2409 • The Design Menu Problem 🚀

Here's the playbook

You know that feeling when you sit down at a restaurant and the menu is thicker than your high school yearbook?

Yeah, we do that in design too.

Someone asks "What can your team do?" and we vomit a 57-slide deck of every capability or skill we could push.

But here's the thing: the best restaurants? They've got like 5 things on the menu. That's it.

Why? Because they know what they're good at, and they stick to it.

So how do we go from being the design equivalent of Cheesecake Factory to being that hole-in-the-wall place with a line around the block?

Here's the playbook:

1. Slim it down. Look at what your team actually crushes. That's your new menu. Everything else? It's noise. Cut it.   

2. Speak their language. If the CEO says "ROI" more than "UX", guess what? You're now in the ROI business. (But with a design system). 

3. Show, don't tell. Case studies are greater than capabilities lists. Every time.

4. Mix it up. Keep your core offerings tight, but don't be afraid to drop a "special of the day" when the moment's right. Experiment and see what your company is ready for. 

5. Stay fresh. What worked last year might be stale now. Review and revise regularly. Like your Spotify playlist, but for work.

6. Customization is key. Your menu might be small, but your kitchen? It can make anything. Make sure they know that. Have an allergy or special need? We got you. 

Now, I know what you're thinking:

"But Dominik, won't this make us look limited?"

Plot twist: It doesn't.

It makes you look focused. Experts. The go-to team for getting sh*t done.

And here's the kicker: When you nail these core offerings, they'll be begging to know what else you can do.

That's when you hit 'em with the dessert menu. 😉

Even a target has a bulls-eye, what’s your centre? What exactly are you offering?

Remember: In a world of all-you-can-eat buffets, be the Michelin-star chef's table.

Keep it tight, keep it bright, and watch the design orders roll in.

Thanks to Farley over at adidas for pushing me to write this.

 Ps. If you find yourself in Berlin, try the “Truffle pasta” at La Bolognina.
It’s one of 5 dishes.