Why Good Design is No Longer Optional

For years, good design was a bonus for companies, especially for large enterprises. They simply didn’t see the value and focused mostly on the sales process (the endpoint) rather than the brand.

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Years before I entered my career in design and marketing, I was in tech sales—inside and outside. There was not much I liked about it. Perhaps it was the particular industry or the particular decade, but whatever the case, it was dull. My job was to sell PCs, servers, storage, and memory from the likes of HP, Compaq, Dell, and others I have now forgotten. I can still remember reading through the sales materials and ‘slicks’ the companies would send out—glossy white paper stock, small type bullet lists of specs, and small, beige thumbnail images of the systems (nothing to look at here folks, just a box). Suffice it to say, design wasn’t important in sales back then.

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Eventually, marketers realized that enterprise people are consumers too, so why not market the same way Apple and Chevy do? So, what’s my point? Design should help sell. And it doesn’t matter what your industry is: SaaS, Alt Energy, AI, Robotics, Healthcare, or Consumer. To compete today, you need to compete at the most basic level starting with your visual brand—what do you look and feel like to your customer?

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Fast forward to today, and we see a vastly different landscape. The emergence of companies like Tesla, which revolutionized not just electric vehicles but also the aesthetics of automotive design, demonstrates that design is no longer an afterthought but a fundamental part of a company’s strategy. Tesla’s sleek, minimalistic approach has set new standards not just for the auto industry but for tech companies globally. Tesla’s brand is not just about the product; it’s about the entire experience—from the website to the unboxing of your wall charger. This holistic approach is what modern consumers expect, and it’s why Tesla has been able to command such brand loyalty.

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Today, things have improved on the design front. Savvy companies are leading with a design thinking approach. This mentality now permeates organizations from the top to the bottom and is an essential strategy for startups and mature companies alike. Products are designed and engineered with the user in mind to provide better, more intuitive experiences. This trend is apparent in the software industry, where UX/UI design has become a significant differentiator. Look at companies like Airbnb—what started as a simple idea of renting out extra space has evolved into a global brand, largely because of the emphasis on a seamless user experience. Airbnb's website and app design are so intuitive that they’ve made the complex task of booking accommodations around the world feel effortless.

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Moreover, the rise of D2C (Direct-to-Consumer) brands in recent years has made design a crucial element in standing out in crowded markets. Brands like Warby Parker, Glossier, and Casper didn’t just disrupt their industries with new business models—they did so by prioritizing design. Warby Parker, for instance, turned the traditionally dull eyewear shopping experience into something fun and engaging, all through their design—from their easy-to-navigate website to their playful and customer-centric store layouts.
As products become more sophisticated, and marketing becomes more nuanced, the need to provide better user experiences becomes more important than ever. Good design throughout the entire sales experience; branding, email marketing, website design, shopping cart, unboxing, customer support, and more are now all part of the selling process—and good design sells.

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The COVID-19 pandemic also accelerated the shift toward digital-first interactions, making design even more crucial. Companies that adapted by improving their digital presence and ensuring a seamless online experience thrived, while those that didn’t were left behind. For instance, retailers like Target, which quickly optimized their online shopping and curbside pickup experience, saw significant gains during the pandemic. This goes to show that good design isn't just a nice-to-have; it's essential for survival in today's market.