Let's imagine a cat. What colour is it? White? Tabby? Well, I imagined it to be black.

It's a quite simple task to imagine a cat, isn't it? Regardless, the imagined picture turned out to be considerably different. When we talk about a more complex challenge there is a lot of room for misalignment due to the diverse personal experiences and associations of the participants. My role as a designer is to facilitate a common understanding – so we can have a scenario when we both imagine the same black cat – and to create an environment where we can seamlessly and creatively collaborate.

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With these conditions, good design is able to identify the challenge, dissect it and deliver an outstanding solution.

 

Do you have one of these challenges? Let’s solve it!