Want better teamwork across departments? Cross-functional design can help, but it’s not without challenges. Teams that collaborate effectively see 5x higher performance, 20% more innovation, and 30% higher job satisfaction – but nearly 75% of teams struggle to work well together.
Here’s how to fix that:
- Align Goals: Set shared objectives and measurable success metrics.
- Simplify Design Processes: Make design accessible with clear documentation, hands-on involvement, and visual tools.
- Break Silos: Use tools like Miro or FigJam to centralize communication and foster collaboration.
- Overcome Pushback: Show quick wins and connect design efforts to tangible results.
Design as a team: A practical guide to cross-functional collaboration – February 2022
What Prevents Teams from Working Together
Collaboration often stumbles not just because of communication breakdowns but also due to deeper issues like departmental silos and conflicting workflows. Recognizing these roadblocks is essential for crafting strategies that align teams and improve cooperation. Let’s unpack some of the most common challenges.
Isolated Departments and Conflicting Goals
When departments operate in silos, they often end up chasing goals that clash with one another. For instance, marketing teams might focus on driving conversions, engineers prioritize technical feasibility, and designers aim to perfect the user experience. These differing priorities can lead to friction.
And this isn’t just theoretical – 82% of companies admit they don’t have shared success metrics across departments [3]. Without unified goals, cross-functional projects can easily spiral into disagreements over resources, timelines, or priorities [4].
"If professionals better understood the trade-offs (of cross-departmental collaboration), and if firms lowered the organizational barriers to collaboration, then not only clients but also the professionals themselves and their firms would benefit handsomely." – Heidi K. Gardner, Harvard Business School [4]
Language Barriers Between Teams
Even when teams are eager to collaborate, they often get bogged down by speaking entirely different "languages." Designers talk about user journeys and information architecture, engineers focus on APIs and technical debt, and marketers zero in on funnels and attribution models. These differences can slow progress and lead to misunderstandings [1].
On top of that, teams often communicate in ways that don’t align. Some prefer detailed documentation, others rely on quick verbal updates or visual aids. Add in top-down communication, where information filters through multiple layers, and delays or misinterpretations become almost inevitable [1].
"Communicating about designs was more important than the designs themselves." – Tom Greever, Articulating Design Decisions [2]
Pushback Against Design-First Decisions
Design-first approaches often face resistance from non-design teams, and this pushback isn’t always unfounded. To teams accustomed to linear workflows, design processes can appear slow or unpredictable. Practices like user research, prototyping, and testing might seem unnecessary or overly complex. Past experiences with design-led projects – such as budget overruns or missed deadlines – can also fuel skepticism.
Additionally, concerns about increased workload can make teams hesitant to embrace new methods. Overcoming this resistance requires clear communication, showcasing early wins, and proving how design-first strategies can lead to better results. When teams see tangible benefits, they’re more likely to get on board.
These hurdles – departmental silos, miscommunication, and resistance to change – create a tough environment for collaboration. But identifying these issues is the first step toward fostering better teamwork across the board.
How to Get Non-Design Teams Involved
Breaking down silos and aligning priorities across teams can be tricky, but bringing non-design teams into the fold is essential for achieving shared goals. The challenge lies in creating strategies that encourage genuine collaboration and make participation seamless. Here’s how to make it happen.
Setting Up Shared Goals and Success Metrics
To get everyone on the same page, start by setting goals that demand teamwork across departments. When success hinges on collaboration, it stops being optional. For example, you could organize an OKR workshop with the finance team to identify 3–5 key objectives that are measurable and impactful. These objectives should take precedence over individual team priorities, ensuring they’re visible and well-supported.
Next, connect departmental goals to company-wide KPIs. Use a real-time dashboard to track progress and ensure transparency. Work with team leaders to define at least two KPIs that require cross-team collaboration. The aim is to help every team member see how their work ties into the bigger picture. When employees understand how their efforts contribute to the company’s mission, collaboration becomes an essential part of their workflow rather than an extra burden.
Once goals are aligned, the focus shifts to making design processes approachable for everyone.
Making Design Processes Work for Everyone
For many non-designers, design processes can feel overly complicated or intimidating. But instead of scrapping effective practices, the solution lies in simplifying and adapting them. As Figma aptly puts it:
"Design is more than a discipline – it’s a way of working that brings teams together to solve challenges, align on shared goals, and drive impact." – Figma [5]
Start by learning the priorities of other teams and using their language when discussing design outcomes. Invite them to participate in activities like ideation sessions, design critiques, and user research discussions. This hands-on involvement helps demystify design work and reduces resistance to new ideas.
