The relationship between business and design with Erika Hall | Mule Design Studio
Jun 16, 2022
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Erika Hall, a veteran design consultant, discusses the relationship between business and design, the importance of designers understanding their role, and the significance of removing fear from work. They recommend industry books and share an unusual habit of biking with a joyful dog.
Designers need to understand the relationship between design and business to make more informed decisions.
Design education should focus more on the practicalities of the business world to align with industry needs.
Deep dives
The Business Model as the Design Grid
Designers often refer to the grid in graphic design as the underlying structure that guides their designs. However, the true underlying structure that all design aligns with is the business model. Good design doesn't automatically equate to good business and designers often face a disillusionment when they realize their work is used to support the underlying business goals. It's important for designers to acknowledge this reality and understand the relationship between design and business to make more informed decisions.
Misapplying Design Traditions in the Digital Space
When transitioning from graphic design to interactive digital system design, designers often carry over unexamined practices and traditions. Many designers still apply graphic design principles to web design, while neglecting the underlying business rules and interactions that shape user experiences. This misapplication of design traditions and a lack of focus on understanding the business models behind digital systems hinders the effectiveness of design in creating impactful and user-centered solutions.
The Disconnect Between Design Education and Business Realities
Design education often fails to prepare designers for the realities of the business world. Many design schools focus on graphic design or teach design thinking as a toolset, rather than delving into the deeper issues of design and its relationship to industry and business models. This lack of education creates confusion and can lead designers to mistakenly believe that design is solely about personal expression or that good design automatically equates to good business. There is a need for design education to align more closely with the practicalities of the business world.
The Importance of Curiosity and Inquiry in Design
Designers often prioritize creating and producing work rather than embracing curiosity and inquiry. However, asking the right questions and gathering information through research and interaction is crucial to making informed design decisions. Embracing a mindset of constant inquiry and seeking the right questions can lead to more successful and impactful design outcomes. Designers should prioritize curiosity and inquiry as a fundamental part of their design process, rather than just focusing on the aesthetic or visual aspects of their work.
The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same.
You can follow Erika on Twitter (@mulegirl) or check out her articles on Medium.
