Designing with Vision

Dave Cortright Interaction Designer

I am a designer.

However,

I am not just a designer.

I am a problem solver.

solution problem

solution problem

solution problem

solution problem

The best thing you can do for any project: Separate the problem from the solution.

Or said another way…

First define the problem, Then design a solution.

The “Money” Slide

First define the problem, Then design a solution.

If you walk away with nothing else from these slides, remember this.

Defining the problem is the most important task for any project.

Defining the problem is more important than designing a solution.

If I had 20 days to solve a problem,

I would take 19 days to define it.

—Albert Einstein

Imagine taking a vacation.

Would you get in your car and just start driving?

If you did, you’d eventually look up & find yourself here.

Nowhere.

If you don’t know where you’re going, how will you know when you arrive?

The same is true for any design project.

Great design doesn’t matter if you’re solving the wrong problem.

A vision statement defines the problem.

What makes a great vision?

Focus on people.

Give people what they want.

People want outcomes.

People do not want: · tools · artifacts · features · technology · cool · new

People do not want a hammer.

A hammer is just one of many possible ways to achieve the desired outcome.

Don’t jump to solutions in the vision.

There will be time for that during design.

The final component of a great vision…

Order the items in a stack-ranked list.

Not everything can be top priority.

1.  Secure your own oxygen mask.

2. Assist others.

Sadly, if it came down to it…

1.  Secure your own oxygen mask.

2. Assist others.

So, a great vision is… Focused on people Defined by outcomes they want Ordered in a stack-ranked list

38 slides on product vision.

What about design?

Great vision leads to

great design.

Great design embodies the essence of the vision.

From a well-crafted vision, the design simply,

falls out.

If this is the space of all possible design solutions…

then every constraint you add…

to your vision…

further reduces the design space…

until you are left with..

A very manageable design space.

It’s a space, not a point; There are multiple design solutions.

But any design solution within this space

is sufficient.

And since the space is so small, finding a design solution is easy.

And since the space is so small, finding a design solution is easy.

>

relatively

Keep your design simple.

Everything should be made as simple as possible, but no simpler.

—Albert Einstein

Simplify

1.  The simplest way to achieve simplicity is through thoughtful reduction.

…

10. Simplicity is about subtracting the obvious, and adding the meaningful.

The Laws of Simplicity by John Maeda

When in doubt, leave it out.

Justify every pixel.

Justify every interaction.

A great vision is… Focused on people Defined by outcomes they want Ordered in a stack-ranked list

and it leads to…

A great design, which... Embodies the vision’s essence Is as simple as possible

In summary, and suitable for printing…

Great vision Focused on people

Defined by outcomes they want

Ordered in a stack-ranked list

Great design Embodies the vision’s essence As simple as possible

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Dave Cortright http://davecortright.com

davecortright@yahoo.com