Published September 12th, 2023
Introduction
I'm writing this to express what I've learned about the discipline of design since I began practicing it. This isn't exhaustive but rather identifies what I think are the most important aspects of my current approach to design.
Design, as I understand it, is an essential human ability. But to design professionally (to be paid for design work), one should have a deeper understanding of a sophisticated process toward commercial means. Since professional designers aren't required to obtain a license for practice, a sense of design seems even more critical to express, especially since clients pay us for our thinking. The following are my thoughts on design as a discipline. These thoughts accordingly serve as my guiding principles in my own design practice.
Defining Design
When I was taking philosophy classes in college, what helped me understand a concept was to look at the etymology of the word itself. In English, “design” is both a noun and a verb. As a noun, it can mean ‘intention’, ‘plan’, ‘aim’, ‘scheme’, ‘plot’, ‘motif’, or ‘basic structure’. As a verb (‘to design’), meanings include ‘to concoct something’, ‘to simulate’, ‘to draft’, ‘to sketch’, or ‘to fashion’.
The word "design" is derived from the Latin “signum”, meaning ‘sign’. originated from the Latin word "designare," which means "to mark out, to point out, or to indicate." The term was used to describe the process of drawing out a plan or a model for a particular object or structure. The word evolved, and in the 16th century, it was used to refer to the art of designing and arranging objects in an aesthetically pleasing way. In the 17th century, the term "design" came to be associated with the planning and execution of complex projects, such as engineering and architecture. Today, the word is commonly used in a broad range of contexts, including graphic design, product design, and user experience design.
To dissolve any lingering ambiguity, design as a term must be distinguished from the term “art”. While art can be interpreted in many different ways, design is typically evaluated on the basis of its effectiveness in meeting its intended purpose. A design that looks good but fails to meet the user's or client's needs is considered a failure. In contrast, an artwork that evokes a strong emotional response from the viewer but doesn't necessarily have a clear purpose or function is considered successful.
While both design and art involve creativity and visual aesthetics, I consider design to be primarily focused on solving problems and meeting specific requirements, while art is focused on personal expression and evoking an emotional or intellectual response.
Principles of Practice
I believe two main modes of thinking are employed when practicing design: the empathetic and the technical. In practice, these modes are performed by research and implementation, respectively.
Empathy is the ability to understand and share another person's feelings, and it involves putting oneself in another person's shoes and seeing the world from their perspective. Empathy is a crucial component of human relationships and plays a significant role in communication, understanding, and problem-solving.
In the context of design, empathy is a critical skill that allows designers to understand their users' needs, desires, and challenges during research. By empathizing with users, designers can create products and services that are intuitive, accessible, and meaningful, thus more impactful. Empathy enables designers to connect with users emotionally and develop products that resonate with them.
The technical mode is a means of procedure, a method of application. In this mode, design can viewed as a problem-solving process that requires systematic thinking, planning, and programmatic execution. Designers must apply technical knowledge and engineering principles to create solutions that meet specific requirements and solve real-world problems.
Designers must also be able to identify and define problems, which involves analyzing user needs and requirements, researching and gathering data, and defining the problem to provide a clear direction for the design process. Designers must have the ability to analyze data and make informed decisions based on that data. They must understand the problem they are trying to solve and gather relevant information to make informed design decisions. They also need to have knowledge of different tools and technologies and how to apply them in various contexts.
In addition, designers should have a decent understanding of the engineering skills needed to create functional designs. They must understand the principles of mechanics, electronics, and other engineering fields to develop strategies that work in the real world. They need to be able to translate conceptual designs into working prototypes and iterate on them until they meet the required specifications.
These two modes of thinking should inform each other in an oscillatory way. Technique is typically born out of necessity, which, when designing, is discovered by looking outside ourselves. Solutions are not always technically feasible, however, so in those instances, it behooves us to return to our understanding of the problem to create another solution.
A note about respectfully influencing behavior
Respect for the user is a fundamental principle in design, as it recognizes that the user is the ultimate decision-maker in determining the success or failure of a product. Respectful design focuses on the user's needs, desires, and behavior, seeking to create a seamless and intuitive experience that aligns with their expectations.
On the other hand, disrespectful design ignores the user's needs and preferences, seeking to manipulate them for the benefit of the designer or the company. This often results in the use of "dark patterns" – deceptive design techniques that trick users into taking actions they wouldn't normally take.
Respectful design can utilize Shikake – the Japanese art of creating stimuli that encourage certain behaviors – to guide users toward their goals in a non-intrusive way. Shikake involves a deep understanding of the user's needs and desires and an ability to create design solutions that are both effective and respectful.
Disrespectful design that manipulates users through dark patterns is unethical and ultimately self-defeating, as it erodes trust and damages the user's relationship with the brand. Shikake offers a more nuanced approach to guiding user behavior, allowing designers to create practical and respectful experiences.
