Inspire design excellence, craft your Design Vision
Set a north star to provide a clear direction and purpose for design work.
A few times in the past, I found myself involved in projects or working for companies where there was just a bit of an idea of the direction to take from a design perspective. Some basic ideas here and there, but nothing defined in an explicit and detailed way, and often, no more than the typical statement in the vision and mission section on the “about” page.
There may be some who consider this a lesser evil, and I have to admit that back in the early days of my career, I didn't think it was all that crucial. Because not having that to-be scenario was not going to hinder progress or block the implementation of initial changes or decisions. However, when situations turn complex and demanding, and trust me, they always do, the absence of guidance becomes pretty obvious and has a negative impact on the quality of the design work.
Those are the moments when disagreements and several standpoints come out. Occasions when designers and stakeholders need a guiding star to show them the way. An embraced idea, that proves priceless for clearing up doubts.
But before moving on, I would like to explain the concept of design vision.
It can be defined as the aspiration of a future that is attainable, an idea that extends beyond short-term goals, creating a long-term desired scenario that fits within a specific time frame and closely aligns with the company's strategy.
Keeping the concept open is crucial, even if it's not perfect or complete. In fact, it's better to start with the big picture, outline the overall framework, and then delve into its patterns, components, and foundations. Avoid limiting it to a single mind; instead, make sure it's easy to find and shared, being public to as many people as possible.
During my first months leading Design Solutions at Mews, the team responsible for the design vision and language, the main effort was to shape and articulate the concept with a clear sense of direction and purpose. We worked closely with the VP of Design, the Creative Director, and several stakeholders to craft a clear and ambitious vision for Mews●Design.
To make it real, we knew we needed to rise the quality standards and to do that, lay down some solid principles that spell out our design language, and apply it to underpin excellence in design, setting higher goals.
This process is essential to the success of the product, aligns the team, and inspires creativity. At the same time, we founded a baseline that simplifies the decision-making, linking every task and project to something bigger.
A design vision motivates the designers, encouraging them to bring it to life, keeping the focus on innovation and pushing boundaries, ultimately making the company stand out.
As part of the process, we tackled various key questions, including our outlook for the near future, the concept of an ideal experience, and strategies for improvement and additional value. To structure our approach, we worked on four core areas: product and design principles, business strategy, design quality, and design language.
Each of these sections deserves its own post, but here's a quick overview.
Product and Design Principles
Our principles are a constant reminder of our unique value proposition. Both the product and design principles must match the companies personality and brand identity, representing a synthesis of actionable values at the design level.
The principles provide designers with an initial filter for evaluating their designs, enabling them to use them as a reference point when assessing the soundness of their proposals.
Business strategy
Linking the design vision to the company's vision and strategy guarantees that there is congruence with the broader objectives. Keeping the overall goals at the forefront of every decision allows design to deliver and contribute to the desired business results.
Design should speak the same language as business, share ambition, and understand its reasoning.
Design quality
It is how well the design satisfies its intention while considering factors such as usability, desirability, and feasibility. The focus lies in crafting solutions that effectively meet the needs and deliver an exceptional overall user experience. All design work has to share a set of principles, aesthetics, and values to keep harmony across different projects and products.
When designing, advocate for simplicity, coherence, and consistency.
Design language
It’s fundamental to establish a cohesive and coherent design language that can connect the identity with the digital product design. Because of this, work together with the branding team to unify the proposal and converge the standpoints.
Examine the visual and interactive elements used to shape the experience, ensuring that every aspect of the product design contributes to making it more memorable and distinctive.
This alignment enhances the product's scalability.
It's important to understand that the design vision isn't set in stone; it's a living material that adapts and evolves alongside the company. It is allowed to iterate, improve, and adapt it as necessary to keep the points discussed before aligned.
Embracing the concept and understanding its lifecycle are equally significant. At Mews, our vision evolves as it comes along through various teams and phases.
It begins, within Design Solutions, with creative research and design exploration, where we propose the desired user experience and interface along with the fundamental documentation, which we refer to as “groundwork”. After, it is brought into Design System team, where it is structured and systemic logic is applied. Finally, it gets to several Product Design teams, where it is adopted and stressed to its limits.
At each stage, the proposals are shared and reviewed, engaging in an ongoing feedback loop involving various stakeholders. Don't get me wrong, this doesn't imply everyone sharing their opinions right away. Depending on the task, component, or pattern, individuals gradually become engaged in a flow of continuous improvement.
Keep in mind that a vision not only shapes what we make, it also shapes the future we dream of for ourselves and our customers.
So, if you're diving into a new big project or simply feel like everyone should be on the same page regarding design in your company, it's a good idea to take another look at the current design vision.
Emphasize the value of inspiring great design and crafting a clear vision —it’s crucial. Without these, your projects and company may wander aimlessly. Establish reliable principles aligned with your company's goals, give the deserved importance to design quality, and maintain a consistent and coherent design language.
This will elevate the quality standards, foster innovation, and define your company's unique identity and impact in the market.
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Said that, don't overlook how useful it can be.