What makes good or bad design happen anywhere depends on who has the most power.

What are you trying to improve? Who are you trying to improve it for?

In general, good designers study the limited mental models that people have, as well as the more accurate ones, and create ways to navigate the gaps.

Without asking more questions, there’s too much room for interpretation and design theater becomes likely.

As book designer Douglas Martin explains, “The question about whether design is necessary or

George Nelson’s How to See and Sarah Williams Goldhagen’s Welcome to Your World

To the despair of designers everywhere, sometimes better designs just aren’t worth it.

What are you trying to improve? Who are you trying to improve it for?

smart organizations learn how good designers are at discovering these problems early on, when they’re cheaper and easier to solve.