What Design Teams Can Learn from Air Traffic Control
When pilots call up air traffic control (ATC), they don’t just announce their presence—they request a specific level of service based on their needs. For small aircraft, this often starts with a basic service, where controllers keep track of the flight and notify emergency services if something goes wrong. If pilots need more, they can ask for a traffic service, where ATC provides warnings about nearby aircraft. For even greater support, there’s a deconfliction service, where controllers actively give instructions to help pilots avoid collisions.
This structured approach got me thinking: Should design teams operate in a similar way?
Design as a Service Model
Too often, design teams are treated as a black box—stakeholders submit a request, and something comes out the other side. But what if we defined clear levels of service, just like ATC? Instead of a one-size-fits-all engagement, teams could establish different tiers based on the level of involvement and responsibility stakeholders are willing to take on.
Basic Service – “Make It Look Nice”
At this level, the design team is simply applying the company’s design system to an existing idea. The requestor defines the solution, and the designer makes it visually polished and on-brand. Success or failure here is entirely on the stakeholder—design is just a finishing touch.Traffic Service – “Make It Usable”
This is where design starts influencing function, not just form. The team considers usability, interaction design, and flows, ensuring the product works well. Here, responsibility is shared—if usability issues arise, both the stakeholder and the design team own the outcome.Deconfliction Service – “Find a Better Way”
At the highest level, design teams don’t just improve usability—they challenge assumptions and explore alternative solutions. Research, user testing, and strategic thinking come into play. The team takes an active role in guiding the direction, and success or failure is a shared responsibility.
Why This Matters
By framing design work in tiers, teams can set clearer expectations, making it easier for stakeholders to request the right level of support. It also reinforces the idea that design isn’t just a production function—it’s a service that can operate at different levels of impact.
Maybe the next time a stakeholder comes with a request, instead of just saying “yes,” design teams should ask: What level of service do you need?