The cost of not having a designer

“Maybe it seems as a painful investment in the beginning, but it’ll turn out to be an incredibly huge win later on.”

Introduction

So, picture this: engineers are building the software kingdom, and then suddenly, someone shouts, 'Wait, where are the design wizards? We need them too!' And that is when the trouble begins. Bringing design into the mix later on can be like trying to fit a square peg into a round hole — it just doesn't always work smoothly.

What is essential for a harmonious and productive collaboration? How does it benefit engineering, product development, design teams, and management? In what ways do customers gain from embracing design in the initial stages of the process?

The dynamics of software development companies

Frequently, software companies are established by forward-thinking individuals with a deep understanding of engineering who lead the way. These visionaries are adept at transforming innovative ideas into functional products by leveraging their technical proficiency. Their hands-on approach and problem-solving abilities allow them to pioneer new technologies and bring them to life in the form of successful software solutions.

One real-life example of a company that started as an engineering-led organization and later incorporated design to address their struggles is Reddit. Reddit was founded by Steve Huffman and Alexis Ohanian, both of whom had backgrounds in computer science. They initially focused on the technical aspects of building the platform and cultivating the user community. However, as Reddit gained popularity, they realized the importance of improving the platform's user experience through design.

In the early stages, Reddit's interface was very simple and straightforward, reflecting its engineering-led roots. Users often found the platform challenging to navigate, and the lack of visual appeal hindered its growth potential. Recognizing these limitations, Reddit made a conscious effort to invest in design and user experience. They brought in talented designers to revamp the interface, enhance usability, and make the platform more visually engaging.

By prioritizing design alongside engineering, Reddit was able to transform its platform into a more user-friendly and aesthetically pleasing space. This strategic shift not only improved the overall user experience but also attracted a broader audience, ultimately contributing to Reddit's sustained growth and success as a prominent social media platform.

Design as a complementary function

Designers and engineers can make a great team when creating products. Designers bring insights into what users really want, how the product should look visually, and how easy it should be to use. By combining these design aspects with the technical skills of engineers, companies can develop products that not only meet the needs of their target customers but also stand out in a crowded market. Through this collaboration, companies can deliver innovative solutions that not only function well but also delight users with their aesthetics and usability. It's this combination of design thinking and engineering expertise that can truly set a product apart and drive its success in the marketplace.

Apple's design team, led by Jony Ive, focused on creating a sleek, user-friendly device that seamlessly unifies hardware and software. Jony Ive emphasized the importance of simplicity, elegance, and user experience in the design of the iPhone. The engineering team, led by senior vice president of hardware engineering, Dan Riccio, worked closely with the design team to translate their vision into a functional product. The engineers faced the challenge of incorporating cutting-edge technology, such as the multi-touch display and advanced sensors, into a slim and aesthetically pleasing form factor.

The result of this close collaboration between design and engineering was the first iPhone, which revolutionized the smartphone industry. The iPhone's intuitive interface, minimalist design, and seamless integration of hardware and software set it apart from other smartphones on the market. The success of the iPhone not only showcased the benefits of a strong relationship between design and engineering but also demonstrated how a well-designed product can resonate with consumers and drive market success.

The pitfalls of delayed design integration

As software companies evolve and grow and excel at turning brilliant concepts into working products, they often do so with a strong focus on technical aspects rather than design. However, as these companies expand, the management perspective becomes crucial. The absence of a dedicated design function can lead to pitfalls, specifically in delayed design inclusion. Even if the product is built on a brilliant concept and utilizes state-of-the-art technologies, if the user experience is not seamless, users will not be engaged and will likely seek out a more efficient solution.

Very simply put: bad user experience will end up in poor net promoter score (NPS), which will lead to losing customers, and thus, income. Even with a great idea, losing users to competitors can happen if they don't find your product engaging. When cutting costs, carefully choose where to trim expenses, but refrain from viewing design as a frivolous cost. Design is not just an expense; it's an investment in customer satisfaction and revenue retention. Therefore, effective management should recognize the value of integrating design from the outset to avoid these pitfalls and ensure the seamless alignment of technical prowess with user-centric design principles for sustained success.

