“Can I just hire a designer?” or “Do I really need a product developer?”
As a small business consultant and an adjunct professor, I’m often asked to explain the difference between the role of a designer and a product developer. Whether the venture is a start-up or a large multi-national brand, these positions can vary greatly but are pivotal to a company’s growth.
In a very broad sense of the roles:
Designers create concepts and product developers execute the designs. Both should have a clear understanding of teamwork and communication.
[ctt tweet=”Designers are detail-oriented and visionary. @MakersRow http://ctt.ec/ZM83k+” coverup=”ZM83k”]
They understand the evolution of the customer and demonstrate the taste level of the brand through their designs. Through a trained eye and technical skill, they envision and craft an idea into CAD or sketch form.
Their responsibilities are multi-faceted and can include any (or all) of the following:
→Shopping the competitive landscape
→Attending trade shows
→Traveling for inspiration
→Creating designs
→Presenting the collection to various audiences.
They have to be able to think creatively under limited time constraints. The role could also include technical sketches, which involve measurements and detailed specifications. Though being a designer has it’s perceived glamorous perks, it can also be tedious and time consuming because all parts of the role have to be managed simultaneously and continuously, based around the calendar seasons. In order for a designer to create, they need the time to work productively and for this reason, an experienced product development partner is worth their weight in gold.
It’s Fashion Week in NYC. Design receives a white shoe from Italy 14 hours before the runway show. It no longer matches the redesigned collection. Product development steps in to find a source to dye the shoe to match the “looks” in time for the 8pm show. Close call!
Product developers are able to clearly translate design’s aesthetic intent while having a technical understanding of the manufacturing process.
They are multi-taskers who are charged with taking the design concept from a CAD or sketch and executing it into a tangible product. This can include any (or all) of the following:
→Factory sourcing
→Initial costing
→Technical sample execution
→Tracking sample status and daily factory communication.
This could also include maintaining quality control standards and traveling to factories to work with artisans while creating and adhering to a production timeline. A skilled product developer is able to think creatively and technically while problem solving and still maintaining a high level of detail-oriented communication skills.
Based on the size of a company, certain parts of these roles may have to be interchangeable. As a general rule, the smaller the brand, the more responsibility falls under each member of the team. Therefore design may also be the product developer and vice versa.
However, sometimes there is an assumption that excelling in one particular area (i.e. design) qualifies you to excel in another (i.e. product development.) The truth is that not all talented designers are talented product developers and vice versa. Many of the skills of a designer and product developer are different but complementary.
Some of my greatest working relationships are with designers and I’ve found that the most successful design and product developer collaborations are focused around these three concepts:
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A clear understanding and ability to anticipate the needs of one another while still focusing on what their innate talents and skill-sets are.
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Flexibility to multi-task in ways that efficiently and respectfully work within the confines of each other’s role.
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A mutual foundation of trust based on both partners honoring the same goal of executing a high level of design and quality. This creates an overall sense of partnership instead of blame.
[ctt tweet=”In order for a brand to thrive, it’s important that a designer be allowed to design, create and innovate. @MakersRow http://ctt.ec/s0B9R+” coverup=”s0B9R”]
In order for a creative brand to thrive, it’s important that a designer be allowed to design, create and innovate. The efficiencies and technical knowledge of a product developer are pivotal to the design process. Having a balance of design’s creativity and product development’s pragmatism allows for flexibility and growth in the ever-changing landscape of a creative business.
0 thoughts on “Why You Need to Know the Difference Between Design and Product Development”
Great article! When I worked with a product developer on my bedding product we had to work together to understand what the overall goal and functionality needed to be without losing the appeal and design. Having them be a part of my team took hours out of my day! I like how you clarified the difference between the two roles, yet the importance of working together and understand a common goal. Great post!
Hi Tatiana, I do find that it’s not always easy to define the differences or to fully understand why one would need a product developer vs. a designer so I’m really glad to hear that you’ve experienced both sides and can attest to the benefits of both roles. Thanks again!
This article is particularly helpful for new entrants to the industry, but I would add that the most cost effective way to get started is to work with a designer that has strong technical skill and who has a network of reliably factories or find a full service sewing factory where all takes place under one roof
Hi Rocio, Thanks and really great point. I definitely agree that if the budget doesn’t allow both roles to be filled, having a designer (or developer) with “full-service” skills is a great starting point. However, I’ve found that for the long-term growth of a business, it is preferable to have the roles be separate in order to take advantage of the talents of both the designer and the product developer. Ultimately, this allows each to work fully in the capacity in which they’re most highly skilled as opposed to toggling between multiple roles and risking doing several things only partially as well as someone in that position could. Thanks for your very valid comment.
Well said, and can be applied to many industries. I’ve always been in the shoe industry and can say most designers should have some experience being their own product developer. This teaches the designers to appreciate what an asset a good developer can be and how a comprehensive design process can enhance the developer’s ability to execute the designer’s vision more precisely and with the least amount of anxiety and frustration.
Properly managing a brands product development is critical to setting the stage for a successful production run. Thoughtful materials sourcing, engineering perfect garment fit, and financial planning make the development stage more than an isolated event but a critical transition from a single prototype to production of hundreds of garments that perfectly represent the brand’s key values. Although we offer our clients sourcing specialists, pattern makers and sample makers, the real rock star is the product developer who leads the team and ensures the designers vision is brought to life. Opportunity cost is HUGE for emerging brands that do not have experience putting collections together and they have the greatest chance of success by focusing on their strengths and teaming up with experts in all other areas.
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