#116 Making design decisions w/Tommy Geoco
Honest UX Talks
Deep Dive
Why is it important for designers to understand the company's bet in the market?
Understanding the company's bet helps designers align their work with the broader business strategy, making it easier to justify design decisions and feel good about their contributions, even if the design isn't perfect. This approach can help the company win in the market, whether through innovation, distribution, efficiency, accuracy, or velocity.
How can designers navigate complex layers of approval and buy-ins when shipping products in large companies?
Designers can use research tools to gather and synthesize data quickly, making compelling cases for their design decisions. They should also build relationships with key stakeholders and use a secret team approach to bring small, incremental improvements to life without disrupting current initiatives. Documenting and presenting these improvements can help gain buy-in for future enhancements.
Why is the current state of AI particularly beneficial for research tools?
AI is significantly enhancing research tools by reducing the cognitive load of synthesizing insights and making it easier to communicate findings to the larger organization. These tools are becoming more affordable and user-friendly, allowing individual designers to leverage them effectively, even in smaller companies.
What are the potential risks and benefits of tool overload in the design market?
Tool overload can lead to short-term fatigue and context switching, but it also drives innovation and competition. Over time, the market will likely consolidate, and the best tools will rise to the top. Designers should stay curious and play with new tools, while also focusing on thinking and refining their taste to stay adaptable.
How can designers balance the need for quick, scrappy prototypes with the desire for high-quality, well-crafted designs?
Designers should intentionally decide when a scrappy, quick prototype is sufficient and when a more polished design is necessary. They can create different versions of their vision, starting with a blue-sky ideal and then showing incremental steps that solve today’s problems while moving toward the long-term goal. This approach helps build a compelling narrative and keeps the team motivated.
What is Tommy's approach to making design decisions in tightly constrained environments?
Tommy uses a stack order of information: institutional knowledge (usability principles and human-computer interaction), user familiarity (what tools and devices users are used to), and real research (customer conversations and data). This helps weigh and prioritize information to make good enough decisions quickly, ensuring the design aligns with the company's market strategy.
Why do designers need to focus on crafting businesses rather than just software?
Designing is not just about creating high-quality software; it's about contributing to the company's success. Designers should understand how their work supports the business and make pragmatic decisions that align with the company's goals and resources. This perspective helps them feel more engaged and valued in their role.
What is the importance of just-in-time learning for designers?
Just-in-time learning allows designers to acquire specific skills and knowledge precisely when they need them, making the learning process more efficient and relevant. This approach helps designers stay agile and adapt to the evolving needs of their projects and the industry.
How can designers shift a company culture from quick fixes to a focus on high-quality design?
Designers can use the secret team approach to build small, incremental improvements and show their value. They can also create and present different versions of a vision, starting with an ideal and showing practical steps to get there. This helps build a road map and keeps the team motivated while solving immediate problems.
What is the role of intentionality in design decisions?
Intentionality ensures that design decisions are purposeful and aligned with the company's goals. Designers should be able to justify why a design is the way it is, even if it’s not the most polished version. This helps build trust with stakeholders and demonstrates the value of the designer’s work.
- Tommy's background in scrappy environments shaped his approach to design decisions.
- He emphasizes pragmatism in design, focusing on what matters and finding efficient solutions.
- His strength lies in ruthlessly prioritizing the right things for the business.
Shownotes Transcript