A Designer's Identity

Summary

The speaker at the 2020 AIGA Design Conference emphasizes the importance of viewing design through the lens of 'Why', 'How', and 'What'. By starting with purpose ('Why'), then process ('How'), and finally the tangible output ('What'), designers can broaden their impact and transcend traditional boundaries. This framework encourages a deeper understanding of one's motivation, facilitates communication of value beyond discipline, and positions designers as bridges in a diverse world, capable of connecting with others through shared 'Why's'.

Takeaways

• 👓 The speaker is a designer who creates 'glasses' or frameworks to help people see things more clearly in their professional roles.
• 🔍 The purpose of these frameworks is to inform work, visualize roles and expertise, and push the boundaries of thinking within design disciplines.
• 🤔 The speaker encourages the audience to build a pair of 'glasses' to view themselves and their place in the world as designers.
• 🛠️ The framework consists of three components: the 'What' (materials, medium, techniques), the 'How' (process, approach, behavior), and the 'Why' (purpose behind the activities).
• 🏗️ The 'What' represents the tangible output or craft of a designer, such as an architect's house or a graphic designer's posters.
• 🛤️ The 'How' encompasses the process and broader approaches taken to create the 'What', including research, problem understanding, and user feedback.
• 🌟 The 'Why' is the most abstract and important, representing the underlying purpose and motivation for a designer's work and craft.
• 🔄 The traditional approach to thinking is 'What, How, Why', but the speaker suggests flipping this to 'Why, How, What' to broaden one's perspective as a designer.
• 🌱 Starting with 'Why' allows designers to realize their unique way of seeing the world, which is not limited to the specific medium they work with.
• 🔗 Understanding one's 'Why' can serve as a bridge to the world, to others, and to oneself, fostering understanding, learning, and self-reflection.
• 🌐 Designers have a unique power and skillset to build and create, positioning them as bridges in a world that needs more empathy and perspective-taking.

Q & A

What was the theme of the AIGA 2020 Design Conference where the speaker gave a keynote?

The theme of the AIGA 2020 Design Conference was 'building bridges'.

How does the speaker describe their profession as a designer?

The speaker describes their profession as making glasses that help people see things more clearly, which they also refer to as frameworks.

What are the three components of the framework the speaker proposes for understanding designers' roles?

The three components of the framework are the 'What' (materials, medium, techniques), the 'How' (process, approach, behavior), and the 'Why' (purpose behind the activities and artifacts).

Why does the speaker suggest starting with the 'Why' instead of the 'What'?

Starting with the 'Why' allows designers to see themselves and be seen by others in a broader context, not limited by their specific discipline or medium.

What does the speaker mean by 'making glasses' for a living?

By 'making glasses,' the speaker means creating frameworks or perspectives that help people understand and see the value in design work more clearly.

What is the significance of understanding one's 'Why' as a designer?

Understanding one's 'Why' is significant because it is the foundation of a designer's purpose and motivation, guiding their approach and impact in the world.

How does the speaker suggest designers can use the framework to communicate their value?

Designers can use the framework to communicate their value based on their purpose, rather than just their discipline, to visualize their role and expertise to others.

What is the common mistake the speaker identifies in how designers view themselves and their work?

The common mistake is leading with the 'What' and the 'How', which can limit how designers see themselves and are seen by others, confining them to their discipline or medium.

How does the speaker relate the framework to the broader impact of design?

The speaker relates the framework to the broader impact by suggesting that starting with the 'Why' can open up new opportunities and spheres for design, allowing designers to be bridges in the world.

What advice does the speaker give for designers who want to expand their craft?

The speaker advises designers to realize that they already have the foundation to expand their craft, emphasizing the importance of understanding and maximizing their unique 'Why'.

How does the speaker encourage designers to think about their transition from one design discipline to another?

The speaker encourages designers to view transitions not as a complete change but as a reapplication of their skillset, focusing on the consistent foundation of their 'Why'.