Probably one of the most understated speakers at the conference, Paul Hatch, gave one of the most thoughtful presentations Saturday afternoon. The meaning of (ID) life. Paul presented a new idea that really captured the audience. With a soundtrack of several Radiohead tracks, a unique presentation on the value of Industrial Designers and their makeup took form. The concept of the Industrial Designer is sometimes vague, as to their purpose, for non designers. Do we design factories (we would be rich if we had a dollar for every time we’ve heard this)? Not so much.
Paul’s presentation illustrated a clear understanding of our purpose, and of the people who practice it. He explained the purpose of an Industrial Designer as the key to balance between Marketing and Engineering. While a team of only Marketing and Engineering could create a successful product, an Industrial Designer is the glue to the team. Having experience and fluency in both worlds, the designer can bridge concepts and translate needs between both sides. Between the realms of Marketing and Engineering, designers allow both sides to continue their own work without having to be concerned with the other. We create a cohesive bond between the two realms that would otherwise be conflicted.
“Every designer is different, every project is different.”
Within this concept, Paul presented the idea of ID-DNA. Essentially, ID-DNA is the makeup of each designer regarding a set of key traits.
- Verbal
- Logic
- Mechanical
- Spatial
- Visual
- Dexterity
- Gut Feel
- Empathy
- Innovative
Paul showed off a great chart that illustrated these traits for individuals, relative to others. In theory, by clearly defining the ID-DNA of team members, or employees, the manager would be able to craft a complementary team. This method would allow team members to perform exceptionally well in their strengths, where others would be able to do the same for functions that one would otherwise be weak. It is definitely a thought provoking concept that has the potential to shape the productivity and bond between a team.
Paul is cool.