I believe design should make the world better. It should serve people.
It should make things stronger, faster, clearer—and cheaper. It
should surprise. It should engage. It should delight.
I believe design is a collaborative process. In that sense, design is
political. It is a sort of discussion. And the designer’s role is to help
facilitate the discussion. The traditional tools of drawing and prototyping
are remarkably helpful in this role. Sometimes the subject of
the discussion is abstract. In such times, designers must be able
to prototype abstractions—they must be able to create models,
which are simply tools for thinking.
I believe designers should root their work in the context of its
use. We must understand our audience. Who are they? What do
they believe? What do they want? At the same time, we must
understand the economic systems and technologies which make
products possible. All three equations—audience, business, and
technology—must be solved simultaneously.
the entire interview with Hugh Dubberly: “Becoming a Digital Designer”