Evaluation of design process


Last week I lectured at Academy of Arts, Architecture and Design in Zlin where I presented design process and focus on real design interaction. Topics covered design process and the benefit in real environment.

design process …

What is Design - in last couple of years we have seen many description about design implementation in our world. The era of the real design changes begun. We have been also reading about successful and unsuccessful design – especially regarding the technology and implementation.  Many book described design process and effective way to “Make Ideas Happen”. Apart from all these general things I tried to describe how important is collecting necessary information about design before you start your process. Techniques and principles how to stay motivated and be focused to the one project on time. Where is the real benefit and “Design Value”. Is the requirements, technology or even objectives from our clients. I showed the technique which all student can use immediately and it called - Critique of Dialectical Reason as well as more closest - Search for a Method.

Real value of all design is the user and user needs.

Simple model of explaining things was presented on Iceberg you can see below. Clients knowledge about any real project is the part you can see in general observation. This knowledge is shareable and concrete.  Secound level is obviously behaviour and utilization. This level is mostly about execution. How we make the things happen.  And third was about logic and planning.

the Model

What – How – Why in one of my previous post I have pointed to TED lecture of Mr Simon Sinek who re-introduce idea from reverse circle strategy. Don’t start with What but with Why. I’m going to take a liberty of this result and introduce model for resigner. All this work even more closer when you introduce main element and it’s designer itself. Designer with full amount of information become information architect who’s control all process and guide client from the beginning to the end of the project. If the designer fully understands Why he building a web site, sketching a new car or designing new wheel s/he can be more efficient and more close to the client expectation. S/he is also more prepare to solve all how following his concept or initial idea. Have a room for exploration and experiments before s/he make final execution. Finally the designer can solve What because s/he know all necessary information they needs to know.

Generation Why

With this assumption I start introducing new model for design process in big team. How to explore and get research done, which technique to use and how to organize data before we execute right idea. Why we use wire frames and where they help us to save time. How we talk and how we manage our professional expectation and even more  how we collaborate. All these beneficial techniques make our process more legible and efficient.

.. evaluation

How and why we chose right target audience and how we set up the conversation. Now we actually starting dialogue not between us and client but between us and user. We know what they need and why they use this product. We know what type of features and benefits user gets once we implemented our solution.

It’s a simple “We make our user love just what they do”


Workshop was real fun! Students has a one simple task “present one of their project from their portfolio”. Some of them say nothing serious, but as we find out later some of them has a real problem to articulate they own project. In extension to that – I created another task where another student has to continue to present other students design.

That present their capability and their own understanding design principles as well as how they listen and observe design ideas between the words. I wouldn’t say it was brilliant but some of them ware better defender than presenter. It was really obvious that main emphasis was focused on practical education rather than theoretical background knowledge – which help them to be better negotiator in terms of their design.

Nevertheless main purpose these exercise was to show how easy can presentation of their own design project end up with failure because they can not articulate design and design principles. As Mr Gerry Leonidas from University of Reading once said in the interview – hat  biggest problem of actual designers is the advocacy of real value of design discipline.

As far as I can see all these students has a enormous potential – they really do. Now it’s about the leaders give them right amount of the information before they leave the school and become designers for real.


  1. Interface-Design-Evaluation-Interactive-Technologies
  2. committees commit designers design
  3. how to speak every internal clients language
  4. www.aiga.org/
  5. http://kottke.org

Additional Links

  1. http://www.industrialdesignserved.com/
  2. http://www.core77.com/


  1. ** Tak nám prý forma sleduje funkci - Jan Michl (online version) & (print version)
  2. ** Design: aktualita, nebo věčnost? (Print)
  3. ** Kapitoly z dějin designu - Zdeno Kolesár (Print)
  4. Smysl modernosti (Print)
  5. Objectified [DVD] [2009]
  6. Designing Design
  7. Storytelling: Branding in Practice - Klaus Fog
  8. Design Thinking: Integrating Innovation, Customer Experience, and Brand Value

The photos from the lecture and the workshop are on flickr @vsup. Good luck with the education and design experiments.
Hopefully see you around at some design workshop.

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