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The Design Funnel: A Manifesto for Meaningful Design

The Design Funnel: A Manifesto for Meaningful Design

Are you a professional designer?

Would you like a process to create more consistently creative work which distinguishes itself from the work of your peers?

Would you like a process which would help translate the often vague, unclear wishes of your clients (and yourself, for that matter) into a clear and solid basis for your design?

This manifesto will show you how.

Everyone has their own processes, their own way of working. Many fields also have popularized processes for achieving a desired outcome. And with the field of design comes a special challenge. Design’s reliance on creativity has the same effect as on many of the arts; people tend to attribute great design to some rare, almost magical ability. You either have it or you don’t. And to a certain extent this is true. The best design is most often created by extremely talented individuals, people who’ve spent years exercising their creativity and fine-tuning their design sense. Talent certainly has its place in design. But the law of contrast is also at work. Good design is good in comparison to bad design. And there’s LOTS of bad design.

Salespeople have a roadmap of the sales process, often called the Sales Funnel. The Sales Funnel is a metaphor for the typical process, from contact with many potential customers to the eventual payment of a single customer. It’s time we designers treat ourselves to our own funnel metaphor: The Design Funnel.

The Design Funnel doesn’t introduce any new tools. It’s simply a roadmap of when a designer can use which tools to stimulate better work. As a matter of fact, many successful creatives use similar processes on a daily basis.

Here are the steps:

1. Define values and goals
2. Discover moods and metaphors through association
3. Generate ideas and define a concept
4. Create a visual language
5. “Design” it

Read book online on Google Docs The Design Funnel: A Manifesto for Meaningful Design

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