The discipline of design is often misunderstood, misused or abused. It’s usually used to define the ‘beauty stop’ before a product is released instead of the problem-solving, innovation driving force that it can be. During my Mom 2.0 Summit panel with Laurie Smithwick, Michael Shore and Chris Pitre, we spent some time talking about visual design but for the most part focused on the opportunities that good design can create for companies. This was probably one of the most enjoyable panels I have done in a while, because despite our diverse backgrounds we all share the same passion for design as a problem solving process. I wanted to take a moment and summarize the things I was able to synthesize from the different comments and questions that were raised. A couple of these points have probably evolved since the panel  as I answered questions or discussed points raised with attendees.

• Design is not an event – I think we all agreed that design as decoration or a single stop in the product development process doesn’t make sense. My opinion is that the “facade” view of design will only yield artifacts instead of the meaning that consumers desire.
• Being unique requires risk – If you want to be radically different than the competition, you shouldn’t do the same things that they do and expect a radically different result. Side note here: Most companies have really  really unremarkable plans.  My favorite unremarkable plan is “meet customer expectations”. The problem with meeting customer expectations is that today, those expectations are really low to begin with. What good would meeting those expectations do? A better goal here would be to “delight our customers”. Good design can do that.
• Design helps solve wicked problems – In his book The Designful Company Marty Neumeier describes a wicked problem as a puzzle so persistent, pervasive, or slippery that it can seem unsolvable. Design can help with these types of problems because in many cases solving design problems requires that we throw out everything we know. It could mean looking at things from a different angle or asking ‘naive’ questions. Whatever approach you take, wicked problems can’t be solved by using the same linear thinking that created them.
• Design is more than styling – Design is really about process, people and ideas driven by a desire to innovate – not aesthetics. While we do care about the way things look, it’s really “the soul” of the product that drives our behavior.
• Design extends beyond the product or web site – Good design is often visible in the actions and responses of employees. Watch the differences between employees in a design thinking  company and a non-design thinking company. There is a HUGE difference.
• Don’t try and optimize innovation - Traditionally driven companies  will focus on costs, trying to figure out how to optimize innovation before it happens. It doesn’t make sense to over analysis an innovation that doesn’t exist yet.  A design thinking company focuses on vision and creativity. They will also embrace the corresponding risk, excitement and satisfaction that comes with it.
• Don’t try to be something you’re not – It’s really important to have a really solid understanding of who your are. You can’t be successful by “adding on” or “copying” the  outward appearance of other  companies.
• Use research to inform the design process – It was interesting hearing about the process Mattel goes through to test, develop and market new toys. I think the biggest thing I took away from this point is that research should be used to inform the design process instead of being used to define what should be designed.
• Learn to communicate and ask questions – The #1 tool in the design thinkers toolbox is the ability to create clarity from soft focus. That means communicating and creating stories.
• Design can help tell richer brand stories – You can use story in design to engage the audience, create emotional responses, or create a richer context for learning something new. Stories make experiences personal for the audience. What story does this commercial tell and what emotions does this commercial evoke.
• It’s OK to play – You have to have down time to incubate ideas. It’s OK to play and have fun while you are doing that.
• Michael Shore has the coolest job ever – OK, so that wasn’t a point from the panel, but who wouldn’t want “gets to play with Hot Wheels” as a part of their job description?

P.S. I completely forgot that I had some notes on becoming design oriented that I wanted to share with the audience.

If you were there let me know if I missed anything. We really should have recorded the session.