You can also create clear documentation that tells a story – using personas, wireframes, and process flows – to make designs easier to understand. Testing ideas with low-fidelity prototypes or simple sketches can help teams engage without feeling overwhelmed. Keep design artifacts visible in shared spaces to ensure everyone stays informed.
Collaborative techniques, like pair design (where designers and non-designers work together), can further bridge the gap. A design handbook outlining UX principles and expectations for contributions can also help align the entire organization. As Pencil & Paper explains:
"DesignOps is about having a way to flex the standard design process into a format that works for the actual humans and surrounding processes of your context. The goal is to support designers in their work, not shove some processes down their throats just for the sake of it." – Pencil & Paper [6]
With processes tailored to everyone’s needs, the next step is choosing the right tools to keep collaboration running smoothly.
Using the Right Tools for Team Collaboration
The tools you choose can make or break cross-functional teamwork. Considering that over 75% of cross-functional teams face challenges [7], it’s vital to adopt tools that simplify communication and knowledge sharing.
Visual collaboration platforms like Miro and FigJam are great for bringing teams together. These tools allow everyone to contribute ideas visually, even if they don’t have a design background. Similarly, visual feedback tools streamline the review process by centralizing feedback and design files, eliminating the chaos of scattered emails.
Strong communication platforms are equally important. They help bridge the language gaps between departments and ensure everyone stays aligned. Look for tools that centralize project data and make it easy to share knowledge. Involving specialists from different functions fosters a collaborative environment where teams feel engaged – leading to as much as a 14% boost in productivity [7].
Finally, prioritize tools that simplify workflows, enable real-time data sharing, and automate repetitive tasks. This reduces friction for non-design teams, making it easier for them to contribute without feeling overwhelmed. When workflows are seamless and team members feel safe sharing ideas, collaboration becomes second nature. These tools aren’t just helpful – they’re essential for maintaining the momentum of teamwork discussed throughout this article.
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How Paragon Group Handles Cross-Functional Design
Paragon Group has developed a practical approach to tackle the complexities of cross-functional design collaboration. By embedding their team directly into client operations, they ensure that design decisions align seamlessly with business objectives across all departments.
Working Directly with Your Team
Unlike traditional vendors, Paragon Group works as an integral part of their clients’ teams. This approach eliminates the disconnect that often arises between design strategies and the real-world needs of different departments.
From the outset, Paragon defines clear roles and responsibilities within the client’s cross-functional teams. They use proven methodologies that align with the practices of 83% of digitally maturing companies relying on such team structures [8]. Regular real-time meetings and close collaboration help Paragon account for the practical constraints and goals of all stakeholders. This approach is especially beneficial for startups and small-to-medium businesses (SMBs) that need expert design support without the hassle of managing external vendors.
By embedding themselves into the client’s operations, Paragon lays the groundwork for tailored design systems that meet the unique needs of each department.
Design Systems Built for Different Departments
Creating a design system that works across multiple departments requires more than just attractive visuals. Paragon Group focuses on creating modular systems that balance the diverse needs of various teams while maintaining consistency throughout the organization.
The process starts with detailed documentation. Beyond listing color palettes and typography, Paragon’s guidelines explain how design decisions align with each department’s goals. For instance, marketing guidelines might include insights on how brand elements perform across campaigns, while development guidelines streamline the technical implementation process.
To ensure consistency, Paragon incorporates automated testing and validation into their design systems. These systems evolve over time, acting as living documents shaped by ongoing feedback from stakeholders. They also invest in cross-training, empowering non-design teams to understand and apply key design principles effectively.
A great example of this approach is their work with Penn National Insurance. Paragon’s customer journey mapping process brought together employees from contact centers, claims teams, and policyholders. Sharon Marburger, VP of Customer Experience at Penn National Insurance, shared:
"Paragon’s customer journey maps gave us a 360-degree view of our auto claims process. By including the perspectives of our employees, contact center, claims teams and policyholders, we uncovered opportunities to improve the experience for all of these stakeholders." [9]
By crafting systems that bridge gaps between departments, Paragon transforms design into a unifying force rather than a source of friction.
Ongoing Design Help When You Need It
Cross-functional design collaboration doesn’t stop after a project launches – it’s an ongoing effort. Paragon Group offers continuous support to ensure that quality and consistency are maintained as teams and projects evolve.
