Trends Report

Deep Design: Designing Well Combines Art And Science

A Design Revolution Series Report

October 17th, 2019
David Truog, VP, Principal Analyst
David Truog VP, Principal Analyst
Gina Bhawalkar, Principal Analyst
Gina Bhawalkar Principal Analyst
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Karine Cardona-Smits, null
Karine Cardona-Smits
Andrew Hogan, null
Andrew Hogan
Jennifer Wise, null
Jennifer Wise
With contributors:
Sharyn Leaver , Maxie Schmidt , Melissa Parrish , Kelly Price , Amanda Chen , Amelia Nickels , Shayna Neuburg

Summary

Many companies treat design as if it were only about look and feel and see it as a discipline suited primarily to people with artistic inclinations — two risky mistakes. Design is not just about the surface appearance of an experience; it’s about the inner workings that shape how people interact with the experience to achieve their goals. And design is as much science as it is art. This report for experience design (XD) professionals and their colleagues dispels two key design myths and explains what design really is in terms they can use to communicate to their executives.

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