Design, it seems, is not only becoming more methodical but also more scientific. This is not surprising. Design as a discipline has moved from “product beautification” to being a central part of product development. It has incorporated methodologies from human-computer interaction, sociology, and anthropology as well as advertising and management. And with the rise of design thinking, a wider range of professional disciplines are using creative methods.
I don’t want to criticize design methodologies. But against the backdrop of an overly structured design process, it is important to remind our community that there is one fundamental aspect to design that cannot be formalized in a methodology. And that is intuition.
There’s chocolate at the supermarket, and you can get to the supermarket by driving, and driving requires that you be in the car, which means opening your car door, which needs keys. If you find there’s no chocolate at the supermarket, you won’t stand around opening and slamming your car door because the car door still needs opening. I rarely notice people losing track of plans they devised themselves.
It’s another matter when incentives must flow through large organizations—or worse, many different organizations and interest groups, some of them governmental. Then you see behaviors that would mark literal insanity, if they were born from a single mind. Someone gets paid every time they open a car door, because that’s what’s measurable; and this person doesn’t care whether the driver ever gets paid for arriving at the supermarket, let alone whether the buyer purchases the chocolate, or whether the eater is happy or starving.