Design Process UX

A sense of completion

Throughout a career primarily as a visual designer, I’ve always struggled with the judgement of when a piece of work is “done”. In graphic design, the urge to continue adding, embellishing is almost overwhelming. Maturity and of course experience influence better decision-making, but inevitably you find yourself mentally revisiting each project many times in the months after it’s supposedly ‘finished’, thinking of better choices you could have made, better directions you could have taken, better refinements you could have insisted on.

The craftsman’s eye

I often find myself looking at things that my dad made during his life, his joiner’s skills manifesting themselves in seemingly flawless dovetail joints and perfect angles, and outputs consistently fit for purpose.

The end is not nigh

Producing work that is deployed in a digital context brings with it a frustration, a yearning for a sense of completion where you know that something is simply done. This is something that has dogged me throughout my working life to date, whether I realised it or not. The quest for completion led me to acquire technical skills I never believed I would want or need, in what I now believe was the hope that they would bring me a clearer understanding of “finished”.

In short: I’m older now

What this drive for completion has meant for me is a quest for metrics, for data – measurable factors. In joinery, a glance through seasoned eyes can likely offer all the reassurance required to know it’s a job well done. Call it a search for meaning if you will, but moving deeper into UX thinking has brought me closer to the answer; knowing the right questions were asked, the right conclusions were reached and the right recommendations were made is as close as I believe I’m going to get. That sense of satisfaction is what drives me now – a far cry from the “cool” factor that motivated the younger me, an empty quest to mimic the latest ego-centric design trends.


And yet, no matter what nostalgic gloss I might put on it, I am sure Dad would have been able to see in his work where improvements could have been made. It is both the blessing and the curse of the craftsman – the belief that the next project will be closer to elusive perfection that never comes.

Community Design Process Research UX

Putting the spotlight on ‘delight’

Disclaimer: I tend to react adversely to industry buzzword memes.

A new word has been gradually creeping into the design industry lexicon. Designers should now, apparently, design for “delight” – and once again a word has been introduced without context into the forefront of design debate.

I’ve avoided ‘cool’ for most of my professional career. I don’t do ‘awesome’. I don’t trust it. I don’t strive for it. But I like ‘effective’. Effective I can work with.

The most rational, level-headed thoughts on this come from CX Partners’ Giles Colborne. The points Colborne makes illustrate that we don’t really know what we’re saying. It’s all too easy to drop these phrases into discourse, but it’s quite another to try and measure or define it. And yet invariably a section of the design community, certainly within web design, will regurgitate this type of commentary and broadcast it without questioning what it actually means.

I don’t disagree with the sentiment; I agree fully that ‘delight’ would be a.. um, delightful reaction for users of our work to have. But to impose this on an industry that strives for effective results appears to be imposing very shallow measures on a complex profession. If we’re going to propagate something meaningful, what about “design for success” – how’s that?

“Delight” is a meme and a millstone. It’s another way of saying that we should design something cool. But cool is not a commercial imperative, and it’s place in the process is undefinable. So, at what point should ‘delight’ appear? Until definitions and metrics emerge I will continue to hold such opinion at arm’s length.

There is no magic ingredient for a successfully designed product. There is only process and effort. As with cool, ‘delight’ will be a by-product of an effective outcome.

‘Delight’ happens, just as ‘cool’ happens, most often through rigorous attention to detail and a rock solid understanding of user requirements.

Community Process

Reflections on Refresh

…or how I learned to stop worrying and love the Responsive Summit.

Apart from work itself, two industry events dominated last week for me. I was directly involved in one, but watched the other from afar with many others. As it transpired the two were not unrelated.

On Monday evening I was fortunate enough to co-host a session of RefreshBelfast with none other than Richard Weston under the title “There’s more than one way to design a cat”.

We managed to shoehorn all manner of issues under that banner, the central theme being that the middle ground of the design industry is a pretty vibrant and rewarding place to practice. We sang the praises of teams and organisations (versus the notion of the rockstar individual designer), and addressed the idea that vehement opinions put forward on the web as truisms are nothing more than that: opinions.

It was an enjoyable evening and one that we hope lived up to the standards set by previous speakers, including Jeremy Keith, The Creativity Hub and Design by Front.

Another key point Richard and I made was that no single point of view on techniques and processes is any more true than others simply because of how strongly the point is made, and attempts to dictate best practice to the wider industry is wrong. Unfortunately, that was the perception of many of an event in London later in the week.

The Responsive Summit – a tongue-in-cheek, self-aware moniker – riled a number of people on Twitter and beyond, apparently by bringing together a select group (‘select’ only in the sense that it was organised within a matter of days) to discuss the current hot topic of responsive design.

It is now almost two years since Ethan’s original post, yet RWD remains a grey area and continues to be difficult to implement on larger commercial projects. The idea behind Responsive Summit was nothing more sinister than trying to aggregate opinion on the challenges at hand and at least begin to plot a way forward. Knowing a couple of the personalities involved, I am confident that the aims of the session were true and will produce not diktats or imperatives, but something of practical benefit to our industry.

We need more honest and open discussion in this area. Early support for RWD was a touch absolutist in its fervour and more honest documentation of the difficulties in implementing RWD as a solution on large scale commercial projects is required. I believe this pragmatic viewpoint was reflected in the discussions during the day.

