Modern Product Design is so BORING 😴
Rick Rubin, the legendary music producer, has been popping up all over my YouTube feed lately. He’s been promoting his book, “The Creative Act: A Way of Being,” and discussing his views on creativity in several interviews. In one YouTube video, Rubin made a statement that got me thinking:
“The audience comes last… if we’re trying to make the best thing they [the audience] can get, it won’t be the best thing they can get…the process of making something for someone else undermines it.”
— Rick Rubin
Hmmmm, “the process of making something for someone else undermines it.” Any experienced design professional knows this statement is diametrically opposed to how product designers approach modern, human-centered design which prioritizes the end users’ needs above all. But the same modern, human-centered product design process also results in a virtually endless stream of incredibly boring and forgettable products.
Boring 🥱
Over the past 10–15 years, product design has been on a death march to monotony. In a bid to optimize and monetize everything, an adherence to user-centered design has produced mundane, indistinguishable products — whether it’s TVs, automobiles, laptops, smartphones, or landing pages, everything looks the same. This sameness stems from unbridled capitalism; an over reliance on templates, focus groups, and metrics; risk aversion; and inexperienced designers. The outcome? Products that lack originality and creativity, contributing to a landscape of boring, predictable designs.
“If I had asked people what they wanted, they would have said faster horses.” — Henry Ford*
But product design isn’t art!
Sure, Rick Rubin is a record producer, and the process and purpose of designing products differs from the process and purpose of creating art. Although, I’d argue that, due to market forces, most pop music has also evolved into cookie cutter predictability—producing an abundance of mundane, me-too, monotony. But Rubin is talking about creativity in general, and designing an effective, valuable, and memorable product certainly involves applying creativity. Furthermore, some product designs historically were so aesthetic, compelling, and iconic, they transcended their original intention as consumer products to become timeless objects of art.
Should the audience come last?
Rick Rubin’s notion of placing the audience last may seem counterintuitive, especially in product design where user needs are central. However, his perspective challenges designers to consider how catering to every stakeholder and user demand will ultimately stifle creativity. By focusing solely on meeting user expectations — a low bar — designers may overlook opportunities for true innovation and differentiation. Game-changing products exceed expectations, offering users something they didn’t even know they wanted — something that surprises, delights, and stands out in a crowded market, transforming users into fans.
Relying on a user-centered design process is no substitute for a skilled designer’s expertise, taste, and intuition. A design expert should bring strong opinions and a compelling vision that incorporates, but also transcends, data and user feedback. Relying too heavily on user input risks diluting the creative influence, resulting in predictable products that lack character and distinction.
Delivering a groundbreaking product requires a balance between experimentation and delivery. Experimentation is crucial for innovation, but it must be managed within the context of a well-defined delivery process that allocates time and resources for creative risk-taking.
While user-centered design is well-intentioned, it is often misapplied leading to formulaic and forgettable solutions. Let’s face it, if you aren’t excited about the product that you’re delivering, your users won’t be either. Product teams should question whether their current practices are truly serving the end goal of creating memorable, effective products — or if they’re merely contributing to a sea of sameness.
We were promised jetpacks
So maybe Rick has a point. Time to be bold, designers. Gather a deep understanding of and empathy for your users and their needs, but trust your expertise and listen to your instincts. Define an audacious vision, rally your team around it, and give those “crazy ideas” a try. As product designers, our calling and our challenge is to close the gap between simply meeting user expectations and exceeding them, delivering products that not only function but inspire, surprise, and push the boundaries of what’s possible.
