BC: Even as far back as my School days, I’d always had a natural tendency and strength towards creative and science-based subjects. I could sketch for hours and got pretty good at it, so much so it became an escape as well as a mini enterprise of sorts, trading sketches for sweets, Mix tapes and even cash with classmates.
Fast forward a few years, plus a university and career investment in the field, Design had enabled me to apply many tools, methods and frameworks in tackling meaty real-world problems and bringing ideas to a tangible physical form. A freedom to imagine and a rigour and skill to solve and build.
– What is a great strategy when it comes to design? What defines it?
BC: In its simplest form, strategy It’s about questioning “why” before defining “what” and then “how to” achieve it. Design without strategy or rationale is closer to an art, therefore an expression of one’s mind without defined utility. This doesn’t mean art has no purpose, it’s a vehicle for questioning the world and communicating emotion and ideas.
Design is inextricably linked to strategy and arguably a strategic problem-solving tool for organizations when harnessed to simplify and humanize complexity. It helps to frame a world of ambiguity and endless possibilities into a defined context, a problem to solve, purpose to achieve and measures of success. It can act as a powerful bridge between shaping vision, mitigating risk and executing tactics.
– What is the role of Design in our business?
BC: Traditionally, Design at intive has played a smaller role compared to its larger revenue generating brother – Technology. It’s quite the pattern across many Technology players. Currently, we’re starting out, at a ratio of 20:1 (engineers to designers) with over 70+ folks (UX + interaction designers, Business analysts, Product managers & Agile consultants) but over time this will refactor as we grow the business and develop in new markets. It’s essential for Technology to be truly usable, engaging and differentiated, but conversely solutions to fit real-world problems powered by tech. Design unlocks this potential to do so.
The complexity of today requires more balanced consultative approaches to driving new to the world solutions, one that commands creativity and science together. By featuring our multidisciplinary teams (design + tech) upstream with our account and client teams, our sales interactions also shift to reframe more interesting and rewarding challenges to solve. Those that are beyond the subject of UX, but encompass the role of Design + Technology as a catalyst and enabler in Customer Experience, Business model innovation, Digital Products & Services, Org. Transformation, Platforms/ecosystems extension, Capability development… To name a few.
Below you can find some client cases that have challenged us to leverage digital transformation for people’s benefit.