Design in Tech 2016

25 May

The 2016 Design in Tech Report has again been released by John Maeda of Kleiner Perkins Caufield and Byers. As a survey contributor, I was excited to see the evolution from 2015 to this year’s publication. Again this year, Maeda focuses on the integration of Design and Technology through experience as he sites three kinds of design that are in practice today; Classic Design (Craft), Design Thinking (Business) and Computation Design (Technology).
Below are a few themes from the report that we’ve seen firsthand at Visualhero.

It is never finished.
In the report Maeda states “The notion of making something perfect, as classical designers want to achieve, runs counter to how computational systems exist. The instinct and inclination to pursue perfection is a good one, but its definition has had to evolve.”

We see this play out in our work. The problems we tackle from one project to the next are complex and ever-evolving. While we love our craft and strive to make things look great, polished, and “ done”, often our engagements involve seeking incremental value through methods like sketching, research, and prototyping. While these deliverables move the greater objective forward, we know that there is always another release or phase of the project ahead.

Not classically trained.
The report outlines how start-ups and corporations are taking the place of education. Similar to many industries, traditional education is creating new designer graduates who are not as prepared for #DesigninTech as the professional field would like. We often find ourselves looking at candidates for their hunger and character first and shaping their knowledge for the first few years.

Just as recent graduates adapt, so have established designers who are now being utilized across multiple disciplines and types of design. We are no longer single crafts people, but contributors to brands, products, services and organizational strategies – a type of work that can take many different forms and practices. We work side by side with professionals of varied backgrounds, skill sets, training levels and perspectives.

Design for change
The pace of business and change has ignited investments in design. These investments are made to achieve a variety of business objectives including talent acquisition, a new service or profit center, executive representation, and to incorporate innovation and strategy throughout organizations.

Companies are now reorganizing around this idea. Our very own story in the past few months speaks not only to the opportunity to merge Design, Business and Technology, but to help others do so through our combined offerings.

Design for scale
Large systems bring complexity. A whole section devoted to trends in public companies signifies the desire for design to manage that complexity. For example, the way companies bring things to market is fundamentally different today given the ability to instantaneously deliver a product vs. weeks of creation and distribution, shifting the time needed to deploy digitally designed products. This speed and scale leverages methods of research, iteration, prototyping, and agile across the enterprise.

Design for people
Empathy is a fundamental part of the design process. But we are only scratching the surface here. Empathy is only being used for the most obvious users of an experience.

“If the purpose of smart systems is to make sophisticated subtle decisions so people don’t have to, it is pointless if people can’t trust them to do so. This means that crafting the relationship between people and the technology we use becomes as critical as building faster processors.” —Patrick Mankins, Fast Company. This quote from page 34 of the report eludes to design building the fundamentals of a relationship to inclusion, equality and disabilities. As we become more familiar with empathy as a driver, we can expect more purposeful considerations for universal design.

Many of these principles are not new but the pace of change is just now bringing them to the forefront. It is an exciting time to be practicing design.
If you have not already you can check out the #DesigninTech Report here.


Andy Van Solkema, OST Chief Designer

Andy Van Solkema, OST Chief Designer

Functional design systems, and visual storytelling have long been a passion for Andy Van Solkema. From boyhood days of designing a neighborhood baseball league complete with team logos to designing for local, regional, and national companies, his passion has grown and evolved to leading a 12 person studio that is using design for unique outcomes that span stories, systems, processes and experiences.

Andy is a graduate of Grand Valley State University with BFA in Graphic Design and a Master’s of Design from Kendall College of Art and Design. Following graduation, Andy worked as a design consultant in the printing industry, graphic designer and art director in brand communications, and as an interaction design director. He enjoyed the variety of experiences, but ultimately something was missing.

In 2004, he started his own design studio, Visualhero Design. Initially working as a one-person shop in a home office, Andy grew the business in a slow, steady and smart way through the down economy. To differentiate themselves and to offer the most to their clients, in 2006 Andy and his team formally adopted user-center design principles with a research and systems approach to creative problem solving. In 2016, Visualhero was acquired by OST where Andy now serves as Chief Designer.  His team focuses on form, function, and meaning. The scope of work has grown to include graphic recording, data visualization, brand identity, interface design, information architecture, user experience and customer experience. They design brand communication, applications, websites, and business systems and processes that aren’t just easy on the eyes.  More importantly, they are designed for the user today and tomorrow.

Van Solkema has combined a systems and process mind with craft of design and creativity. He spends his time as an advocate for design, creative lead for the team, and managing design vision for OST / Visualhero Design. Although most days are spent directing design, running the business or meeting with clients, he enjoys using his experience helping GVSU Design Thinking Initiative and various nonprofit organizations. He also enjoys leading design workshops at his alma mater and other design education opportunities. 

Andy has been published in design books and publications and received accolades and awards for branding and design. Design has changed and although he is firmly rooted in West Michigan, the clientele has grown to include Amazon, Nest, Apple, Chamberlain, Capitol Studios, GM and a host of local, regional and national corporate clients, a handful of local and Bay Area startups. Well beyond what Andy could have ever imagined back in 2004. 

2 Responses to “Design in Tech 2016”

  1. Al Boulley (@Al_Boulley) May 25, 2016 at 11:53 am #

    I’m not classically trained in design. I don’t consider myself an artist.
    I am a skilled self-learner, and adept at researching via the internet.
    I lived my life for too long like a Classical Design: like a “final state”.
    My reality is that I’m *supposed to be* always evolving—it’s my way.
    I love graphic/user interface design… but my true strength is coding.
    The future could be really bright for me. Now, I am making sure it is.

    Thanks for this article and the link to the report.

  2. Teresa Moss June 9, 2016 at 4:58 am #

    Hi Andy,
    I would like to learn more about you and your philosophies in Design. I teach art and pottery at Marian High School in Bloomfield Hills. I have an Interior Design degree from Michigan State University. I’m hoping to grow and share from your knowledge in Design!
    Thank you
    Teresa Moss

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