In order to avoid losing its place atop organizations, design must deliver results. Designers must also accept that if they don’t, they’re not actually designing well; in technology, at least, the subjective artistry of design is mirrored by the objective finality of use data. A “great” design which produces bad outcomes —low engagement, little utility, few downloads, indifference on the part of the target market— should be regarded as a failure.
What’s needed is plumbing. Design is about solving problems that humans have, not problems that products have. We start with problems people have —how do I get clean water to drink, how do I fill my bathtub, how do I water my plants— and find the best practicable solution. It’s not a more comfortable bucket.
https://mokriya.quora.com/Designer-Duds-Losing-Our-Seat-at-the-Table