Have you watched Abstract on Netflix yet? World-class designers share their life and work and philosophy, which I’ve found fascinating. A common thread in the episodes I’ve watched so far is that design doesn’t happen in a vacuum. In order to produce something useful and beautiful that people will love and buy, you have to engage with the world. It involves talking to people. Listening and verifying with your own eyes and ears.
Ralph Gilles — Head of Design at General Motors — says in Episode 5, “Go out and talk to people.” He gives the example of his Chrysler/Jeep design team engaging with millennials literally “in their living rooms.” Listening to their problems and trying to solve those problems, taking it all back to the car design lab. “How do you know what consumers want even before they know what they want?”
Tinker Hatfield — shoe Designer at Nike — says in Episode 2, “Get outside, engage with the world.” How a steady stream of fresh input leads to innovation and being outside, doing sports he loves, helps him staying connected to everything. Running a mile in their shoes, if you will. An example of the years of close back-and-forth work with Michael Jordan to perfect the Air Jordan basketball shoes.
I’m sensing a trend here: if I listen, I learn. When I approach my own software work, do I understand the needs of the person for whom I am designing and developing? If the answer is no, I need to step outside my office and talk to people using the software.
Another compelling series to hear from talented and innovative product designers is High Resolution, available on YouTube. In Episode 8, similar ideas emerge from Automattic’s own Head of Computational Design & Inclusion, John Maeda:
Don’t focus on kerfuffles within your org — keep your focus on the world. That’s where you are meant to be. No matter how great of the place you’re in.
… Creative people are diverse-oriented, and great remixers. — John Maeda
These thoughts remind me of the “jobs to be done” philosophy where success comes from understanding peoples’ circumstances. And not only accepting input when it fits a certain profile I already expect.
The key to successful innovation is identifying jobs that are poorly performed in customers’ lives and then designing products, experiences, and processes around those jobs. — via Harvard Business Review
Discovering what those jobs are requires engaging with your customers, in their lives, in their work. Now it’s time for me to get outta this chair.