Amir Hamiduddin Amha’s Post

View profile for Amir Hamiduddin Amha, graphic

Head Design Language System @ PETRONAS | Strategy, Innovation, & Digital

Design as a practice will inevitable fail if it's too insulated, and isolated from other parts of the organisation. We can't expect to be included, if we exclude others by default by assuming that designers are the only advocates of the users, and we are masters of 'design' and no one else. In reality everyone has a role in advocating for their users, and everyone contributes from their craft/skills to solve the problem at hand. Design as we know today is not what it is 5 years ago, and 5 years from now design will be different from what it is today. The future and survival of design is not in the zero sum game of 'craft' and other skills/acumens, but it's how design is leveraged as a connector of other disciplines and parts of the organisations. The 'Design and ...' framework is very useful for design leaders to understand how design can play a valuable role in the organisation. Design and (cyber security, sustainability, efficiency, profitability...) is a framework to help force you to think how design can play a role in the organisation beyond posting post its and fiddling with Figma. If we are to elevate design as a c-level position, we need to demonstrate, articulate, proof, and breathe value. Design is a verb, the art of problem solving.

  • Design's biggest threat is its isolationism. Design's biggest advantage is its connectedness.

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