Taking Back Design (and the Twitter/Armano effect)
I’m reading Rick Poyntor’s article in I.D., Down with Innovation, which David Armano twittered yesterday:

So, despite the advance billing, I’m actually digging the article. Poyntor, whose books I have enjoyed off and on over the years, has a really interesting point — that design has become so important, businesses feel they they have to wrest it from the hands of the designers and given it back to the suits:
But designers were right. By the 1990s, almost everyone was getting the message. Design had turned out to be as important as designers always insisted, and it was the force of their commitment, imagination, and creativity, as an expression of public need and desire—designers are people, not a breed apart—that had made it so. Design is now so important, it seems, that designers can no longer be trusted with it, and to make it absolutely clear that control has moved into someone else’s hands, design needs to be given a fancy new name. Call it design thinking. Call it innovation. “Everyone loves design but no one wants to call it design,” BusinessWeek’s Bruce Nussbaum informed the readers of Design Observer last year. “Top CEOs and managers want to call design something else—innovation. Innovation: that they are comfortable with. Design, well, it’s a little too wild and crazy for them.” Roger Martin, dean of the Rotman School of Management at the University of Toronto, offers this prescription: “Businesspeople don’t just need to understand designers better—they need to become designers.”
These days, I’m hearing lots of designers talk about the blur between design decisions and strategic decisions. I know of at least a half dozen prominent agencies that are trying to figure out if ‘interaction design’ is a function of strategy or creative. (Interestingly, most of them don’t have the word design in their departments, they’re in the advertising space of ‘creatives’.) On many teams I’ve encountered, the strategist is often the last or first word on design decisions rather than the CD. The power is not in design, it’s in strategy or audience knowledge.
This is a problem. Having been largely successful in establishing design as an important part of the product and experience creation process, and having successfully established that design has empathetic concerns and principles independent of marketing strategies — shouldn’t we be concerned that it’s getting pulled away and entrusted with people who don’t focus on design?
During IxDA 08, there was a great twitter sigh of relief when Bill Buxton put his slide up saying “that not everyone is a designer.” I didn’t read that as an elitist proclamation of the guild, but as a recognition that design needs to be taken seriously on its own terms, developed as an expertise, and respected as having rhythms and sensibilities of its own. Those sensibilities, which are still in development (in the interactive space(s) at least), still need cultivation and craftsman’s focus on details and precision. It’s much too early to start generalizing the participation.
Anyway, the thing that prompted the post, was the screen I saw when I tagged the article for del.icio.us:

Bummer for Poyntor. Because of a twitter, his article is tagged through the lens of an Armano reco. Without even thinking about it, I used that tag also, presumably for the same reasons others did: I would come back to the long article, with the memory hook of who recommended it to me.

