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Дизайнер. Ну и что с ним делать?

Дизайн на пике. Компании уже поняли, что хороший дизайн — это счастливый билет для бизнеса, в котором технологии самой по себе не достаточно, чтобы зацепить покупателя, и что сегодняшний потребитель ждет нечто красивое, даже приводящее в восторг от каждого продукта.

Хорошие дизайнеры сейчас — как горячие пирожки : компании идут на все, чтобы заполучить себе талантливый экземпляр.

Ну а заполучив их, они просто не знают, что с ними делать. Сейчас все как происходит: менеджер приходит к дизайнеру, ставит ему задачу, а тот ее исполняет. Он пытается, кряхтит, сопит, высасывает из пальца ну хоть что-то, что вызовет у клиента капельку восторга.

Унылая реальность

Когда-то прыщавый студент, мечтавший стать дизайнером,  воображал себе, как он станет частью какого-то крутейшего умопомрачительного всемирно-известного продукта. Мечтал, что это будет успех, а он урвет себе его кусочек. Мечты мечтами, но жизнь — штука прозаичная, и когда гадкий утенок превращается  в дизайнера, возникает непреодолимое желание куда-то выпустить свои творческие амбиции.

Но как, я  уже сказала, жизнь — штука прозаичная, и вот ты дизайнер, а вот какое-то производство вместе с его производственным процессом. Инженеры проектируют, маркетологи анализируют, дизайнеры придумывают. У всех свое дело. Только есть загвоздка: дела у всех свои, но дело у всех одно. И соль в том, что в современном бизнесе все остаются при своих делах. Есть некая цепочка. Но ее звенья будто не связаны друг с другом. Есть задача, определенный смысл, создание продукта. Какие-то менеджеры чего-то там нарешали. Передали в производство, маркетологи что-то там придумали, как и кому продавать этот продукт. А потом дизайнерам надо из этого чего-то что-то изобразить. Понимаете, о чем я? Нет целостности, все занимаются своим делом.

Это и называется Дизайнерский сломанный телефон. До дизайнера не доходит целая картина происходящего. Ее части теряются по пути: где-то между инженером и маркетологом. Каждый отдел интерпретирует все по-своему, поэтому когда дело доходит до дизайна, дизайнерам приходится работать над неким призрачным продуктом, о котором в идеале не знает никто…

Что делать?

Чтобы создать что-то действительно впечатляющее, дизайнеры должны быть причастны к каждому этапу создания продукта. Но, к сожалению это не всегда возможно. Особенно в больших корпорациях с большим количеством отделов. Так и что с этим, собственно, делать?

В идеале начать с прозрачности процесса. И идеально, когда все отделы видят, кто чем занимается.Но, к  сожалению, это сложно осуществить в  реальных условиях, особенно в рамках крупных компаний. Поэтому минимальный шаг — это просто делиться, кто над чем работает и интересоваться, активно интересоваться. Продукт тогда будет крутым, когда все построено в тесной взаимосвязи: от рождения идеи до выпуска на рынок. А это возможно лишь при тесной коммуникации и полном осознании картины и идеи каждым звеном процесса.

Изменения

Возможно, и скорее всего, все и каждый понимает, что нужна целостность. …Но легче сидеть на попе ровно и просто ныть про то, что все вокруг такие плохие, никто ничего не рассказывет…Проще, чем взять и что-то сделать. А ведь на самом деле каждый человек может взять и изменить привычный устой компании.

Когда начинается какое-то шевеление в компании. Какое-то мелкое единичное шевеление. Его встретят скорее всего сопротивлением. И это будет продолжаться до тех пор, пока все части команды не будут поддерживать эти изменения. А такие изменения могут принести большую пользу, притом что будут затрачены минимальные усилия. Прячась за ретино-дисплеем нельзя создать что-то очень крутое и креативное.

Дизайнерам нужно бороться за свои места. Задавать больше вопросов. Изучать маркетинговую стратегию продукта. Общаться с людьми из других отделов. Пить кофе с руководством. Поднимите трубку и поболтайте с некоторыми клиентами, соберите какую-то подноготную, а потом откровенно поговорите с руководством.

В реальности это не всегда сработает. И что тогда. Только амбициозные дизайнеры будут что-то делать и найдут такое место, где они смогут себя реализовать.

Движение будет

Бизнес понимает, что нужен хороший дизайн, чтобы иметь возможность бороться за клиента. Компании готовы платить деньги, чтобы захапать себе талантов. Только они не понимают, что с ними делать. Пока.

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