Decorator to problem solver: Why designers should have a seat at the table

Technological advancements over the last 30 years have contributed to the evolution of design and its function, from the way consumers interact with information and the introduction of new mediums. While it used to be seen as the last step in the process, the decorator of user interface rather than a real strategy, design has now evolved from being decorative to a problem-solving activity, US-based Adobe’s VP of design, Jamie Myrold (pictured), told Marketing in an exclusive interview.“Today, people don’t buy products anymore, it’s the experience that matters. This requires a whole new way of running a business, breaking down silos and incorporating design into all the touch-points that a consumer may have with the brand,” Myrold explained. As such, the dialogue around the importance and value of design in the creation of any digital products and end-user experience has been elevated.She said that design-thinking has become the differentiator in delivering great experiences. According to her, this is evident in companies such as Airbnb and Uber that are redefining industry categories, leading with design and having customers at the centre of everything they do. Myrold added:Any company that is looking to create an experience with their customer has to leverage design expertise throughout the product development life cycle and customer journey.While Myrold noted that there has been innovative work coming from banks, airlines, telcos and the tourism sector, there is “ample room” for more brands to adopt design thinking and put customers at the heart of their strategies.According to the 2017 Creative Pulse research by Adobe, which surveyed about 5,000 creative and marketing professionals across Asia Pacific, 52% of respondents said customer experience is at the front and centre of their business strategy. However, only 21% of creatives in the region have designed their own customer experience project. Myrold explained:For design to be at the forefront of company culture, business leaders need to value design and recognise that every business problem is also a design problem.According to her, the design process can help define, streamline and address a business goal. Therefore, more companies need to take the initiative to ask what problem needs solving and use design-led thinking to ladder up to the business goals. “Giving designers a seat at the table in strategic conversations goes a long way to achieving this,” she said.Besides recognising the value of design, it also helps to have a strong design leader who can put design processes in place and create an environment and culture where designers want to work and inspire change, Myrold said.Designers working for companies that are not used to supporting design-led thinking have to first produce great design and help the leaders understand how good design can provide a strategic advantage, she explained. Myrold added:Be your company’s design evangelist, teach the design process, connect with people and build credibility throughout the organisation.Building the next generation of designersIt is important not to focus on hierarchy, Myrold said and those in leadership roles should be self-aware and ensure they are including all voices in the conversation. Drawing an example from her design team, Myrold said the team does not approach the work from a hierarchical perspective. Instead, it ensures that designers, regardless of their level, are the ones speaking to the work they have created.“That’s not standard across the industry – usually the director or creative director is the one presenting the work at creative reviews. But at Adobe, we believe that this approach helps to amplify more diverse thoughts and opinions,” she explained.Doing so also benefits designers, as they get to own their work and hone their communication and presentation skills. Myrold added that such a practice also enables designers to receive feedback first-hand and forces them to have a strong point of view.With marketing being a fast-paced industry, it is crucial for designers to constantly be on their toes and prepare for the future.Myrold said being future-ready starts with outlook and attitude, which is why she constantly encourages designers to “fearlessly dig in, be curious and learn”.“Start with collaboration. It’s easy for designers to stick to their day-to-day design work, unaware of the opportunities available across the business,” she said. Myrold added that reaching out beyond day-to-day design responsibilities allows designers to gain a deeper understanding of how everything connects and works together. She said:Design-led thinking vaults designers into strategic roles.“Designers should also take every opportunity to learn leadership skills. Jump into a management class. If opportunities like that aren’t available in your company, there are other avenues such as mass open online classes, many of which are free,” Myrold added.