In an AI-driven world, what’s next for designers?
Exploring the importance of business knowledge for designers to drive change and remain impactful.
As designers, our focus is often on creating stunning and user-friendly designs. This is what we are called to do and what allows us to exercise our creativity to its maximum extent. In a world where AI is getting faster and smarter, how can we, as designers, shape this future?
Sometimes, we overlook a crucial aspect of our work or at least what makes our work essential and impactful: understanding and aligning with business goals. This understanding can empower us to create designs that not only look good but also drive business success.
Let’s explore why this is essential and how it can enhance our design process and the success of our products.
Bridging the Gap
In her conversation on the Finding Our Way podcast, Erika Hall points out that understanding the business model is vital for designers. She says:
“The business model is the new grid.”
Erika Hall's perspective on the business model as the new grid for designers is not just a statement; it's a call to action. It reminds us that our designs need to fit within the broader business framework and that our work can directly support the company's strategic objectives.
She also goes further than that by suggesting that the business model is the foundation for all design decisions, arguing that most designs today are merely aesthetic. The conversation emphasises the importance of asking insightful questions to drive meaningful design and research. This is our superpower and what AI won’t be able to do!
Guy Kawasaki echoes this sentiment on the Design Better podcast. Drawing from Apple's early days, he highlights the importance of designers having business acumen. He notes
"Understanding the business side helps designers create products that succeed in the market."
He even suggests that sales skills are helpful for all roles, including designs. I also discussed that in my previous post.
This insight shows that knowing the business side can lead to designs that are not only beautiful but also commercially viable.
Should designers take on product management roles?
Not at all, but while we keep the debate going, it’s worth noting that a sprinkle of business knowledge helps effective collaboration with our PM counterparts. Andrew Nelson, in his article on UX Collective, argues that grasping PM principles is beneficial. He states:
“If we design in a vacuum, the product will probably fall flat.”
By engaging with the business side, we ensure our designs are aligned with business goals and market needs.
Learning to Speak Business
We often struggle to engage stakeholders with design, understand why we are doing things, and get a seat at the table. One main reason for that is that we speak completely different languages from our stakeholders. We show them colours, but they want to see $$$ numbers.
How do we align?
To align our work with business objectives, we need to learn the language of business. Understanding financial metrics, market dynamics, and strategic goals allows us to communicate effectively. This skill is crucial for collaboration and project success.
When we align our designs with the company’s strategic vision, and when we connect the dots between colours and money, the conversation starts to have a different tone, and especially, impact.
This should push our design to create viable, scalable and impactful solutions.
This alignment strengthens the designer's position within the company and fosters a more collaborative environment where design decisions are seen as strategic investments rather than just aesthetic choices.
Aligning our designs with business goals is essential for creating successful products. By bridging the gap between design and business, learning the language of business, and enhancing cross-functional collaboration, we can ensure our work meets user needs and supports the organisation’s objectives.