Does Design Make A Difference?

Just like you, I dream about a future that is better than the present. A future in which the problems that we face today as a humanity, are solved for.

In the series ‘How To Build The Future’ Sam Altman speaks with Elon Musk about what we should expect next and what is important for people to work on. Not surprisingly, Elon touched on emerging technologies that will shape our future such as general AI, Genetic reprogramming, and a high bandwidth interface to the brain. Although, surprisingly to me, Elon also spoke about doing things that ‘just bring high value to a lot of peoples lives’.

From the perspective of an outsider looking in, it seems that Silicon Valley is very concerned with the technology and less concerned with the needs centered at the intersection of technology and deep understanding of the personal struggles of the individuals using the technology. So hearing Elon say “just make very valuable things for people that bring joy” was very surprising.

This is not to say that technology is unimportant, it absolutely is. It is the bedrock of true innovation, by definition it is applied science and incredibly necessary for the progress of humanity. All you have to do is think about your daily life to realize that. Think about the incredible reliance of the infrastructure of the building or home that you are sitting in, reading the words on this screen, it was all enabled by technology. But, even with the importance of the foundation and the infrastructure. Technology is not enough and technology will not be enough as we embark upon an increasingly complex future.

Deep Design

When I think about design, I hardly think about the look of something (at first). Rather, I think about it as a relationship. Good design is akin to a good friend or even a good parent because it understands you and helps you make progress in the world through that deep understanding, through a unique insight into your world.

Recently, I heard Andrea Millard of Omada Health speak in an interview on the High Resolution Design Series. She said something that really resonated with me and beautifully articulates the true role of design at its core level. She said

“I would rather have one very deep conversation with you than 100 shallow conversations with people like you, I will learn more about the 100 from the 1, than the 1 from the 100”.

This is just so true, and an important layer that we must think about when designing with, on top of, or around emerging technologies. Design and technology has to be centered around deep understanding of the other, deep understanding of the anxieties and emotional struggles that hold that individual from making progress in their lives. Only once we understand the person that we are designing for very deeply and intimately should we begin to arrange pixels or craft features.

Data

But what about the data? is a question that I often catch my mind reverting to. Interestingly, deep qualitative work and deep understanding informs what data and what metrics we should be paying attention to. Because, what good is data if we don’t understand causality? I am certain that to find causality we must understand and empathize with the one to transform data into true insight that ads value to customers and validates design decisions.

Direction

Technology, Deep Design,& Data are all necessary but not sufficient. Their must be a guiding light, a belief or a philosophy that attracts the like minded, galvanizes the already committed and is the lens in which a company or organization views the world. Brand.

Brand is so much more than the logo, or the consistency in visual identity across all of the consumer touch points. Brand is the unique but shared values among individuals and it is the articulation of a shared mission that gives direction towards a north star. Technology, Deep Design,& Data is just the rocket ship.

It Can’t

I started thinking about this piece by asking myself — how does design make a difference? and I don’t think it does make a difference. That is, it cannot make a difference by itself, it is the union of technology, deep design, data, and direction. Which is to say, embrace and develop emerging technology, understand your users deeply, use data, and think deeply about the brand.