I'm Aza Raskin @aza. I make shiny things. I simplify.

I'm VP at Jawbone, focusing on health.

 

So You Want To Be A Designer: Top 5 List

Getting started in user experience can be difficult. Our profession has an identity crisis. You need look no further than swarm of acronyms that we hide behind: CHI, HCI, UI, UE, UX, IA, ID, IxD, IxSD,… the list goes on.

Our identity crisis means learning our field is like trying to inhabit the mind of a multiple personality disorder sufferer. For an aspiring interaction designer, figuring it all out is daunting. For anyone, it’s daunting.

This is my top-five list of what I’ve found to be most important to do and master if you want to get into design.

1. The Hardest Part Of Software Is Culture. Get A Book On Negotiation.

The hardest part about creating software isn’t software. It’s people. Creating a killer interface is meaningless unless you can convince the rest of your team, client, or company that it is worth the investment. Your job as a user experience person is to cultivate a culture where good design has a leading voice at the table. If you cannot communicate, you will fail. If you can not convince, you will fail. If you cannot listen, you will fail.

Much of what I look for in a designer is the ability to balance, persuade, and negotiate without compromising on design. To design is to inspire participation. Unless we can let our ideas become other people’s ideas—get others to want to champion design as their own—we will not be successful.

Getting To Yes is an invaluable guide in design: learning the art of listening and negotiation.

Learn to make mockups, prototypes, and videos. Learn how to create at the right level of fidelity to convince others: sometimes a sketch will do, sometimes pixel-perfect mockups are what you’ll need, and sometimes only an interactive demo will suffice. Learn to talk in use-cases to product managers and business-speak to business development people. Get a book on negotiation. It will be your best friend.

The hardest part of your job isn’t being creative or brilliant; it’s communicating and culture.

2. Know Cognitive Psychology.

You are designing for people; you need to be well versed in the abilities and frailties of the human mind. There are fundamental truths about of what we are capable that runs deeper than culture and language. How much can you store in short-term memory? What are the properties of your locus of attention? A priori, how long does it take to choose an item in an ordered list? How does habituation affect design?

If you can’t answer these questions, you need to get yourself a copy of The Humane Interface, How We Decide, and The Resonant Interface.

When I’m hiring, I don’t look for credentials, I look for knowledge. If you don’t at least know what GOMs analysis is and the cognitive science behind why undo is better than a warning, I know that even if your designs are good, you don’t understand why. That’s dangerous. Your gut can often lead you in the right direction, but it can also make stupid and avoidable mistakes. Potentially worse, you won’t be able to communicate and convince others of your ideas because you can only argue with feelings.

Interface design is as much a science as it is an art. Know the science, else you are walking blindly through a minefield of harmful design.

3. Learn to Program, Even If Poorly.

2,500 years ago, a Greek writer told us something about creating software: Thucydides wrote, “The society that separates its scholars from its warriors will have its thinking done by cowards and its fighting by fools.” The optimal society is one that mixes scholar-warriors and warrior-scholars. The same is true for companies that schism their designers and engineers. The most important trait a team can have is empathy. Without it, the implementers will not care, and the designers will not be realistic. When companies complain of specs and code being “tossed over the fence”, a lack of empathy is to blame.

The most powerful tool for creating empathy as a designer is prototyping. It meets the rest of the team half-way, is the second most persuasive artifact (the first being a narrated video of the prototype), and gives you a sense of what’s hard and what’s easy to implement. Having thought through the edge-cases and being able to speak an engineer’s language gives you street cred. You don’t need to be a great coder, but you should at least be able to get your idea across in in HTML and Javascript.

To design is to inspire participation. To do that, you need to be respected. For that, you need to be a designer-coder.

4. Create, Create, Create.

Great designers do design all of the time. They get mad in an elevator when the buttons are in a confusion order, or when the buttons on a ATM are incorrectly labeled. Then they take a picture and blog about it. If you don’t love creating and designing, you shouldn’t be in the field. You’ll need thousands of hours of practice to rise to the top of your game. In the end, you are designing for people so you need to intimately know people, and people are messy.

