Intention-Based Design

To help businesses transform, we solve problems using Intention-Based Design.
Intention-Based Design

At Smudge, we use a process called Intention-Based Design. Based on Design Thinking, Intention-Based Design is a process that generates and celebrates intentions, rather than ideas.

For every major project, we document a set of intentions, which become the guiding principles for every decision we make. Throughout the life of a project we use iterative development to create and iterate solutions in service of those intentions.

Embrace the Convergence

Since we're humans designing solutions for other humans, we often run into competing intentions; and balancing those intentions can make or break a project. For instance, one intention might be to design an app that is fast and fluid, while another might be to bring it to market as quickly as possible.

We are acutely conscious of this, and try to leverage competing intentions to create balance. While this is not always easy, we strive to create solutions that balance usability, feasibility and viability.


When creating a new product or service, we ask ourselves these questions:

  1. Does the solution demonstrate empathy for the people who will use it? Will they enjoy using it? Will they understand how to use it?
  2. Is the solution commercially viable? Does it deliver on both the short- and long-term needs of the business? Does the solution reflect the strategic goals of the organisation?
  3. Does the solution show a care and understanding for the people who have to deliver it? Is it going to be maintainable? Does it match the technical goals of the organisation?

If the answer is “no” or “possibly not” to any of these questions, we return to the intention and continue iterating.

Learn more about Intention-Based Design in this article.

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