#4: Ebay's VP Design & Global Creative Director, Dave Lippman, lessons from Apple & Ebay on dancing between data and intuition
Mar 6, 2017
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Dave Lippman, VP of Design at eBay and former creative director at Apple, dives into his unique journey of balancing data and intuition in design. He contrasts the differing design philosophies of Apple and eBay, sharing insights on navigating corporate cultures. Lippman emphasizes the significance of adaptability and self-awareness in career growth. He also discusses the challenges of making design more impactful within complex organizations and the evolving landscape of conversational commerce, highlighting the need for designers to embrace AI and intuitive user experiences.
Designers must navigate the tension between creativity, craft, and strategy by understanding the specific context of each project.
Embedding designers in decision-making processes at eBay contrasts with Apple's intuitive approach, enhancing design's visibility and accountability.
Balancing data-driven insights with intuitive judgment is essential, as reliance on metrics can stifle creativity in design.
Deep dives
The Designer's Dilemma: Balancing Creativity and Strategy
Designers face an inherent tension between creativity, craft, and strategic thinking. While traditional education often emphasizes craftsmanship, the modern design landscape requires a balance of these three elements, which can vary depending on the specific problem being addressed. Understanding the context of a project is crucial in determining which component should take precedence at any given moment. This ongoing struggle among designers, however, is rarely discussed openly, highlighting a gap in industry communication.
The Impact of Design on Organizational Structure
Embedding design into a company’s core functions ensures that designers are involved in key decision-making processes. At eBay, fostering accountability among product designers is integral, as it encourages them to articulate their design decisions and the rationale behind them to higher management. This approach contrasts with the more intuitive methodology at Apple, where design was integral to the corporate identity, demonstrating eBay's efforts to elevate design's role within their structure. By making design visibility a priority, the organization aims to champion customer-centered principles.
Transitioning from Apple to eBay: Cultural Shifts and Opportunities
The transition from Apple to eBay presents both cultural shifts and new challenges for design leadership. While Apple maintains a legacy of strong design culture, eBay operates in a dual-sided marketplace which emphasizes the importance of every aspect of design and its direct impact on business outcomes. This unique opportunity at eBay allows designers to be change agents, influencing the entire organization rather than focusing on isolated tasks. The design-led transformation is not only ambitious but necessary for achieving lasting impact in an evolving market landscape.
Finding the Balance: Data vs. Intuition in Design
Utilizing both data-driven insights and intuitive judgment is essential for effective design decision-making. While data provides valuable insights into customer behavior and preferences, an over-reliance on metrics can hinder creativity and innovation in design. Establishing guidelines for when to prioritize data over intuition can help teams maintain a dynamic balance between the two. This approach encourages designers to engage their emotional connection to their work while using empirical evidence to support their choices.
The Essential Role of Design in Business Transformation
Investing in design requires a long-term commitment from executives and a willingness to embrace change at all levels of the organization. Effective design should not merely be seen as an additional cost but as a vital component that drives customer engagement and satisfaction. Companies willing to prioritize design can expect to see executives advocate for its value, showcasing successful integration into broader business strategies. Ultimately, design should evolve beyond traditional limitations and become a collaborative effort intertwined throughout the organization.
Ebay's VP Design and Global Creative Director, Dave Lippman, shares his experience designing at Apple and Ebay, the differences in their approach to data vs. intuition, and how he's learned to dance between the two.
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