With the rise of computers and networks, the idea of finishing something has changed in the information revolution. Software products are constantly evolving, so designers are no longer finished with their work. In Silicon Valley, there is a belief that waiting to ship a product until it feels finished is a disaster. Achieving product-market fit involves interacting with customers over time and embracing change. Designers are actively involved in conversations with customers and stakeholders.
Hugh Dubberly is the founder of Dubberly Design Office, an interaction design studio based in San Francisco. Hugh has a long trajectory in the design world. Before opening his studio, he did pioneering work at leading tech companies like Apple and Netscape. He is also a thinker and teacher of uncommon depth and breadth. He’s my colleague at the California College of the Arts, and I’m also lucky to call him a friend and mentor. I met with Hugh in his office to discuss his recent paper arguing against framing design as problem-solving, and that is the focus of this conversation.
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