A common mistake in digital business

Would you have a house painter create the blueprints for a building?

Would you have an interior decorator (focused on fabrics, textures and colors) define how a building should be structured to meet the demands of business operations?

Would you have a sign painter define the business processes and flows that will serve your customers?

If the answer to any of these questions is “No” then you have to ask yourself why you would think it’s OK to leave projects in interaction design and information architecture up to visual designers, and graphic designers.

Graphic designers, and visual designers are like the house painters and decorators that arrive long after the blue prints for a building have been defined. They arrive long after architects, engineers, investors, politicians, and city regulatory bodies meet discuss and negotiate. Painters and decorators, who are focused on colors, style and visual branding arrive after the building has been defined and has been built.

The roles of Interaction Design, Information Architect, are not interchangeable with the roles of visual designer or graphic designer.

Thinking these roles are interchangeable is a common and critical mistake in today’s digital business world.

An information architect can help your staff and customers find what they need. Information architects contribute to making sure your company and your users, take advantage of information, data and analytics when these opportunities are available. These efforts, lead to new features, and new products differentiated by user experiences rather than by superficial differentiation based on colors, textures and fonts.

You want your products to be differentiated by great user experiences rather than by the superficial application of colors and fonts.

Interaction designers have opportunities not only to understand users and their needs but also they have a valuable opportunity to get glimpses into what comes next for your users, products and services. Interaction designers are key to innovation and invention. They deliver a great amount of value.

Today, as the visual design aspects of UI assets are standardized and included as part of UI frameworks,  visual designers and graphic designers contributions have shifted to become more useful in the creation of marketing, sales and training content or in improvements to applications that have been defined or built.

I worked in graphic design, visual design for a couple of years and then invested time in graduate school to learn about Information Architecture. Afterwards, I received professional training in Interaction Design and User Research from the folks that wrote the leading textbooks in the field. I also invested time in learning about Human Factors, which takes a  comprehensive look at the interactions between people, the machines they use and the context of interaction. I bring these skills along with general business knowledge and experience.

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Do you need help with your project? Get in touch : info@DanMontano.com

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