Tech Trends 2013 Preview: Design as a Discipline
Consumer experiences have reset expectations for corporate IT. Usability, intuitiveness and simplicity are moving from aspirations to mandates. Design is not a phase. It needs to be systemic and move beyond layout and look/feel; design end-to-end experiences, not just user interfaces. IT brought UX design to the table, and Marketing and Product Development brought Design Thinking, but these have reached their individual limits and need a collaborative, interactive and ultimately immersive environment to work together.
Design as a discipline is a conversation that needs to happen across the enterprise. View design not just as creativity – or as a product, service or application – but as a way of thinking. It is a process that can make what the business produces better for the people that use it. But it must be looked at as a pervasive, permeating discipline – that impacts the visual layer down through the application layer, and into the functionality of the systems and the tools that we create. Design as a discipline takes what we know from industrial design and architecture, and applies that same thinking and approach to information technology.
Zoom back above the systems development lifecycle - look at design as a cross-cutting discipline. It’s not as an "IT thing" or a “Marketing thing" or a “Product Engineering thing”. It’s an enterprise thing.
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Deloitte Consulting LLP