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
-
•
Individual designers must understand the broader strategic context to play their role effectively.
-
•
Being a 'pawn' in a larger business game is not powerless; small roles can have big impact.
-
•
Clients may have hidden agendas, such as satisfying investors, that influence design decisions.
-
•
Sometimes consulting projects lack clarity, purpose, or champions, making them unsalvageable.
-
•
Designers create value by making tangible artifacts even before fully learning the business.
-
•
Long onboarding periods in enterprises can hinder designers from contributing early impact.
-
•
Overwork and unclear priorities damage team morale and output until addressed operationally.
-
•
Fighting to prove design’s value often backfires; consistent delivery builds trust instead.
-
•
Invisible enemies often stem from misunderstandings, resolved through personal relationship-building.
-
•
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."
Or choose a question:
More Videos
"The health of our planet directly influences our health and survival."
Alex Hurworth Bonnie John Fahd Arshad Antoine MarinDesigning a Contact Tracing App for Universal Access
October 23, 2020
"We started to ask ourselves, does every new Design Ops practitioner need 10 years of experience like Lisa and I? What opportunities are we missing by not having more junior roles?"
Laine Riley Prokay Lisa GordonCarving a Path for Early Career DesignOps Practitioners
September 9, 2022
"Launching a design system is not a sprint, there’s no end, it’s always a continuous process."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"Traditional MBAs are confident about many things that aren’t true, and your research will often challenge their worldview."
Nathan ShedroffDouble Your Mileage: Use Your Research Strategically
March 31, 2020
"Voice control on mobile goes beyond digital assistants and can fully control the device for users who cannot use touch."
Sam ProulxMobile Accessibility: Why Moving Accessibility Beyond the Desktop is Critical in a Mobile-first World
November 17, 2022
"You need clear roles for moderators, note takers, recruiters, and designers in a rapid research program."
Feleesha SterlingBuilding a Rapid Research Program (Videoconference)
May 18, 2023
"Starting with specific, meaningful priority communities rather than homogenized personas leads to powerful breakthroughs."
Neil BarrieWidening the Aperture: The Case for Taking a Broader Lens to the Dialogue between Products and Culture
March 25, 2024
"We move here. We never actually become New Yorkers."
John DevanneyThe Design Management Office
November 6, 2017
"The most important thing is producing something that gives a perspective nobody else in the organization can bring."
Katy MogalBut Do Your Insights Scale?
March 12, 2021