Design Intent

I find it interesting the confusion that often exists around ‘prototyping’ and what it means to many designers today who will immediately think in terms of 3D Printing or a finished product or environment as a necessary way of gaining market response to a concept. The importance and value of early rough ‘conceptual’ or design intent prototyping is often missed or not seen as prototyping. Yet this should be understood in the same way we produce thumbnail sketches as we develop our thinking around a problem when in drawing mode, before we develop beautiful renders on computer. Both have their time and place and are equally important, but rough conceptual prototypes can actually save time and money in the long run as they allow the designer to more fully resolve the concept. In this video Don Norman expands upon the importance of this process.