Toptal

Lieutenant to his men: “Okay lads—who likes music?”
“I do, sir.” “Me, sir!” “Me too, sir!” “Right. Sir!” Four of the men respond.
Lieutenant: “Step up then, soldiers; I need you to move a grand piano to the officers’ mess hall.”

How often do designers find themselves in the same position as these soldiers?

Like the anecdote above, many clients and businesses often underutilize designers and assign them trivial, minor problem-solving tasks, or even worse, have them only provide window-dressing on an existing product. This is very shortsighted and akin to purchasing an Arabian racehorse to till the land. Most designers’ professional training and expertise allow for a wider set of fundamental problem-solving skills that can have a significant impact on business outcomes.

Also, many designers think their primary goal is to create a “delightful” or “intuitive” user experience—whatever that may mean—and a sleek, trendy design. But these things should not be

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