The image above was originally made for design magazine PAGE, who asked us to illustrate our design process. Instead of putting words in tidy boxes with arrows in between — like you so often see when people describe processes — we opted for something less strict. We didn’t want to suggest that our process is predefined, predictable or even orderly.
Because it never is. Every project is different, so is our way to tackle it. Depending on the challenges, the objectives, the people, the budget, the timeframe and the unknown, we choose the methods and tools that we think make most sense.
We do have a rough outline when we start out. But while we go, we adapt. Because that’s the only way to successfully deal with complex design challenges. There are, however, grand themes in our process that we always pass through: we try to understand the subject matter, the people we design for and the business objectives. We create potential solutions. We evaluate what we’ve done.
But it’s not first this, then that. Things happen in parallel or in loops so they can inform and stimulate each other. In our process, there is a lot of iteration, improvisation and even things that are hard to explain. It’s messy, it’s magic, it’s unpredictable. But it’s effective.