Why hire designers? #1
The American Institute of Graphic Arts (AIGA) published a booklet entitled Why Design? The booklet outlines the role of design in business strategy. It seeks a common framework for why design adds value to clients’ interests. It defines the power of Designing, a larger concept that includes strategy as well as artifacts across a variety of disciplines. In the interest of disseminating this invaluable knowledge and also as a personal learning goal, I have decided to publish excerpts from the booklet. Namely, the pattern that successful organizations and individuals tend to adhere to when confronted with a problem and how design fits into this framework.
The pattern is broken up in three categories- Defining the problem, Innovation, and Generating value- of 4 steps each. For the next twelve days I invite to you to follow along with me in learning this pattern of success step by step. 
DEFINING THE PROBLEM -Successful teams first define the problem they are trying to solve- they articulate it and give it boundaries (what's part of our problem. What's beyond our control). They call upon designers to help cull, visualize, express that problem in human terms- looking at it from many different views.
2 comments:
That's a logical, but I imagine often overlooked first step. The only two reasons people buy is to fix a problem or for pleasure.
You are absolutely right, it is often overlooked. This is why AIGA put out the booklet. In fact many businesses eschew the idea of a definite strategy. Entrepreneurs have many things to 'juggle' and this is where the designer comes in. To aid in these vital steps.
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