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.
        ...
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 slid...
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.




                            >
                    ...
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 su...
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...
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 wan...
Designing With Vision
Designing With Vision
Designing With Vision
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Designing With Vision

  1. 1. Designing with Vision Dave Cortright Interaction Designer
  2. 2. I am a designer.
  3. 3. However, I am not just a designer.
  4. 4. I am a problem solver.
  5. 5. solution problem
  6. 6. solution problem
  7. 7. problem solution
  8. 8. problem solution The best thing you can do for any project: Separate the problem from the solution. Or said another way…
  9. 9. First define the problem, Then design a solution.
  10. 10. The “Money” Slide First define the problem, Then design a solution. If you walk away with nothing else from these slides, remember this.
  11. 11. Defining the problem is the most important task for any project.
  12. 12. Defining the problem is more important than designing a solution.
  13. 13. If I had 20 days to solve a problem, I would take 19 days to define it. —Albert Einstein
  14. 14. Imagine taking a vacation.
  15. 15. Would you get in your car and just start driving?
  16. 16. If you did, you’d eventually look up & find yourself here.
  17. 17. Nowhere.
  18. 18. If you don’t know where you’re going, how will you know when you arrive?
  19. 19. The same is true for any design project.
  20. 20. Great design doesn’t matter if you’re solving the wrong problem.
  21. 21. A vision statement defines the problem.
  22. 22. What makes a great vision?
  23. 23. Focus on people.
  24. 24. Give people what they want.
  25. 25. People want outcomes.
  26. 26. People do not want: · tools · artifacts · features · technology · cool · new
  27. 27. People do not want a hammer.
  28. 28. A hammer is just one of many possible ways to achieve the desired outcome.
  29. 29. Don’t jump to solutions in the vision. There will be time for that during design.
  30. 30. The final component of a great vision…
  31. 31. Order the items in a stack-ranked list.
  32. 32. Not everything can be top priority.
  33. 33. 1.  Secure your own oxygen mask. 2.  Assist others.
  34. 34. Sadly, if it came down to it… 1.  Secure your own oxygen mask. 2.  Assist others.
  35. 35. So, a great vision is… Focused on people Defined by outcomes they want Ordered in a stack-ranked list
  36. 36. 38 slides on product vision. What about design?
  37. 37. Great vision leads to

 great design.
  38. 38. Great design embodies the essence of the vision.
  39. 39. From a well-crafted vision, the design simply, falls out.
  40. 40. If this is the space of all possible design solutions…
  41. 41. then every constraint you add…
  42. 42. to your vision…
  43. 43. further reduces the design space…
  44. 44. until you are left with..
  45. 45. A very manageable design space.
  46. 46. It’s a space, not a point; There are multiple design solutions.
  47. 47. But any design solution within this space is sufficient.
  48. 48. And since the space is so small, finding a design solution is easy.
  49. 49. And since the space is so small, finding a design solution is easy. > relatively
  50. 50. Keep your design simple.
  51. 51. Everything should be made as simple as possible, but no simpler. —Albert Einstein
  52. 52. 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
  53. 53. When in doubt, leave it out.
  54. 54. Justify every pixel.
  55. 55. Justify every interaction.
  56. 56. A great vision is… Focused on people Defined by outcomes they want Ordered in a stack-ranked list and it leads to…
  57. 57. A great design, which... Embodies the vision’s essence Is as simple as possible In summary, and suitable for printing…
  58. 58. 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
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