It may be that this one event will inspire many others either directly, or as a reaction against an unfortunate perception of ‘elitism’ surrounding it. Either way, this is what we need and positives will flow from it.

I am grateful for both of last week’s events, in different ways. Thank you to everyone involved.


For more information on the background to Responsive Summit, see Chris Armstrong’s candid summary of the build up to the event on Storify.


Small viewports… and the death of the fold

Like all the best/worst B-movies, the bad guy you thought was dead and gone has summoned up his last ounce of strength for one last attack. The Fold is back. With a twist.

A short debate

The debate about whether a ‘fold’ exists on the web begins and ends with the following assertions: yes, content goes off-screen in the majority of websites and yes, users are willing to scroll to read it. Period. Note that the second point doesn’t dispense with the need for clients and designers to assign priorities within content and for the designer to create a visual hierarchy based on these priorities. These are crucial conversations in any project. And this is the very area where things are going to get interesting.

Top of the (content) pops

The current mobilisation towards responsive design is laudable, and a great many people are currently wrestling the theory towards best practice. Despite what may be pronounced from various sources across the web, it is not a one-size-fits-all solution for myriad viewport sizes. What we will likely emerge with is a toolbox of approaches for use in a variety of contexts, of which responsive design will be just one. But what ‘responsive’ highlights very effectively, in a way that designing for desktop does not, is the relative priority of content as the viewport shrinks.

Top=good, bottom=bad

Laying out web content for a desktop PC or laptop provides plenty of screen real estate to play with. We can cheat the hierarchy by placing something somewhere else in a vast 960 x [whatever] pixel canvas and create visual priorities through the use of colour, space etc. We can design within grids and columns that allow pretty much everything to get a look in. Whatever sits further down the page is somewhat less important and everything that sits towards the top of the page is more important. But this is far from the absolute scale that we are going to need.

Extreme content. Dude.

For a responsive approach we need to decide on absolute priority, not a vague, general hierarchy. A glance at any of the new breed of responsive sites on a mobile device tells you one thing: the content has a no-nonsense, top-to-bottom hierarchy. This kind of extreme prioritisation is going to form part of the new normal in designing for the web. The conversations right at the outset of the design process will need to address this. “If the user could only see one part of the site, what would it be?” is as basic a question as can be asked but it has tremendous resonance now.

All change

Further, if we are now giving something lowest priority and it will require a significant amount of swiping or scrolling to get to… is it really required at all? And if that element is removed, what about the content which is now at the bottom? These issues have massive potential to skew how we assess content and it is barely credible that the now ‘traditional’ website we have grown so accustomed to will not be affected by these shifts.

It’s what thumbs are for

And what of the fold? The old arguments used to go that if the fold existed, everything needed to be forced into the area above it for fear of users missing it. By the same logic, on a 320 x 480 viewport the user is going to miss… pretty much everything. The same logic would also suggest that those users won’t know to swipe to see more. Except we know that they will.

Web origami

The fact is there is no longer even a single fold. On a small device there are multiple folds, multiple screens to scroll through. But bizarrely the more folds exist the less they matter. Users now expect to swipe and to scroll. So sleep easy and let it be known: the fold is dead.

Design Process

Late nights, passion and the creativity myth

My first professional job was in a small advertising agency. Despite knowing many fine people there who have gone on to great careers elsewhere, for a graduate designer it was, put simply, a sweatshop.

Working there taught me two important things:

1) I had to get out of advertising as soon as I could
2) Routinely working long hours reduces quality, productivity and creativity

During my time there I was involved in numerous pitches for advertising accounts that were poorly planned and executed, more often than not resulting in failure. Each had another common characteristic: a reliance on working late into the night.

Time would invariably be wasted on various approaches with no structure or purpose until with little time left, the Creative Director would pipe up dramatically “I’ve got it!”. We’d then throw the kitchen sink at it, working excessively late or over the weekend as though it were proof of creativity and commitment. It wasn’t. It was proof of poor planning and a lack of creativity.

I don’t mean to generalise; of course like all aspects of design, well practiced advertising has its best practice processes and systems. Similarly working late to finish a project based on agreed milestones and deadlines goes with the territory.

However when company culture relies on sapping the energies of junior staff members in the name of creativity then there is a problem. The agency I cut my teeth with was all about the creativity myth. The myth that says if you work late enough and throw enough time at it, great creativity will simply happen.

An over-reliance on “passion” in the marketing lexicon of design agencies further fuels the fallacy. Regardless of the intent, what something like “we’re passionate about design” says at best is that “we will work long into the night for you”. As a client I don’t think I would care how much of a flurry you whip up due to your passion, or how many all-nighters you are prepared to pull. It’s results that count. To paraphrase Joe Rinaldo, what’s the ROI on passion?

Time and again it has been proved that effective results come from careful planning, iteration and craft. Otherwise known as professionalism. Yes, you can work round the clock on a labour of love. We all do it. Can you do it on a number of projects in a row? Yes, you can. Can you sustain that pace and a reliance on late hours over a number of years, over a career? You can if you are prepared to have nothing else of value in your life.

Waiting for the creative director’s faux inspiration wasn’t for me. Despite being completely new to the workplace, I could see that it was an ineffective way of working. Although I didn’t know it at the time I was crying out for process, order and sanity.

Happily UI design provides just that, and I am proud to be working now in a discipline that increasingly values a systematic process over flamboyant showboating.