If you’re serious about your product, because it is going to change the way we live, work or play, You need Design. You don’t need only Design, but you must have Design involved early and all throughout the development. If you are asking Design to participate only for aesthetics, it’s too late. Be prepared to have your collective asses handed to you. People might buy into hype, but they won’t come back. By the way, that’s how you know Design has done it’s work; when people come back.
A lot is written about Design, by designers but not by Product Owners, or Managers. Someone who is responsible for deciding what, when and why something should be made and sold. Responsible for deciding what to do when the last shit hot idea crashed into the ground. Responsible for reaping the sweet rewards of having made a lot of lives a little better. If this is your role, please include Design into your process. This is not advice, it’s sharing from my failures.
Design must be present and active in your development process because Designers as a profession, are among the best students of the human condition, making them amazing stewards of Tech. Without which, your iPhone will continue to receive a larger screen every year with evermore pixels (oh wait- ). Design will provide your product with much needed balance between usefulness and beauty.
Being a steward means being thoughtful about how technology works for people. Realizing that you don’t deploy Tech just for Tech’s sake. Being a steward of Tech means solving problems in a meaningful manner. Yes, there can be bad Design. But for the purpose of this article, let’s assume we want good Design. Good design has rules, [https://www.vitsoe.com/us/about/good-design]. If followed, products will continue to reverberate in the hearts of people who use them. If violated, will result in products competing on irrelevant features promoted by misguided applications of AB tests.
The impact of Design can be felt as early as exploratory problem framing, truly getting how people experience the problem you’re trying to solve. Don’t solve the wrong problems for the right people. This is harder than you think, but will pay off in dividends when your product requirements are tight, and focused.
The impact of Design can be felt in business modeling, when designers help you figure out you might not be the best company to solve this problem. People who are great at making cameras may not be the best and making drones. Buying expertise is about integrating teams. If this doesn’t make the hair on the back of your hair stand; you are not prepared.
The impact of Design can definitely be felt in concept development, when your team finds better, elegant ways of solving the problem. This will happen bits at a time, and may seem chaotic. It’s terribly important to understand what your product is not, along with what it is. This is part of mastering the art of competition. Do not be tempted by the vanity of silver bullets. Truly great products, is more about grit with the occasional serendipity and a whole lot less about Divas and silver bullets.
When everyone on your global team just seems to be in sync and aligned, problems seem to just work themselves out, because they all just simply get it ? That’s the effect of Design, rocking out the product vision. Design can paint the picture of tomorrow, today. Still not convinced? hit us up, hell, we’ll buy you coffee just to save you from screwing up your product launch.
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