From the archive Where we take a rummage through past articles and revisit some old ideas that still ring true today.
It’s not for everyone.
Design is not important.
Process is not enough.
Design thinkers are right that there is a more strategic role for designers – but only for some designers.
Design Thinking offered ‘designing for nondesigners’. Let us be clear, purposefully shaping our environment is what separates all of humanity from baboons – everyone can design.
Unwisely, Design Thinking sold a simple and snappy version of the product design process as a magic method, which could be applied universally. In reality, process is nothing without first setting the right context (e.g. problem definition, and vision) and the right design talent.
For those with the potential and drive to step up, traditional design skills only get them so far. To raise their game, they must acquire new know-how.
Exceptional design is what matters and is much harder. To quote Jonathan Ive, ‘Design is not important. Good design is important.’
‘ Design Thinking is a failed experiment...the success rate for design thinking is very low.’ Bruce Nussbaum, One-time proponent of Design Thinking
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