In my ongoing search for contemporary definitions of what design is, i am currently reading Making Meaning by Steve Diller, Nathan Shedroff, and Darrel Rhea. Making Meaning is about Experience Design – an approach to the conscious creation of meaning in products and services, according to the authors. I bought the book because i have great respect for Nathan Shedroff’s work and got a lot of inspiration from him in the past.
Although i don’t like the book in particular – too much self‐praise for their consulting firm – i think it’s worth a read. In chapter 5 the authors share their understanding of design. Quotes:
When we speak of design, we are talking about a mechanism for consciously creating value based on truly understanding customers as people and, ideally, caring about, having empathy for, and being compassionate towards them […]
This broader definition of design should not be confused with invention, which does not require the production of value to customers […] Inventions are often demonstrations of capability […]
This is the interesting thought that design can be distinguished from other creative roles by the goal of understanding the customer. Consequently, design is – amongst others – an internal communication task:
Design [is] the shared language for collaboration
I like this! It’s true, i can tell.