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An introduction to design and what design is really about
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Thinking about DesignAn introduction to design and what design is really about
Bas Leurs february 15, 2010
Hogeschool RotterdamCommunication & Multimedia DesignUXD Minor
So, you want to be a designer?
Official Designers Dresscode
The real secret about designers...
This is what real designers wear at night
KABK - The HagueRoyal Academy of Fine Arts Graphic & Typographic Design1992-1996
What’s good about art school?
It’s one big laboratory
One quote from one of my teachers
“That you will fail is inevitable, so when you do fail... you’d better fail hard!”
laboratory
According to most design educators (at art schools): design is a mystery, and it should remain a mystery.
hans kazan
When uneducated amateurs start designing, this world becomes a post-apocalyptic place.But this ‘romantic’ perspective leads to a problem...
apocalypse
Visual Design
Taxonomy of Visual Design
Theory
Methods
Media
Promotion
Digital
Tools
Photoshop
IllustratorIndesign
Sketching
Websites
Desktop
Mobile
Posters
Signage Wayfinding
MapsInformation graphics
Dataviz
AdsBrochures
Magazines
Gestalt
Ergonomics
Forms
Games
User interfaces
Communication
Rhetorics
Semiotics
Aesthetics
Legibility
Readibility
Ergonomics
Visual perception
Golden section
Format
Horizontal
Vertical
Baseline
Consistency
Coherency
Grouping
Flexibility
Modularity
HierarchyEmphasis
Balance
Symmetry
Asymmetry
Rotation
Juxaposition
CroppingRepitiion
Proportion
Rythm
Scale
Perception
Books
Newspapers
Editorial
Principles
Psychology
Models
HistoryAffordances
Negative space
Information
Philosophy
System
IdentityLogo
Style guide
Artefacts
Structure
Transformation
Branding
Contrast
Abstraction
Abstraction
InversionSubtract
AdditionDeduction
Induction DivergenceConvergence
Digital
Analog
Conceptual
ElementsPhotographs
Icons Symbols
Illustrations
Metaphors
Idioms
Pictograms
Opacity
Tint
Subtractive
Intensity
Temperature
Additive
Type design
Grid systems
Organic
DotsLines
Geometric
Random
Forms
Images
By Bas Leurs ([email protected]), version 0.3 (january 12, 2010)
Typography
Textures
Colour
Style
Content
Layout
CompositionGrid
Critics
But design isn’t just aesthetics...
What is ‘design’
anyways?...
Noun, verb, process and product?
Decision making in the face of uncertainty, with high penalties for errorAsimow, 1962
The imaginative jump from present facts to future possibiliesPage, 1966
Design is the practical application of science, art and creativity to create something useful and attractiveBeltagui, et al (2008)
John Chris JonesDesign MethodsSeeds of human future1970
“All one can say with certainty is that society, or the world, is not the same as it was before the new design appeared.”
But there is also the ultimate definition...
Design is to initiate change in man-made things
BuildingsProducts
Markets
InstitutionsProcesses
OpinionsCommunication systems
LawsUrban areas
Public Services
Festivities
Transportation
Social networks
BrandsInterfaces
ExperiencesFood
The ultimate definition of design by John C. Jones (1970)
Think about the effects of your decisions
Immediate Short term Long term
trafic jam smog
“If we can design our way into difficulty, we can design our way out.”John Thackara (In the Bubble, 2005)
toyota prius
If your design needs to be futureproof, then make it extremely simple
Design bricks, not houses
Why not build cathedrals anymore?Look ahead, and think about how things are after three generations.
sagrada familia lego
Apparently, the future is what makes design so complicated...
But the real problem with design, is the problem itself...
Design problems are multidimensional, highly interactive, ill-structered... also refered to as ‘wicked’ problemsLawson
In design ‘perfect’ solutions do not exist. Simply because we do not know what the perfect solution is.
The problem- and solution space are interwoven. Solution conjectures are helpful to explore and understand the problemspace
A design is never finished!
Scientists versus Designers
problem focused solution focused
Problem- and solutionspaces deconstructed
Design solutions can never be perfect and are often more easily criticised than created.Bryan Lawson (2006)
To summarise the previous 5 slides
Overall problem
Sub-problems
Overall solution
Sub-solutions
Generally speaking, it seems that the nearer you get to finishing a design the more accurately you are able to estimate how much work remains to be done.Bryan Lawson (2006)
So that is why
you always start
a few days
before a project
needs to be
finished!
I have a confession to make...
We were mistaken...
This is what we have taught you...
This is what I use to do... (first iteration)
This is how my design proces looks like... kind of...
But bear this in mind...
Iterate oftenBe a harsh critic to your workBut also dare to failReject (early) solutions when you discover them to be fundamentally flawedBe open to surprisesLove what you’re doing...
So... what to design?
Models of User Experience Design
The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.
Jesse James [email protected]
Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")
Information Architecture: structural designof the information space to facilitateintuitive access to content
Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality
Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
Content Requirements: definition ofcontent elements required in the sitein order to meet user needs
Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,graphic page elements and navigationalcomponents
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/
The problem with Garrett’s model?
It’s information oriented
What about tasks (ATM), and immersion (games)?
George Olsen
(Interaction by Design)
User Experience
Design according
to Dan Saffer
Functional Expressive
Physical
Symbolic
Rational, objective Emotive, subjective
Tangible
Intangible
Functional Expressive
Physical
Symbolic
Rational, objective Emotive, subjective
Tangible
Intangible
High penalty for errors Low penalty for errors
Functional Expressive
Physical
Symbolic
Rational, objective Emotive, subjective
Semiotics
Branding
Visual arts
Sculptures
Interior design
Industrial components
Ergonomics
Layout of a factory
Cognitive science
Tangible
Intangible
Craftwork
UXD@CMD
Functional Expressive
Physical
Symbolic
Rational, objective Emotive, subjective
Tangible
Intangible
UXDFunctional Expressive
Physical
Symbolic
Rational, objective Emotive, subjective
Social networks
Tangible interaction
Tangible
Intangible
Interactive environmentsOffice applications
INTE
RACT
ION
INTERACTION INTERACTION
TECHNOLOGY TECHNOLOGY
T
ECHN
OLOGY
products / artefacts / environments brands / organisations / companies
human
humans
INTE
RACT
ION
INTERACTION INTERACTION
TECHNOLOGY TECHNOLOGY
T
ECHN
OLOGY
products / artefacts / environments brands / organisations / companies
human
humans
social networks
social sciencessocial interaction
communication theory
co-creation
experience design
service design
brand experience
brand design
(visual) interface design
information design
information architecture
human factors usability engineering
interaction design design research
social cohesion
brand management
corporate identities
So, you (still) want to be a designer?
As a designer, it’s important to...Be creativeBe curiousHave empathy (for your users)Be a harsh critic to yourself and other designersUse your imagination (sketching, scenario’s)Rely on your gut feeling
‘What-if’ scenario’s
Need to know more? Check these books...
Find more on my Shelfari: www.shelfari.com/leursism/
How Designers ThnkBryan Lawson
Understanding DesignKees Dorst
What Designers KnowBryan Lawson
Engineering Design MethodsNigel Cross
Designerly ways of knowingNigel Cross
Design MethodsJohn C. Jones
