James Smet

About

Design leader.
Systems thinker.
Still in the craft.

Design leader at Vagaro with a player/coach approach. I build high-performing design teams while staying deep in the craft—shipping systems, flows, and products that scale.

James Smet

I'm a Product Design Manager at Vagaro, where I lead a team building tools for small business owners across beauty, fitness, and wellness industries. My work sits at the intersection of leadership, systems thinking, and hands-on craft. I stay close to the design work not to control it, but because I believe the best leaders model the thinking they want to see.

Outside of work, you'll find me in the kitchen experimenting with a new recipe, deep in a podcast rabbit hole, or reading something that has nothing to do with design. I'm genuinely curious about how things work and how they could work better.

I came to product design the way some chefs come to the kitchen — through taste first. Before I understood systems or process, I understood what it felt like to use something truly well made. That early instinct became the standard I've spent my career learning how to build toward.

How I think about design (inspired by food)

The kitchen runs so creativity can happen

A great system is like a well-run kitchen. It doesn't limit what you make, it makes greatness repeatable. I design for coherence and scale, not just the screen in front of me. Components alone don't make you a good designer. The decisions do.

Every dish tells you something

The best chefs taste as they go. I lead the same way, staying close to the work, running honest critique, and creating the conditions for the team to do their best thinking. Clarity is a leadership tool. Ambiguity is a tax on everyone.

The meal is the whole experience

A great restaurant isn't just the food, it's everything from the moment you walk in to the moment you leave. I fight for the coherence of the whole experience, not just individual screens. Quality isn't what shipped. It's what the person on the other side actually felt.

Skills & expertise

Product StrategyTeam LeadershipMentoring & CoachingCross-functional AlignmentData-Driven DesignA/B TestingSystems ThinkingDesign OperationsDesign SystemsInteraction DesignUX ResearchInformation ArchitecturePrototypingAccessibility DesignConversational UI / AI Interfaces

Let's talk

I'm open to conversations about design leadership, systems thinking, and what great product design looks like at scale.