A new set of principles for placing design at the heart of digital business

The trouble with best practices

The result is a familiar waterfall process, where strategy leads to UX, UX leads to UI, UI leads to “finished” designs, and only then does engineering begin.

Most of the team’s energy goes into producing artifacts for this flow. Storyboards, user journeys, and wireframes are all methods that once helped keep design human-centered, but are now implemented as key deliverables needed for businesses to measure progress.

One cost is that the work is slow. Product teams struggle under the weight of these processes and, at worst, end up filling their time completing checklists instead of doing impactful work. Because the work is done in isolation in page-based, manual design tools far away from the medium we’re designing for, the outputs tend to be derivative, perpetuating a pervasive monoculture in digital design.