Graphics Reference
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have drawn from it. The scientist then steps back, objectively examines what's there, and
encourages fresh viewpoints by injecting new concepts or perspectives. This usually pro-
duces new and different results.
Though their methods are less conscious and deliberate, fine artists work in pretty much
the same way. Initially the designer or artist will experiment in a seemingly random man-
ner, collecting ideas and developing techniques through reading and/or experimentation.
Gradually, a particular issue or question will emerge from this, dictating further research
and experimentation. When the process works, it creates the connections that allow the
artist to identify and articulate a tentative problem. The artist explores this, refining the
problem into a question or a well-defined issue in design. He or she uses artistic experi-
mentation to find answers and solutions, much as a scientist would experiment with various
formulas. Often, one answer leads to more questions, more answers, and so on. If several
of these answers result in related designs and products, these are works created in a series.
Each effort solves certain problems and suggests issues to be dealt with in the next phase
of questioning and/or experimentation.
Working in a series is the most important stage of the design process. The ability to
experiment, to learn from and value mistakes, and to build on these experiences, is the hall-
mark of successful, creative individuals. This is true in everything from cosmology to po-
etry. In digital product design and development this process is called “
design iteration
.”
Design iteration encourages designers to apply the qualitative data drawn from user
testing to design more effective user experiences. While the designer knows what uses he
or she had in mind when creating the product, the testing data will reveal what users actu-
ally do once they have it. Most people first see the word “design” as a noun: a process with
distinct, well-defined steps. But in design iteration “design” transforms into a verb, taking a
more active tone. It is continuous action, evolution and experimentation, which adds value
to brands and products.
Digital design is an art form. This is reflected in the creativity, designs and products
that emerge from our field. Though the newest phones, tablets and apps may seem like
standardized consumer products, each emerge from a creative process employing artistic
impulse, experimentation and refinement. They spring from artistic urges, but must serve
the needs of the marketplace. While this might encourage a conflict between art and com-
merce, a well-thought-out process can manage that conflict, using these two motivations to
maximize both creativity and benefits.
User experience is an essential aspect in the future of digital design. We've scaled
Maslow's Hierarchy of Needs
, reaching self-actualization. We build behaviors and per-
