Designers and the industry as their context: How far should you go?

This article is originally from 2016 and reviewed in 2023.

In the evolving professional landscape, designers are stepping beyond the traditional confines of creative houses and agencies, embedding themselves in start-ups, consultancies, and diverse industries. This transition necessitates a significant shift not only from companies but also from the designers themselves.

Moving from client-centric roles, designers now find themselves integrated within corporate structures, collaborating with business professionals, developers, and product managers. When embarking, one must know that this shift requires a deep understanding of new values, objectives, targets, and company cultures. More importantly, it demands a willingness to immerse oneself in the intricacies of the industry the company operates.

Becoming Design Articulate

Fostering a relationship between designers and businesses starts with articulating the importance of design this is where design maturity is crucial. If you find yourself in an environment lacking design culture, seize opportunities to advocate for design consideration. Craft compelling design arguments to present in meetings and get support from peers across disciplines. As a designer, it is your responsibility to champion design awareness.

Communicating the value of design becomes a secondary job, and like any other job, it requires time and effort. Facing skepticism or resistance is inevitable, but persistence is essential. Engage colleagues from diverse backgrounds in the design process to spark curiosity and foster a collective understanding of how design contributes to success.

The Industry as Your New Context

Drawing from personal experience in a consultancy spanning diverse markets, I realized the indirect relevance of seemingly unrelated subjects to my design work. Immersing oneself in various meetings—whether in tech, business, telecommunications, or banking—profoundly enriches the design process. Design, when integrated with other disciplines, becomes more impactful and far-reaching.

For designers seeking to understand businesses better, explore sketching out business models, inquire about industry-specific vocabulary, and apply newfound knowledge to deepen your understanding of design problems. In industry-driven companies, your design context extends beyond aesthetics; it encompasses the industry itself. How far should you go? As far as necessary to gain the context essential for elevating your design to its zenith. Embrace the challenge, for in the end, design is not merely about aesthetics—it's about enhancing the subject being designed.