Value is literally at the root of the word evaluation yet is scarcely mentioned in the conversation about innovation and evaluation. It’s time to consider what value really means for innovation and how evaluation provides answers.
Design can be thought of as the discipline — the theory, science, and practice — of innovation. Thus, understanding the value of design is partly about the understanding of valuation of innovation. At the root of evaluation is the concept of value. One of the most widely used definitions of evaluation (pdf) is that it is about merit, worth, and significance — with worth being a stand-in for value.
The connection between worth and value in design was discussed in a recent article by Jon Kolko from Modernist Studio. He starts from the premise that many designers conceive of value as the price people will pay for something and points to the dominant orthodoxy in SAAS applications “where customers can choose between a Good, Better, and Best pricing model. The archetypical columns with checkboxes shows that as you increase spending, you “get more stuff.””
Kolko goes on to take a systems perspective of the issue, noting that much value that is created through design is not piecemeal, but aggregated into the experience of whole products and services and not easily divisible into component parts. Value as a factor of cost or price breaks down when we apply a lens to our communities, customers, and clients as mere commodities that can be bought and sold.
Kolko ends his article with this comment on design value:
Design value is a new idea, and we’re still learning what it means. It’s all of these things described here: it’s cost, features, functions, problem solving, and self-expression. Without a framework for creating value in the context of these parameters, we’re shooting in the dark. It’s time for a multi-faceted strategy of strategy: a way to understand value from a multitude of perspectives, and to offer products and services that support emotions, not just utility, across the value chain.
It’s strange that the matter of value is so under-discussed in design given that creating value is one of its central tenets. What’s equally as perplexing is how little value is discussed as a process of creating things or in their final designed form. And since design is really the discipline of innovation, which is the intentional creation of value using something new, evaluation is an important concept in understanding design value.
One of the big questions professional designers wrestle with at the start of any engagement with a client is: “What are you hiring [your product, service, or experience] to do?”
What evaluators ask is: “Did your [product, service, or experience (PSE)] do what you hired it to do?”
“To what extent did your PSE do what you hired it to do?”
“Did your PSE operate as it was expected to?”
“What else did your PSE do that was unexpected?”
“What lessons can we learn from your PSE development that can inform other initiatives and build your capacity for innovation as an organization?”
In short, evaluation is about asking: “What value does your PSE provide and for whom and under what context?”
Value creation, redefined
Without asking the questions above how do we know value was created at all? Without evaluation, there is no means of being able to claim that value was generated with a PSE, whether expectations were met, and whether what was designed was implemented at all.
By asking the questions about value and how we know more about it, innovators are better positioned to design PSE’s that are value-generating for their users, customers, clients, and communities as well as their organizations, shareholders, funders, and leaders. This redefinition of value as an active concept gives the opportunity to see value in new places and not waste it.
Image Credit: Value Unused = Waste by Kevin Krejci adapted under Creative Commons 2.0 License via Flickr
Note: If you’re looking to hire evaluation to better your innovation capacity, contact us at Cense. That’s what we do.