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Good user experiences are built through the perfect combination of copywriting, programming, art direction, strategy and research, in the same way filmmaking draws on the assemblage of editing, mise-en-scene, direction, lighting and performance to immersive you into a compelling narrative.

WHAT DESIGN ISN'T.

Design is not the end producT.
Design is strategy and business and research and values. Design is ABOUT stepping back and looking at the bigGER picture and not just the finer detailS. Looking at it from a macro and micro level ENABLES YOU TO GAIN PERSPECTIVE. Pixels matter, but only when you understand what the cumulation of ALL parts is.

Design is not functions and features.
DESIGN IS NOT AN INTERACTION, A BUTTON OR A WIREFRAME. it’s NOT A TECHNICAL SPEC OR A REQUIREMENT. ITS THE purpose BEHIND ITS EXISTENCE. AND GETTING TO THE WHY IS THE ONLY WAY YOU WILL DESIGN SOMETHING USEFUL.

Design is not imitation.
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TAKE REFERENCE AND INSPIRATION FROM WHAT ALREADY EXISTS, BUT DON'T BUILD WHAT ALREADY EXISTS BECAUSE... IT ALREADY EXISTS. THE OPPORTUNITY HERE IS TO BUILD SOMETHING BETTER, OF MORE VALUE AND MORE IMPACT.

Design is not technology.
DESIGN ADAPS TO TECHNOLOGY, BUT ITS NOT THE TECHNOLOGY ITSELF. DESIGN SHOULD DEMONSTRATE A TECHNOLOGIES' CAPABILITY WITHOUT COMPROMISING THE USER EXPERIENCE. SEPARATE THE FORM AND FUNCTION TO BUILD SOMETHING WITH FLUENCY.
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Design DOESN'T CARE ABOUT YOUR CONVERSATIONS.
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DON'T WASTE VALUABLE TIME ON ASSUMPTIONS YOU HAVE ABOUT HOW PEOPLE WILL USE PRODUCTS. DO NOT CONVERSE ABOUT BUTTON SIZE AND COLOUR AND PLACEMENT. THE ONLY WAY YOU KNOW IS BY TESTING IT. SO BUILD AND TEST IT.

WHAT DESIGN IS.

Design is the producer of the feature film.
DESIGN DOESN'T START AND END WITH A WIREFRAME. LIKE A PRODUCER, IT IS RESPONSIBLE FOR CARRYING OUT THE ENTIRE PRODUCT FROM INITIAL BRIEF TO DEVELOPMENT AND testing.

Design is the sweet spot between science and art.
DESIGN IS UNDERSTANDING THAT A WELL MADE PRODUCT IS THE BEAUTIFUL SWEET SPOT BETWEEN ENGINEERING AND CREATIVITY AND REQUIRES BOTH LOGICAL AND ABSTRACT PROCESSES TO DEVELOP SOMETHING THAT IS AESTHETICALLY PLEASING AND FUNCTIONAL.
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Design is asking (good) questions.
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DESIGN IS NEVER NOT ASKING WHY AND GETTING TO DELVE INTO CURIOSITIES ABOUT HUMAN BEHAVIOUR AND MOTIVATION. DESIGN IS QUESTIONING THE BRIEF, TO THE VISUAL DESIGN APPROACH TO THE CONTENT THAT SITS ON THE SITE TO THE CONTEXT IN WHICH PEOPLE USE the product.

Design is GETTING OVER YOURSELF.
IT'S NOT ABOUT YOU, BECAUSE YOU ARE NOT THE END USER. ITS UNDERSTANDING WHO ELSE IS USING YOUR PRODUCT AND DESIGNING FOR THEM.
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Design IS PURPOSEFUL.
There has to be a why behind every product. Always BE searching for the why. why are we building it? Why is it important? Why will people use it, and keep coming back? Without a why, there isn’t a use case.