Junior Specific problems You solve specific, well-defined problems — “add an item to the cart.” Mid-level A capability You’re handed a product capability to solve — “the shopping cart.” Senior A product area You lead the solution for a whole product area — “the conversion funnel.” Lead Undefined spaces You lead undefined problem spaces — “how do people complete a transaction?” Principal End-to-end You own entire user experiences — “what is the whole shopper journey?”
Junior–Mid-level You follow it You work inside a process your team lead established. Senior–Lead You design it You develop the process and approach for tackling a problem. Principal You set the philosophy You establish the mindset the whole team works by — adopting the Double Diamond, say.
Junior–Mid-level Assigned to a team You’re part of a team you were assigned to. Senior Lead a given team You lead a team you were given, and collaborate with cross-functional peers. Lead Build the team You create the team you need, and define the problem with cross-functional leads. Principal Set the structure You establish the org structure — defining roles and opening headcount.
Cross-functional meetings
Junior You attend You attend the meeting. Mid-level You contribute You contribute to the meeting. Senior–Lead You drive it You drive the meeting. Principal It exists for you You’re the stakeholder the meeting exists to serve.
Junior Strong in 1 You’re strong in one core skill and capable in two others. Mid-level Strong in 2 You’re strong in two core skills and capable in two others. Senior–Principal Killer in 1 You’re killer in one core skill, strong in two, and capable in two others.
Junior Professionalism You’re reliable, prepared, and easy to work with. Mid-level Communication You can present your work and talk about it convincingly. Senior Facilitation You can facilitate and listen — you can run the room. Lead–Principal Confidence Confidence and swagger — you hold a point of view under pressure.
Junior–Mid-level Not yet in play Leadership isn’t part of your role yet. Senior Strategy & empathy You bring strategy, empathy and compassion to how the work gets shaped. Lead Planning & mentorship You plan ahead for the team and mentor the people on it. Principal Vision You articulate a compelling vision for where the whole thing is going.
Junior 0–2 years Out of school or a bootcamp — roughly 0–2 years, with a portfolio you’re proud of. Mid-level 2–5 years You’ve contributed to a couple of shipped projects — roughly 2–5 years in. Senior 5–10 years You’ve contributed to multiple shipped products — roughly 5–10 years in. Lead 10–15 years You’ve delivered successful work at the scope of whole product areas — roughly 10–15 years in. Principal Uncovered new value You lead teams through badly-framed problems, and you’ve driven work that uncovered new value.
