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A Summary of

What should designers ship?

by
Yuriy Oparenko
Intercom
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What do you ship?

  • The three possible answers are
    • Design
    • Product
    • A business outcome
  • Designers who say that they ship design can be frustrated that others don't appreciate design
    • This mindset is limiting
  • Designers who say they ship product understand that design doesn’t exist in a vacuum.
  • Designers who say that they ship business outcomes understand that design and product are important, but not the measurable, quantifiable result they need.
  • Design and product are tools to reach a business outcome.
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