Why do business products need design?

This is an illustration that shows rows of pie charts
Here is a page with a lot of elements that are all fine individually, but together they don’t make any sense.
Clutter due to an outdated system

Discover

When our company acquired the service for car fleets, our team felt that we had a unique call ahead of us. We needed to move forward purposefully to review existing parts and add new ones along the way. In the beginning, we got a genuine understanding of the peoples’ jobs to ensure that we would bring real value. This was not easy because our consumers are diverse. We started figuring out which jobs were the most valuable, consulting with executives, and getting feedback from end-users. Our team returns to these insights when we lose our focus or get requests beyond the scope.

Three main scenarios are shown: driver cycle, real-time events, and state of business.
Scenarios made in BigHairyGoal

Define

When I looked through existed sections, I came across different versions of the same item and various layouts for similar tasks. It was noticeable that the product design did not have clear standards and structure. Even with many hands, it’s hard to move on when you have an incomplete and inconsistent design. I saw my goal as making the design reusable so that the product could be scaled and maintained.

Several templates

Design

Although the set of components in different systems is basically the same, the visual language makes them different. Each piece should incorporate this unique visual code, expressed in colors, shapes, and spaces because the beautiful and delightful consumer experience is the new “normal.” If the business product is less likable than the other apps people use every day, they wouldn’t connect with it and recommend it to their community.

Here is the payment calendar. There are several graphs on top. The central part is filled with a calendar.
It shows the display of various types of data, but the details are not clear, it just shows that there is a lot of everything.
What the system patterns look like in Figma

Deliver

Discovering valuable scenarios, defining reusable parts, and designing a personality is what helps develop the product. Just as important is how it is done. When there is a clear process, the whole team understands what to expect at each stage. At the same time, the designer can focus on the task at hand without worrying about what to do next.

The page shows some kind of table, the specific data is not important.
Template
A list of events with video recordings of what happened to drivers, such as drowsiness, inattention etc.

Learn

From what I’ve experienced, your design system becomes unique at some point if you aim for it. Still, it will work even if it is the most ordinary. Achieving uniqueness requires effort and, therefore, extra time and expertise. Some business projects may lack both. In such a situation, using a ready-made library and templates may be the way out. It is still worth striving for the best because beautiful and original products have advantages. If the product is compelling enough, users will sell it on your behalf, and you need to worry less about expansion. Also, by investing in a great user experience, you don’t need a huge support team because everything will be self-explanatory. Since these benefits are apparent to product owners and they would like to delight their users, the real question will be different. Not whether business products need design, but how to make sure that products can afford it?

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Olya Solovieva

Olya Solovieva

28 Followers

Senior product designer at Yandex Go. I design tools for taxi fleet managers