I dislike the performative nature of work. Where people prioritize actions which are visible, to appear productive and competent. It's self serving and takes the focus away from what truly matters, building great products. For people who value authenticity and care about their work, the thought of posturing is uncomfortable.

The problem is, design must be performative to reach its full potential. The voice of the customer must be heard, meaning the designer’s work must be visible. If design is to shape business strategy, and it should, a designer must promote customer insights in the organization. To help their colleauges build empathy for customers and identify innovative opportunities.

It's not enough for a designer to quietly have empathy and make decisions based on customer insights. Their interviews with customers, quantitative research, observations, and more, must be packaged and shared. Not rashly, for the sake of doing so, but with intention. These insights need to create an engaging story. The insights must be consumed, and the message needs to stick.

Dedicating time to creating and sharing an engaging story feels performative. And like an influencer seeking likes and attention, it is performative. There's a risk colleagues may perceive your actions as self promoting. That you're focused on appearing productive and competent.

But the difference comes down to intent. The performative nature of work is healthy when the goal is to serve customers and the business, not a person within the organization. For designers who value authenticity and care about their work, this won’t feel uncomfortable.