Dive Club Episode Summary: Mig Reyes - Harsh Truths That Designers Need to Hear

Release Date: May 2, 2025

In this compelling episode of Dive Club, host Ridd engages in an enlightening conversation with Mig Reyes, the Vice President of Product Experience at Duolingo. Mig delves into several candid insights about the design industry, challenging conventional terminologies, redefining design leadership, and fostering a robust design culture at Duolingo. This summary encapsulates the key discussions, notable quotes, and valuable takeaways from their dialogue.

1. Redefining the Design Identity: From UX Design to Product Experience

Mig Reyes initiates the conversation by critiquing the term "UX Design," labeling it as somewhat "archaic" within the industry (00:00). He emphasizes that the terminology does not accurately reflect the dynamic roles designers play at Duolingo.

Mig Reyes ([00:00]): "I think UX design is a somewhat of an archaic term."

At Duolingo, the shift to Product Experience underscores a more integrated approach, where design is not a siloed function but a pivotal component in building exceptional products. Mig explains that this change was driven by a collective realization that "UX" did not encapsulate the comprehensive responsibilities undertaken by the design team.

Mig Reyes ([01:41]): "We're making the product experience. So for us, that was like the first idea we had."

This rebranding aligns with industry leaders like Instagram and Airbnb, where the title Product Designer prevails over UX Designer, signifying a broader scope that includes visual design, business metrics, and end-to-end product development.

2. Elevating Design Leadership at Duolingo

Mig was entrusted with the mission to raise the bar for design leadership at Duolingo. Faced with a rapidly growing design team and the transition to a public company, Mig identified three core challenges:

1. Early-Career Dominance: A significant portion of the team comprises early-career designers.
2. Outdated Processes: Existing workflows were not scaling with the team's growth.
3. Need for Strong Leadership: As the company matured, there was a necessity for more robust design leadership.

Mig Reyes ([11:09]): "Product design management, well, let's get good at all those three things."

To address these, Mig reconstructed the entire design management team, emphasizing that great managers must have been excellent individual contributors (ICs) themselves. This approach ensures that leaders are intimately familiar with the craft, fostering credibility and trust within the team.

Mig Reyes ([15:01]): "Every manager on our team today, at one point in their career, they were an excellent IC."

3. Strategic Hiring: Investing in Early-Career Talent

Contrary to industry trends that prioritize hiring senior designers, Duolingo places a significant emphasis on early-career talent. Approximately half of their annual hiring is dedicated to new graduates and individuals embarking on their first design roles. This strategy is driven by a commitment to invest in the future of the design industry and cultivate a culture of continuous learning and growth.

Mig Reyes ([22:26]): "We're investing in the industry. This is not a cost-saving thing."

Duolingo believes that moldability and adaptability of junior designers outweigh the immediate expertise that senior designers bring. The company nurtures these talents by maintaining high standards for craft irrespective of experience levels, ensuring that every designer contributes meaningfully to the product experience.

Mig Reyes ([26:15]): "You don't treat a junior person like they're a junior person. You treat everybody with the same super high expectations."

4. Cultivating a Robust Design Culture

At Duolingo, design culture transcends superficial elements like office perks. Instead, it is rooted in a commitment to quality work and mutual support among team members. Mig emphasizes the importance of:

• Transparency: Ensuring everyone is aware of each other's projects and progress.
• Continuous Learning: Regular knowledge-sharing sessions and learning from both successes and failures.
• Inclusivity in Leadership: Encouraging all team members, regardless of their level, to contribute to culture-building initiatives.

Mig Reyes ([30:39]): "Culture to me is what do we say yes to, what do we say no to? What is our standard and how do we help each other meet those standards."

Duolingo fosters an environment where leadership is accessible, ensuring that managers are actively involved with their teams, and every designer feels empowered to initiate cultural or procedural improvements.

5. Design Reviews and Feedback Mechanisms

Duolingo implements a rigorous design review process aimed at honing designers' skills through constant practice and constructive feedback. Key aspects include:

• Frequent Reviews: Designers present their work to the executive team multiple times a week.
• Immediate Feedback: Post-review debriefs provide actionable insights to refine designs.
• Emphasis on Craft: Focus is placed on visual design and execution quality.

