A Process for Every Design Solution article artwork. Copyright © 2023 Sarah Crizer

“There’s more than one way to solve a problem...” – My then 6yr old nephew whispered to himself, tapping his little index finger on his cheek as he thought deeply about the architectural challenge before him. Just another day playing with LEGO® sets.

 

We’re presented with a design problem. So, we do some magical design stuff and simply arrive at the best, most elegant, coolest design solution ever. Everyone’s ecstatic. All's right with the world. Right?

Close, but not quite.

That magical “design stuff” is the messy middle part lingering in the threshold between the problem and the solution. The process is what gets us from problematic point-A to solution-oriented point-B and can inspire a spark of creativity that is so mesmerizing it can feel like magic. But first, we have to work the process, all while remaining open and staying curious.

Honestly, a little creative chaos and clearing our brain power goes a long way: taking a long walk, doing something mindless, doing nothing, doodling on a napkin...It's all part of making space for ideas to follow. But following a design framework helps us to articulate the process of designing something—a guide to getting the real work done.

A design process doesn't have to be so step-by-step. In fact, it's rarely linear, if ever. It can be both rational and irrational. But having an unclear path to navigate through the creative chaos won't get us anywhere productive either. When we approach solving visual problems or branding challenges, and build products with a framework in mind, we're able to collaborate and innovate with a clear intention. A framework can be fluid, our direction can be challenged. It can even be unpredictable. But what we cannot afford to compromise on is our sense of clarity.

There may be more than one way to solve the same problem, but systematic practices can be applied to any project, creative team, and any scenario to help us discover the right solutions. Each problem is unique, and some projects will require a more nuanced approach while others are all about that spark that ignites like lightning on a quick napkin doodle. Whatever the approach, here are five steps I consider when thinking through any design solution:

Gather intel

Ask questions. Listen. Gather information. And then ask more questions and listen again. Begin to frame the story, the audience and their point of view—what works and what doesn’t. Be unashamedly repetitive to get clarity, but don’t get stuck on one thing. Be very accepting and curious around the reality you and your team are facing. You may end up somewhere totally different than where you started, and that’s ok! This first step is crucial in developing an empathetic perspective for solving the problem at-hand. 

Refine your focus: name the thing

Now that we’ve asked questions and gathered all the intel we can, we can begin to define the nature of the problem we’re facing and working to solve. Name it. Call it for what it is. Get this definition as narrow as possible. The more specific the problem, the more specific we can outline the solution. Revisit Step 1 as much as you need to at this point. It's best to not move forward into creative development until we get this step ultra clear and nailed down.

Brainstorm = Sketchstorm

This is where ideas hit the paper. Don’t be afraid to get messy here! Grab a pencil and a notebook, be quick, and throw down any and all ideas that come to mind. My sketchbook is a free space where all lines are welcomed and I allow myself to think out concepts without judgement. Make notes, be organized, but don’t be afraid to commit pencil to paper. Sometimes the quickest gestures hold the most meaning. 

The best idea is the
one you go with

We've had some fun ideating and thinking out possibilities, now we can begin to identify the themes that best align to our desired outcomes. We select the best possible concepts to move forward with by weighing out which design choices will both satisfy the project requirements and also push the concept further than when we first started. Which choices elevate the client's expectations? Which ones challenge the team and raise questions? Which options create new problems? Get as much feedback on concepts as you can at this stage. It’s important to maintain focus and keep the objective at the forefront when making a decision, but perhaps even more importantly, just get started and move an idea forward.   

Create and execute

We've worked out some concepts, we've determine which solutions best solve the problem, and we have a clear objective in mind. It's time to materialize the idea and get it out into the world. Translating ideas into real life will reveal what works and what doesn't. This phase provides a constant state of learning and iterating. Don't be afraid to go back to previous steps and apply new explorations.

When using a defined method for solving problems, we consistently learn new things and our findings help inform new ideas. Even when real-life takes over the ideal process. We can continue to test our ideas and redefine the problem for greater accuracy and clarity, and (to the best of our ability) our design results can be measured to improve future solutions. No two problems are the same, but our methods can serve and empower our creative process, bringing clarity that helps define the outcomes we are aiming to achieve. Remain open to cycles of constant discovery, new learnings, and continuously moving ideas forward.