Understanding at the bottom of the design pyramid


Before we can give form – and it does not have to be a tangible product but could even be a service, a business model or a strategy – to what we wish to do, its not enough to step back to just the function level, one must step even further back to envision the whole before one can even begin to pinpoint what the requirements are.

And before we can envision the potential solution space within which the requirements can be framed for the ultimate manifestation in the form of design, we must understand not only the what and how but also the why, when and where.The most powerful concept in this diagram, imho, is the fundamental importance given to ‘understanding’.

Without understanding – which in this sense could be seen as ‘grasping or grappling with the big picture’ – one cannot begin to envision or see what the possible directions or paths that ‘form’ or ‘function’ can take. Without the big picture view, the perspective into which all the disparate bits fall into – if not falling into place, then at least within understanding or at least coming to terms with – we cannot see far enough ahead in order to shape or manifest tangibly any plan of action or even, next steps.

I have said before that I believe that design is inherently a philosophy or a system of values first, and it’s implementation, in whatever form, second. Understanding the ecosystem in which your actions will take form comes first, which then leads to vision – only then can you begin to get down to the brasstacks of framing requirements and finally the design. We very often jump straight to the design – or the action – and this hierarchy of the steps required prior to any design is a useful reminder of the other 90% of the iceberg.

This approach has been the basis of my work in the little known geographies and the uncertain conditions of the emerging consumer markets of the developing world.

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