Designers and engineers often approach product design differently. Designers might focus on research or narrative, while engineers might talk about frameworks or the algorithm that defines a particular behavior. To an engineer, designers can seem superficial: “thunder without lightning”; to a designer, engineers can seem reductive, as though they are prematurely “leaping to solution.” Even with best intentions, misunderstandings can be major and translation between these disciplines can be error-prone and expensive.
Regardless of cost, improving communication between design and engineering is critical. In an increasingly consumer-facing software enterprise, design quality correlates to bottom line profit. Design quality is in turn strongly influenced by a team’s ability to review a wide range of designs quickly: its iteration speed. This iteration speed is in turn largely driven by the communication quality – the bandwidth – between design and engineering functions. I call this latter the design bandwidth.
At eBay, one approach we’re taking to improving design bandwidth is to cross-train individuals in technology and design, and to deliberately hire people who have already trained intensively across disciplines. Because these individuals comprehend both design and engineering aspects of a problem, they are more able to resolve constraints, access efficiencies, and find synergies across domains – all essential to converging on an optimum experience efficiently.
Individuals who are skilled in both design and engineering can offer unique efficiencies in a corporate design environment. Some benefits of hybrid design individuals include:
- evaluating feasibility and cost in real time during the design process
- recognizing experience opportunities arising from technical issues
- unearthing unforeseen issues through rapid prototyping
- increasing usability research quality through prototype fidelity and rapid integration of usability findings into the prototypes
- dynamic design deliverables – such as stylesheets, markup, and code – that eliminate specification ambiguity
Many engineers would like to do more design. Many designers would really enjoy doing more programming. Companies appreciate people who can do both: individuals possessing both design and coding skills can accelerate iteration speed and the depth (completeness) of design evaluations – resulting in increased code velocity, greater volume of usable ideas, faster integration of usability findings, and higher confidence in “buildability” earlier in the design lifecycle. Many companies recognize these benefits and are actively seeking individuals who can both design and code. If you’re in the software experience industry, you know this already. If you’re one of these people, you may have noticed recruiters major tech firms specifically looking for this hybrid skill set.
Historically, large-scale software development organizations (of which I have worked for Apple, Microsoft, and now eBay) tend to inadvertently discourage internal development of such cross-disciplinary talent even while they actively recruit for the skill set externally.
To understand why, consider this: The top level of your typical major software organization is divided along discipline boundaries very high up in the enterprise. At eBay, we have “Marketplaces” and “PayPal” and, within each, separate Design, Software Engineering, and Program Management. (we have a lot more at eBay too but that’s a different discussion)
For a hybrid individual in such an organization, there is a strong organizational and cultural incentive to “choose sides” and seek to rise within a specific discipline – in particular, experience design and engineering are typically quite distant organizationally.
Last year (my first at eBay,) I designed a new job family at eBay called Design Engineer. This is a job family within the Design job ladder, which I collaborated with our HR team and executive leadership to create. The Design Engineer track goes from college hire all the way up to Design Fellow – a VP-level position. A Design Engineer is someone who is skilled in both experience design and software engineering and is continuing to make progress in both disciplines. This latter part is very important – it’s all too easy to lose touch with the leading edge of a discipline as you focus more on management. By having VP-level Design Engineers who are not required to be people managers, we provide a career path for those who want to continue to become deeper and more powerful designers as they grow in responsibility and impact. While I do manage a team, I strive to continually update my IC skills; I don’t need to be the best in my team at coding, typography, or any specific IC skill, I think it’s important for leaders to maintain currency with the creative landscape. Otherwise one runs the risk of missing major “sea changes” in what our creative organizations are capable of producing.