Designing on a cold, rainy night in Stoke

Over the years in the teams I’ve led and supported, I’ve observed a unique skill-set in the designers with transformation experience. They’ve learnt how to do design in challenging, high-pressure environments, taking strategic steps towards long-term outcomes.

Recently it’s been noted that recruiters are filtering designers based on experience at big-name tech companies (often referred to as FAANG) in their CV or resume. In the current climate of cost-saving and redundancies, it’s worth considering another type of designer. Those who’ve worked in difficult conditions bring something different to the table and their skills are incredibly valuable, particularly now.

Graphic with the phrase, Designing on a cold rainy night in Stoke. The letters are spaced widely in italics to indicate rain drops falling. The background is light blue, with a black line at the base, and text is in black.

It reminds me of the football phrase: “Can they do it on a cold, rainy night in Stoke?” It’s one thing to thrive in a well-resourced, digitally-enabled environment, where the value of design is well established. But what about when everything is harder—budgets are tight, priorities keep shifting, and progress feels hard-earned?

These are exactly the conditions many organisations face today, and designers who’ve worked in transformation roles are well-equipped for them. Their skills are hard-won, forged in environments where success depends on:

  • Trade-offs: Deciding what’s essential and delivering value even with limited resources.

  • Persuasion: Building alignment and gaining influence with stakeholders within competing priorities.

  • Pragmatism: Adapting to constraints and still finding ways to innovate.

  • Optimism: Staying creative and focused to identify opportunities, even when the path ahead isn’t clear.

Designers from big-name tech companies are undeniably talented, and their experience reflects some of the best design practices in the industry. But transformation designers bring something different—resilience, adaptability, and an ability to create impact in imperfect conditions.

For organisations grappling with uncertainty, restructuring, and a need for efficiency, these skills are priceless. Transformation designers are not just surviving in tough environments; they’re thriving, finding opportunities, and delivering outcomes that matter.

If you’re hiring, consider looking beyond the big-name tech companies on designers’ CVs. The designers who’ve honed their craft in transformation roles might just be the ones who can help your organisation tackle the challenges ahead. After all, they’ve proven they can do it on a cold, rainy night in Stoke.

Katherine Wastell