part I. Lost half of the design
The design is, primarily, designing. And only secondarily — the appearance, style, and decoration.
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Two components of the design
There are different definitions for the term “design”. Many of them speak of a dual nature.
- the first — the accordance with the purpose of the created thing. Detection of structural and functional relationships that transform the system into a consistent whole.
- the second — an artistic, aesthetic part, aimed at the external form. Decoration, ornamentation, styling.
There are methodologies for identifying goals — interviewing users, focus groups, monitoring the use of the product, and other attempts to find out the goals and proposed scenarios. But here there is a risk to face the same thing that Henry Ford was talking about:
If I had asked people what they wanted, they would have said faster horses.
Perhaps you will not get the best possible option. This applies both to goals that the user sets himself (and he may be mistaken, thinking that achieving exactly this goal will meet his needs), and ways to achieve this goal (scenarios and functionality).
In the interface, implemented goals laid by the designer. Goals are set by the business. And let’s be frank, the goals of the business and the user may be not the same.
There are methodologies for achieving goals. Persons, empathy, design thinking, and others. But among them, there is not a single formal, analytical method in design. Nevertheless, such an approach is organically obtained from the achievements of the constructivists.