Design, with or without research, is still guessing.

"But Bryan, you run a successful design service company and built a discovery and research tool – why are you dissing us?"

Design and research can be both evaluative and generative in nature.  The goals of which are to find new possibilities or confirm that one of those possibilities is a viable option. Adding research to the beginning or end of a design project doesn’t get you the right answer.

Generally, design and research processes serve two purposes: they can be evaluative, assessing existing ideas, or generative, creating new possibilities (I could argue a third purpose). The aim is either to explore new options or to validate if one of those options is practical.

However, simply incorporating research at the start or conclusion of a design project doesn't guarantee finding the correct solution. There might be 10 superior solutions that you need to be made aware of, unable to implement, or need to learn how to communicate effectively.

We want to compound GOOD guesses and limit guesses that provide little value. Both are necessary.

What we need are focused feedback loops.

Feedback loops are essential in product organizations that employ design and research. These loops come in two types: balancing loops, which help regulate and moderate decisions, and reinforcing loops, which create self-strengthening and increasingly significant effects over time.

When we incorporate research and feedback loops into our design system thinking, our educated guesses benefit teams in these areas:

• Better decisions
• Increased adaptability
• Proactive risk assessment
• Continuous improvement
• Operational efficiency
• Customer satisfaction
• Improved collaboration
• Data-informed perspectives
• Long-term growth

Research undoubtedly aids product development but doesn't guarantee you get the correct answer. Adding feedback loops multiplies the benefits of better answers, surpassing what research alone can or can’t offer design.

I'm curious to hear what you think.

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