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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

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Designing With Vision