What exactly is "design"?
“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked." -Steve Jobs, Wired
WHAT IS DESIGN?
Design is the process of identifying a problem or white space opportunity in the market and finding a solution. Through a series of phases in the process the problem is defined, information is collected, requirements are specified, analysis and brainstorming of ideas is performed, the best solution is chosen, development of the solution is carried through, feedback from organization and customer is completed, and the design is iteratively improved and tested until a final product is produced. There are many people attached to each of these phases in the process and many instances where the design is iteratively refined and improved both aesthetically and functionally.
In the incredibly competitive world markets of today, products compete for space in consumer's lives and competitor products are more readily accessible than ever before. Therefore it is critical that design is instead evolved in every stage as consumer-centric throughout all phases of the design process, all departments and teams the design works itself through.
Design can be approached intuitively and through experience. However, it is well known and understood in our industry, that in each stage of the product design it is a combination of art and science. That is why we approach design using this combination, the science being a data-driven approach. We believe data-driven design is what sets companies apart from their competitors by giving them an a competitive advantage through leveraging data and keeping the customer-centric.
Data-to-design is design and engineering backed up by findings from data. When we have numbers, we can measure, and measurements give us informed decisions in design and development, reduce wasting time, and create more effective product solutions. Creators that ignore data will rely on instinct and can risk wasting time and money.
We focus on data-driven design and implement our proprietary methods to create the best fitting well designed products that enhance people’s lives. Our method delivers products that have a clear solution, performs beyond expectations, and connect emotionally to the wearer all by applying data-driven design so that you can have greater confidence in predicting your revenue stream.
In our opinion, the best designs are adaptable and multi-dimensional embracing consumer experience, consumer emotion, and business strategy.
As consumers, we not only require products that grab our attention, we need the products to be functional, aesthetically attractive, a product that adds value to our lives, and appeal to our senses. This holistic approach to design is an approach to problem solving and helps businesses by making honest useful products that are understandable, aesthetically pleasing, meaningful, and deliberate which can lead to increased business revenue.
HOW THE SQUAD HELPS COMPANIES
THE SQUAD, offers a range of services across product creation.
Our one-stop-shop supports business owners and leaders from product concepts and ideas that leverage aesthetics, form and function, usability, sensory, psychology, and consumer’s emotional connection to add value to both consumers and the business through well executed products.
We work closely with businesses to understand their target customer and engage and connect on an emotional level in order to generate business growth and sales. Our data-driven approach has helped many companies across medical, wearable tech, and apparel approach design holistically and get the product to market.
What are your thoughts about how companies approach design?