If you don’t have dozens of little projects you’ve created, learned from, and even discarded, you are doing it wrong.

5. Study Graphic Design.

I used to be a hard-nosed interaction designer, and eschewed visual design in favor of experience design. While it is true that getting interaction right requires a deeper understanding of human psychology, a read through Emotional Design shows that looks matter. Looks affect usability. Looks are just one aspect of designing for emotional beings—you need to think about the whole sensory experience of an object, from sound to touch—but looks are often the most immediatly apparent.

Study typography, study the Swiss grid system, learn how to make your designs pop even if it means being heavily inspired by others’ style in the beginning.

You are in the business of selling ideas. Unfortunately, an ugly mockup of a brilliant idea is often overlooked for a beautiful mockup of a derivative idea. To compete, you need to learn how to be an adequate graphic designer.

RT @aza So You Want To Be A Designer: Top 5 List | Follow @aza on Twitter | All blog posts

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Though I’m not looking to be a designer (my merit is more on the coding end), you do raise some interesting points. Especially the negotiating (handy in every aspect of life) and the pointing out of coder-designers/designer-coders relation.


    When lining splicing meets hang the seam, two good change the sparks which one good collides, thought that fashion is impossible.


    I agree what all you said, especially the bit about designer-coder, everyone needs to know both today, may not be able to be experts of both, but enough to understand when the other person in your team shows you their work.


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great overview, big ups for negotiation and balance.


This is the first time I come across your blog, and I must say this is an excellent article. Love your tone, straight to the points.

I agree what all you said, especially the bit about designer-coder, everyone needs to know both today, may not be able to be experts of both, but enough to understand when the other person in your team shows you their work. It is also good to know both so that you could build up little projects by yourself without bothering your friends.

And also agree that “people are messy” :-) I never thought of the word “messy” before but I always think understand people is hard and fixing human-related issue is a lot harder than fixing bugs in your program.


    Like a designer who official coaching like a designer, and it is right now in the world associated with discussion as well as consumer encounter style, I discovered personally highly disagreeing in order to quantity three as well as, to tell the truth, sensation a little upset. I have already been reading through your site for more than annually right now which may be the very first time we have experienced any kind of criminal offense as well as difference as to what you might have published.

    On the daily foundation, we function carefully along with programmers and that i rely upon the job which they perform because designer s just likes these people inside my experience like a designer. Even though I agree that the power of prototyping is great in furthering one’s ideas or one’s causes, we should trust that we have a team associated with programmers who will do the idea/product justice and it is not the role of the designer.


Awesome. Well said. direct and to the point. That was among the few brilliant reads online ever. I preach these notions a lot. I need to make more time to blog and journal my observations! Thanks for this! It was indeed an inspiring read!


thanks! very inspiring. direct and straight to the point. amazing read, even against the books i’ve picked up. awesome.



Brandon

This is excellent advice. For guys like me, it’s difficult to find the first step into the industry. Thanks for pointing me in the right direction!



Anton

Thanks for the article. I think this is excellent advice. One thing to take out from this, is that although you need to be an excellent communicator, please don’t replace that entirely by becoming a poor designer. There needs to be a strong balance. Otherwise we’ll have a bunch awesome sales men and women who can’t design :)


Another book, recommended by Steve Krug, “The Design of Everyday Things” by Donald A. Norman



    Vicky

    … though Norman does recant some of his points somewhat in his followup Emotional Design (which Raskin does namedrop in the post)



xacto

Kinda preachy. I think you miss the whole point.


thanks a lot..these points will be very helpful to my wife who is a budding web designer….thanks again..



George

Brilliant article … cheers!


Dang it… I really ought to stop reading passionate blog posts by people at the top of their game.

A few months ago I read a post on games design — and so I bought a ton of books, grabbed my notepad, and did a ton of games design.

Now I read this and I want to work on interfaces! Grr..



ptrdo

I think you leave two out.

1) Learn to Decide. As Rand said when Jobs asked if there would be several options to choose from, “No, I will solve your problem for you and you will pay me”. Given the complexity of design and the prerequisites of the designer, a designer ought to produce and provide, not flicker to the whim of all who purport to know all that is design.

