Imagine two chair shops across the street from each other. One shop takes the chair’s design into consideration from the start. They hire the best chair designer they can. The chair designer researches other chairs on the market to figure out where they’re lacking. They ask people what they like and dislike about their current chairs, research materials, consider the chair company’s budget and profit margin, and source materials and manufacturing to make sure the chair is built right. They test different designs. They make adjustments. They test again. They come up with a solid design that meets both the company’s goals and people’s desires. The chair goes into production. It sells well. Everyone is now rich.

The people at the chair shop across the street also make a chair. They select adequate materials and make a seat, some legs, a back. This is definitely a chair! Then they hire a designer and say, «Make this a comfortable chair!» The designer adds a sad little foam rubber seat cushion. The chair bombs. Everyone dies of dysentery.

The value of good design is the increased possibility of success. We understand its importance in everyday objects like chairs, clothes, watches, coffee makers, and a good mattress. When it comes to websites, we tend to think of design as a surface layer applied at the end. In truth, that website’s design started long ago. It can be intentional or happenstance. For design to be truly great, you need to build it into your projects from conception. Because if you’re not doing it, you can bet your competitors are.

Mike Monteiro.