A Digital Strategy Podcast

The Real Design Process Behind Successful Digital Transformation

Episode Summary

In this conversation, Marcello Gortana and Symon Oliver from Tennis (a B2B website and product design and development agency) explore the multifaceted nature of design, emphasizing its importance in digital transformation projects. They discuss the various interpretations of design, the significance of planning and execution, and the balance between aesthetics and functionality. The conversation delves into the four pillars of design—research, problem identification, planning, and execution—and highlights the need for accuracy and agility in the design process. They conclude by stressing that design encompasses much more than just visual appeal, urging listeners to consider the underlying processes that contribute to effective design.

Episode Notes

Takeaways

• Design is interpretive and has a rich history.
• Aesthetics is often mistaken for the entirety of design.
• Design involves planning and execution, not just visuals.
• The complexity of a project influences the design approach.
• Research and problem identification are crucial in design.
• De-risking the design process helps in decision-making.
• Accuracy in design outcomes is essential for success.
• Agility allows for effective pivots in design projects.
• Documentation aids in maintaining clarity during pivots.
• Design should be evaluated beyond just aesthetics.

Chapters

• 00:00 Introduction to Design Perspectives
• 02:49 Defining Design: A Multifaceted Approach
• 06:12 The Four Pillars of Design
• 08:59 Aesthetics vs. Functionality in Design
• 11:48 De-risking the Design Process
• 14:41 The Importance of Accuracy in Design
• 18:00 Agility and Flexibility in Design
• 20:56 Conclusion: The Depth of Design Beyond Aesthetics