2) Learn to Deliver. This goes hand-in-hand with Decide, but takes into account all the others. Delivery requires conviction and follow-through — edit, test, and polish. These are not necessarily skills of the designer, and so must be developed.


Fantastic advice. Psych knowledge, Visual design and being able to program (however poorly) are often overlooked but are crucial to the process of designing great stuff.

Love the line – ‘Interface design is as much a science as it is an art.’ So true.


It’s a good list. However, as a graphic designer I have deep fundamental issues with programmers trying to be designers. Even with as much study as you can do.

Usually, and this is a very broad statement, programmers think in a very linear way. Get the client to this point at all cost. However most graphic designers are already trained/and or do the other 4 list items–especially in Cognitive Psychology.

I’ll liken it to a sculptor. I wouldn’t go to a sculptor and tell him/her to design the most beautiful bridge and hope that it would support cars. You’d take the plans for that piece of art into a structural engineer who’d make it work.

In short, it’s better to work with a designer in the interim while you hone your skills


    This is a quick edit after a twitter convo. Learning adequate design is important. I guess it’s more important to know when you should work with a graphic designer.


This is an amazing post, Aza. Thanks for giving negotiating skills the credit they most certainly deserve.


Great info – no cliches and heard-it-all-before over-simplifications. Helpful stuff. Thanks for sharing.


Hey Aza,

Very sound advice. I also agree that designers should be aware of long lasting HCI research. A lot of the time, people seem to be re-inventing the wheel.

I also try to build up a strong process, that has specific methods and outcomes. I find using this can help get me onto a project, and find the correct design direction.



Vasilis Vasaitis

Aza, what would you recommend to a programmer that wants to meet the designers half-way? Which of the things you describe are the most important? In other words, what would make a good warrior-scholar? ;^) Thanks.



Aswani Kumar Singh

Thank you! Aza Raskin


I agree with all of that you have to say… But you shouldn’t spend too much time writing the code if you want to be productive. And I would put design above the code.



Ben

Good one! And I liked your presentation as well – even though you’ve really been nervous :D



Scott Jenson

I have managed a team of UX designers and while I agree whole heartedly with most of you points (strongly!), I completely freak out put my foot down on the merit of GOMS analysis.

Maybe we’re both saying the same things as basic Cog Sci *is* important so we might not be too far off. Hell, you didn’t actually say you *liked* GOMS, just that people know what it is. However, the best UX designers I’ve worked with have very likely NEVER heard of it… and that doesn’t bother me a bit…



True Nguyen

Dear Aza,

Although I find that you usually have very insightful things to say, I found this post to be extremely arrogant.

As a designer who had formal training as a designer, and is now in the realm of interaction and user experience design, I found myself strongly disagreeing to number 3 and, to be honest, feeling a bit offended. I’ve been reading your blog for over a year now and this is the first time I have felt any offense and disagreement to what you have wrote.

On a day to day basis, I work closely with developers and I trust in the work that they do as developers, just as they trust me in my expertise as a designer. Although I agree that the power of prototyping is great in furthering one’s ideas or one’s causes, we should trust that we have a team of developers who will do the idea/product justice and it is not the role of the designer.

Design, fundamentally, is about human relationships and our interactions with the other, whether it be physical objects or software. I strongly believe that the role of the designer is to try to understand that relationship and work that into the “product”. The rest, the technology, we should have an understanding of, but should leave that to the ones who are passionate about enabling the product through their technological expertise.

Thank you,
True.


thanks aza

i will practice what you wrote above, because i feel bored
when i look the program so ugly to difficult to used because to many button to many text box and slow to response

maybe because the programer think design doesn’t important
and function is more important

in my opinion good software must easy to use, look simple fast to response and have good documentation to help user

sorry if some of sentences i write was wrong, because my english isn’t good, because English is not the main language in my country


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Such a behavior style, usually in the suppression of emotions like love that leads to great happiness, ” said Understanding The Tin Man (Tin Man of the Understanding), William July, author of the book, adding: “He was accustomed to show more emotion, mental and sexual tendencies. “



