Design is inevitable

From the phone in your pocket to the systems that govern our lives, design is everywhere. But what exactly is it? In my recent essay, I define design as an intention-process-output continuum, explaining why design, either used as a noun, a verb, or a concept, is found everywhere, from the tangible to the abstract, from systems to experiences.

This intention-process-output continuum gives us a clear way to recognize design. Looking at any human creation, we can trace its path: an initial intention that sparked it, the process that shaped it, and the output we now see. Like following footprints in reverse, this pattern reveals the presence of conscious creation.

Beyond helping us recognize design, perhaps more importantly, this continuum challenges two common misconceptions: one negatively against design, and the other seemingly positive yet inaccurate.

Firstly, arguments claiming “design isn’t needed” are wrong. Look around at everything human-made that you can see, hear, touch, or interact with. Which objects, systems, and experiences don’t start with an intention, go through some process, and become what you’re experiencing now?

Of course, not every creation involves intention, and not every intention leads to creation — a toddler might draw without it, or someone might have an intention but never act on it. But flip that around: whenever someone intentionally creates something, design is there, whether they accept or realize this fact. This spans everything from physical tools like screwdrivers and cars, to visual elements like company logos, to digital experiences through user interfaces, experiences, APIs, and SDKs, to abstract items like business plans, curricula, life principles, company structures, and tax systems — none of these can exist without design.

The first misconception denies design’s existence - but there’s an equally problematic view that seems to celebrate design. You’ve probably heard claims like “adopt design thinking to boost creativity” or “integrate design DNA to build better products”. These statements may sound supportive, but they mistakenly reduce design to a toolkit we can choose to use. It’s not an optional tool — like a hammer you can pick up or set down. Remember our continuum: wherever there’s intentional creation, design is already there.

Together, our challenges to these two types of misconceptions reveal one crucial essence of design: inevitability. When you set out to create something, you’re already designing. Design is inevitable. Be aware of this fact. Sharpen your intention, improve the process, evolve the output, and make quality design.