On the owner build thing, I did not have any experience with construction, and the project went great. I had a few advantages in that I knew somebody who got me started and I research things and manage projects well. Other than that, I was a total noob. It went well for me.
As as far as who designs, I recommend working with regular pool builders to get different ideas and see what the market is like. Then you know what you want and you can have a rough estimate on cost (generally about 75% of quoted prices, at least in Austin those are the margins). Once you know what you want, you can either design it yourself if you're tech savvy or pay someone. I basically traced one of the designs that I liked in Pool Studio.
A few notes on dealing with subs:
1) they all pretty much know what to do. It made me realize just how much the subs do vs the pool builder. Each sub that I used showed up, did the job, and asked just a couple questions. Like clockwork.
2) they all know each other and know who's good and who's bad. If you start with a good Gunite company, references will come like Dominos. The electrician knows several subs, the plumber knows people, etc. As long as you start with reputable, good contractors, they should be able to refer you to good, reputable contractors. A big key here is finding good, ethical people, which can sometimes be hard in the pool world, I think. For me, because I had a friend in the business (played in church band with him), I got started down a good path of ethical people.
3) while you don't have the volume business to hang over contractors heads, there are a couple things that work in your favor: a. They have a high chance of getting paid right away compared with a lot of builders out there (several don't take care of contractors well), b. I've heard it said that it doesn't matter if they don't do a good job because of repeat business, but they do have a reputation to uphold among the other subs and they do work a lot on referral business. If I tell me plumber that the guy he referred me to did a crappy job or didn't answer my call, he might not refer to him anymore. At the very least, he might give the guy a call on my behalf.
One key that I've found for success in mine and others projects is finding someone to act as a consultant for a fee. The guy that did much of my work was a good guy, always willing to take a call for me to ask him a question (like, "hey. One of the patio guys suggested gravel and the other one road base. What do you recommend?).
Finally, I wrote a post recently showing my costs with the OB and with a list of pros and cons from my perspective:
My cost savings by going owner builder route