Jarrett Webb He is the Technology Director at argodesign, where he leads a cross-disciplinary team that designs and builds digital products and experiences.
Product design is at a moment of profound change and redefinition, as technologies such as artificial intelligence (AI) and spatial computing dramatically impact the computing experience. AI in particular may have only a small impact on interface design, but it will have a huge impact on the overall product and ecosystem experience. Spatial computing, on the other hand, changes human-computer interaction and disrupts our understanding of what a computer is.
In this innovation cycle, product design requires a broader view of the interconnections between platforms and technologies, and there is a strong need for engineers and designers to participate in the process together.
Innovation is permanent for any successful product or business. There is a never-ending search to find the next new thing that enhances the user experience, expands product range, increases revenue, or all three at once. Product design is a multidisciplinary process with structures and frameworks to foster innovation, making it less difficult to innovate and increasing your chances of success. Engineers have a role in the process that goes beyond their normal responsibilities of simply validating a technology or concept. Before we discuss non-traditional ways for engineers to participate in product innovation, let’s consider innovation and product design conceptually.
Rather than forcing technology onto the product, the design process flows into the technology. In this way, technology becomes a natural solution.
Product design is a process, not a discipline or a product. It’s easy (understandably) to limit product design to color selection, content layout, and aesthetics. Design is often reduced to just the act of beautifying the user’s interface. Product design is much deeper and broader than visual design assets. For example, product design can provide direction and focus to business strategy, user experience strategy, or technology exploration.
This process establishes guide rails throughout any innovation effort. At the heart of product design is intuitive decision-making to make the best decision at the most appropriate time. Product design reduces risk and leads to more effective innovation through quality decision making.
The progressive role of engineers
Engineers play a strategic role in product innovation, and in addition to being methodical, they need to bring a metaphysical perspective. Our job is to communicate the essence of technology and think strategically about applying technology to problem areas. We are most constructive when we translate the technology “how to make X into Y” into “the types of products and services that can be achieved with technology X.”
For most technology leaders and software developers, this is a reversal of mode from traditional tactical, direct interaction with technology. Switching context from everyday construction and operation is difficult, but paramount to developing successful and innovative products. We are uniquely positioned to generate strategic insights from dense technical details that drive innovative business cases and product experiences.
Innovations must solve business problems such as improving operational efficiency, expanding existing revenue streams, or creating new revenue streams. Problem areas can be customer-facing (e.g., how can we deliver new functionality?) or internally-facing (how can we make processes more efficient?). The problem is of greatest concern. The specific technology or innovation used to solve a problem is often not that important. You can’t lose perspective on your business needs. Otherwise, the activity becomes too academic or a paid hobby.
A common household analogy is hanging pictures. The hole size, bracket, or tool used to hang the picture doesn’t matter as long as the picture is hung straight on the wall. The details of your processes and technologies are important because they relate to how well they solve problems, the cost of doing so, and the overall end-user experience.
Product innovations are experimental and cannot always be expected to yield productive results. It requires a learning curve and patience, as the results are often ambiguous and unclear. Business leaders sometimes struggle with this perspective. This is because this perspective is indeterminate (in terms of results and timelines) and it is difficult to translate pure technology innovation into value creation. A gap develops between technology and product teams, and technology teams struggle to articulate the capabilities and value of technology innovations, resulting in unfulfilled promises, a perception of “technology for technology’s sake,” and a lack of “search for problems.” This gives rise to jokes like “The solution to this problem”. ”
The current hype cycle in AI serves as a great concrete example. The challenge for technology and product executives is how to do more than check the box for AI – how to meaningfully incorporate AI into products. Rather than forcing technology onto the product, the design process flows into the technology. In this way, technology becomes a natural solution.
As technology or technology stack experts, we can convey abstract insights or contribute in a more conceptual context. Engineers add value to the product design process by sharing their expertise on technology properties. Designers use this information to shape and leverage technology in the visual and interaction design process. In this way, engineers inform new interaction models, interface metaphors, and product channels. This commitment creates confidence and conviction in the promise of the design.
Think of digital technology as a material like paint, stone, or wood. In order for craftsmen to create using materials, they need to understand the ontology and phenomenology of the materials. Artists should understand the difference between oil, acrylic, and watercolor paints. This is because each material has different properties that affect how it is created and what it contains. Engineers need to “find the essence” of technology. In this way, they become intermediaries between the abstract nature of design and the pedantic nature of technology. This philosophical perspective is especially important when your product is in a growth stage or uses new technology.
Whether your product is in a growing or stable stage, employing established or emerging technologies, integrating engineers into your product strategy and design process will improve your bottom line. There is a technology perspective that goes beyond the code “factory floor” operations and mechanics, and that sparks innovation. Sometimes this leads to small, impactful moments of innovation, and sometimes it’s a great revolution.
Source: techcrunch.com
