Design Systems Thinking Post 5 / by Jessica Clark

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/building-a-design-driven-culture

This article touches heavily on the importance of customer value. It touches on the experience of the people receiving the design and why that matters so much. I feel there is a strong correlation between passion in the designers and excitement in the receivers. If you are not making something you care about. Why should anyone else care? The empathy for design comes from human passion and senses. This is what drives designers to create a product so lovable that it cant do anything else except create an incredible user experience. This is where the magic happens. When we are creating for people, we are creating with a purpose. “Increasingly, it’s difficult to separate these two elements, and we’re actually seeing many cases where customers prioritize the experience of buying and using a product over the performance of the product itself.” This speaks mountains towards the amount of weight even subconsciously one may pu ton feelings and feelings alone. I personally think its incredible how much we navigate life through experience and initial reactions. One may not even know this is what they are doing when they buy a product. “Oh I like that one because it is purple so I am buying that one not the one with stripes.” Smart designers are aware of this notion. Smart designers tap into this and use it at their advantage. I think smart design involves a couple of different steps in the process. Ideation about what could work, user testing to check your hypotheses and a round of edits to fine tune based on feedback, giving you what could be your final product. Smart design is adaptive and listens. Smart design designs for an audience.

 

McKinsey & Company

Jennifer Kilian - Hugo Sarrazin - Hyo Yeon

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/building-a-design-driven-culture