John_Maeda-2019科技中的设计报告（英文）-2019.3-98页_10mb

John Maeda - Design in Tech Report 2019 Summary

Core Content

The Design in Tech Report 2019 explores the evolving role of design in the technology industry, emphasizing the intersection of technology, business, and design. It highlights the importance of inclusive design, computational design, and the broader implications of design culture and design systems in shaping the future of the tech landscape.

Main Views

• Design is maturing, but it's still in flux, requiring a deeper understanding of its role within organizations.
• The three types of design are:
  • Classical Design: Focused on form and content, rooted in traditional design principles.
  • Design Thinking: Empathy-driven, aimed at solving individual customer needs.
  • Computational Design: Leverages technology and data to create scalable, impactful solutions.
• Inclusive Design is becoming increasingly important, especially as tech companies aim to serve a broader audience and address historical exclusions.
• Computational Design is seen as the most valuable in the current tech industry due to its ability to handle large-scale data and create new opportunities.
• Design is not just aesthetics; it's a strategic and operational force that needs to be integrated into business processes and decision-making.

Key Information

Design in Tech Trends

• 2019 Report: Highlights the need for a more critical and responsible approach to design, emphasizing the role of designers as problem solvers rather than just creators.
• Design Maturity Levels:
  • Planet Discovery: Focus on understanding the product landscape and identifying real problems.
  • Planet Hypothesis: Rapid testing and prototyping using data from discovery.
  • Planet Deliver: The actual building phase, where significant risks and rewards exist.
  • Planet Listen: A reflective and strategic phase, crucial for long-term design success.
• Design Tools: The report identifies several key tools that are reshaping the design landscape, including:
  • Figma: Enables easy collaboration.
  • Framer: Offers a powerful marketplace for design.
  • Whimsical: Simplifies wireframing.
  • Amplitude: Provides deep product analytics.
  • Sketch.Systems: Facilitates symbolic design of complex product behaviors.
  • Adobe XD: Features a useful prototyping module.
  • Treejack: Enhances information architecture.

Creative Capital and Design Careers

• Creative Capital Trading: Includes equity, royalties, and profit share, offering new revenue models for creatives.
• Career Path Recommendations:
  • Agency: Join a small, three-year-old agency.
  • Startup: Consider startups or big companies with relevant products.
  • Big Company: Learn the breadth of design in a large organization before specializing.
  • Consultancy: Offers diverse problems and opportunities for growth.
  • Freelance: Provides exposure to the industry.
  • Grad School: May be beneficial for those aiming to influence business strategy.

Design in Business

• McKinsey Design Index: Highlights the importance of design as a strategic and operational discipline, with four clusters of design actions that correlate with improved financial performance:
  • Measuring and driving design performance.
  • Breaking down internal walls between physical, digital, and service design.
  • Making user-centric design everyone's responsibility.
  • De-risking development through continuous user feedback.
• Design Decisions: Often based on semi-subjective metrics, with a growing emphasis on user research and interpretation of customer needs.

Design Culture and Leadership

• Design Culture is evolving, with a growing recognition of design's impact on business and society.
• Design Leaders are crucial in fostering innovation, inclusivity, and leadership within teams.
• DesignOps is a critical role in managing tools, workflows, and processes to enhance design effectiveness and business efficiency.

Conclusion

The report underscores the need for a people-centric, inclusive, and computational approach to design in the modern tech landscape. It calls for a shift from dystopia to constructive engagement, emphasizing the role of designers as problem solvers and leaders in innovation. The ultimate goal is to achieve "Best Supporting Actor/Actress" status for design, highlighting its importance in the broader business and societal context.