Their support services include regular design audits to evaluate the implementation of components and guidelines across departments. These audits focus on identifying pain points and areas for improvement rather than enforcing strict compliance. For example, if a marketing team struggles with brand elements or a development team faces integration challenges, Paragon steps in to resolve issues proactively.
Open communication channels play a key role in their support model. By creating a space for team members to share feedback and ideas, Paragon fosters collaboration that can lead to measurable results. In fact, engaged teams have been shown to experience up to a 21% increase in profitability [8]. Additionally, their iterative prototyping process incorporates cross-functional feedback early on, helping to avoid costly redesigns later.
Paragon offers this ongoing support through a subscription-based model, with pricing ranging from $2,495 to $7,995 per month. This predictable structure makes it easy for growing businesses to access expert design help without needing to hire freelancers or full-time staff.
Keeping Cross-Functional Collaboration Going
Maintaining cross-functional collaboration requires consistent effort and engagement. The best organizations put systems in place that keep teams aligned and motivated, even after the initial excitement of a project fades.
Teaching Design Skills to All Teams
To keep collaboration thriving, it’s essential to equip all team members with a basic understanding of design. When non-designers grasp key design principles, they can engage more effectively in discussions and contribute to decisions, instead of seeing design as some kind of untouchable mystery.
Breaking down silos starts with building shared understanding. The trick is to make design education relevant to each team’s day-to-day responsibilities. Focused cross-training sessions can make a real difference. For instance, teaching marketing teams about visual hierarchy helps them create stronger campaign materials. Similarly, showing developers how design systems work can make implementation smoother.
Workshops are often more impactful than long training sessions. Short, targeted workshops that tackle specific challenges allow teams to immediately put their new knowledge into practice. For example, hosting monthly design thinking workshops can help different departments explore how design principles apply to their unique challenges.
Design thinking itself encourages empathy and collaboration, leading to more user-focused solutions. When team members from various departments adopt a design mindset, they naturally become better problem-solvers and more collaborative in their roles.
Of course, cross-functional teams still face challenges in execution. This is why building a shared understanding of design is so critical – it helps teams navigate obstacles together.
Setting Up Regular Feedback Systems
Strong feedback systems are the backbone of ongoing collaboration. The most effective organizations create multiple ways for teams to share their insights, ensuring feedback isn’t limited to one-off conversations.
Regular feedback loops allow teams to catch small issues before they snowball into bigger problems, saving both time and resources while keeping projects on track.
"It creates a tight feedback loop with your consumers… Trust is so important for a design system. If folks don’t trust the system, they’ll seek solutions elsewhere." – Lauren Beatty, Staff Engineer at Zapier [12]
Asynchronous feedback channels are especially helpful for cross-functional teams. They allow team members to provide thoughtful input without causing project delays. Tools like collaborative boards make it easy to give contextual feedback directly on designs.
However, feedback is only valuable if it leads to action. When teams see their suggestions implemented, it strengthens their engagement and trust in the process. Alberto Calvo, who led the design system at Maze, highlighted this approach:
"Address team needs directly. We have dedicated jam sessions and office hours weekly. We also have design systems meets every month to communicate and discuss changes with the team, gather ideas, and see what’s working and what isn’t." [12]
How to Measure Cross-Functional Design Success
Measuring collaboration success isn’t just about tracking design outcomes – it’s about understanding how well teams work together. The most useful metrics often focus on process efficiency and team satisfaction rather than just the final product.
Process metrics like handoff delays, rework rates, and feature iteration speed can reveal how smoothly collaboration is functioning [10]. These insights help pinpoint areas that need improvement.
Team dynamics metrics, such as surveys, provide another layer of understanding by capturing how team members feel about the collaborative process [10].
| Challenge | Solution |
|---|---|
| Lack of accountability | Assign clear ownership of goals with regular check-ins [11] |
| Conflicting goals | Align team goals with the broader organizational vision [11] |
| Information silos | Use transparent communication tools and encourage knowledge sharing [11] |
| Lack of shared metrics | Develop unified KPIs and measurement frameworks [11] |
| Remote/hybrid communication struggles | Encourage virtual team-building activities and clear communication practices [11] |
Sharing these findings openly with all teams and working together to create improvement plans reinforces a collaborative mindset. This ensures that changes address real challenges faced by the teams.
Setting clear objectives and measurable key results (OKRs) helps guide projects and keeps everyone aligned on shared goals [1]. When teams understand what success looks like and how their efforts contribute, collaboration becomes more focused and meaningful.
