Don’t think only like a designer

In the world of design it is crucial to have the skill to produce captivating and visually appealing results. However when designers solely focus on aesthetics they can often lose sight of the picture. To truly excel and gain influence, in their field, designers should expand their knowledge. Start thinking from the perspective of stakeholders, managers, developers and clients. By understanding these players’ viewpoints, designers can not only enhance their design abilities but also create practical, adaptable solutions that align with the overall objectives of the project.

Limited Perspective of a Designer

Designers have a passion for their work and its completely understandable. They constantly use their minds to create visually captivating outputs that can truly enchant the audience. However this enthusiasm for design sometimes causes them to have a perspective overlooking important factors that can greatly impact the success of a project.

While aesthetics are undeniably important it is crucial to recognise that a design should also be functional, efficient and provide value to both stakeholders and end users. Designers often prioritise appeal but may unintentionally neglect how well the final product aligns, with the projects objectives and limitations.

Most Important Perspectives

The Perspective of Stakeholders

Stakeholders are individuals or groups who have an interest in the outcome of a project. This may include business owners, investors, marketing teams and others who directly influence the direction and success of the project. When they review a design, they aren't just looking for a work of art; they assess whether the design aligns with the projects goals, brand identity and target audience.

The primary concern for stakeholders is the return on investment (ROI) and how the design can contribute to the organisation’s success. They want to ensure that the design improves user experience, drives conversions and reinforces the brand’s message. By adopting a stakeholder mindset designers can gain an understanding of the business context and create outputs that effectively meet the project’s overall objectives.

The Perspective of Managers

In any project, managers play a role by overseeing the entire process ensuring that deadlines are met and keeping the team focused. When managers evaluate a design output, they take into account more than its visual appeal. They also consider how well the design aligns with the projects timeline, budget limitations and available resources.

For designers, it is valuable to understand the perspective of managers as it can lead to streamlined workflows and improved collaboration. By taking project timelines and resource limitations into consideration designers can create outputs that are not only visually impressive but also feasible, within the given parameters.

The Perspective of Developers

Developers have the responsibility of transforming a design into a product or an application. As they evaluate a design output, their focus is on determining its feasibility. Sometimes even though a design may appear stunning, it might not be practical to implement due to technical constraints or excessive complexity.

By adopting a developer’s mindset, designers can foresee technical challenges and create design outputs that are more straightforward to implement. This collaboration between designers and developers promotes a transition from concept to execution, leading to more efficient development processes.

The Perspective of a Client

Recognising the importance of the client’s perspective is vital, since they hold the decision making power. Clients come with specific requirements and expectations, for the project. Designers must truly understand the client’s vision, preferences and long term goals in order to deliver a design that not only captures their aesthetic appeal, but also fulfils their needs.

Clients also prioritise practicality and scalability when it comes to designs. They seek designs that can adapt and grow alongside their business. By empathising with clients, designers can ensure that their work aligns seamlessly with the client’s vision while contributing to the long term success of the project.

The Problem & Distance of Deviation

Now that we understand that each of these entities have different vantage points than that of a designer, let’s quickly look at a negative effect on a designer, for not knowing how to think like them.

This is where I’d like to coin the term “Distance of Deviation”. Look at the diagram below.

The Beginning

Designer - A designer thinks he/she knows what to create, build or envision.

Them - Stakeholders, clients and managers think you know what you are going to do.

Of course you do. Why wouldn’t you? You are a qualified designer, having years of experience in the field.

As the work progresses, a designer (without knowledge of others’ perspectives) has the risk of deviating from what an ideal solution could be for the company/product. The longer the designer works in a silo, the greater the distance of deviation can get.

Time to Present

Then comes a time when the design team presents their work to “them”, only to realise that something didn’t work. The client/stakeholder/manager didn’t quite feel like approving the output.

Client - The output looks out of the world, but I wonder how many years will I need to wait before this is practically implemented.

Stakeholders - Okay… but this is not the direction our business is heading.

Developers - All that is fine, but… Is this even possible to implement using our current tech stack?

Managers - I don’t think this is scalable.

Designer - I thought this was it. I put in so much effort and they didn’t even have the patience to look through? I put in all my skills and talent and they didn’t like the output?

Now, why did this happen?

I guess you know the answers already. If a designer doesn’t have the mindset to also think like them, often times, he/she doesn’t even realise why things didn’t work the way they expected.

How to try to fix this?

The solution is two folds.

One - Learn to think like them! Yes. But, this will take time and practice. It’s what is called experiential learning.

Two - Until you get good at the first solution, try this. Sync up with them as often as possible and as early in the project timeline as possible. Work with a MVP (Minimum Viable Product) mindset. Don’t end up building every little detail of your designs. Focus on what’s most important, get them reviewed often and proceed once you put a check mark on that aspect.

Here’s how the second solution looks when seen as a diagram -

As you can see, yes, as a designer, you might have started deviating. But, the moment you start syncing up often with stakeholders, managers, clients and fellow developers, you learn a lot on how you might be deviating (notice the “might”). Once you find out you are deviating, you naturally course correct. Repeat it as often as it seems meaningful and reasonable. For you, as well as for them.

The end result, even though might not be the same as an ideal solution, at least won’t have an earth shattering distance of deviation.

Conclusion

In summary, designers who broaden their perspective to incorporate the viewpoints of stakeholders, managers, developers and clients can greatly enhance their abilities. While aesthetics are important they shouldn't be the only focus for designers. Practicality, feasibility and scalability are equally significant.

When designers understand the context of a project and take into account the needs and goals of all key individuals involved, they can create outputs that are not only visually appealing but also highly functional and in line, with business objectives and practical processes. This comprehensive approach empowers designers to become members of a collaborative team driving success and innovation across various industries. Ultimately by thinking from the standpoint of stakeholders, managers, developers and clients, designers can elevate their workmanship and deliver impactful solutions that stand the test of time.