The Problem With Digital Design

Recommended read with great takeaways for all small businesses using digital design in product development.  Gains are offset by other losses and net value is not achieved.

Excerpt:  So, what’s the problem? There are potentially two. First, because the technology makes the work look complete at every step in the process, it can create a false sense of security. There can be a tendency to move on to the next stage in the process before teams have taken the time to deeply learn user needs, construct alternative solutions and vet both of these. In other words, the “fuzzy front end” of the design process may be cut short — to the company’s long-term disadvantage. This is, we believe, one of the major reasons product failure and success rates have changed little over the past several decades.4

Second, the very ease with which designs can be digitally drafted and prototyped might afford engineers the opportunity to “try it again and then, again and again.” In other words, the final design process can remain fluid longer than is useful. The ability to quickly iterate designs can lead to a spiraling effect, chewing up time and labor expense and effectively mitigating the benefits of digital design itself. Research has shown that these “virtual design rounds” can account for 75% of total project development costs,5 and they can delay project completion.

Read full article via The Problem With Digital Design. From MIT Sloan Management Review

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