Unflattening design - The Intercom Blog

Summary

Design problems are inherently multi-dimensional and require multiple perspectives to understand fully, as a single viewpoint flattens the challenge. The post uses the metaphor of ‘unflattening’ from Nick Sousanis’ graphic novel to argue that designers must break out of habitual, flat viewpoints to see a richer picture. It recommends alternating between open exploration and closed execution, and using techniques like changing context, applying constraints such as mobile-first design which led Uber to strip back to one-button ordering, and zooming in and out on problems to see both details and the big picture. Borrowing mental models from others and externalizing ideas through artifacts like Post-it notes, storyboards, or prototypes helps clear the mind to make room for new insights, as Sousanis explains that recognizing our solitary standpoint is limited. Ultimately, design is a modeling activity that benefits from constantly manipulating and enriching one’s perspective to create better decisions.

Takeaways

1. 1

   Design problems are multi-dimensional and require multiple perspectives to understand fully; a single viewpoint flattens the challenge.

2. 2

   Alternating between open exploration (diverging) and closed execution (converging) is essential, and knowing when to switch is the hardest part.

3. 3

   Externalizing mental models through artifacts like sketches or prototypes frees the mind to integrate others’ viewpoints.

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