Twitter initially focused primarily on its functionality and engineering aspects, with little emphasis on design. The platform gained popularity due to its unique concept and features, but as competitors emerged and user expectations evolved, the lack of a cohesive design strategy became an obstacle. Users began to criticize Twitter for its cluttered interface, confusing navigation, and inconsistent user experience across different devices. The delay in including design thinking into the development process meant that addressing these design deficiencies required significant redesign efforts and resources later on.

As a response to growing competition and user dissatisfaction, Twitter eventually invested in a redesign led by a dedicated design team. The renewed Twitter interface introduced a cleaner layout, improved navigation, and better visual hierarchy. While the redesign received positive feedback, the delay in prioritizing design integration early on had already impacted user retention and growth opportunities.

This example highlights how neglecting design integration in the early stages of a software product's development can lead to challenges later on, including increased costs, longer time to market, and potential loss of competitive edge. By recognizing the importance of design from the outset, companies can avoid these pitfalls and create products that resonate with users and stand out in the market.

Integrating design into the organization

Engineers understand the technical requirements and constraints of the products they are developing, making their perspective crucial in aligning design practices with technical feasibility. They can provide valuable insights into how design decisions impact product development and performance, ensuring that the design process is not only visually appealing but also functional and efficient.

Involving designers into the organization offers engineers numerous benefits, including improved user experience, efficiency in development, enhanced problem-solving, career growth opportunities, and job satisfaction. We can also highlight the improved developer experience: by ensuring that design files are consistently and transparently prepared, and by providing clear documentation, designers and engineers collaborating on a robust design system can not only enhance the product, but also accelerate the delivery process. Collaborating with designers can lead to innovative solutions, smoother project timelines, expanded skill sets, and more rewarding projects, ultimately enhancing both the quality of work and the overall success of projects.

In the process of seamlessly integrating designers into the existing framework, engineers can help bridge the gap between design and development teams by facilitating communication, sharing knowledge, and fostering collaboration. By working closely with designers, engineers can ensure that the design vision is translated into practical implementation, leading to products that are not only aesthetically pleasing but also robust and user-friendly — while designers can gain value from this collaboration by gaining insights into feasibility, technical limitations, and acquiring a better understanding of the development process. Ultimately, the joint effort of engineers and designers is essential in creating cohesive and successful software solutions that meet both user needs and technical requirements.

Airbnb made a strategic decision to invest in design early on, hiring talented designers and embedding them within cross-functional teams to ensure design thinking was blended into every aspect of the business. The company established a strong design culture that emphasized creativity, innovation, and user-centric solutions.

By prioritizing design and fostering a collaborative environment where designers worked closely with engineers, product managers, and other stakeholders, Airbnb was able to create a cohesive and user-friendly platform that resonated with both hosts and guests. The company's commitment to design excellence manifested in its intuitive website and mobile app interfaces, visually appealing listings, and immersive user experiences.

Through careful planning, effective communication, and a shared vision for design, Airbnb successfully integrated design into its organizational DNA. This approach not only helped Airbnb differentiate itself in the competitive market but also contributed to its continued success and growth as a global leader in the hospitality industry.

Conclusion

In summary, recognizing and embracing the essence of design as a fundamental component of software development can result in substantial long-term benefits for companies.

Opting to integrate design early on as an equal partner alongside engineering and product functions is more than just a method to lower costs — it stands as a strategic investment that enhances product acceptance, increases user satisfaction, and bolsters market competitiveness. By prioritizing design from the very start, organizations can develop products that resonate deeply with users, ignite innovation, and pave the way for sustained success in the dynamic tech industry.

On the flip side, overlooking the importance of design within an organization can lead to significant negative consequences. Without involving designers from the beginning, companies risk eroding trust among users, missing out on potential growth opportunities, and facing challenges in retaining customers. Additionally, a lack of emphasis on design may result in products or services that do not meet user needs or expectations, ultimately impacting the overall success and competitiveness of the organization in the market.

The incorporation of design principles into the core of software development not only influences the visual appeal and functionality of the end product but also shapes its usability, developer experience, team work, customer engagement, and overall performance in the marketplace.