INDUSTRIAL DESIGN: who do you design for?

I pulled up a chair and nobody looked at me. The room was full, a slide was up, and someone said “we love the direction.” Then the real meeting started.

"Can we drop that part." "Can we make it cheaper." "Can we simplify the assembly." "Can we add this feature for marketing." "Can we hit the date if we cut that."

Each one sounded reasonable. Each one took something away that I came here for. I do not have a title, I do not own a budget, and my frustration does not easily fit on a spreadsheet. I just want it to be effortless, clearer, and worth what you are asking me to pay.

By the end the product still worked. It just no longer felt like it was made for me. Then someone asked the question that always shows up too late. Would a customer care.

I answered because I had been sitting there the whole time. I am the designer at the end of the table, acting as the user’s proxy, because they couldn’t be there. You can debate my taste all day. But you can’t argue with real customer pain. At least not if you plan to stay in business.