Not so long ago, on my personal site I posted a little entry on design. And a comment was made: “IA is not design.” This sentence has sat vibrating in my head for months. It speaks of bravado in the face of fear. But why should Information Architects fear design?
The nature of design is to make, with its accompanying activities of refining, organizing and surfacing. We look at the world, we think, we call upon our trained gut and we make something. We then refine that little germ of a design through skills acquired over time, we organize the designs into a consistent whole, and we create a surface to make that whole palatable to the consumer. If you think IA has nothing to do with surfaces, think of labels or navigation structures. We may not always choose the color, but we are deeply concerned with surfaces because they are the final manifestation of our design.
Usability is criticism. It looks at the designer’s creations and says “I have evaluated on X, Y and Z and found it wanting in A, B and C” Then usability specialists are free to leave the room. They’ve done their piece; they can now sit back and wait for the next creation. It’s valuable, it informs and improves our work, and it’s safe – emotionally—for the practitioner.
User research informs design. You learn how people work, how they dream, their desires and fears and habits. A user researcher observes people’s behavior and then they write up a nice report: user x likes this, user y tends to do that. But someone has to make a leap from this information into an actual creation. Someone has to be ballsy enough to say “User Y tends to do that so the button goes HERE.” It’s the same with business analysts, or requirements gathering. However, at some point you have to leave the safe haven of information gathering into the uncertain grounds of design. At some time you have to screw up the courage and make something.
Why are we afraid of design? Because if we are designers, we will have to be responsible for our designs. Researchers and critiques can shrug and say, well those are the facts. But designers must stand tall and say, “That was the solution I came up with.” The designer and the design are not so easily separated. It takes an iron grip on one’s ego to take criticism on one’s designs, no matter if it’s a thesaurus or a front page of a website. Crafting a design is an attentive and loving act. It makes one vulnerable, and I suspect some IA’s think that by donning Jesse James Garrett’s Lab Coats , they can trick themselves into separating themselves from the design and getting emotional distance.
“I have studied this problem at great length and the solution is indicated by the data.”
My design is perfect.
The web is too new—heck, software design is too new—for us to say there is a clear and easy answer when we design. Every time we make something, we are leaping out of an airplane and all the research in the world is just us packing our parachute carefully. The landing will still be felt.
Graphic designers have fought this vertigo for years. They’ve learned to articulate a defense for their design in presentations, they learn to explain their rationale in hopes of slowing the free-fall and they even have protective gear for when they jump (lately seen outside a flash conference: a gaggle of designers all in horn-rim glasses and Italian shoes).
But they know and I know that bad landings happen. Designers get pulled off projects and their ego is bruised. Feeling hurt is how they should feel. If their ego wasn’t bruised, they weren’t trying hard enough. Professionalism means they don’t show it, but if they are good designers, they care. And caring means feeling pain sometimes.
So are we, designers of digital experiences, architects of information, ready to take on that potential pain in order to make good work? Are we ready to take in information, but not hide behind it? Will we be responsible for our creations, will we to put our ego in the plane?
Do we have the courage to design?