In 2011 Marc Andreessen wrote his Why Software is Eating the World article on how software is becoming a crucial part in any company.

Software changed from the design of forms and objects into the design of interactive processes and systems. Design is becoming an indispensable part of the (software) system, much like the technology itself.

Orders of Design
Buchanan’s Orders of Design, also called: 2D, 3D, Proces, Purpose. Image: NirandFar

Disrupting an industry
And with every disruptive change it has an effects on the industry. The (interactive) design industry is more relevant than ever before. Changing how business is done from being bought as a service (agency model) to being internalized as part of the company.

Although this is not an overnight market change, something is changing. Design studio’s starting incubators and using their product design knowledge to kickstart startups. Or design studio’s being bought by software companies.

Design becoming an integral part of software and business and this is great for designers and for products.

Suggested readings
Wired: The Rapidly Disappearing Business of Design

PeterMe: San Francisco Design Agencies Feeling the Squeeze

Khoi Vinh: The Shift Away from Design Agencies Has Started in San Francisco

In 2013 I wrote how design is moving from the design of objects and interaction to the design of systems (in Dutch). Check Buchanan’s Orders of Design if you’re interested in this.