Great Design is Great for Business

Written by Steve Fisher

October 5, 2014

When I was a kid, I built a set of stairs that helped my friends and I get up a hill to our treehouse. That was the first time I can remember solving a problem like that. It wasn't that the hill was wrong. I have nothing against hills. I just thought there had to be a better solution. My obsession with improving upon the design of things continues to this day.

We often hear the phrase “design is problem solving”. I think that’s close, but really I believe that design responds to problems. They don't need to be (and shouldn't try to be) the “perfect” answer. This isn't math and the answer we're looking for isn't 42... probably.

Let's say you've been walking all day and now you want to sit down. What are your options? A bench, a chair, a stool... there are more options than you can take advantage of in one sitting. And within those options are even more options: an Ikea stool, a park bench, a Herman Miller chair. They are all responses to the problem of sitting in comfort. All of them will work, and it would be hard to say that any were wrong. But as design becomes more refined and thoughtful, the responses become better. We're not looking for the answer, we're looking for a better response. There will always be room for improvement (but I do love my Herman Miller chair).

The products of design are more negotiations of issues and responses to problems than absolute, fixed solutions, and this provides plenty of space for different takes and perspectives. Grouping the chairs together makes it evident that each design is an attempt to fill the need of sitting seen through the lens of each designer’s disposition. Their responses are a negotiation of the problem with its context, and the designers are a part of that context. - Frank Chimero: The Shape of Design

Think about Facebook. Would you say that Facebook was perfect the day it was launched? Was it perfect the day you signed up? Is it perfect today? Do you expect it to be perfect in the future? No. Does that mean it was a poorly designed response to an obvious desire? No. Each iteration of Facebook has been a good response, but none have been perfect. Even though I'm not a huge fan (pun intended) of Facebook I have to admit that it seems to have worked out fairly well. Their business is thriving, and owes much of its success to design. To connecting the “why” with the “what” and the “how”.

Businesses exist to provide solutions. But how? Here's the secret: the solution is designed. Or better yet, the solution is design.

Design is not art

Design looks a problem in the face and asks ”why?” Good design concerns itself with the “what” and “how”, but great design asks “why” first. Brilliant solutions can only come from “why”. Facebook, Apple, and other great companies have demonstrated this time and time again, but it is always design thinking that makes the difference.

Why is design so often treated like decoration?

I think it is partially my fault or even our fault as an industry. We haven't taken enough time to really write or speak about the true value of design, even though on some level everything is designed. London is a great example. I just spent the last two weeks there and as usual found it very easy to travel the city. Why? The Tube. More specifically, the Tube map and signage. Without it I would have been lost. Without well designed interactions focusing on the (social) why, I would be lost on Facebook. Without understanding the why behind a problem and designing a response that matters, business would be lost.

Design is is about crafting solutions to real issues. I love how Mark Boulton describes it in The Manual:

”We work our way through the initially understanding the problem, whatever that may be, thoughtfully considering the client, the business, the market, the goals, the audience and users, and then find ways of telling the right story.”

It is design – finding the ways to tell the right story – that will guide you to success. I love what I do and love that I can be part of designing for a better future. Design is the response we're looking for and that our organizations, businesses, and world needs.