1

End-to-End Design Ownership

Ability to own a product area from problem definition through shipped experience.

Exceeds

Frames the problem, researches users, produces options, makes a clear recommendation, and owns the shipped experience.

Meets

Handles design from spec to delivery competently. Exercises judgment on design tradeoffs.

Below

Primarily executes specs rather than owning the design problem.

Example review phrases

  • "Took the onboarding redesign from blank-slate problem framing to shipped product—without needing a PM to define the brief."
2

Design Systems Contribution

Investment in shared design system components and patterns.

Exceeds

New components are designed for the system first, the feature second. System contributions are adopted across multiple products.

Meets

Uses the design system consistently. Contributes improvements when working in relevant areas.

Below

Works around the design system rather than contributing to it.

Example review phrases

  • "The form component library they built has been adopted across 7 product areas—saved an estimated 40 hours of design work this half."
3

User Impact

Whether design decisions drive measurable improvements in user behavior.

Exceeds

Design changes are tied to measurable improvements in user task completion, retention, or engagement.

Meets

Design work generally improves the user experience. Impact is felt if not always measured.

Below

Design work is aesthetically solid but connection to user outcome improvement is unclear.

Example review phrases

  • "The redesigned empty states they shipped reduced new user abandonment by 18%—small change, big outcome."
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Where do these examples come from in real reviews?

Most managers write performance reviews from memory—limited to what they personally observed. Confirm surfaces behavioral evidence from across the organization: who relied on this person, what they drove, how their impact extended beyond their direct manager's line of sight. Reviews written with Confirm's data are more accurate, more defensible, and faster to write.

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