Mig Reyes ([34:17]): "We really believe in reps at Duolingo."

This approach ensures that designers, especially juniors, receive hands-on coaching, accelerating their growth and alignment with Duolingo's high standards.

6. Communication: The Cornerstone of Influence

Effective communication is vital for designers to build influence and drive projects forward. Mig highlights that:

• Proactiveness: Regularly sharing ideas and updates enhances visibility.
• Clarity: Communicating succinctly ensures that intentions and thoughts are understood.
• Consistency: Frequent interactions, even if not polished, lead to improved communication skills over time.

Mig Reyes ([43:20]): "Just doing it at all is the first thing."

Duolingo encourages designers to actively articulate their thoughts and engage in various communication channels, fostering an environment where ideas flow freely and opportunities arise organically.

7. Visual Design as a Core Competency

Duolingo places visual design at the forefront of their hiring and evaluation processes. Mig asserts that:

• Craftsmanship: Exceptional visual execution is non-negotiable.
• Portfolio Standards: Portfolios must showcase high-fidelity prototypes with minimal explanatory content.
• Focused Evaluation: Initial screening prioritizes visual design quality before delving into problem-solving and business metrics.

Mig Reyes ([51:56]): "If your visual design's not there, we're closing the tab."

This focus ensures that every designer, regardless of their experience level, contributes to the product's aesthetic and functional excellence.

8. Navigating the Current Job Landscape: Advice for Designers

Addressing the challenges in today's job market, Mig offers practical advice for designers seeking new opportunities:

• Prioritize Execution: Demonstrate strong visual design and execution in portfolios.
• Streamline Presentation: Keep portfolio presentations concise, emphasizing high-quality final outputs.
• Avoid Overcomplication: Refrain from including excessive context or long-winded narratives that detract from the core work.

Mig Reyes ([49:31]): "Focus on execution and craft, especially visual design."

Additionally, Duolingo commits to supporting the broader design community, ensuring that even candidates who don't secure a position gain valuable insights and improve through the interview process.

9. Fostering a Supportive Community

Mig concludes by emphasizing the importance of mutual support and collaboration within the design community. She advocates for:

• Helping Others: Assisting peers to foster a collective growth environment.
• Sharing Knowledge: Regularly exchanging insights and learning from one another's experiences.
• Being Helpful: Contributing positively to the community to create opportunities and drive the industry forward.

Mig Reyes ([57:26]): "Be helpful in this place."

This ethos not only strengthens individual careers but also propels the design industry towards greater innovation and excellence.

Conclusion

Mig Reyes' insights on Dive Club offer a refreshing perspective on redefining design roles, cultivating leadership, and fostering a vibrant design culture. Her emphasis on visual design excellence, early-career talent investment, and proactive communication serves as a blueprint for designers and organizations aiming to elevate their craft and impact. Duolingo's approach, as articulated by Mig, underscores the importance of treating design as a holistic, integral component of product development, ensuring that designers never stop learning and pushing the boundaries of what's possible.

Notable Quotes:

• Mig Reyes ([00:00]): "I think UX design is a somewhat of an archaic term."
• Mig Reyes ([01:41]): "We're making the product experience."
• Mig Reyes ([11:09]): "Product design management, well, let's get good at all those three things."
• Mig Reyes ([22:26]): "We're investing in the industry. This is not a cost-saving thing."
• Mig Reyes ([26:15]): "You don't treat a junior person like they're a junior person."
• Mig Reyes ([30:39]): "Culture to me is what do we say yes to, what do we say no to?"
• Mig Reyes ([34:17]): "We really believe in reps at Duolingo."
• Mig Reyes ([43:20]): "Just doing it at all is the first thing."
• Mig Reyes ([51:56]): "If your visual design's not there, we're closing the tab."
• Mig Reyes ([49:31]): "Focus on execution and craft, especially visual design."
• Mig Reyes ([57:26]): "Be helpful in this place."

For more episodes, key takeaways, and bonus resources, visit Dive Club.