Company Showcase: UBD Global

Technology in Design: Friend or Foe?

Technology continues to advance at a rapid pace. I'm often asked whether this is a good thing or a bad thing for the design industry and designers. The answer is that it's both...

At UBD Global we have opted to only employ technologies that can simultaneously do three things: improve our efficiency, enhance our creativity and drive our customer interactions. If the tech doesn't do all of these, it doesn't cut it. For example, computer-aided design (CAD) software and AI helps us to rapidly create precise models and simulations, try options and share those with the clients in a way, and at a speed, not previously possible. We can also experiment with different materials, textures and colours in the digital environment without committing ourselves or the client to a decision we might later want to revise. Collaboration technology has also made a huge difference to the speed, regularity and depth of all our communications, in all our relationships and has made networking for inspiration, products and services a truly global exercise.

Even so, we still use these technologies with caution. For example, we currently only use AI in a limited way because we feel that it leads to a de-personalisation of the design - a more standardised look and feel based on the algorithm rather than the client - which is against our motivation to create the unique and the specialised. Further, an over-reliance on technology can limit a designer's ability to think creatively and develop problem-solving skills, leading to a lack of versatility.

Much as in the music industry, the barriers to entry into the design industry have been torn down by technology. This means there is a fantastic opportunity for everyone to take part but it does not mean that everyone is a good musician or a good designer. As a result, it's important for clients to stress test their agency on the basics: their expertise, their experience, their vision and their values. If these are good, then their use of technology is a contextual plus but not a core criteria for selection. Accordingly, on the flipside, it is crucial for design professionals to maintain their human touch and adapt to new technologies responsibly.

The balance may change as the various technology fields advance but for the moment we consider it vital to remain human-led with technology as an enabler.

Our details are below if you'd like to know more.

Caroline Usher is the founder and creative director of UBD Global, an interior design and architectural firm based in Bali, Indonesia. Known for her unique and award-winning designs, she blends creativity, functionality and Balinese influences in her work. Caroline's visionary leadership has established UBD Global as a leading authority in the industry, with a strong portfolio of successful projects that have garnered international acclaim.

www.ubdglobal.com
info@ubdglobal.com

Content written and supplied by UBD Global