The Curse of a Principal Designer
Navigating the depths, balancing the breadths, and keeping things simple
In the dynamic world of product design, the role of a Principal Product Designer carries with it a prestigious air of expertise and authority. Often, those who attain this title have honed their craft to perfection, delving deep into the intricacies of problem-solving, exploration, and mapping out their thoughts. While depth of knowledge is undoubtedly crucial, there is a lurking curse that many Principal Product Designers seem to fall victim to—a curse that hinders their ability to effectively communicate their brilliant ideas.
The curse lies in the misconception that going deep into a problem is enough, while neglecting the importance of going across—communicating their ideas coherently to diverse audiences. It's easy to get caught up in the exciting whirlpool of design thinking, problem-solving, and innovation. We dive headfirst into the creative process, fueled by a desire to find the perfect solution. But what good is a brilliant idea if it remains locked in the mind of the designer?
The curse reveals itself when designers struggle to articulate their visions, leaving stakeholders, team members, and clients bewildered and disconnected from the design's essence. The irony is that Principal Product Designers, with their wealth of knowledge and experience, often assume that their audience shares their level of expertise. Consequently, they may overlook the need to simplify complex ideas and present them in the easiest way possible.
There are several symptoms of this that I found, working with very senior designers (most probably, I am also trapped in these):
The Complex Figma Dilemma: As designers, we often spend weeks immersed in the intricacies of a project, meticulously crafting our designs within tools like Figma. While this deep dive is essential for problem-solving, the irony is that our designs can become so complex that they border on the incomprehensible. We may find ourselves relying on lengthy walkthroughs to explain our creations to stakeholders, wasting precious time. These important decision-makers don't always have the luxury of diving into Figma's labyrinthine layers.
Solution: To address this issue, designers should prioritize simplicity and clarity in their Figma designs. Imagine your Figma file as a blueprint that should be self-explanatory, even to those who haven't been part of the design journey. Utilize annotations, clear labels, and concise documentation to ensure that anyone can grasp the essence of the design swiftly and without the need for extensive guidance.
Jargon Overload: Another pitfall of the curse is the use of designer jargon that can confound non-design stakeholders. We might get so caught up in our design language, discussing concepts like "affordance," "UX heuristics," or "microinteractions," that we inadvertently alienate our audience.
Solution: Principal Product Designers should embrace plain language. Explain complex design concepts in simple terms that resonate with stakeholders. Instead of talking about "affordance," describe how a button's appearance suggests its function. This ensures that everyone involved in the project understands the design's intent without the need for a design glossary.
Information Overload in Presentations: When presenting our designs, we sometimes fall into the trap of including every detail we've worked on during the deep dive. We bombard our audience with information, overwhelming them with an abundance of data, screens, and user flows. This can lead to confusion rather than clarity.
Solution: Prioritize the "less is more" approach. Focus on presenting the most critical aspects of the design that align with the project's goals. Use storytelling techniques to guide your audience through the design journey, highlighting key features and user benefits. Remember that a concise and engaging presentation often has a more profound impact than an exhaustive one.
So, what's the solution to break free from the curse? It's a return to the essence of being a principal—balancing depth with breadth. While going deep is essential for innovation and problem-solving, it's equally vital to broaden one's skill set to effectively communicate those solutions. This involves mastering the art of clear and concise design communication.
Principal Product Designers must strive not only to create groundbreaking designs but also to make these designs accessible to everyone involved in the project. This includes refining the ability to distill complex concepts into digestible, understandable bits of information. Effective communication is about bridging the gap between the designer's mind and the audience's understanding, ensuring that the brilliance of the design shines through, unobstructed by jargon or complexity.
In conclusion, escaping the curse of a Principal Product Designer requires recognizing that depth alone isn't enough. The true essence of leadership in design lies in balancing depth and breadth, with a keen focus on making ideas readily comprehensible. As Principal Product Designers, we must remember that our role is not just to innovate but to also communicate effectively, ensuring that our ideas inspire and resonate with others. Only then can we break free from the curse and truly lead our teams and projects to success.