Creativity in design
In recent years design has been expected to prove its worth.
We’ve got much better at designing for metrics, ROI, and the relentless pursuit of optimisation. Numbers are important, they create focus.
We’ve refined our practice to solve the problems our customers and our users face. User needs are important, they create focus.
And yet, sometimes we need to break focus.
Let’s say, you’ve built a solid design team. You’ve got decent products and services. Designers are working in collaboration with engineering and product. Teams are delivering. But it’s all a bit flat. Design has lost its edge, it’s got stale. Your products and services will become stale too. People aren’t predictable, and designing for humans should never be entirely functional. Design is about being exploratory, curious, visual, and visionary.
So how do we bring more creativity into our practice? Here are a few simple ways:
Design exploration sessions: Set aside dedicated time as a team to explore new ideas and potential directions. Allow yourselves the freedom to experiment without the constraints of immediate practicality.
User research dive: Delve deep into user research, going beyond the surface to find hidden insights and missed opportunities. Get inspired by your users. Sometimes, the most valuable discoveries lie in the simple observation of people using your product or service in the world.
Visual design inspiration: Create a visual inspiration wall filled with images, graphics, and designs that you find interesting. Use it as a source of energy when you feel flat or when starting something new.
Hackathons and idea workshops: Organise sessions where people and teams who might not usually work together can come together to explore new ideas. Encourage creativity by making things as a group of people with different perspectives.
Design for the extremes: Push the boundaries by imagining and designing for extreme scenarios. How would your product work if people could only use it when they’re driving? What would your service look like if it went back 100 years in time?
By making space for creativity in design, we can re-energise our practice and bring more joy into our work. Let's not forget why we're here—to create better experiences.