professional, corporate office environment, likely designed to foster collaboration and innovation. Office Location(s): Mäster Samuelsgatan, Stockholm, Sweden. This is a central business district location, implying accessibility via public transport and proximity to various amenities.

Workspace Context:

• Collaborative Environment: Expected to work closely with multiple teams (Product, Engineering, Brand, Creative), necessitating a workspace that supports frequent interaction and knowledge sharing.
• Tools and Technology: Access to industry-standard design tools (Figma, Sketch), collaboration platforms, and potentially internal H&M Group-specific systems.
• Team Interaction: Opportunities to engage with a diverse group of professionals, including designers, product managers, engineers, and brand specialists, fostering a rich learning and development environment.

Work Schedule:

• Full-time, on-site position. While a standard work week is expected, the nature of a global retail brand might involve periods of focused work to meet project deadlines. The company culture generally supports work-life balance, but the operational demands of a design system are continuous.

📝 Enhancement Note: The on-site requirement emphasizes the importance of in-person collaboration and team cohesion for this role, particularly in managing a complex system that requires constant alignment and communication across departments.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a review of CV and potentially a portfolio link to assess experience in design systems and leadership.
• Hiring Manager Interview: Discussion with Karolina Boremalm (Head of Digital Experience Design) to assess strategic thinking, leadership style, and alignment with company culture.
• Team/Peer Interviews: Meetings with Product Manager, Engineering Manager, and possibly other Design Leads to evaluate collaboration skills, technical understanding, and team fit.
• Case Study/Presentation: Candidates may be asked to present a case study demonstrating their experience in building, scaling, or managing a design system, focusing on process, governance, and impact. This is where portfolio elements would be crucial.
• Final Interview: Potentially with a more senior stakeholder to discuss overall fit and long-term potential.

Portfolio Review Tips:

• Focus on Operations: Highlight your experience in establishing governance, defining contribution models, and managing the lifecycle and adoption of a design system.
• Demonstrate Impact: Quantify the benefits of your design system work (e.g., efficiency gains, consistency improvements, reduction in design debt). Use metrics where possible.
• Showcase Process: Detail the processes you've implemented for component contribution, versioning, documentation, and feedback loops.
• Accessibility Integration: Clearly show how accessibility principles were embedded into the system and its components.
• Collaboration Examples: Illustrate how you've partnered with engineering and product teams to ensure seamless implementation and adoption.

Challenge Preparation:

• Be prepared to discuss how you would approach defining the roadmap for H&M's design system.
• Anticipate questions about managing a distributed team of designers and fostering a strong contribution culture.
• Prepare to articulate your strategy for ensuring accessibility and inclusivity across all system components.
• Think about how you would measure the success and impact of the design system.

📝 Enhancement Note: The interview process is expected to be thorough, with a strong emphasis on demonstrating practical experience and operational capabilities related to design systems. A well-curated portfolio that showcases process, governance, and impact is essential for success.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch (high proficiency expected).
• Design System Documentation/Collaboration: Storybook (strong proficiency expected).
• Collaboration & Communication: Microsoft Teams, Slack, Jira, Confluence.
• Project Management: Tools like Jira for tracking system development and contributions.

Analytics & Reporting:

• Tools for tracking design system adoption, component usage, and impact on delivery efficiency (specific tools may vary, but data analysis skills are key).
• Potentially analytics platforms like Google Analytics or internal dashboards for understanding digital product performance influenced by the design system.

CRM & Automation:

• While not directly CRM-focused, understanding how the design system integrates with development workflows and potentially CMS or component libraries is important.
• Familiarity with front-end frameworks like React or Vue.js is beneficial for understanding implementation and integration.

📝 Enhancement Note: Proficiency in core design tools is a given, but the emphasis on Storybook and an understanding of front-end frameworks like React/Vue signals the need for a manager who can bridge the design-to-development gap effectively. The operational aspect lies in using these tools to maintain consistency, track usage, and manage the system's lifecycle.

👥 Team Culture & Values

Operations Values:

• Efficiency & Scalability: A core value will be ensuring the design system operates efficiently and can scale to support H&M's global digital presence.
• Consistency & Quality: Upholding high standards for visual design, interaction, and accessibility across all digital touchpoints.
• Collaboration & Empowerment: Fostering a team environment where designers feel empowered to contribute and collaborate effectively across disciplines.
• Data-Driven Decisions: Utilizing data to inform system improvements and demonstrate its value and impact.
• Customer-Centricity: Ensuring the design system ultimately serves to enhance the customer experience.

