I have been done some thinking on how design, as it is discussed here and across the global business media today, fits into the corporate world of today. How the discussion on "new design" or "design thinking" sounds in the ears of a CEO who knows nothing of design - to whom design is something you see in some smart shops or at a museum. These are the guys I talk to and I try to convince that design can make a difference in their business. On the other hand, events like Index has opened up for a new definition of design which again opens up for new questions; does design have to look good? Does the design has to be designed in a traditional sense?
I need some way to structure the different business related views on design today. One thought I dwelled with lately is that design is like Abraham Maslow´s "the hierarchy of needs", often presented as a pyramid. Basically, a human has to fullfil his or hers needs from the bottom and up. If you want to build a pyramid you need to start with a base. You can´t jump into the middle of it. While Maslow´s pyramid has 5 levels the one I think of related to design has 3.
At the base you have "design practise". Related to the business use of design, "Design practise" represents the basic use of design: the definition of a design brief, the identification, selection and contractual engagement with a designer (if the business does not have internal designers) etc. A company needs - at least - understand the most basic use of design, if even to start thinking about how design can apply to their corporation. The work is most likely not focused on user-centered design but rather on styling.
In the middle you have "design process". Related to the business use of design, "Design process", represent an organizational and structured use of design. Typically, it is focused on the use of an explicit process which can include cross-functional competencies. However, it is focused on the organization and leadership of design in the design and/or development department where other departments are looked upon as "clients" to the solution. The work is most likely focused on user-centered design.
At the top of the pyramid you have "design thinking". Related to the business use of design, "Design thinking", represent an top-level, cross-organizational use of design. Typically, it is also focused on the use of an explicit process which should include cross-functional competencies. It is focused on the use of the design process as an problem solving/opportunity realizing tool on a corporate strategy level where all departments are involved in the process. The work is most likely focused on user-centered design.
Again - from a design perspective - a company cannot start at the top. They need to establish and master the other levels before they can persue the level above.
The middle part, "design process" could have been called design management but I choose not to because of the need for management or leadership across all parts of the pyramid. Much the same could be said of "design process" since all design activities (like all other activities) follow a process. However, in the "design practise" level the process can be totally internal in the given designer and not involve the company (client) at all.
Hmm…what do you think? Does it make sense? These thoughts are by no means concluded - they are just thoughts - so I would love some comments on them!
2 comments so far
The idea of the hierarchy of design needs is indeed an interesting concept. Maybe climbing up the pyramid will resolve the basic problem why few business executives understand design: they are rarely conceptual thinkers. While (as a non-designer) I think design is very conceptual and uses drawing techniques and drawing tools for conceptualization, business executives mainly rely on MS word, MS Outlook and MS Excel… Of course this is terribly schematic, but from my experience (I am more on the business side) I think there is some truth in it… So let us build the bottom of the pyramid in the companies we work with! Design really has something to give to the corporation.