The competition for talent is hot. As companies turn to design to set themselves apart, it always seems that there aren't enough designers to go around.
This can be daunting if you're not a designer. How will you know if they're any good? What exactly does a designer do anyways? And how will you convince them to work for you, instead of Facebook or Google or Twitter?
You don't have to figure it out alone.
At ZURB, we've helped over 200 companies design better websites, services and online products since 1998. We've learned a lot from building our own teams and are here to help you build yours.
Whether building your first design team or growing an existing one, this guide will help you:
You'll see how design transforms the way your company solves problems. You'll know when good design is making a difference. You'll be able to make a stronger case for investing in design.
You'll hear what real designers look for in a company. You'll see why having a design-led culture is crucial to attracting talent. Finally, you'll learn how to write a job listing that gets attention.
You'll identify the different types of designers and what skills they bring to the table. Then, you'll learn how to pick the best candidate with a simple set of screening and interviewing techniques.
Ready? Let's start by getting on the same page.
Product design is a set of problem solving processes and methods used to make better products for people everywhere.
Industrial designers have been finding innovative solutions to business challenges since the early 1900s. Their principles and techniques strongly influenced what product design is today.
1750-1850: Machines began replacing human and animal labor, allowing the mass production of consumer goods and a dramatically higher standard of living.
1908-1927: Thanks to assembly line production, the Model T became the first affordable car and popularized the automobile.
1919-1930: This German school heavily influenced modern design by integrating technology and the arts. Walter Gropius, an architect and the school's founder, believed that mass-produced goods could be affordable and beautiful.
1936-1950s: Dreyfuss is credited with popularizing industrial design for consumer products such as the Western Electric 302 telephone and Polaroid SX-70 Land camera. His autobiography, Designing For People, is considered a classic by today's designers.
1950s, 1960s: Dieter Rams helped turn Braun into a household name. His work is credited with influencing Apple's line of consumer electronics.
1980-present: One of the few modern day companies that champion design, Apple is known for iterating on hardware products faster than many companies do on their software.
Product design leverages two forms of thinking to build better solutions.
Design thinking reinterprets a given problem by questioning assumptions and brainstorming multiple solutions. When we complement critical thinking with design thinking, more innovative solutions emerge.
Critical thinking helps us solve a problem as given. We evaluate solutions to choose and implement the best answer. School teaches us how to be effective critical thinkers.
Great product design is driven by a fluid process that emphasizes prototyping, collaboration, and iteration.
Prototypes are used to simulate possible solutions. Prototypes should be made as quickly and cheaply as possible — this allows you to explore multiple solutions and uncover unforeseen problems before you commit to an expensive bet.
Collaboration is about getting feedback, whether you're showing a prototype to a teammate or beta testing with a real customer. Without feedback, you can't make informed decisions about how to proceed.
Once you've learned your mistakes and successes, it's time to try again. No one ever gets it right the first time. James Dyson built over 5,000 prototypes to find the winning vacuum design.
Unfortunately, there are many misconceptions about design. Here are some of the most common.
When many people think of design, they think of outputs like icons, logos, colors and typography. What design really does is solve problems by achieving a understanding of the user. Who's using your site? What do they care about? How can you motivate them to take action? Design answers these kinds of questions.
Design requires creative direction, but without a solid grounding in analytical and logical thinking, design can't solve real business and social problems. Aesthetics can't fix a broken solution on its own.
Design practices are accessible to everyone. If you can pick up a sharpie, you can create prototypes and receive constructive feedback on your ideas. You can do a lot to begin solving a problem, even if you don't have a team to build the final product yet.
Communicating the business value of design can be tricky. Here’s a few starting points for you.
A UK study of 61 design-led businesses found that those business outperformed the FTSE 100 by over 200%, over a decade. Not only did the design portfolio index rise more in good times, but it fell less in bad times.
Well-designed products and services benefit in measurable ways over average competitors.
Happy customers are more loyal and look around less for alternatives. The abundance of choices makes switching painful for customers, but rewards companies who earn the loyalty.
Users should be able to use your products without an instruction manual. Intuitive products minimize calls from confused and frustrated customers, which means more profit.
The best products inspire customers to talk about how awesome you are. Word of mouth marketing continues to be more credible than any company-created campaign.
Design helps you stand out in a crowded market. It’s instructive to look at how influential companies and groups are allocating their time and money.
The Designer Fund is a community of designers who invest in companies founded by designers. The Fund connects their companies to mentors, accelerators and venture capitalists.
Facebook has an internal design recruiting team that finds and connects with design talent. Top execs have even sent personal invitations for key hires.
Bessemer Venture Partners hired Jason Putorti, Mint.com co-founder, as their Designer in Residence. Jason helps portfolio companies with product design and marketing.
Startups with designers as co-founders create billions worth of value. Here are some numbers from the The Designer Fund portfolio companies, whose biggest names include Lotus, YouTube and FeedBurner:
The net worth in company acquisitions.
