Why I tell Designers not to get certified in product management
And what to do instead
So you think you want to move into PM. Do not waste your time getting “certified.” It won’t give you the change you are looking for.
I’ve led teams of designers globally, and mentored hundreds — the question about moving into PM inevitably comes up as they consider their career. I’ve also run teams and hired in PM, so I see both sides. And let me be clear: designers make great PMs. But only if the motivation and progression is right.
OK, Designer: first be honest about your motivation. I see 3 drivers from folks who consider PM:
- You’re voice is muted as a designer. Your organizations don’t give you a voice, and it seems like PM might give you that voice.
- The PMs you work with stink. They either don’t make decisions well, don’t collaborate, or think they should design it and you should draw it. You want to build great products and trying out PM seems like a way to get it done.
- You’re thinking differently. You feel the shift in your own knowledge maturity and notice just how different it is from what you did before. Seems like you could own the same decisions as PM (even if your partner PM is great), and enjoy it.
Here’s the thing: if you’re in category 1 or 2, moving into PM will (a) not solve your problems and (b) possibly make you miserable. Depending on your situation, either get mentoring in influence, or find a company that values you. Easy to understand; hard to do.
Don’t stop being a designer just because your environment sucks.
But, if you are in category 3, here is some real talk:
No one is going to give a career designer a brand new job in PM just because you got a certification. You’re going to get a job in PM when you start PM-ing.
The paths “into PM” are quite different for designers versus design leaders. I happen to fall into the second category, so I’m biased. Or experienced? Take your pick.
In both cases, the first thing you need is actual insight into what PMs are responsible for outside of how you collaborate with them.
A design manager who once worked for me created a “day in the life” opportunity for designers to better understand all the responsibilities and activities of a PM, not just the pieces adjacent to design. Many designers were shocked to see what all is included. If you’ve got that insight and are still pumped about it, then go get experience doing some of it.
How do you get experience doing it when it’s not your job? You just do it, silly.
You: “Hey PM Partner — I’d like to take a stab at these requirements, cool?” Them: “You want to take some load off me? Um… awesome.”
Take feedback, iterate.
After you get some experience with tasks adjacent to your design work, branch out.
Ask PMs to let you get in the weeds with them. Not “give you a seat at the table” — that’s a line for Designers who need more influence. Instead, be open about wanting to learn PM skills. People love to know you think what they do is important. But it requires you being vulnerable and admitting that you haven’t truly been accountable for those things before, or that you don’t know how.
Do take courses. But look for topics that you need to learn — things you haven’t done or seen up close. Examples might be pricing and packaging. Assessing competitive products from a market point of view, not functional point of view. Long term roadmap planning. How professional services are sold with products. And more.
Courses, but not certifications?
My point is to stop caring about the certifications. Official certifications are useful for subject matter expertise like AI (bias: I’m enrolled), Accessibility, Localization, or even the industry your customers are in. Things that help you do your job more robustly and let your company or future employer know you have specialized expertise (see Talk Nerdy to Me to learn how I value that in interviews and career development).
Do take courses to expand your knowledge of PM — even if you remain in Design! And yes, there are useful PM certifications out there, where you can learn great information. But know that if you want to make the shift, what’s most important is DOING it, not adding a certification line on LinkedIn.
✨ More tips for designers making the shift? Add them in comments! ✨
