So often I work with director-level to senior executives on product ideation (focused brainstorming) and form always takes a back seat to function. If it’s software, the data model and architecture gets 80% of the attention and human factors work (the user interface) gets 20% of the effort.

I’ve worked at companies where the entire development organization — almost at the last minute — says in meetings as the ship date approaches, “…and then we probably should get moving on the user interface” as though the part of the product IN THE USERS’ FACE AND WHAT THEY’LL USE DAILY is some sort of afterthought!

You’ve also probably purchased products that you wish had gone just a little bit further with product quality. A case in point is my purchase of several headphones to use with Skype. Most are in the $40 range and — after going through three sets with twisty cords and crappy design — I finally spent $80 for a high end Logitech model. Great design, has its own case, and I delight every time I open the case and use the headset.

I love metaphors. When I talk about design importance things like, “…and if design didn’t matter in publishing, we’d all be reading courier font text on a white page” or “if design was left up to automotive engineers, they’d be stunned as to why someone would want that good car in blue with a Bose radio instead of focusing on the engine and drive train.” But I’m also 100% aware that fabulous design on poorly engineered products fail just as fast if not faster.

The key is balance.

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