These are Principles

Start with the story

Look for patterns

Respect the user

Solve the real problem

These are Targets

Consistent

Cohesive

Clear

Principles are different from targets

Targets

The three sees are

Targets answer questions about design's direction.

Questions like: "What counts as good?"

And "How do we know if we've succeeded?"

And "What is the point of this?"

Clear

Cohesive

Consistent

These are our targets

The purpose of design is to ensure experiences are consistent, cohesive, and clear.

You aim for them in a specific order

Because they build on one another. They are not three different targets, but they are all aiming at one thing.

The ultimate goal is clarity

First, you make the experience consistent, then you make it cohesive and only after that does it become clear.

the path to clarity

Keep things consistent

The designer's first job is to ensure the experience is consistent.

Keep things consistent

Remove errors, consolidate concepts, remove anything broken, straighten up.

Then look for patterns
 

Patterns to make the experience predictable.

When you simplify the process of designing you simplify the user experience.

Then, make things cohesive

Turn consistent experiences in cohesive experiences. This is where design becomes more than just making things pretty.

Find the through line

You started by figuring out what everything was, now you have to line things up into a story and remove anything that doesn't fit.

This is storytelling

Because stories are easy to follow and it's how people think. Well-designed experiences lead users some place meaningful.

Finally, be clear

The self-actualization part of design.

Clarity is emergent

It happens only after you've made the experience consistent and cohesive.

It's hard to do

Many experiences can become awkward and bloated instead.

Clarity is the ultimate goal

It's not always easy to get here, but it's worth it.

hey@lookandpoint.com