In current mainstream design practices, chiefs manage strategies to support the business model, design leaders manage the design process, and senior/junior designers deliver a product (or service, environment, system, etc.). In this context, design leaders and designers have to prioritize identifying profitable biases to deliver a product that captures value. However, the generation of value for people is often limited, and they have to endure a product that often deceives them. In a desirable mainstream design practice, design leaders and designers are more strategic and manage up by questioning and influencing their managers. Designers would be more effective at gathering actionable human insights, and people would become collaborators. In this view, people desire products that satisfy them.
That's exactly what I defend in my thesis. We have to reconnect designers and people for more sustainable solutions. Many times the algorithms do the connection and designers are idealising the potential users.
Mauricio, Where's research in all this?
The desirable mainstream design practice looks similar to the 'catch-ball' approach of Japanese firms. Yes?
I see the point, but at the end of the day the initiative and strategies are still placed with the 'business chiefs'?
My experience with contemporary design practice does not match your diagram. I’m curious where you see this model dominating.
People endure ... as long as the product is a must. With a low disposable income, many products will be ditched or switched.
Love this so much! Totally behind it 💯. I can’t tell you how many times I’ve been in a room where leadership says, “Wish we had brought you in earlier.” Design isn’t just about moving pixels around — it’s about connection, emotion, and how things truly feel.
Very good observation and shortcoming I have observed repeatedly in the design consultancy practice.
Design Leader and Director, Alpha Experience Design Ltd. UX Design | UI Design | Service Design | AI | Customer Research | Workshops | Design Consulting | Design Coaching | Technology | Digital Strategy | Innovation
1moProducts that seek to deceive customers are undesirable and unsustainable