Summary
Have you ever wondered, “what is the value of design?” In this talk, Shahrzad will not answer that question. Instead, she’ll share the mistakes she made while chasing the question of value across both consulting and in-house design. Through these embarrassing stories, she’ll share lessons learned for how designers and design leaders can own and deliver on their value.
Key Insights
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Individual designers must understand the broader strategic context to play their role effectively.
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Being a 'pawn' in a larger business game is not powerless; small roles can have big impact.
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Clients may have hidden agendas, such as satisfying investors, that influence design decisions.
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Sometimes consulting projects lack clarity, purpose, or champions, making them unsalvageable.
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Designers create value by making tangible artifacts even before fully learning the business.
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Long onboarding periods in enterprises can hinder designers from contributing early impact.
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Overwork and unclear priorities damage team morale and output until addressed operationally.
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Fighting to prove design’s value often backfires; consistent delivery builds trust instead.
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Invisible enemies often stem from misunderstandings, resolved through personal relationship-building.
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Knowing when to exit situations with no champion is crucial to protecting personal value.
Notable Quotes
"If the game is chess and you’re playing darts, no one is going to think you have any value."
"We were a pawn, but a pawn can win the game."
"Sometimes you’re hired by people you never meet but who are really calling the shots."
"Some situations are not worth saving, even if nobody is openly threatening you."
"Designers are one of the few professions that can create value before fully understanding the space."
"If we aren’t making, we actually do have no value at all."
"Your value as a person matters just as much as your value as a designer."
"Proving the value of design is a fool’s errand; instead, focus on your own value and impact."
"Fighting invisible enemies only diminishes your own impact."
"Building authentic relationships with supporters helps make a giant impact."
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