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.
Prescriptive feedback limits creative collaboration. I’ve seen it time and time again, but I’ve struggled to articulate the exact reasons and their remedies. Recently, though, I got some insight from an unusual source: a game of chess.
In hand and brain chess, each team has two players: a “brain” and a “hand.” At the beginning of each turn, the “brain” tells the “hand” which piece to move, and the “hand” then has to move that piece, but can move it wherever they think it should go. No other communication is allowed.
In every feedback conversation, one person is the hand. That’s the person doing the design — they’ll leave the meeting and go back to their computer and fire up a dozen Adobe apps. The other people in the room (virtual or otherwise) are the brain. Regardless of their skill in design, it’s their job to give the hand some constraints to work within.