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Originally Published MD&DI April 2007

PRODUCT DEVELOPMENT INSIGHT

Design Intentions

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During the development process, many design concepts are created. However, it’s important for designers to identify what they want each screen to accomplish. Initial screen sketches can reflect one or more specific intentions. Common intentions include the following:
  • Update the current application’s screens to be more visually appealing, but not alter the underlying conceptual design.
  • Update the current design to express the company’s new brand identity.
  • Develop screens that emulate the competitor’s leading product without violating patents, copyrights, or trademarks.
  • Establish a new visual design language that departs sharply from the preceding application.
  • Develop a solution that squarely reflects users’ stated preferences.
  • Develop a solution that fully expresses the designer’s creativity and that will impress customers.

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