Design can be seen as a gift, not just in the sense that it is a tangible product or service, but also in how it offers a solution to a problem, satisfies a need, or enhances an experience. In essence, design shows care, thoughtfulness, and consideration for the user, whether that user is an individual, a community, or a society.
A well-designed product or service can profoundly impact the user, providing them with a sense of joy, ease, and satisfaction. It can make their daily lives more convenient, enjoyable, or meaningful and help them overcome challenges and achieve their goals. Design can also empower users by providing them with tools and resources to achieve greater autonomy and self-determination.
Furthermore, design can be seen as a gift to the wider community, as it has the potential to bring people together and foster social cohesion. A well-designed public space, for example, can provide a space for people to come together, interact, and build social connections. Similarly, a well-designed product or service can serve as a common language, bringing together people from different backgrounds and cultures in a shared experience.
However, the gift of design has its responsibilities. Designers must be aware of the impact that their creations have on the world and must strive to create products and services that are sustainable, ethical, and socially responsible. They must also be aware of their biases and assumptions and must work, depending on the project, to create products that are inclusive and accessible to all users.
The Importance of Context
Context is a crucial element in design as it shapes how users perceive and interact with an artifact. The success of a design often hinges on how well it fits into a particular context and caters to the needs of the user. Designers must consider multiple dimensions of context, including physical, social, cultural, and emotional factors, to create effective and useful artifacts for their intended purpose. Neglecting context can lead to poor user experience and a failed design. Therefore, designers must prioritize understanding the context of their users in order to create impactful designs.
One of the most fundamental aspects of context in design is the end-user's environment and needs. To create a product or design that truly resonates with users, designers must immerse themselves in the context of their audience. This means understanding their daily routines, challenges, and aspirations. For instance, a web designer crafting an e-commerce site for urban millennials will need to consider their lifestyle, preferences, and online shopping behaviors. Without this context, the design may miss the mark entirely.
Moreover, context extends to the broader societal, cultural, and technological landscape. Design doesn't exist in a vacuum. It's influenced by and, in turn, influences the world around it. A design that may be innovative and groundbreaking in one cultural context could be entirely irrelevant or even offensive in another. Take color choices, for example. The meaning of colors can vary drastically across cultures. In this sense, context-aware design is not just about meeting user needs but also about respecting cultural sensitivities and global perspectives.
In the realm of UX design, context plays an even more central role. UX designers must anticipate how users will interact with a product in various scenarios and situations. This involves considering factors like device type (mobile, desktop, tablet), user goals (information gathering, making a purchase), and even external conditions (e.g., poor internet connectivity). By understanding this context, UX designers can create interfaces and experiences that are not only user-friendly but also adaptable and responsive.
In essence, context is the lens through which designers view their work. It's the key to relevance, user satisfaction, and the overall success of any design endeavor. Designers who prioritize context are better equipped to create solutions that feel made specifically for their intended audience and are better aligned with the ever-evolving world around us.
A note on the fusion of essential design skills
Creativity is often described as the ability to generate new and original ideas. However, at its core, creativity is much more than just coming up with new concepts or products. Creativity is a potent combination of empathy and curiosity, two essential qualities that are fundamental to the design process.
Empathy is the ability to understand and share the feelings of others. In the context of design, empathy is crucial because it allows designers to put themselves in the shoes of their users and understand their perspectives, motivations, and needs. By empathizing with users, designers can gain valuable insights that can inform the design process and lead to more meaningful and user-centered products.
Curiosity, on the other hand, is the desire to explore and understand the world around us. Curiosity is what drives designers to ask questions, seek out new ideas, and experiment with different approaches. By embracing curiosity, designers can discover new possibilities and push the boundaries of what is possible.
When empathy and curiosity come together, they create a powerful force that fuels the creative process. Empathy allows designers to connect with their users on a deep and meaningful level, while curiosity drives them to explore new ideas and approaches. By combining these two qualities, designers can create products that not only meet user needs but also inspire and delight them. This might sound like magical fairy-dust thinking, but the gesture of design, when adequately thought through, can really inspire delight in someone, much like a musical artist can connect with a listener.
Conclusion (For Now)
Design is the art of purposeful creation, guided by an unwavering commitment to both form and function. It's the fusion of aesthetics and utility, the symphony of colors and shapes that resonate with the human spirit, and the thoughtful consideration of context in all its complexity. As a designer, I've come to understand that our work is a reflection of our capacity to empathize, to see the world from the perspective of others, and to translate their needs and desires into tangible, meaningful solutions.
Design is not merely a profession; it's a language we use to communicate with the world. It's the blueprint of innovation, the bridge between imagination and reality, and the silent narrator of our shared human experience. It's a discipline that evolves with society, technology, and culture, forever challenging us to push the boundaries of creativity and problem-solving.
In this journey of design, I've learned that our responsibility as designers extends far beyond the pixels on a screen or the lines on a blueprint. It's about truly altering the world one design at a time. Design is not just what we do; it's who we are. It's a lifelong commitment to the pursuit of consideration, respect, creativity, and excellence, and it's a journey I'm privileged to embark on every day.