What’s More Important to Startups: Design or Utility?

Over the past few weeks, there has been an interesting debate raging about design versus utility for startups looking to capture the spotlight.

The key issues are whether the look and feel of a service is more important than how it actually works. If a service looks crappy, does it impact its appeal, or can a service be compelling even with bad design?

The issue was thrust into the spotlight when entrepreneur and developer Jon Yongfook Cockle published a post that “design is horseshit”. At the core of his thesis is the belief “design enhances value, it does not create it”, and startups that create a sparkly products that don’t solve a problem aren’t creating value.

It was not surprising to Cockle’s post struck a chord given how enamoured we’ve become with design – a trend stoked by our good friends at Apple. It explains why there are posts such as “Silicon Valley’s New Secret Weapon: Designers Who Found Startups” and “Did you know about billions worth of value created by tech startups with designer co-founders?”

To me, there has to be equilibrium between design and utility because one can’t thrive without the other. For startups, it’s a tough balancing act because consumers are fickle and time-strapped so first impressions (aka design) are important. At the same time, consumers are also quick recognize if a well-designed Web site offers little value (aka putting lipstick on a pig).

Yes, I’m fence-sitting but design and utility are important to startups. But if I were to choose I’d go with utility over design. Why? There’s so much competition that startup need to do solve a problem, make something easier, or delight. Otherwise, people will simply move on to the next service.

If forced to choose, I would politely suggest a valuable service with  a modicum of design has a better chance of resonating than a beautiful service that is little more than eye-candy.

Of course, the best startups not only offer something of value and good design but strong messaging, creative branding and a flair for positioning themselves with target audiences.

What do you think? What’s more important? Design or utility?

For more on design vs. utility, check out this blog post on .Net.