What is Design

“Ux/product/service designers do everything stupid. Clients don't understand us. My friends and friends are the best. Thank you for your attention. “ 😈 Every once in a while I read similar posts on the networks. I wrote them 10 years ago, too. So let's take it constructively.

Sometimes clients understand the industry, other times they don't. Sometimes the contractors understand him, other times he doesn't. In design, for the majority of people, it comes across both on the side of not understanding/not understanding.

And that's a bummer

1. Customers have no idea what they should order to really help them.
2. Designers do a good job of automating.
3. Designers have no idea what to learn to be relevant in the future.

As a result, new and new labels for designer roles are created, without taking the previous ones among clients. HR doesn't understand them. Management doesn't understand them. He doesn't understand them buying.

Let's talk about design a little differently than style: “UX Designer does this and Product Designer does that”. This is different in every corporation anyway.

The result of the designer's work is informed and informed decisions that will help your business.

You can make decisions in different widths, in different environments, with different outputs...

1️⃣ Mandate

What do you want the designer to influence, and what should he let go?

• look — we draw screens with a greater or lesser degree of detail.
• Features — we design the behavior of the site, service, application — mostly in relation to the user, not the customer.
• Business — we solve 4P (product, distribution, price, promotion), looking for a bottleneck and the best strategic moves.

80% of designers work at the level of appearance. Higher levels are “designed” by management based on their intuition.

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2️⃣ Uncertainty

Designers generally work with a greater or lesser degree of uncertainty.

• look — we draw screens and do nothing more — simple, predictable.
• Website/e-shop optimization (CRO) — conversion rate optimization, low uncertainty and potentially high benefit.
• Application/Service Development — great uncertainty, we need to understand people and continuously change direction according to their reactions.
• Innovation — we are looking for new products, services, state policies... — huge uncertainty, 95% of ideas fail, we verify more of them side by side in quick cycles (yes, new cities can also be prototyped...).

Points 2+3 together we could call optimization... at the same time CRO is actually easier than developing applications and services.

80% of designers still work at the level of appearance. Higher levels are “designed” by management based on their intuition.

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3️⃣ Output

What do you want from a designer as an output?

• Graphic design You need people who can draw.
• Prototype — wireframe, information architecture, AI prototype,... you need people who think conceptually in a specific area.
• Strategy Paper and changing the behavior of the organization — canvases, pdf documents, summaries, maps associated with workshops...

80% of designers work at the level of appearance. Higher levels are “designed” by management based on their intuition.

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For designers

It's a nice pattern to see there, isn't it? Most designers deal with the visual aspect. The typical name of their position is UX/UI designer or Product designer. Which is cool when you want to be the extended hand of the manager into Figma. A little less cool is that AI will gradually dominate this particular area and only the top graphic artists will remain.

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For Clients

The good news is that there are also Other designers than those who draw things. You just have to be able to use them. 😊

• Want a quick benefit? Solve features + optimization with prototypes-level output.
• You want a long-term and much higher benefit? Address 4P + innovation with an organizational behavior change level output.

Both are more relevant than: “Draw me a web. “

Don't you want to leave the area to designers? But don't leave it to intuition either! And educate yourself.

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Orient yourself in design

For WebExpo 2025 I had Lecture 12 skills of a designer. He's English. He's online. Enjoy it. (you have to enter your email there for WebExpo)

Another thing is the very method of choosing a designer, which is also quite tragic: “We want the lowest hourly rate possible so that we have the lowest possible costs in the future. “ (meaning you prefer working with juniors... and far from lower long term costs)... and that's in turn to a different newsletter.

You need designer skills. You can them shop, or build. At House of Cutter, we help you with both. Convince yourself on Strategic Design 👉 as of 8 Sep

“Executives are expected to be data-driven, even if they don't know what it means. “
— Ergest Xheblati

Reading for the weekend

Are 'radical' climate activists really that radical?

It's hot outside and should be for the rest of the summer. Are you more interested in a painting by Vincent van Gogh, or the state of the planet?