Calum

Designing From Both Sides of the Screen, by Isaacs and Walendowski is another good source when learning how to negotiate about your designs.


i’m a print designer with 10+ years of experience and when i decided to transition into ux a couple years ago, i initially thought (hoped!) that it would mostly entail learning html + css and retooling my portfolio. but as i delved deeper into the rabbit hole that is all things interactive, i began to realize how much more there is to it–and once i got over my initial dismay about that, i began to get excited by the challenge. now i’m thrilled to be starting a master’s program this fall in information management!

all this to say i love the post, especially considering how often i’ve heard “but you’re already a designer, why do you need to go back to school?”. of course there are lots of legitimate ways to enter the field, but getting a BFA in graphic design allowed me to enter the field at a level i doubt i would’ve ever acheieved on my own, and i’m confident a masters degree will do the same for my new career in ux.


one more thing about coding in particular: i was as defensive as most designers about this at first, but was listening to a podcast with one of facebook’s ux designers (i love love love all the awesome free podcasts from uie.com–great for newbies!), and she was saying how unreliable prototyping software can be, and what a difference it makes when designers can go in and tweak (or at least understand) coding problems….i then realized it’s akin to a fashion designer who can’t use a sewing machine, so while i don’t particularly relish the idea of learning to code i do appreciate that it’s a necessary skill to have.


Good aza thanks


This list can help you to become more organized. I think is a good idea to follow all these steps.


Well, I liked the third paragraph. Indeed, in order to be a great designer, there are necessary hours and hours of hard work and study.


Aggreed to everything and great posting!


good blog for fashion minis


I think designers are born not created :)


Our identity crisis means learning our field is like trying to inhabit the mind of a multiple personality disorder sufferer. For an aspiring interaction designer, figuring it all out is daunting. For anyone, it’s daunting.


many thanks for your nice article


Diferente dos outros comentários, este vai em Português – Brasil.

Muito bom seu conteúdo Aza.
Conheci primeiro o trabalho de seu pai e agora estou conhecendo o seu.

Estou começando a projetar um ERP nas nuvens. Ainda na fase de prototipação precisei buscar ideias de outros softwares e adaptar ao meu protótipo. Estava preocupado em criar algo baseado em outros modelos, mas depois dessa leitura me tranquilizei quanto a este problema.

Parabéns pelo artigo!


u don’t love creating and designing, you shouldn’t be in the field. You’ll need thousands of hours of practice to rise to the top of


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Shan

Hi!

Excellent points. As a psychological science student with a love for design, I’m pleasantly surprised you included cognitive psychology in there.

Not sure if you’re replying to people but, do you have any advice on where to start as a design novice? I’ve been into design and arts since little but my parents disapprove heavily (conservative Asians), so I dropped pursuing design. The passion never leaves, though. A couple months back I finally got the courage to start designing again.

So, any advice? I’m 24 and I’ve got a B.A. in Psych, and I don’t know if I could get into a formal graphic design school with little knowledge and skill.


These are good tips. I am going to pay more attention to them for now on.


Thank you for sharing this cool post for us , very usefull.


The hardest part about creating software isn’t software. It’s people. Creating a killer interface is meaningless unless you can convince the rest of your team, client, or company that it is worth the investment.


How do make emotional design?


Thanks for the information you post..


Great article ,you are’ the best thanks for informative


thanks for shared.I’ll liken it to a sculptor. I wouldn’t go to a sculptor and tell him/her to design the most beautiful bridge and hope that it would support cars.


I’d like to ensure that it stays pertaining to potential reference point. Moreover…. I used to become truly amazed to see that the publisher


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That is a really helpful post. Thanks for sharing.


I’d like to ensure that it stays pertaining to potential reference point. Moreover…. I used to become truly amazed to see that the publisher


Hi, just wanted to say i liked this article. it was practical. keep on posting.


great overview, big ups for negotiation and balance.


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I agree what all you said, especially the bit about designer-coder, everyone needs to know both today, may not be able to be experts of both, but enough to understand when the other person in your team shows you their work.


Aggreed to everything and great posting!


Thanks so much. I agree with what you said fully!


Thank you! Aza Raskin


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