Articulating Design Decisions

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Designing for Vision

An artist is not paid for his labor but for his vision.

JAMES MCNEILL WHISTLER

BEFORE WE CLOSE OUT THE BOOK, I want to emphasize how important design is to organizational and product development. Most of us consider ourselves designers of the things that our company produces: web designers, interface designers, or product designers. But in our roles, we shape the vision and perception of the entire organization with our work. We are more than just designers of things; we are designers of the business. In a very real way, we are business designers. I am amazed at the power we designers have to shape the organization, and yet how few designers actually realize or use this power to its fullest extent. The fact is, design has the power to change the future, to influence people, and to benefit you and your career. Our fate is in our own hands when we understand that we can inspire people with our creativity. Imagining the future can earn your team praise, get the attention of stakeholders, and give you a shot at actually making something meaningful.

We need to recognize that we have the power to imagine the future, the ability to create something that didn’t exist before, and the ideas to inspire the entire organization. We can use these tools for good, for the betterment of the product, and the satisfaction of our own work. Learning to talk about our designs extends beyond the conference room; it begins with purposeful habits of practicing creativity and staying ...