Anyone who’s willing or interested in designing things.
The main focus of this book is the approach and attitudes of designers. It can be a source of inspiration for anyone who:
- Needs to design something.
- Wants to come up with a new idea.
- Has to solve a problem.
Fliss the kitten:
"If I can become a designer, then anyone can become a designer."
A random guy on the train:
"I realize I can have good ideas, but I need to gain more confidence to design something."
The world needs more designers, or people who think and do things like designers. But "designers" have made up complicated, often nonsensical, terms to explain design to others. This is a distorted image of design that scares people away. We need a simpler, more human way to talk about design and how to apply it.
There are many books about design. Some have tips on how to use design tools, others are about methodology and process. This book is about the mindset of a designer — and a kitten that wants to go to Mars.
Someone wise once said:
“Anyone who isn’t afraid to design things can be a designer.”
Another wise person said:
“Design is too important to be left to a bunch of designers.”
Amid Moradganjeh is a “designer” who’s primarily interested in exploring ways to apply design to a broader range of disciplines. Previously at IDEO, Google, and Microsoft, Amid is currently an Associate Professor of design at the Estonian Academy of Art, design lead at Velvet and co-founder of Velvet Academy.
A project by Amid Moradganjeh and Janno Siimar.
Janno Siimar is a "designer" passionate about creative problem solving, strategy design and finding ideas that turn into businesses. Janno is a founder and a design lead at Velvet and co-founder of Velvet Academy.
Danny Stillion - Partner and Executive Design Director at IDEO.
Ivan Marinkovic - Copywriter at Transferwise.