What is design, and why should you care?

Today the Co-op Digital design team held a 90-minute show and tell to address 2 questions:

  1. What is design?
  2. Why should you care?

3 posters. each one is red and has white and green copy that says: what is design and why should you care?

Like all show and tells, this one was open to everyone. We wanted to give Co-op colleagues whose expertise are outside digital disciplines the opportunity to find out how the design process works. If everyone shares an understanding of the benefits of being design-led, it’ll be easier for experts from around the business to work together to deliver value to Co-op customers, colleagues and the Co-op as a business.

orange card with black copy that says: we're in this together. making good products is everyone's responsibility

We need people from all areas of expertise to work together if we want to make successful products and services.

In the show and tell we talked about:

  • why design-led companies perform better
  • what service design is and how it aligns user needs with business goals
  • how the design process begins with research, before testing and iterating and testing again
  • the importance of designing products that meet people’s behaviour, and grow according to market and behavioural shifts
  • why we need to focus on the outcome of design, not the way things look
  • the difference between functional design and playful visual design and when to use each one

Showing examples of design

We also used the session to pull out examples of design at Co-op Digital from the past year. User researchers, content and interaction designers talked about:

  • product exploration in Co-op digital offers
  • content design and pair writing when designing How do I
  • field research for Co-op Guardian
  • service mapping in Co-op car insurance
  • proposition testing and design sprints in Co-op Food e-commerce
  • one Co-op online and the design system

We’ll post about some of these examples later this week.

Co-design is everyone’s responsibility

We need people from all areas of expertise to work together if we want to make successful products and services.

Thank you to everyone who came along. We appreciate your time. If you didn’t make it today but would like to find out more, email me.

Katherine Wastell
Head of Design

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