Taking a design-centric approach to product development is becoming the default, I’m sure it will be taught in business schools soon enough… […] We’re almost to the point, or maybe we’re already there, that these are boring, obvious observations to be making. Designers, at last, have their seat at the table.
For those of us who believe in the power of design thinking to solve human problems, and to a lesser extent in the power of markets to reward solutions when the interests of consumers and businesses are correctly aligned, this was invigorating news.
In order to avoid losing its place atop organizations, design must deliver results. Designers must also accept that if they don’t, they’re not actually designing well; in technology, at least, the subjective artistry of design is mirrored by the objective finality of use data. A “great” design which produces bad outcomes — low engagement, little utility, few downloads, indifference on the part of the target market — should be regarded as a failure.
If you are only going to read one long article this week, I suggest Designer Duds: Losing Our Seat at the Table by Mills Baker.