Translating Design to Business: IIT ID Panel

Some notes and quotes from this excellent panel discussion at IIT’s Institute of Design: 

  • “The design thinking bubble has burst. Everyone needs to be a design thinker. Designers are unique in their ability to actually do the design.”

  • “The next person downstream is also your client.”

  • Two ways to reframe a problem: 1.) Expand the problem. Ask yourself, How Can We maximize impact here? 2.) Find the smallest problem with the biggest impact. This works well when you’re on a budget.

  • “When you lead with strategy, projects tend to be bigger.” That means there’s a quantifiable benefit to starting with strategy.

  • Q: How do you edjucate people on the value of design without being condescending? A: Build relationships based on mutual respect. Lead by example. Manage up and down. Critique with the correct language: you are supporting the person’s goal. Be inclusive in design activities, especially research. That way, everyone is on the same page from the beginning.

Brian Donlin