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The power of NOT in design

Some say strategy is what we are going to do, this only tells part of the story. What we will not do also is an important part of your strategy. Exactly the same goes for design.

What is smart design, from a user perspective, or even a user experience perspective? What is in scope for an interaction, an interface? And also what is not in scope. What is not smart for this user? Who is not the user? ‘Not’ can be quite powerful.

If we talk about strategy, we usually state what we are going to do, to deliver. It’s usually what we choose to do. I’d like to add that what we are not going to do is equally important for your strategy. Choosing what not to do is sharpening your strategy much more than just a bit. Choosing what not to do in addition to what you will do makes a much more complete strategy to execute. [...]


To read the whole post and interact, please visit the SogetiLabs blog: The power of NOT in design

Arnd Brugman
Arnd Brugman
(co)responsible for the themes Mobile Apps, Social Collaboration, Cross Channel and the New World of Work
+31 88 660 66 00
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