ILLUSTRATION-02

Chapter Two

Refining Intent

Refining Intent

Refining Intent

Refining Intent

Refining Intent

As I created the outline for this book, this chapter intimidated me the most. Perhaps, therein lies my need to write it. Many of us can agree that intent is burdensome. Yet to think well about intent, we must first think well about refinement.


Refinement is something that all designers do organically. The practice can come so naturally that often the problem isn’t in the iteration itself but in knowing when to stop. For most of us, self-control often looks like knowing when to put down the pen.

The practice of refinement is an ancient one. You can trace it back to when humans first began making things with their hands. It is laborious and often taxing—on not just our bodies but also our minds. In our modern design practices, refinement has evolved into iterative design. However, the mental image that still captures me most is that of blacksmithing or elemental purification. It takes great friction, force, and elbow grease to work out the imperfections. The toil of refinement is what makes the finished product feel right or complete.

And so refinement should conjure the same feeling in our work. We should look at our work with pleasure and assurance, knowing that it took valuable energy to mold.

If left unchecked, our own intent often gets convoluted in the smoldering foundry of refinement. Honestly assessing our own intent might enable us to course correct and better move toward the problems we’re seeking to solve.

•••

The pitfalls of prideful design


Designers love being heroes because humans love being heroes. It’s incredibly fulfilling to have someone applaud your work. This instinct within us often catalyzes our design processes. But our hero complex can also seduce us into solving problems that don’t actually exist. And this is where our pride comes into play. We can so quickly project challenges onto the world around us that aren’t real roadblocks at all.

Intent requires us to keep this tantalizing desire in check. I’ve found that once I remove the false layer of heroic design, humble vulnerability can cut to the core of my intentions. Through collaboration and critique, we can ask others to help us refine the foundation of our approach. With the right eyes on our work, we can hopefully avoid the pitfalls of prideful design and embrace design practices motivated by true compassion.

Designing with compassion isn’t cheap sentimentality, and it requires more than just sympathy. This type of design requires an empathetic approach to our creating. Only by beginning to understand the plight of those whom we’re seeking to help can we start to resolve the issues at hand.

•••

Embracing community


Refinement is quite difficult to do in a vacuum. Anytime we open our laptops or grab our set of tools, we naturally hop right into refining our work. It is a fundamental aspect of design. It’s why software has a save function; it too knows you’re never really done.

The following statement goes much deeper than any clichéd facade.

Humans were created for community.

In my experience, this statement doesn’t carry subtext; it’s a sharp reality that shapes my life. We fight against this idea of communal dependence in individualistic cultures. We’re often bred into a self-absorption that looks like how we define “success.” Mirages of success are problematic, but I think our reality involves much deeper work.

Community is risky. It requires vulnerability and allowing others into the places of our psyche that we’d rather keep locked away. The heart of community is no different in design. We were never meant to design as siloed individuals.

I’d even go a step further to say that the type of community that we need is broader than just other design practitioners. While living in a bubble of other designers can be quite comfortable, and it sure as heck would be a good-looking bubble, we need a diversity of opinions that includes those who may not operate out of the same design principles to create worthwhile work.

Our community extends both to the people we’re serving and to the people they’re serving. It includes those impacted by our work. And their perspectives matter deeply. They refine our design.

•••

Embracing critique


In design school, critique was one of the hardest practices to learn. I remember the shaky knees and clammy hands that accompanied any presentation. I’d often deliver lines with a shutter, awaiting the onslaught of opinions. I also remember the resounding advice regarding this constructive feedback: “Don’t take it personally,” and, “You have to separate yourself from your work.” It was incredibly hard not to internalize feedback, and darn-near impossible to separate myself from my work.

After a decade of getting more and more comfortable with critique, I’ve found that only one of those pieces of advice is worth its weight in gold. It’s probably a good idea to separate yourself from your work. Because design is personal. Its outcomes impact real people in real places. It often advocates to refine environments and form new ecologies. It will involve us interacting with the actual hands that will touch our work. I can hardly think of something more personal than that.

It’s important for these same people to have a say in our work. After all, it’s serving them. I think about this idea of ownership often. From my perspective, design ownership looks more like stewardship or resource management than it does a signature on a piece of artwork. When a project is complete, the keys are handed over not only to the paying customer but to the community it’s serving. The final design is theirs to continually refine, theirs to determine its value.

Embracing this reality may sting at first because it’s uncertain. However, with practice, I think we will find it to become the most freeing aspect of our work. Allowing others into our work can complicate a lot of things because we humans are good at that. Yet to truly refine the intent behind our work, we have to embrace others and their critique. And this dialogue—between our point of view and theirs—becomes our lifeblood.

•••

The danger in assuming


There’s another aspect of our discipline through which we can deconstruct everything that we’re seeking to refine. Assumption is poison to design. Of course, design thrives on a certain kind of intimacy with people and problems, and we cannot solve what we do not know. Assumptions are often shortcuts that appear appealing for a variety of reasons. I'd like to spend some time unpacking this idea so that we can better avoid assumptions' enticing fantasies.

On the surface, decisions informed by assumptions can look quite aesthetically pleasing. An unfounded solution is often quite sexy. Hiding behind that thin veneer, however, is a roadmap that leads to a dead end.

Products founded in assumptions begin to crumble when transferred into real hands, and users are left scratching their heads at the proposed solution that has nothing to do with their reality. There are a thousand apps for alarm clocks, checklists, and inboxes, when really we just need a loud noise to wake us up, a box to check, and one inbox to deliver that email. Sadly, this realization often takes a while to sink in. How many times have we gravitated to new products like moths to a flame? We use these products, and then after a while we start to realize that the product might actually be using us in return since the issue it “solves” was never an issue in the first place.

We do the exact same thing in our design process when we start with a solution instead of the problem. Often the solutions are quite simple. Not easy, but simple. Users often have an idea of how to fix their issue, but they rarely have the resources to accomplish the solution. Design reflects back to people the reality that they hope to see. But only by hearing that vision and letting go of our assumptions can we facilitate the solution.

•••

How then shall we design?


So what do we do with these ideas? How can we begin to refine our intentions?

Here’s a start:

1. Embrace real people.
Sure, people are messy. They are often hard to understand and even harder to love, but they are who we serve. Whether our design directly or indirectly serves them, a human will at some point interact with our work. Finding community with others is risky, but its rewards allow us to realize a more complete design vision.

2. Embrace the critical eye of others.
Critique can sting, but it’s the only way to create something outside of ourselves. We must be aware of when we’re designing alone, and seek out opinions from others. Designers can offer very tailored feedback, but you will find that everyone has an opinion about design. So hear out the valid opinions of anyone who interacts with your work.

3. Stop assuming.
Assumptions are incredibly dangerous. What makes them even more pernicious is how we often don’t identify them until they’ve infiltrated our design process. Assumptions keep us from interacting with the real people, and they isolate us. We have to challenge our assumptions at the genesis of a project so that genuine feedback can form our solutions.

•••

Refining the future


Refining our intent is patient, iterative work that cannot be done alone. Seek out a community that you trust to speak into your work. This will create an atmosphere that not only fosters refining feedback but welcomes it and will only further the effectiveness of your design.

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Chapter THREE

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Design Does. was written & produced by Jeremy D. Cherry.
Typeset in GT Sectra Display, IBM Plex Sans, & Cardo.

License — CC BY-NC-SA