Job Title

Designcafe is looking to hire Vice President Design who would be working out of Bangalore.Mentioned would be the JD for the role.The VP–Design (HomeLane) translates the CDO’s design philosophy and long-term strategy into scalable systems, behaviours, design quality engines, and people capabilities that work across 100+ stores, enabling predictable, error-free, high-conversion interior design experiences.This role is not about “doing design”; it is about building the design system.2. The Ideal Candidate — Quick SnapshotMust be:A systems-builder, not just a designerA cross-functional integrator who has worked with Product, Category, Tech, OpsA design org leader with experience managing 25–50 designersComfortable with scale (50+ stores or similar multi-city operations)Strong in at least 2 of the 3:Systems & ProcessCustomer/Designer ExperiencePeople & Capability BuildingShould have delivered:Cycle time improvementsRevision and error reductionCatalogue/system adoptionUplift in design qualityCapability maturity in design teamsNot someone who only brings conceptual design strength or store design expertise.3. Experience Requirements15–20 years total experienceBackground could be: interiors, modular systems, retail design, design operations, catalog-led businesses, or product–design hybrid orgsMust have operated at national scale, ideally across multiple citiesManaged 25–50+ designers (direct + matrix)Worked with structured systems like: catalogues, configuration engines, rule-based design software, modular design workflowsExposure to Tech + Design intersection is a strong plus4. Role Expectations (What They Will Actually Do)Systems LeadershipImplement Catalogue 2.0, SOPs, DQC SOPsBuild design language + regional design logicStrengthen design → execution handoffDrive SCPro rules + adoption (with Tech and Design Engineering)Experience LeadershipImprove customer design journey end-to-endBuild designer–customer interaction templatesReduce feasibility errors, revisions, and cycle timePeople LeadershipBuild capability, competency frameworks, career pathsCoach the core design teamReduce attrition through culture + clarityAlign behaviours across designers in 100+ storesBusiness LeadershipDeliver conversion upliftImprove revenue through better designImprove design-side unit economicsIncrease catalogue adoption and correctnessIntegration RolePartner with:NSO → store design consistencyCategory → catalogue correctness + new SKUsDesign Engineering → rules + automationProduct Design → NPD + modular languageTech PM → SCPro roadmapCoE/DQC → quality + trainingAnalytics → insights, dashboards5. What “Great” Looks Like in 12–18 MonthsThe recruiter should look for someone capable of delivering:A predictable, rule-driven design organisationLower cycle timesFewer revisionsNear-zero feasibility errorsA clear design language + regional logicStores feel consistentDesigners understand and apply the same principlesCatalogue 2.0 fully adoptedDesigners use it confidentlyErrors related to SKUs dropCategory + Design + NSO fully alignedStrong designer cultureLower attritionHigher capability and confidenceBetter customer experienceClear contributions to sales outcomesBetter design improves conversionBetter flows reduce friction in the sales cycle6. Red FlagsDo not pursue candidates who are:Purely creative with weak operational chopsOnly store-design focused (NSO-type profiles)Too academic or conceptual; no systems scaling experienceNo cross-functional leadership experienceToo execution-only without strategic thinkingVendor-dependent (low internal capability building)From boutique operations without large-scale exposure7. Role Positioning for Recruiters(This helps them pitch the role well.)This is not a VP of Interior Design.It is a VP of Design Systems + Design Organisation + Design Experience for a pan-India interiors brand.This is a high-quality, high-visibility role.Reports to the CDOWorks closely with CEO + COOInfluences Category, Product, Tech, NSO, OpsShapes the backbone of HL’s growth strategyIt requires judgment, leadership maturity, and clarity.We are looking for someone who can build the future HL design organisation — not manage what exists today.8. Suggested Screening Questions (for recruiters)“Describe a time you reduced design cycle time or error rates at scale.”“Have you led a design organisation of 25–50 people? What changed because of your leadership?”“How have you worked with Product/Category/Tech in your previous roles?”“Explain a design system or SOP you built — why did it work?”“Tell me about scaling design across 20–50–100 locations.”“How do you convert design philosophy into behaviour?”“What design processes have you automated or templatized?”If the candidate cannot answer these crisply → not a fit.LEADERSHIP COMPETENCIESSystems thinkingCross-functional influenceOrganisational design mindsetProcess + operational clarityStrong problem decompositionCoaching & people development orientationCalm decision-makingBias for simplification and speedCustomer understandingAbility to build culture at scaleDR RESPONSIBILITY MAPCDOVision, philosophy, differentiationPortfolio strategyOrg designBig systems decisionsCulture & valuesFuture betsVP–DesignExecution of vision into systemsCore design org & cultureQuality, feasibility, cycle timeCatalogue executionRegionalisationCustomer design journeyIntegration across DRsStore design consistency (via NSO)DRsNSO Head → Stores, displays, consistencyDesign Engineering → Feasibility, SCPro rules, automationCategory Heads → Catalogue, materials, new SKUsProduct Design → NPD, modular improvementsTech PM → SCPro roadmapCoE → Capability buildingDQC → Quality enforcementAnalytics → Insights & dashboards90–Day Success PlanDay 30Understand HL’s design philosophy + CDO’s vision.Audit 10 best + 10 worst projects for feasibility + design quality.Review catalogue, DQC, SCPro workflows.Meet all DRs and map current system strengths + gaps.Day 60Present the Design Systems Roadmap (catalogue, SOPs, design language).Build the customer journey improvement plan.Set the capability framework for core design team.Define regionalisation structure with NSO + Category Heads.Day 90Implement cycle time + revision reduction plan.Launch design language v1 and regional logic v1.Build SCPro adoption plan (rules + training).Establish behavioural expectations across design org.Deliver first measurable uplift in quality metrics.CANDIDATE PERSONASPersona 1 — The Systems ArchitectBackground: Modular design, retail formats, catalogue-led organisations.Strengths: Process clarity, systems scaling, feasibility logic.Persona 2 — The Experience–People IntegratorBackground: Design org leadership, customer experience teams.Strengths: Culture, coaching, org design, design quality uplift.Persona 3 — The Cross-Functional OperatorBackground: Design + Ops + Product hybrid leaders.Strengths: Making design work across tech, category, and execution