The total venture capital raised by designer founders.
You need a designer, but what will she actually bring to the table? Let's take a look.
On the technical side, these are some of the most common design roles:
Interaction design — often abbreviated IxD — focuses on user behaviors and motivations. IxD asks why and what the user is trying to accomplish, regardless of whether your solution or a competitors’ exists.
Graphic design is at the heart of a web site or mobile app’s look and feel. Graphic design involves a variety of tools including typography, color, icons, and images.
If interaction design is focused on the why and what of a user’s experience, then user interface design is focused on the how. Every product has a user interface, whether it is a computer, car radio, ATM machine or your microwave. The focus here is on form. The user interface for a car involves the steering wheel and pedals. The user interface on a laptop consists of its keyboard, screen and trackpad.
Great Product Designers solve problems using both their right and left brains, which respectively excel at design and critical thinking.
While the design process is often written as an ordered list of distinct steps, design in practice is much messier — it involves jumping forwards, backwards, and generating lots of ideas for different stages at the same time.
|Left Brain Critical Thinking||Right Brain Design Thinking|
|Left Brain Critical Thinking||Right Brain Design Thinking|
Now you know who you need to hire and why, the next question is HOW to attract them. The next three points are crucial, no matter what your company size or industry is.
We surveyed 120 designers on what makes them happy at work. We found they consistently valued company culture, their projects and flexible working schedules.
We asked them to elaborate on the top values. Here's what they said.
What we found lines up the intrinsic motivations discussed in Daniel Pink's book, Drive.
People want to contribute to something bigger than themselves. Meaning-driven designers treat external rewards as side effects of doing important work.
People want to direct their own lives. Designers are makers who work best when given the power to choose what to work on, and what pace to work at.
People want to get better at what they do — it's no exception with great designers, who seek challenging work to develop their skills.
Designers prefer companies who treat design as a core strategy, not as a line-item deliverable on a project manager’s spreadsheet. Designers have enough work to do without having to constantly sell their work to design skeptics.
Understanding motivations and reasoning is crucial to good design. This means that everyone should be able to question a feature proposal or strategy. Why is this important? What other alternatives have we considered?
Design-centered teams aren't tiptoeing around mistakes. They find the wrong answers quickly so they can iterate towards the right one. Iteration is where learning happens, but learning can't happen without mistakes.
No one is an expert at everything. When designers, engineers, marketing, and sales have open channels of communication, ideas flow and inspire better solutions. After all, everyone’s in it together.
Use these three ideas and keep it short.
Too many listings call for unicorn designers who do everything. They are packed with buzzwords, and signal to designers that you don't really know what you need. Figure out what your team needs and how much code your designer needs to be effective.
As our survey showed, company culture and passionate coworkers are among the top factors in designer happiness. What's the company vision? Why do you care about what you do? Who is your new designer going to work with?
Focus on the results, not artifacts of their work. Interaction designers know that they’ll be sketching wireframes and creating mockups already. How will they make a real difference in your company?
Effective screening and interviewing will help you pick a talented designer.
Whether you're searching on Google or reviewing candidates from ZURBjobs, you'll want to qualify your potential interviewees. Here's how.
Find a designer whose visual style gels well with your project. If their portfolio doesn't immediately grab your attention, keep looking.
Great design needs clear communication within the team and in the end product. Read their blog and portfolio. Are they easy to understand?
Passion for design tends to manifest in the form of side projects, whether they're built as startups or strictly for fun. What have they created?
While some schools like Stanford's Institute of Design have more up to date curriculums, most can provide insular experiences at best. Consider offering internships to help designers develop the experience they need.
Keep an open mind and avoid using college degrees as a filter. After all, great designers like Jason Putorti (Mint), Rebekah Cox (Quora) and Danny Trinh (Digg, Path) are all computer science graduates.
It's where you'll see how well the designer puts theory to practice.
Use the portfolio to elicit stories about how the designer works. What was the business challenge? What kinds of solutions did they explore? How did they deal with the unexpected?
Great design doesn't happen by accident or naked intuition. Great design is driven by a strong process.
Great designers know that design doesn't sell itself. Presenting work, justifying decisions, and getting feedback are all essential parts of the process.
Ask "why?" frequently as they discuss their work. Do they stay level-headed and persuasive when challenged?
Here are some books to get started. Don't just read the books, though — put the ideas to work in your own company or side project!
Business Model Generation looks at business creation with a design lens. You'll find an entire section dedicated to applying design practices like research, ideation and prototyping.
This design book beautifully illustrates visual design principles with before-and-after redesigns of newsletters, ads and web sites.
Dan Roam's book will challenge your limiting beliefs about what it takes to draw, then teach you how to use sketching to find better problem solutions.
Feel free to contact us regarding your job post. You can call us directly at (408) 341-0600, email email@example.com, or fill out the form below:×