Posted on | August 26, 2013
Which is better: Having courage to explore the unknown, or a map to help you find the way?
When heading on a design journey, I’m beginning to think courage and a good compass is better than a map.
This year I tentatively drew up a map of the design process for a specific client and their design challenge…
It became a 2m long poster to help a team of healthcare professionals new to design see what lay ahead, and refer to as they progressed towards their goal. A ‘you are here’, ‘look how far we’ve come’, kinda thing.
I enjoyed pulling this together, thinking about the likely journey ahead for this team, reflecting on my own experience of design and building on top of classic frameworks promoted as ‘best practice’ by the likes of IDEO, Design Council, and what I’d learned during my time with Stanford d.school as part of the Better By Design program.
Over a couple of years ‘collecting’, I began to see these design process diagrams as sales tools for design agencies, each claiming to have a point of difference and perhaps to have some ‘secret sauce’ that the other’s hadn’t discovered.
Semantics aside, they all promise gold at the end of a rainbow if you’re prepared to challenge your thinking upfront.
Other metaphors are funnels, diamonds, snakes, vortexes, washing machines, the list goes on, but essentially they describe a few phases of lost and found with a bit of loopback before finding that gold.
They make nice visuals and the theory seems sound enough, but when you start to actually apply one of these to a live project you realise how futile it is to try to map the design process.
A sequence of steps is convenient and tidy but the reality of design is more like this:
Maps and guidelines give us comfort. They can provide a sense of shared understanding of where we are going and what to expect…
… but the reality of most meaty design projects is that we don’t know where we are going, and we need to find a new kind of device to help clients feel comfortable with the unknown.
What makes the journey-maker comfortable with the unknown?
Is it time to throw away these maps and find a design compass?
Yes, it’s another metaphor, but perhaps it’s the designer’s job to be that compass. Something the client trusts to navigate through the messy reality.
Designers are comfortable with the ‘lost’ feeling, because we’ve ‘been there done that’ and believe in great outcomes based on our own experiences.
So how do YOU convince a nervous client you know where ‘north’ is?
Do you roll out a map, or are you the compass?
I’d love to hear…