By Rachel Magaji
I recently had a chat with a senior product designer who reminded me of the benefits of working within constraints in design. In my early days, I struggled with setting design goals and principles before diving into projects. The effort it took to hit a problem on the head and the fast paced nature of the startup world made it easier to neglect. Unfortunately, it often led to unexpected business challenges as companies had to spend more on resources to accommodate my sporadic ideas and last-minute changes.
As a product designer, managing expectations and setting constraints is a common challenge. During the research phase, you usually gather a lot of information; without proper guidance, it's easy to become overwhelmed. Another issue can arise when you have many creative ideas but hesitate to define realistic expectations. This can result in wasted time, depleted budgets, and fruitless efforts. By setting boundaries early, you can streamline your work and then focus on designing practical and sustainable solutions.
Understanding the “Box” as a Tool in Setting Constraints
The “box” represents the limitations and boundaries imposed by one's existing knowledge, assumptions, experiences, and preconceived notions. I used to see the "box" as a cold and dark place. If asked to draw one, I'd sketch a barren landscape and label it "drought." But I understand now that boxes are structures and principles that shape how we act, speak, and think. As Sasson Jamshidi an inbound product manager for ServiceNow writes, the size of the box is barely the issue, but our inability to determine its true dimensions." In essence, we can't know if we're thinking within or beyond the box if we don't understand its capacity and boundaries.
Thinking within a box is a constraint-based strategy. It focuses on finding creative solutions within set boundaries. When people think within a box, they can use available resources to create something new. For example, when using Lego blocks, you can't borrow new ones because each box has a fixed number of blocks, and it depends on your imagination to create something. The Lego blocks become your constraints, and your ability to think and create makes you innovative.
Foresight as A Tool for Thinking Within a Box
Futures and foresight methods are important for product designers and strategists. These methods provide tools that guide them through complex business environments. Foresight lets you explore new methods for researching, mapping, and prioritizing design strategies. These strategies make your work relevant and impactful in the present and the future.
During the COVID-19 pandemic, many fitness startups emerged. Remote work became common, and people sought new activities due to the time on their hands. But, many of these businesses struggled after the pandemic eased because people had returned to work and faced trouble adapting to changing work conditions.
A common challenge we face as product designers is the impact of market changes. Since product development often takes months or years, another challenge has emerged by the time we complete a solution for one problem, leaving our efforts behind the curve. However, foresight provides a visionary perspective—a bird's-eye view—that enables us to anticipate future scenarios. By looking years ahead, we can select sustainable solutions that stand the test of time, and our products remain relevant and valuable in an ever-changing world.
Defining The Perfect Box; A Strategic Foresight Approach
Since thinking in a box doesn't mean being short-sighted, let's explore how strategic foresight can help define the "box."
By studying long-term trends and considering a range of possible futures, we can create a flexible and future-proof framework. Suppose you're designing a language app for a new group of users, strategic foresight could reveal growing trends in immersive learning, self-direction, gamification, and chatbots. This information helps you to make informed decisions when setting constraints for achievable timeframes, app features, functionalities, and budgets. Strategic foresight allows you to balance the need for innovation with practical constraints, leading to more sustainable and successful solutions.
Thinking Within The Box for Long-term Success
Product teams get asked, "How do you best increase customer lifetime value with the product?" The answer lies in continuous innovation because it extends the average length of customer relationships and boosts customer lifetime value.
Often, as product designers, we choose the easiest solution—the "lowest-hanging fruit." While this approach might have a moderate impact with low effort, how can you ensure its relevance in the next five years?
In an article, the European Strategy and Policy Analysis System, describes that foresight isn't just about predicting the future, but it helps us build it. Foresight balances uncertainty and our need for data-driven insights while guiding our actions using information and intelligence. It gives us many possible scenarios in case one plan fails to deliver the desired change. By adding foresight to the product development process, you can develop innovative solutions that create lasting value for customers.
A Balanced Approach for Sustainable Growth
Thinking “within” and “outside the box" can exist together and strategic foresight helps you use both methods. When you create a clear framework by thinking “within the box," you make a strong base for new ideas and long-term growth. The "box" becomes a starting point for new solutions that can solve current problems and become a great foundation for future innovation.
Strategic foresight helps you find the right mix of structure and new ideas. This way, your products stay useful and valuable as the market changes.
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