A few weeks ago, I listened to a podcast featuring Katie Dill, Director of Experience Design at AirBnB. Since then, I’ve been obsessing over the concept of “designing with intention” and have been evaluating my actions as a designer from both a professional and personal perspective.
The question was asked: what is design? — Of course, there are many correct answers to this question, but Katie’s response and interpretation, in particular, spoke to me the most.
“To design is to do something with intention.”
That’s it. It’s simple, to the point, and deliberate, and can be applied to more than an interface or a role.
It’s so easy to just design; to assign colors, fonts, form and function to elements in order to meet a Facebook ad format spec or to regurgitate a client’s request. But it can also allow you to get caught up in the “do to get done” mentality instead of the “I did that because of this” mentality.
As an interactive designer in advertising, time is always of the essence and what the client says always has to go. This has been an ongoing, internal struggle for me in recent years … (UGH which is another blog post in itself!) … where there isn’t enough time or resources scoped into the project to allocate towards making the right design decision for the end user. (aka research) Being intentional and deliberate about where to place a “Shop Now” CTA button is just as important as understanding who’s using this product or solution and how he or she may interpret the interaction based on their shopping behavior. Designers like to have validation, and so do our stakeholders. Finding that common ground between function and reason is the sweet spot for designing a happy path for any experience -- and it begins with an intention.
So, how do we strive for intention when we we’re still thriving for more information?
Focus on one why. A simple or complex design decision should always have a “why”. Whether the client or your boss asks why you chose to make the button blue instead of orange or why you mapped the navigation of the app that way, you should always have a legit answer — legit, meaning whatever conclusion you came to to help inform your design. It doesn’t have to take a lengthy explanation that sounds like something Steve Jobs would say to describe your intention. Most of the time, less is more and being specific and direct is exactly what stakeholders are looking for.
I started to practice this way of thinking because I didn’t feel like I had the same credibility as other designers in the room. I wanted to be viewed as an experienced designer and credible member on my team. I also needed to prove that I was a great designer to myself. During design critiques around my computer or while on a call walking clients through a user flow diagram, I now automatically give one “intentional why” when explaining an experience. This enables me to show my team and clients that I have already considered multiple solutions before intentionally choosing to make a decision. It also makes me feel like a #girlboss and who doesn’t like to feel like that.
How can we make design decisions outside of the workplace?
Let’s talk about fashion for a hot sec. I appreciate a good outfit, it’s totally an art. I see someone on the streets wearing a stellar outfit and admire the thought and decision that went into designing that ensemble. Expressing your creativity through these types of outlets shows you value good design in many aspects of your life. So that’s one. Be intentional about your wardrobe. Be intentional about your food choices. Be intentional about your workouts and healthy lifestyle. Design your life with positivity and a good friend network. Be deliberate with how you spend your time. Find that one “why” to support your daily decisions. Designing your life with intention will not only strengthen your personal development but will instill confidence, reassurance and credibility to move you forward in your career. At least that’s what I’m telling myself ;)