Navigating Uncertainty
Delivering Impact & Expanding Scope
Cruise: 2023 - 2025
Title: Sr. UX Design Manager
Reports: 4 UXD, 2 UXR
Following significant layoffs at Cruise in December 2023, I transitioned from managing On-road tools to leading the entire Tools UX team with expanded responsibility for 24 application surfaces and 6 direct reports. By implementing structured communication, clear prioritization frameworks, and maintaining design excellence amid uncertainty, I successfully stabilized the team and delivered measurable improvements to critical autonomous vehicle systems. Our Terminal redesign achieved an 11% reduction in Average Handle Time and 7% reduction in Time in Remote Assistance within the first month, demonstrating how effective leadership can drive meaningful business impact even during organizational turbulence.
Leadership Challenge
In December 2023, Cruise underwent significant layoffs that created substantial uncertainty across the organization. As a Sr. UX Design Manager, I was suddenly tasked with stabilizing and leading the entire Tools UX team, expanding my responsibility from all On-road Tools, to overseeing all Tools UX Design and Research with six direct reports. This came at a critical time when our autonomous vehicle operations required across-the-board tool performance enhancements to improve & maintain safety standards and business viability.
My Approach
Rapidly Assessed the Situation
I wanted to find a way to insulate my team from further layoffs by ensuring their work was indispensable to the business.
Conducted individual meetings with each team member to understand their personal concerns, professional goals, and knowledge gaps created by departing team members.
Identified immediate priorities that couldn't be delayed and reported them upward to SLT.
Mapped the team's collective capacity against business priorities, identifying immediate risks and opportunities with an intense focus on ensuring everyone was working on initiatives that directly mapped to Cruise-wide P0 OKRs.
Established Stability Amid Chaos
Divided up all Tool surfaces into a MECE framework and assigned one to each UX lead. I made sure to keep related workflows, user-types, and knowledge domains together.
Aligned on a prioritization framework, tracking in-flight and planned initiatives across all Robotics Tools to Cruise-wide P0 OKRs.
Brought initiatives that were both small and P0 to my office-hours, keeping Engineering velocity high while reducing my team’s burden.
Highlighted transparency and collaboration, through weekly tee-ups, UX critiques, and “Jam Time” to develop a supportive forum for my team.
Expanded critiques to cross-functional partners, inviting feedback on the work from all involved
Established a twice-quarterly newsletter highlighting all in-flight and recently-landed initiatives.
Highlighted UX impact upwards to SLT with a Quarterly Business Review (QBR), calling attention to accomplishments and how they related to Cruise-wide P0 OKRs.
Maintained Design Excellence with Limited Resources
Despite reduced resources, I supported my team through ambiguity, and refused to sacrifice on quality.
Shipping Product Excellence (PE): I encouraged our team to be stewards of the Cruise Design System and work directly with Engineers at the Storybook level to ensure what was shipped was what was intended.
Office Hours: I ensured there was an open-feedback loop from the cross-functional team to me.
Selective Deep Dives: I identified the highest-impact projects (like Terminal) where I personally contributed design work.
Leadership Principles
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Following Radical Candor's approach of "Challenge Directly and Care Personally," I provided timely feedback after presentations and UX critiques. When a design missed the mark, I immediately addressed it privately with the team member, collaboratively developing improvement plans that resulted in stronger cross-functional outcomes.
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By demonstrating continuous refinement of my own practice and genuine investment in team growth, I cultivated a culture where excellence was contagious. At Cruise, this manifested as team members proactively seeking feedback and challenging themselves beyond their comfort zones.
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I implemented a skill-matching system at Cruise, pairing team members with complementary strengths and growth areas regardless of level. This created an internal knowledge network that accelerated skill development while fostering cross-team collaboration.
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I encouraged challenging assumptions, particularly with cross-functional requirements. This resulted in significant workflow improvements, such as when my design lead proposed and successfully implemented a radically different map-update process that reduced steps and time compared to the original PM proposal.
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Drawing on my consulting background, I facilitated Design Sprints with executive sponsorship from UX, PM, and Engineering leaders. This workshop-driven approach accelerated alignment and produced innovative solutions for complex autonomous vehicle challenges.
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During weekly cross-functional UX critiques, I intentionally solicited agreement or disagreement with presented designs. While we didn't always achieve perfect alignment, this practice ensured all perspectives were heard and considered before moving forward.
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By embracing the philosophy that "we are all designers, my team and I just push the pixels," I created an environment where ideas from Engineering and Product were welcomed and valued. This collaborative approach was particularly effective during our Terminal redesign, where engineers contributed critical insights that improved the final product.
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When a team member demonstrated unique insight—such as one designer's novel approach to spatial planning visualization—I empowered them to lead that workstream regardless of seniority. This initiative ultimately became a cornerstone of their successful promotion case.
Measurable Impact
-11%
Reduction in AHT
-7%
Reduction in TiRA
Terminal Redesign: Initial measurements showed a steady decrease in Average Handle Time (AHT) and Time in Remote Assistance (TiRA).
AHT: We were looking for a 30% reduction (target 17 seconds.) from baseline (24 seconds). We achieved 21 seconds, an approximately 11% reduction in the first month since launch.
TiRA: We were looking for a TiRA of less than 2% of total on-road time, and we achieved 2.24% of total on-road time in the first month. This represents an approximately 7% reduction from baseline (2.47%).
Expanded Influence: From my date of hire at Cruise until funding was pulled, my scope increased from 1 application surface to 24, from 0 direct reports to 5, and to overseeing the entire tools team.
Cross-functional Collaboration: Established a culture of cross-functional research and ideation. Led a Design Sprint, bringing together Product Management, Engineering, Operations, and Government Affairs teams as executive sponsors to collectively own the downstream work.
Mental Health: Maintained team morale through deliberate celebration of wins and sustainable work practices.
Team Perspectives
These perspectives highlight how effective leadership during uncertainty isn't just about delivering business results, but about providing clarity, direction, and authentic support that enables teams to perform at their best even during organizational turbulence.
When Cruise was in chaos after a massive RIF at the end of 2023, Victor stepped up to establish order, keep the team aligned and moving forward amidst the ambiguity... Towards the end of our time together he was driving product direction across the entirety of internal tooling at Cruise, and a unifying force that was much needed.
- Alice, UX Designer*
You created something we'd talked about for years and made it a reality. 'T2' will mean nothing to folks [outside of Cruise], but it was a step change for Cruise – and the industry.
- Amar'e, Director of Operations*
You helped me develop my skills and push things to a higher level in a way that my other managers at Cruise couldn't. You also did me the service of being real with me on more than a few occasions and I really appreciate that.
- Alvaro, Direct Report
You really led and held the [UX] team together last year. I think you gave the team direction that they needed... I hope you feel good about how you showed up in the last year. Your next team will be lucky to have you.
- Annabel, Direct Report
* Pseudonyms to protect privacy
Key Leadership Takeaways
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Let Go and Trust the Team
Communicate outcomes not tactics, establish culture, then let go and trust your team. That’s why you pay them.
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Focus on Strategic Impact and Executive Engagement
Engage executives on high-value cross-cutting work to ensure maximum visibility and action. Impact will follow.
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Balance and Empathy Under Pressure
Leadership sometimes means being both a conduit and a shield.
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Calm and Consistency Above All
Model a calm, solution-oriented approach to create an environment where uncertainty feels manageable.