Design craft: May the Fourth be with you!
When I was asked to write a May 4th article, there had to be a corny Star Wars connection! So… what if you think about designers as the Jedi’s of the product world, balancing light and dark, following a long standing code, and working as the problem solvers of the galaxy (aka company). I think it fits!
It’s not an easy path, and greatness only comes from learning and striving to better one’s design — ahem — Jedi craft. Designers find themselves subject to the environment and work culture around them, or should I say the Force that pervades everything.
The best scenario is an environment where design (meaning human-centered design) and business goals are in sync, just as in the priority chart below:
Think about Yoda in his prime, understanding the nuances of his environment, working closely with allies, and seeking learning and insight to guide him. Business imperatives are understood and executed through customer insights and validation. Design best practices are inherently valued and upheld; this can be a challenging state of maturity to achieve but is where product teams should set their sights.
The opposite is designed as production. Not sure I’ve got a Jedi equivalent. It might be more like being part of a kick-ass Clone Trooper team. The business has defined aims, and design is in an execution role; this isn’t necessarily a bad thing and can be a rewarding place for designers who aren’t looking to change the world but value a cohesive team and take pride in getting work done. Quality of delivery is where the rewards lie, and making stuff happen, just like a well-oiled delivery team.
The mismatch is where it gets frustrating. I’m going to call this being a pawn of the Emperor. What if there is an expectation to deliver features without a clear understanding of customer value? Designers have often run into this scenario where shoveling experiences out the door seems to be their purpose while painfully aware that customer needs are weakly defined or assumptive. It’s a sure recipe for design discontent, as you will be expected to cast principles aside to support top-down requirements and fast turnaround execution.
How to get out of this trap?
Start with talking to customers, mapping their experience, and sharing that insight with the whole team. Things won’t change overnight, but mindsets will gradually shift.
Remember how the Jedi council fell because they were disconnected from events unfolding around them? There’s another mismatch scenario when design gets so engrossed with its principles and best practices that it disconnects from the needs of the business. Conducting meaningful design and testing processes only happens through a convergence of multiple factors beyond designers’ will alone. Without that alignment and collaboration, design can become detached from the ultimate goal of delivering features and value to the market. It’s a nice comfort zone for design but frustrating for everyone else trying to get stuff done.
Get off your high horse and make supporting business strategy your priority. I’d also say businesses won’t have much patience with this, so do it first before it’s done to you!
What do you think? Are you in balance with the powers of design and business imperatives on your team?
May the Force be with you, and Happy Star Wars Day!
