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Summary
Companies are spending millions of dollars on shadow design teams (aka non-designers doing design work). This session shares the concept and the tools we’ve used to measure how much shadow design is happening in a client’s organization. Plus, a case study with some surprising results, and how a design leader used it to grow her team after months of banging her head against a wall. An interesting and perhaps more productive way to approach the “ROI of Design” conversation.
Key Insights
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Shadow design occurs when non-designers perform design tasks due to a lack of available designers.
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Many organizations fail to recognize the extent of shadow design and how it negatively impacts product quality.
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The push for ROI in design investments has been met with frustration and is often ineffective in changing leadership perspectives.
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Investment in trained designers is essential for creating quality user experiences rather than relying on shadow design.
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Effective collaboration between design teams and other departments is crucial for successful product outcomes.
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Most non-designers involved in shadow design do not know how to engage with or access professional designers.
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The conversation about design needs to shift from ROI to the effective allocation of existing design resources and investment.
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Leadership buy-in and understanding of design's value are essential for elevating design within organizations.
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Organizations that identify and support design roles see improved product success and designer morale.
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Effective survey and data collection can help highlight the benefits of improving design resource allocation.
Notable Quotes
"Predicting rain doesn't count. Building an arc does."
"Design isn't determinism; there's no magic formula."
"The alternative to good design isn't no design. It's bad design."
"There's a lot more to design than we often realize, and that understanding evolves with experience."
"I'm tired of making the case for the ROI of design. Let's focus on how we're actually spending on design today."
"There's design happening everywhere; our job is to ensure it's quality design."
"Design is essential not just for aesthetics but for the success of the product."
"Organizations should know how much they are spending on design—poorly, if there are non-designers doing it."
"The lack of a centralized design team often leads to shadow design efforts in organizations."
"The conversation should prioritize effective resource allocation over ROI metrics in design."
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