Notes from Taking the Guesswork out of Design (from A List Apart)

We are seeking to harness creativity within the context of a design process.

Ambiguous goals = assumptions = broken expectations

Template for writing a goal: “We want to __{the means}__ because __{the reason}__ so that __{the ends}__.”

Use goals and point values to determine how much space to dedicate to each goal on a page.

Develop a personality for the design (use archetypes, for example) and remain consistent to that personality.

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