---
title: "Why design should start with words: Elizabeth McGuane, Shopify"
description: "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."
---

# Why design should start with words: Elizabeth McGuane, Shopify

[Intercom](https://yomu.fyi/company/intercom) · Oct 5, 2026

**Type:** Explainer

## 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.

## Context

This is a podcast episode featuring Intercom’s VP of Product Design Emmet Connolly interviewing Shopify UX Director Elizabeth McGuane about her book ‘Design by Definition,’ which advocates starting the design process with words and shared definitions before visual design.

## Approach / What changed

Begin the design process by defining key concepts and building a shared vocabulary among team members. Use linguistic elements such as metaphor, narrative, and precise definitions to frame problems clearly. Treat interface text as a spatial design element, prioritizing simplification and consistency. Embrace multiple revisions and open discussions to refine understanding.

## Takeaways

- Starting design with words and shared definitions prevents later arguments over naming and misalignment, ensuring clearer problem framing.
- Treating interface text as a spatial design element and focusing on simplification improves clarity and consistency across the product.
- Conversational design with LLMs represents a paradigm shift that challenges traditional interface conventions and the role of design itself.

## FAQ

### Why should design start with words instead of sketches?

Because defining concepts and building shared language between team members first prevents future conflicts over what things are, leading to clearer problem framing and better alignment.

### How does language-first design apply to LLM interfaces?

Conversational design with LLMs presents a paradigm shift that challenges traditional interface conventions and the role of design itself, requiring designers to rethink interactions as language-driven rather than visual.

### What is the role of revision in the design process?

McGuane emphasizes that multiple revisions are essential; you must allow yourself to make mistakes and iterate to discover the right solution, and time spent on earlier passes is not wasted.

**Tags:** [Content Design](https://yomu.fyi/topic/content-design), [Design Process](https://yomu.fyi/topic/design-process), [LLMs](https://yomu.fyi/topic/llm), [Product Design](https://yomu.fyi/topic/product-design)

- Source: [Intercom](https://www.intercom.com/blog/videos/shopify-ux-director-elizabeth-mcguane-design-should-start-with-words)
- Source URL: https://www.intercom.com/blog/videos/shopify-ux-director-elizabeth-mcguane-design-should-start-with-words
- Ingested by Yomu: 2026-10-05T18:00:47.363Z

[Read original post](https://www.intercom.com/blog/videos/shopify-ux-director-elizabeth-mcguane-design-should-start-with-words)