The great debate: Is design as we know it dead?

Design leaders are grappling with an identity crisis, torn between the creative ethos of their early careers and the demands of corporate leadership. Rapidly advancing automation tools and AI-driven processes have the potential to reshape the role of designers and diminish the perceived value of specialized design leadership. The senior ranks of many design organizations continue to lack diversity, posing questions about the industry's ability to adapt to changing societal norms and expectations. While design thinking has gained widespread acceptance, many design leaders lack the management and operational skills needed to navigate the complexities of corporate environments. 

Looking at all the changes that have happened in just the past year alone raises some crucial questions: Is it time to freak out? Is design as we know it dead? And if it is, is that such a bad thing?

Sparked by the article “The big design freak-out” by Robert Fabricant, NTT DATA’s David Schell and Chappell Ellison join Chris on the podcast this week to discuss the state of design and what comes next. Check out the highlights below, then dive into the full episode to learn more.

The golden age has ended

Many regard the period between 2007 and 2016 as the golden age of design. Looking back, it makes sense. We began to rely more heavily on screens, which rapidly increased our visual stimuli and made it harder to command attention. Design was perceived—perhaps excessively—as a solution to many different business problems. Expectations were overly inflated, and now we find ourselves needing to course correct.

Design as a means to an end

But if we’re going to do this right, then it’s important we don’t lose sight of the role design actually plays in business. Design itself is not an end but rather a means for achieving wider business goals. Design efforts should always tie back to tangible business outcomes and customer value.

Shift from a traditional design approach

Therefore, we must move away from the traditional "ivory tower" approach to design, wherein designers work in isolation and deliver finished products without collaboration. Cross-functional teams working closely together from the beginning will create more cohesive and effective digital products and help ensure everyone is aligned on those business goals.

Focus on understanding the system

Collaboration also breeds greater insight. By working closely with other business units, designers can deepen their understanding of the system they are designing for, beyond just the visual aspects. For example, product teams can give insight into different features and functions, while customer-facing departments like sales and marketing and highlight critical user needs. Having this well-rounded understanding will help designers create products that not only look good but also function well and provide maximum value to users.

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Cross-functional teams working closely together from the beginning will create more cohesive and effective digital products and help ensure everyone is aligned on those business goals.

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Tempering expectations

That said, it’s important to be realistic and honest with yourself and others. Temper grandiose expectations about the impact of design and focus instead on practical, measurable outcomes. Design is not a savior. It is a means to deliver tangible benefits to users and businesses. No one will thank you for overpromising and underdelivering on the value of design.

The future of design

Design thinking is well integrated into different aspects of modern business and product development. Just because the face of design is changing from what it has traditionally looked like, that doesn’t mean it’s going anywhere anytime soon. We feel optimistic about designers' resilience and adaptability and their ability to evolve with changing trends and technologies, so don't panic just yet! If anything, these changes will breathe new life into the practice and spark new creativity and innovation methods.

As always, don’t forget to subscribe to Catalyst wherever you get your podcasts. Every Tuesday, we release a new episode, jam-packed with expert advice and actionable insights for creating digital experiences that move millions.