Process Makes Perfect
What is a process? According to the Oxford dictionary, process is “a series of actions or steps taken in order to achieve a particular end.” Process is a set of defined tasks needed in order to complete a business or creative activity. This includes who is responsible for completing each step, when it is to be completed, and how they will do so. Though processes can seem boring or mundane at times, its importance is undeniable.
The following articles intrigued me as they spoke specifically to process. I believe both articles outline the importance of the link between design, business and process. I wanted to share some of the similarities I found between A Shared Language by Shawn M. McKinney and How Design Thinking Transformed AirBNB from a failing startup to a Billion Dollar Business.
As the world continues to evolve and technology advances, it is crucial for designers to be able to delve into the realm of business in order to broaden their skill set. In order to be successful, it is really important to know your consumer’s needs. Research on customers and consumers is integral to the design process.
The owners of AirBNB took their failing business and turned it into a billion dollar company. At the time I’m sure they did not know where they were headed, because the process was driving the outcome. They were/are so invested in their process. They have a concept in which they call let them be pirates where they allow their employees to go out into the world to document and report back their findings. Even though they don’t know what the outcome might be, they know they will be able to reach a strong design solution based on their primary research. The ideas they arrive at will be thoroughly researched, meet the needs of the client and will address a specific goal. With the process driving the outcome, the final product, whatever that may be, will be one that is unique and catered to the customer.
In order to arrive at a new outcome, process needs to be the driving factor, if not as Mau states, “…we will only go to where we’ve already been.”
I think it is very important as a designer to be versatile. In the A Shared Language reading, there is a quote by Henry Dreyfuss stating, “A successful performer in this new field is a man of many hats.” It speaks to how designers need to think outside the box and become the patient as stated in the AirBNB reading. In order to be a successful designer in today’s world, you must be able to not only design but also problem solve. In terms of the AirBNB company, they were able to think from a different point of view in order to solve their problem. They stepped away from what was familiar to them, coding and open their eyes to what their consumers are interested in. The company was able to make a 180 degree turn once they started thinking more like a consumer.
When tackling any issue I believe design thinking can play a vital role. Having the ability to become the patient and think from someone else’s perspective will make you an asset in the working world. Understanding how business and consumers operate and being able to collaborate and communicate with people from all discipline will give you a step up against your competitor. AirBNB is a prefect example of just that. They constantly and continuously generate new ideas in their concept of let them be pirates, referring to their employees. Meaning the process drives the outcome and ultimately the success. After all, process makes perfect! :)
Jennifer Marshall
