The Evolving Landscape of Design: Insights from Kristy Tillman
Note: The following article is a transcription of an interview with Kristy Tillman, Director of Design at Netflix, on the Technically Speaking podcast. The article aims to provide an in-depth exploration of the main themes discussed during the interview.
You can listen to this episode on the Technically Speaking website or on Apple Podcasts, Spotify or wherever you listen to podcasts
In a rapidly changing world, the field of design is constantly evolving. To gain insights into the current state of the industry and the future of design, we sat down with Kristy Tillman, a design extraordinaire and the Director of Design at Netflix. Throughout the interview, Tillman shared her thoughts on various topics, including organizational design, the emergence of Web Three, and the challenges and opportunities faced by designers at different stages of their careers. In this article, we will delve into these themes, using direct quotes from Tillman to provide a comprehensive analysis of the implications and potential impact of these trends.
Organizational Design: Shaping the Future of Work
Tillman expressed her current obsession with organizational design, highlighting the importance of understanding how work is structured within companies. She emphasized the need for designers to think beyond the traditional role of crafting beautiful interfaces and instead focus on the broader business strategy and product perspective. Tillman stated:
“I think the design industry does not do a good job of reflecting the people that we make things for… There’s still this codified class of people that are too distant from the rest of the global population to be making things in private companies.”
This observation underscores the importance of diversity and inclusion in design, not just for the sake of representation, but also for the creation of better products that cater to a wider range of users. Tillman also highlighted the need for designers to develop business acumen and understand the impact of their work on the overall success of the organization:
“We’re in businesses fighting to do the opposite thing of the business just because we feel like we have this perspective on product design… We need to deflate the bubble and come to some hard conclusions about what it means to be a capitalist tool in a business.”
By bridging the gap between design and business, designers can position themselves as valuable assets within their organizations and drive meaningful impact.
Web3: Navigating the Wild West of Technology
Another area of fascination for Tillman is Web3, a term that encompasses various emerging technologies such as blockchain, NFTs, and the metaverse. She acknowledged the complexity and diversity within this space, cautioning against lumping all aspects of Web Three together:
“There are so many different things happening in the space that it’s not just all one thing… There’s probably something for everybody.”
Tillman highlighted the need for designers to play a role in shaping the Web Three landscape, particularly in areas such as user experience, security, and brand development. She emphasized the importance of creating seamless and secure experiences for users, as well as exploring new visual languages and brand identities within this evolving space:
“What does it mean to redefine visual language for a company? What memes might you own? What memes might be germane to your brand? So starting to ask those questions, like, what does a Web Three brand book look like?”
Tillman acknowledged the challenges and risks associated with Web Three, such as security vulnerabilities and the prevalence of scams. However, she expressed her excitement for the experimentation and potential that this technology holds, urging curious individuals to explore and contribute to the development of best practices.
The Journey of a Designer: Advice for Different Career Stages
Throughout the interview, Tillman shared valuable insights for designers at different stages of their careers. For emerging designers, she emphasized the importance of optimizing for learning and networking opportunities, rather than solely focusing on short-term financial gains:
“I would not optimize for short-term money at the mid-career level… Optimize for learning, optimize your network, and increase your surface area in your career.”
Tillman also highlighted the significance of location, particularly in tech-centric areas like San Francisco, where the density of opportunities can greatly enhance one’s career trajectory.
For mid-career designers, Tillman advised against getting too caught up in the seniority ladder and losing touch with the experiences of junior designers:
“Don’t get too senior… It’s so easy to lose touch and forget what it means to be a first-year or second-year person trying to get into product design and build a career.”
She emphasized the importance of self-awareness and maintaining a balance between personal growth and staying connected to the evolving landscape of design.
Conclusion and Future Outlook
In conclusion, the interview with Kristy Tillman provided valuable insights into the evolving landscape of design. From the importance of organizational design and diversity to the opportunities and challenges presented by Web Three, Tillman’s perspectives shed light on the future of the industry. Her advice for designers at different career stages serves as a guiding compass for those navigating their own professional journeys. As the field of design continues to evolve, it is crucial for designers to adapt, learn, and embrace new opportunities to shape the future of their craft.
You can listen to this episode on the Technically Speaking website or on Apple Podcasts, Spotify or wherever you listen to podcasts
