The "Intuitive Designer"

Since I began designing interfaces in the late 90's, I have been a big fan of Kelly Goto. She is the principle of Gotomedia, and the author of Web Redesign, Workflow that Works. I have seen her speak at a few different events I have attended. When I saw that she was now publishing a newsletter I had to subscribe!

In browsing the archives I found a very interesting interview with John SanGiovanni. He talks about the polarization of designs. WILD, take no prisoner, experimental design on one end...and hard core HCI PHD's on the other end. John then goes on to described what he sees as new class of designer, the "Intuitive Designer" ...finally a label I welcome!

Because design is so subjective it is impossible to say if a design is "right" or "wrong". In the fine art world it is left to the individual to make their mind. In interactive design however, it is left to the user. But since we cannot read the minds of our users, the best measure of this has really been usability testing. Though it would be nice to be able to fully test everything that goes out the door, it is simply not possible. This is where the value of the "Intuitive Designer" comes in.

As someone who has very little formal training, but has grown their skills and abilities through practical application, I can really identify with what he describes. Someone who is effective because they apply their common sense, supplemented by experience, and generally accepted best practices. What you are left with a design that is 80% there... The other 20% can be firmed up through targeted tests that get to specific questions that might have risen as apart of the designer pushing the boundaries a bit (referred to by John as the "micro").

So again I am thrilled to see this new persona articulated, an I hope it begins to gain support throughout the industry.