In the dynamic world of product development, the conventional wisdom of ‘Design-first’ is undergoing a profound transformation. ‘Product-first’ is becoming the new mantra, redefining the way we approach innovation and user-centric solutions. Design, once the driving force behind product creation, is gradually assuming a different role. It is no longer the exclusive visionary but a subset of the larger product ecosystem. This change represents a fundamental shift in the way organizations view the relationship between design and product development. As this transformation unfolds, one striking aspect emerges — designers are increasingly reporting to product leaders. It’s a significant departure from the established norm, and it’s sparking conversations about how this new paradigm is redefining the boundaries, responsibilities, and collaborative dynamics between designers and product teams. Read the full article: https://medium.com/p/ffdbf01768b7

1. Rémy Rey-De Barros
@rreydebarros
Brought to you by pixeltie.com.sg
©2023 Pixel Tie Pte. Ltd.
AREDESIGNERS
READYFORA
PRODUCT-FIRST
PROCESS?
DESIGNERS
PRODUCT-FIRST

2. Design, once the driving force behind product
creation, is gradually assuming a different role. It is
no longer the exclusive visionary but a subset of
the larger product ecosystem.
‘Product-first’ is becoming the new mantra,
redefining the way we approach innovation and
user-centric solutions.
This change represents a fundamental shift in the
way organizations view the relationship between
design and product development.
1.INTRODUCTION

3. 2.THECHALLENGES
One of the immediate issues arising from this shift
is the potential lack of mentorship and leadership
for junior designers within the newly structured
teams. This is akin to setting sail on a complex
voyage into uncharted waters without
experienced navigators.
Lack of Leadership for Junior Designers

4. 2.THECHALLENGES
There’s also a looming risk of underrepresentation
in critical decision-making processes.
When senior leadership fails to grasp the full
value of Design, it can have detrimental effects.
Consequently, design may find itself reduced to
serving as a mere tool for Product Managers
rather than a strategic partner.
Underrepresentation of Design

5. 2.THECHALLENGES
There is often a tension between the data-driven
approach favoured by Product teams, focused on
metrics, and the human-centred approach
brought by Design, emphasizing a deep
understanding of user needs and behaviours.
This contrast highlights a critical balance that
must be struck.
Without this understanding, customers can
receive weak experiences, leading to diminished
business retention rates.
Product Metrics vs. User Understanding

6. 2.THECHALLENGES
While experimentation is a valuable tool for
optimizing digital products, it’s not a panacea that
can solve all issues.
Some challenges, like flawed information
architecture, require the expertise of practitioners
trained in user experience methodologies to
address effectively.
Limits of Experimentation

7. 3.RECOGNIZINGUNIQUE
DESIGNSTRENGTHS
Innovation comes from understanding the
transformation your customer is trying to achieve.
While the Product team often concentrates on
determining what features to build, Design seeks
unconventional pathways to help users reach their
objectives.
The critical distinction emerges when we
differentiate between product research and user
research.
Innovation
Image Credit: McKinsey & Company

8. Design isn’t just about meeting the minimum
standards of accessibility; it’s about creating
welcoming and empowering experiences for all
users.
This includes acknowledging diverse perspectives,
cultural nuances, and varying levels of
technological familiarity.
Designers aim to make products intuitive,
adaptable, and accommodating to users with a
wide spectrum of needs.
Accessibility and Inclusivity
3.RECOGNIZINGUNIQUE
DESIGNSTRENGTHS

9. Design achieves this emotional resonance
through aesthetics and user experience.
Aesthetics encompass the visual elements of a
product which can evoke specific emotions, such
as trust, excitement, nostalgia, or even serenity.
UX plays a pivotal role. The way a user interacts
with a product, the ease with which they navigate
through it, and the delight they experience in
doing so can elicit powerful emotional responses.
Emotive Impact
3.RECOGNIZINGUNIQUE
DESIGNSTRENGTHS

10. Design plays a pivotal role in humanizing
technology, bridging the gap between complex
digital interfaces and user-friendly, relatable
experiences.
In an era where technology permeates every
aspect of our lives, design injects empathy and
humanity into the digital realm.
Humanization
3.RECOGNIZINGUNIQUE
DESIGNSTRENGTHS

11. 4.CONCLUSION
By recognizing and articulating these unique
strengths, designers can become effective
advocates for their roles in the evolving digital
product landscape.
This recognition not only fosters better
collaboration between Design and Product but
also ensures that user-centric principles remain
at the heart of product development.
👉 Read the full article
Rémy Rey-De Barros
@rreydebarros
Brought to you by pixeltie.com.sg
©2023 Pixel Tie Pte. Ltd.

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