What is design? What is the design to solve?

 

Do design for many years, created several times, always want to rely on the skills of the hands to really achieve a thing. However, after seeing too many ephemeral "design" products struggling and dying in the market, my sense of powerlessness as a designer becomes more and more serious.
 

Over the past ten years, the things that have been deposited by design are actually very simple.
 

First of all, make clear a concept: design in broad sense and design in narrow sense. In the narrow sense, design refers to the representation design that does not involve business model and strategy: icon, interaction model, or even logo and poster. I believe that most designers are faced with difficulties here. No matter how good the design is, it cannot affect the overall strategy.
 

Correspondingly, innovative design in the broad sense refers to: starting from experience and users, mining demand points, and at the same time with high-quality and friendly expression layer. This is why more and more designers are turning to PM, or even entrepreneurship, because having rich experience at the surface level allows them to begin to gain insight at the bottom. In fact, in essence, narrow design is the icing on the cake, rather than a much-needed help.
 

On the contrary, innovative design, a good narrow design can make a company, a product to a higher level. But an innovative design that hits the pain spot can create a new company, or even a new business model.

 

 

 

Behind the world of homogenization function is to begin to fight appearance, function...

 

In the business field has achieved enough success, the initiative to hope to make a breakthrough, but hope in the brand design is a little too much thinking, but lost the original users. Gap Branding Change makes all users laugh, Li Ning lost a large number of users by changing the Branding. Because if you just change the presentation layer without making fundamental changes in the product structure and business model, it's basically nothing to fix.
 

Many people will say: or many companies through the design to change the brand image, experience, do better ah. But history is written by the winners. All the success stories you see are only one in ten thousand. There are countless cases that die on the beach.
 

More often than not, success is determined by business strategy, a massive project that spans business, finance, society, and even the climate. This is why companies are willing to pay tens or even hundreds of millions of dollars a year to strategic consultants such as Accenture and McKinsey.
 

Design is not everything. Design is just part of the whole business community. Design can bring more added value, and it can play a greater role in industries (such as mobile phones, electronic products, APP, etc.) where industry homogenization is serious and soft power is needed more.
 

Every designer will go through the process of copying, learning, understanding, thinking and creating. If we want to change from narrow sense design to innovative design, we should not only focus on design itself, but also absorb knowledge from business, environment, finance and other aspects.
 

Do Your Best, Let it go!