The dictionary defines design as: to prepare the preliminary sketch or plans for (a work to be executed) — definition by dictionary.com. The word ‘design’ has many applications but here are the most important ones – solution driven design or artistic type design. Both renditions propelled the human species into the modern world we know. Our ability to use design as an expressive system as well as process to develop solutions is evident all the way to our evolution stages. It surrounds us and can bet found in the tiniest of places and items.
Design is also a vital component in creating a successful business, product and service. While successful entrepreneurs play multiple roles in their company, I’d argue that the most important one is chief designer. We hear a lot about ‘design thinking’ from successful founders and business leaders because, as a culture the know that taking a design-driven mindset shapes the vision for successful products and businesses. Here a few lessons entrepreneurs can learn from designers:
Designers talk to customers early and often.
Interaction with customers is a vital ingredient in creating a successful product. Often times the root cause of introducing a flawed product or service into the market is not talking to customers. Waiting until the product is in beta and over relying on data analytics which is important in decision making but cannot replace actual human input from customers. Designers serve as conduit for ensuring that the voice of the customer is represented in each stage of development. They keep in constant communication with customers to ensure they don’t create products based solely on their personal assumptions of what customers want. But use information gathered from consumers and try to adopt their point of view to provide a product or service best adapted to those needs.
Getting input from customers in the early stages of your company won’t just inform the product, it will be a compass for you market strategy. After all, if you don’t have customers you don’t have a business.
Designers focus on solving customers actual pain points.
A product isn’t necessarily successful because it marginally meets expectations – a basic product excites no one and you cannot expect elements of delight to distract from unmet expectations. You’re not impressed when you walk into a hotel and find hot running water conversely, if there were no hot water, no number of free cookies in the reception would make up for it. Using the ‘early and often conversations’, designers synergise basic and delight – creating a masterpiece that can compete and succeed in the market while meeting customer expectations.
Design is diverse, your team should be too
Creativity comes from a conflict of ideas
Donatella Versace
To successfully create a product to suit the majority, you must be able to brainstorm and sort through the options effectively with a diverse team representing multiple functions and interests. Where companies largely go wrong by pushing a product into the market that supposedly caters to a large majority but only functions for a small minority or – is insensitive to another. A prime example are make-up brands that preach inclusivity but rarely cater to a diverse group of races or facial recognition software’s which are less effective for darker skin tones.
The flawed designs are the result of a ‘uniform’ production team that draws solely from their own experiences thus create a product that disproportionately serves customers. This highlights the importance of a diverse team with varied ideas and experiences – allowing for a variety of voices and representation to create a prosperous product or service. An excellent example of would would be Fenty by Rihanna whereby, her company has garnered fame and success by selling access to beauty for ‘every’ kind of woman. Diversity is king.
Stress kills productivity
Undoubtedly, running a business is stressful – harsh deadlines, difficult customers, ever-changing technologies and more obstacles find a way to destress a critical part of its performance. The first and foremost step in leading a less-stressful business lifestyle is to identify what is stressing you out. After identifying the problem, you can begin to take action.
It’s important that you personally identify your triggers and make changes. Be it improving your time management skills, facing challenges with a more positive outlook, outsourcing projects, changing environments, taking time off etc. But remember, if you don’t get enough sleep all your changes mean nothing. When you’re rested you optimise your performance and make less mistakes.
Be creative, Designers are
It’s not about thinking outside of the box but what you can do with the box. Being creative is an obvious trait but probably the most important thing you can learn from a designer. If a product like the one you are producing or thinking about producing exists, make sure your version is better performing and stands out.
Conclusively, designers have managed to become essential in any and every industry that serves customers. Their diverse knowledge base is founded on the same basic principles outlined above. Whether you’re an employer, employee or budding entrepreneur – there’s lessons to be learned. Paul Rand simply says, “The public is more familiar with bad design than good design” – so work to change that.
Amanda Nyabila – Fashion Designer
