design-thinking

I received yet another email today from a recruitment agency for a ‘UI Developer’ position, and lately I have begun to doubt the industry’s understanding of the difference between ‘designers’ and ‘developers’. It’s also discouraging when recruiters email you saying “Hey, I have this great position for you…”, only to be left disappointed when you go through the job description which clearly mentions programming skills as a prerequisite! Especially when my résumé or online job profile does not even mention the word ‘developer’ anyplace, I can’t figure out how those emails land in my inbox. Obviously there are some recruiters acting under professional compulsions and fulfilling a different criteria. But merely having an understanding or liking for a programming language doesn’t turn me into a developer. So I take this opportunity to explain about the Designers as I know them in some detail here. 

Designers imagine to create things, and developers engineer to make them work.

Designers apply visual talents in their methods to bring an idea to life while developers apply their mathematical acumen to make that idea work. Even if these roles appear to be similar for some individuals, it should now be clear from that simple description how their responsibilities and perspectives are poles apart. For instance, designers thrive on user insights, picking or rejecting ideas intuitively depending on what would and wouldn’t work for the product. Empathy comes naturally to them because without knowing who to design for they can’t begin to imagine and create visuals. Or even if they do create something just out of their imagination it may not work well with the intended audience in the market. This is quite different from the painters or fine artists who use their vivid imaginations, colours and forms on the canvas to express their inner feelings and thoughts. On the other hand when you empathize with your users you stand in their shoes to feel their physical and emotional needs and pains. Designers have an inbred mechanism which helps them translate those inert perceptions into tangible creations making use of design-thinking tools such as prototyping, iteration and design. When you remove these cherished elements from a designer’s inventory you risk losing the overall individuality of the product itself.

Why is a designer so important? Designers represent the uniqueness of the brand. They breathe, drink, sleep; basically exist emotionally with the brand while integrating it into their personality, and hence are able to imagine countless possibilities for the product. Having empathized with their product’s core value they are able to distill rationale through the quagmire of scrutiny. Good designers are an invaluable asset to the organization because they can transform a product’s narrative with their creativity and design leadership. So when designers are reduced to being just an ‘apparatus’ to fulfill short-term goals, it hurts the business objectives and sabotages the future growth of the brand conclusively. In fact, the best organizations in the world value the contribution that designers bring on the table. They are nurtured not just as employees but as the ultimate custodians of the brand’s ethos and sanctity.

Designers do not automatically become developers if they develop an understanding of how things work. In fact that signifies they are smart enough to cross over (empathy) and comprehend the challenges of the developers which is an advantage for organizations who are dealing with complex big-data and large IT transformational projects. It’s important to bear in mind that customers are no longer satisfied with systems that simply work, rather they are habituated to a continuous rush of apps offering delightful experiences. A user’s expectations to reach a certain level of gratification has already reached manic proportions which can only be delivered through a good design strategy. In a fiercely competitive industry riding on the theme of customer experience, designers are the only individuals who can technically connect the dots, unify the aspirations of product teams into a single sequence, and filter the undesirable perceptions to form a substantial product strategy. To expect them to do anything else but design is quite honestly, suicidal.