Collaboration Style:

• Cross-functional Integration: Actively seeking collaboration with Product, Engineering, Brand, and Creative teams to ensure alignment and buy-in.
• Process-Oriented: Valuing structured processes for contribution, feedback, and system evolution.
• Knowledge Sharing: Encouraging open communication and sharing of best practices within the design team and across the organization.
• Advocacy: Proactively promoting the design system and its benefits to drive adoption and build a strong design system culture.

📝 Enhancement Note: The culture emphasizes operational discipline within a creative field, requiring a manager who can balance the needs of a design team with the demands of scalable, efficient product development.

⚡ Challenges & Growth Opportunities

Challenges:

• Driving Adoption: Overcoming resistance to change and ensuring widespread adoption of the design system across numerous teams and projects.
• Maintaining Scalability: Evolving the system to meet the growing needs of H&M's digital ecosystem while maintaining performance and manageability.
• Balancing Innovation and Consistency: Finding the right balance between allowing for creative freedom and enforcing system consistency.
• Cross-team Dependencies: Managing dependencies and aligning priorities with various product teams, engineering teams, and brand stakeholders.
• Measuring Impact: Effectively quantifying the ROI and impact of the design system on efficiency, quality, and business outcomes.

Learning & Development Opportunities:

• Design System Mastery: Becoming an expert in best practices for design system management, governance, and scaling.
• Leadership Development: Enhancing leadership skills through managing a specialized team and influencing stakeholders across a large organization.
• Industry Engagement: Opportunities to stay abreast of the latest trends in design systems, UI/UX, and front-end development through industry events and resources.
• Strategic Influence: Contributing to the broader digital product strategy of a major global brand.

📝 Enhancement Note: The challenges are typical for design system leadership, requiring strong operational skills in change management, process optimization, and stakeholder management. Growth opportunities are significant for someone looking to build a career in design operations and leadership.

💡 Interview Preparation

Strategy Questions:

• Be ready to articulate your philosophy on design systems and their role in enabling efficient, scalable digital product development.
• Prepare examples of how you've built or significantly improved a design system, detailing your approach to governance, contribution, and adoption.
• Discuss how you would measure the success and impact of the H&M Design System and what KPIs you would prioritize.
• Explain your strategy for fostering collaboration between design, product, and engineering teams when it comes to the design system.

Company & Culture Questions:

• Research H&M Group's current digital initiatives and brand positioning to understand how the design system fits into their strategy.
• Be prepared to discuss how you would align the design system with H&M's brand identity and visual language.
• Think about how you would contribute to and thrive within H&M's global corporate culture, emphasizing collaboration and efficiency.

Portfolio Presentation Strategy:

• Structure: Organize your portfolio to clearly showcase your experience with design systems. Dedicate sections to governance, component libraries, adoption strategies, and impact metrics.
• Narrative: Tell a story for each case study, outlining the problem, your solution (how you managed the system), the process you followed, and the measurable results.
• Visuals: Include clear visuals of components, documentation, and examples of the system in use.
• Process Focus: Emphasize the operational aspects – how you managed contributions, versioning, documentation, and stakeholder alignment.
• Conciseness: Be prepared to present your key achievements concisely and effectively.

📝 Enhancement Note: The interview will heavily scrutinize your practical experience in managing design systems operationally. Focus on demonstrating your ability to lead a team, implement processes, and drive adoption within a large, complex organization.

📌 Application Steps

To apply for this Design Manager, Design System position:

• Submit your application through the H&M Group careers page.
• Portfolio Preparation: Curate a portfolio that specifically highlights your experience in building, managing, and scaling design systems. Focus on demonstrating your operational skills in governance, contribution processes, documentation, and adoption strategies. Include case studies with quantifiable impact where possible.
• Resume Optimization: Tailor your resume to emphasize your leadership experience, your expertise in UI/UX design, design systems, and your proficiency with relevant tools (Figma, Sketch, Storybook). Quantify achievements and highlight cross-functional collaboration.
• Interview Preparation: Practice articulating your design system philosophy, leadership approach, and strategic vision. Prepare to discuss specific examples from your past experience that demonstrate your operational capabilities and problem-solving skills related to design systems. Be ready to present your portfolio and discuss your approach to challenges.
• Company Research: Familiarize yourself with H&M Group's brand, digital presence, and strategic goals. Understand their approach to customer experience and how a design system supports these objectives.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.