Designing for Outcomes: Interview with Design Manager and Lead Trent McBride

At SmartNews, the core value of outcome obsession drives a pursuit of meaningful results over rigid adherence to processes. For Trent McBride, Design Manager and Lead of the Japan Design team, this focus on outcomes has been pivotal in his evolution from an individual contributor to a leader. Initially, this approach represented a significant shift from his previous workplaces and even challenged his own working style.

“Many designers I encounter emphasize the importance of strict processes, and I’ve found myself striving for a flawless workflow in the past, too,” he admits. “However, in the fast-paced landscape of SmartNews, where agility is key, flexibility becomes essential. I’m striving to cultivate an environment where designers can pivot in response to evolving needs and priorities, as this adaptability is crucial for achieving the impactful results we aspire to.”

A Prototyping-First Mindset

A recent illustration of this outcome-driven philosophy is how Trent’s team approached a new project. “In some previous environments, new initiatives would get bogged down in lengthy planning phases before any tangible results emerged,” he reflects. At SmartNews, however, Trent and his team actively resist that tendency. “While upfront understanding is crucial, diving into prototyping early and avoiding excessive planning allows us to deliver something to internal stakeholders much faster,” he explains. This proactive approach sparks more productive conversations right from the start.

This method has proven effective. “Having working prototypes for internal discussions and testing with real users enables us to gather rapid insights and feedback, allowing for swift iterations,” he states. “The sooner we can inject a flow of insights into the design process, the quicker we learn what works and what doesn’t, leading us to achieve impactful results more efficiently.” By embracing this outcome-first mindset, Trent and his team cut through the noise and zero in on what truly matters: delivering results that resonate.

Growing into Leadership with Outcome Obsession

Although Trent now serves as the Design Manager and Lead for the Japan Design team, he initially joined SmartNews three years ago as an individual contributor without actively seeking a leadership role. In fact, he was initially resistant to the idea.

“I initially believed that people management would primarily involve administrative tasks, leaving little room for my involvement in design,” he reflects. However, a mentor provided valuable insight: “They explained that effective management is about amplifying your impact—empowering a team to accomplish more collectively, which ultimately leads to even greater outcomes.”

Trent emphasizes that leadership at SmartNews involves steering teams towards impactful results by prioritizing a commitment to outcome obsession. He remains actively engaged in design discussions, underscoring how the company’s core value of outcome obsession resonates with his responsibilities. “We collaborate closely across functions—be it product management, engineering, or data science—ensuring that everyone is united around a common goal: delivering the best possible outcomes for our products, users, and business.”

Building a Culture of Impact

When asked about the culture at SmartNews, Trent highlights how the company’s commitment to outcomes fosters an environment where employees feel both challenged and supported. “SmartNews maintains a high standard of expectations,” he notes. “However, they don’t just set the bar and leave you to navigate it alone. There’s a strong sense of camaraderie throughout the organization.”

Trent shares insights into the unique collaborative spirit at SmartNews that sets it apart from other organizations. “We work with many people across multiple time zones and disciplines. It’s fast-paced, but it’s also incredibly rewarding because everyone is focused on delivering a great product to our users.”
This outcome-driven culture permeates the entire organization, extending well beyond just the Design team.

“We cultivate a positive environment here,” Trent observes. “While it can be fast-paced and demanding at times, our team remains committed to their work and values the experience. We also engage in regular social and team-building activities that foster camaraderie and collaboration.”

Advice for Future Smart News Employees

For those contemplating a role at SmartNews, Trent offers this insight: be prepared to embrace the broader vision. “You need to be comfortable with ambiguity and thrive in a fast-paced environment. It’s crucial to prioritize results over rigid processes,” he advises.

For Trent, his journey at SmartNews extends beyond just product design; it’s about driving meaningful change in society. “Being in the industry we are, every change we make to our products has the potential to significantly influence how people think, feel, and behave,” he explains. “The opportunity to impact millions is substantial. I find great fulfillment in seeing someone next to me on the train using the product and engaging with something I helped create. It’s a fantastic chance to contribute to shaping the future.”