Does Your Design Process Matter?
In the May 10, 2011 episode of the Project Idealism podcast, Ryan Singer, Product Manager at 37 Signals, relates an anecdote originally told by one of Pixar's founding fathers, Ed Catmull.
In a 2007 presentation at the Stanford Graduate School of Business entitled "Keep Your Crises Small", Catmull is interviewing an architect to design a new building for Pixar. The new architect discusses the reasons for the problems Pixar is experiencing with an existing building:
...If [the original architect] had built it differently, he would have had a good building; What he should have done is he should have worked inside out: he should have started from the inside and them made it all right, and then worked outward based on the functions that people need, and then it would have been a really well-made building.
And then later...[Catmull] meets the architect who designed the terrible, ugly building, and he says "How did you do that?" And he says "Oh, I worked from the inside out."
What [Catmull] realized is that it doesn't matter what you call your process, even what you think your process is - doesn't really matter.... [It's] more about these fundamental values.... What are the things that you care about, versus the things that someone else cares about?
Does your design process matter? More to the point, you believe your design process accomplishes something - does that belief actually match up with reality, with the result? Is there a way to test those beliefs? Do you evaluate your successes on that basis? How does what you value and base your decisions on affect the end product? Are you placing emphasis on the right things, or does the process govern, no matter the result?
Catmull's original lecture can be viewed below. A full transcript is also available.