Want a Great Career In Product Design? Here's All You Need To Know

You are probably holding one of the best examples of product design—a smartphone—in your hands as you read this! And it is an apt example to set the stage for this discussion on product design and its evolution. While product designers worldwide have been persistently trying to solve distinct user problems, the world as we know it has gone digital, and so must design solutions. This is where we shift gears to discuss product design and its future in the digital age. 

What Is Product Design?

Before László Jozsef Bíró designed the ballpoint pen in 1938, even the most refined aristocrats had ink on their hands. For the ink pen persistently bled ink and stained everything around it. In essence, product design comprises end-to-end product production that addresses and solves issues while adding value to the consumer's life. Websites, applications, software, UI/UX interfaces are all products in the virtual age. 

Be it physical, digital, or phygital, the essence of good product design is a clear understanding of consumer needs and the ability to forecast consumer behavior. Who knew we would be counting our steps and recording sleep patterns before FitBit was introduced? It is an example of pioneering a new product—in this case, wearable technology—by correctly forecasting a need that did not exist before. 

It is pertinent to note that product design has a layer of consumerism. Hence, the first step in product design is to identify a gap in the market or a need that the product will fulfill. Also, as the product is being designed, it must have a clear go-to-market strategy defining its lifecycle. 

How Important Is Product Design?

Do you remember Google Glass, a wearable tech product introduced in 2013 that had already run its course by 2015? It is probably Google's most epic product design failure, but let's understand why it failed. First, it made users look strange and did not get a nod from the fashion police. Second, it raised significant privacy concerns as users could record videos or click images on the sly. Third, consumers couldn’t determine what value Google Glass added to their lives and why they should spend USD 1,500 on it! 

Nothing highlights the need for a process more than failures in that process. So Google Glass is an iconic example of why product design is essential. The difference between excellent and terrible user experience is design. And if a good design is offered, the product will succeed despite other variables like uncompetitive prices. 

An excellent example of product design and its importance is the brand Apple. All smartphones, laptops, and tablets these days have the same functionalities as their competitors, but Apple products' design implementation and performance are what sets them apart. Steve Jobs articulated the design philosophy for Apple when he said he wanted great design, not a good one. Jony Ive, the Product Designer for Apple, invented the iPod, iPhone, iPad, etc., based on this philosophy, making Apple a world-famous brand known for its superior products that supersede the fact that their products are not competitively priced. 

Product Design: Step-by-Step

Product design is a complex process that does not always follow a linear progression. However, we can classify it into the following steps for our understanding. 

Step: Empathize

Empathy is a human emotion at the heart of making great things. For instance, empathy makes great leaders. And so it makes great designers too. Understanding a user’s problem and internalizing it requires empathy. It is what sows the seeds of product design ideas. 

MIT professor Sanjay Sarma referred to empathy in product design in the Technology and Innovation Acceleration Program. Sarma talks about inverting yourself around the need and then solving the problem in a very different way. He says, “Often companies that, for example, make cars cannot question whether the customer needs a car, which is what Uber did. Uber said you need transportation but don't need to buy a car. And we'll give you transportation.”

Empathy in design thinking can also be a competitive advantage differentiates a product from its competitors.  

Step 2: Define

Once the problem has been identified, it needs to be articulated. At this stage, a product designer assesses whether a new product needs to be designed from scratch or if it is possible to improve upon an existing product. After all, it makes no sense to reinvent the wheel. At this stage, collecting data and observing the users in the target market is vital. 

Step 3: Ideate

This is the stage at which the actual product is envisioned and given shape. The product designer might work on various versions of their proposed product. Only the version that fits the need, budget, and market strategy while remaining viable will go to the next stage. 

Step 4: Prototype 

It takes work to present raw or conceptual ideas to stakeholders. Particularly when they do not have a background in design. Hence, creating a prototype of a proposed product is crucial so all stakeholders can experience it. A prototype could be anything from a 3D-printed imitation to a structure built with Lego blocks to give form to the idea. 

Step 5: Test

During the testing phase, the product is tested within a target audience sample. This is the stage at which bugs, problems, and issues with the product come to light so that they can be fixed before the product goes to market. The feedback from the sample users constitutes valuable input for the product design team. 

Career In Product Design: Is It In Demand?

An exciting career that allows you to solve real-life problems, the demand for product designers has skyrocketed throughout 2022 as companies try to rebuild and digitally transform their products in the post-pandemic era. Product design as a profession is a culmination of many jobs, including research, analytics, and design. 

The product designer's role is expected to be among the most in-demand professions in the next decade due to the value it provides to the firm. According to Businesswire, the global market value of product design and development services will reach USD 16 billion by 2027, growing from USD 8.9 billion in 2020. Moreover, the average salary of a product designer in the U.S. is USD 121,922, as per Indeed. This puts product designers in a bracket of highly paid professionals. 

Creating Better Products With MIT xPRO

Product design is more than what meets the eye. It is a delicate mix of aesthetics, usability, and the right technology to give shape. For a bright future in product design, enroll in this program with MIT xPRO and design the next big product!