How do you make design more strategic so they are not just making what engineers build look good, but are more involve up front in the product development process?

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3 Answers

Establishing Product Management

Rosa Villegas

Zynga Senior Director of Product, Central Technology • 3y

This is a really interesting question! I think one really great way of doing this is to engage design in understanding the problem you are trying to solve, not just the solution. Oftentimes, we jump straight to execution without always understanding the full customer journey or the vision for the future. In doing this it's easy to treat design as just a step in the process rather than as a thought partner who can help inject customer empathy throughout the product lifecycle. A few things you ca ...Read More

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Rodrigo Davies

Figma Product, AI • 2y

I think this starts with making sure that your design counterparts understand the business strategy and have deep empathy for the customers you're serving. Without those two ingredients, it's hard for anyone to think strategically. As a PM you should invest time in helping design understand the business and customers by sharing what you know – that's a prerequisite – and then regularly invite designers to co-create strategy with you. For instance, share a strategic problem you're struggling to s ...Read More

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Aleks Bass

Typeform Chief Product Officer • 2y

Elevating design to a more strategic role within the product development process is essential for creating products that not only meet the functional needs of users but also deliver exceptional experiences. I advocate for integrating design early and deeply into the product strategy, ensuring that design is not an afterthought but a fundamental aspect of product conception and development. Here’s how we can achieve this: Establish Clear, Distinct Goals for the Design Team The design team’s goals ...Read More

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