Regular communication – whether through daily standups or weekly check-ins – provides consistent opportunities to review progress and tackle issues early [1]. These touchpoints also strengthen the collaborative culture, ensuring that everyone stays connected and on the same page. By combining these metrics with continuous feedback, teams can make ongoing adjustments to improve processes and outcomes.
Conclusion: Using Cross-Functional Design to Drive Growth
Cross-functional design collaboration isn’t just about creating visually appealing products – it’s a powerful tool for driving real business growth. Research shows that companies excelling in design outperform their peers by a staggering 219% on the S&P Index over a decade [13]. When design teams collaborate effectively with departments like marketing, engineering, and sales, the impact goes far beyond aesthetics, influencing customer experience and business outcomes.
Key strategies, such as setting shared goals and fostering regular feedback, are the backbone of this success. When teams align their perspectives and work toward common objectives, they craft solutions that genuinely connect with customers. And the numbers back this up: 59% of consumers are more likely to choose a company over its competitors due to good design, while 46% will avoid brands with poorly designed websites or mobile experiences [14]. These statistics underline how design directly affects revenue.
"Good design is good business." – Thomas John Watson, Jr., Former CEO of IBM [14]
Treating design as a strategic function is critical. When cross-functional teams focus on user needs while aligning with business goals, they produce solutions that not only work but also deliver measurable returns. Companies identified as "design-alert" see a 125% return on their design investments [14], underscoring the financial rewards of collaborative design efforts.
For startups, small businesses, and agencies without extensive internal design resources, partnering with experts can fast-track success. Paragon Group, for example, offers a seamless integration of design expertise with existing teams. Their services span UI/UX design, product design, branding, and ongoing support, all tailored to fit within a company’s operations. This approach ensures businesses can harness the full potential of cross-functional design without overextending their internal capabilities.
The roadmap is clear: embrace cross-functional design as a catalyst for growth. Start with shared objectives, open communication, and a culture of feedback. Build systems to maintain collaboration over time. Companies that adopt this approach not only create better products but also position themselves as industry leaders, delivering stronger financial performance and customer loyalty.
FAQs
How can businesses break down silos to improve collaboration between design and non-design teams?
To bridge gaps and improve collaboration between design and non-design teams, businesses should prioritize open communication and effective leadership. Setting up clear communication methods – like regular meetings or collaborative workshops – encourages team members to exchange ideas and work toward shared objectives. This approach fosters trust and understanding between departments.
Leadership plays a crucial role in driving cross-functional teamwork. Leaders can lead by example, demonstrating collaborative behavior and championing efforts that unite different teams. When organizations cultivate an environment that values teamwork and collective achievements, employees are inspired to contribute beyond their specific roles. By focusing on these approaches, businesses can strengthen collaboration, ignite creativity, and achieve better results across the board.
How can design teams simplify processes to better engage and collaborate with non-design teams?
Simplifying design processes for teams without a design background means making collaboration feel less daunting and more inclusive. One way to do this is by introducing templates and visual tools. These resources allow non-designers to contribute their ideas without the pressure of starting from scratch. It’s a great way to encourage visual brainstorming and ensure everyone feels comfortable sharing their perspective.
Another key approach is bringing non-design teams into the process early on. When you align design decisions with the project’s broader goals, team members can see how their input shapes the final outcome. This not only boosts collaboration but also gives everyone a sense of ownership in the project. To keep things running smoothly, focus on clear communication – ditch the technical jargon and present design concepts in straightforward, relatable language.
By emphasizing accessibility, aligning goals, and maintaining open communication, design teams can create a more seamless and productive partnership with non-design stakeholders.
How do visual collaboration tools like Miro and FigJam benefit cross-functional design teams?
Visual collaboration tools like Miro and FigJam play a key role in helping cross-functional design teams work together effectively. These tools make it easy to brainstorm, share ideas, and visualize concepts in real time, whether your team is gathered in one office or spread across different locations. By enabling seamless collaboration, they help reduce miscommunication and keep workflows running smoothly.
Miro shines with its adaptability and an extensive library of templates, making it a go-to option for handling complex projects. Meanwhile, FigJam offers a user-friendly interface that’s perfect for brainstorming sessions and early design phases. Plus, it integrates effortlessly with Figma, making the transition to advanced design work seamless. Both tools come packed with interactive features like sticky notes, voting options, and drawing tools, encouraging creativity and ensuring everyone stays engaged throughout the process.