Why design should start with words: Elizabeth McGuane, Shopify

Summary

Elizabeth McGuane, UX Director at Shopify, argues that the design process should begin with words—defining concepts and building shared language—before any visual work. She draws on 15 years of experience in web and product design to explain that misalignment often stems from teams arguing over names because they haven’t agreed on what something actually is. Her book ‘Design by Definition’ provides methods to use linguistic elements like metaphor and narrative to frame design problems clearly and improve collaboration across disciplines. McGuane emphasizes treating text as a spatial design element, prioritizing simplification and consistency over literary flourish. The interview also covers how evolving technologies like LLMs challenge traditional interface conventions, requiring designers to rethink their approach.

Takeaways

1. 1

   Starting design with words and shared definitions prevents later arguments over naming and misalignment, ensuring clearer problem framing.

2. 2

   Treating interface text as a spatial design element and focusing on simplification improves clarity and consistency across the product.

3. 3

   Conversational design with LLMs represents a paradigm shift that challenges traditional interface conventions and the role of design itself.

FAQ