Great design is based on observed, human need (human centricity).
In other words, in order to create effective solutions we have to see and understand
the challenges and opportunities that real people encounter in their lives.
Great design comes from understanding people’s behaviors, thoughts (cognitive
empathy) and emotions (emotional empathy).
In order to create solutions that fit into people’s lives we need to know about their
understandings and perceptions as they encounter related situations. Additionally,
because we know emotions play a significant role in behavior and decision-making, we
need to understand how people feel throughout and as a result of these situations.
To make good design decisions, we must first create possibilities to choose from.
When coming up with ideas, the first one you come up with won’t always be the best.
In fact it rarely is. To find effective, innovative solutions we need to create a large pool
of possible solutions that we can then examine and select from.
Great design comes from a desire to create real outcomes.
It isn’t enough to just create something that seems new and exciting or looks great.
Design is about achieving objectives. If solutions don’t achieve what they’re intended
to then they have not been well designed. Great design understands this and takes
into consideration how it will measure and monitor success.
Great design is iterative. It leverages continuous learning and never truly ends.
The design process doesn’t end. A solution, in any form, presents an opportunity to
learn more about those who use it, there experiences, and the challenges and
opportunities it addresses. These learning should then be used to further refine and
evolve the solution.