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

problem solution

problem solution
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…

define the problem Great vision
Focused on people
Defined by outcomes they want
Ordered in a stack-ranked list
Great design
design a solution
Embodies the vision’s essence
As simple as possible
Dave Cortright
http://davecortright.com
davecortright@yahoo.com