Being Designerly - Notice & Observe

In this series of posts about Being Designerly, we explore ways to be more creative by thinking, feeling, and acting like a designer. The previous posts discussed how successful designers Put People First, and Cultivating Curiosity; this one is about observation skills.

Notice & Observe: Actively paying attention to people, things, behaviors, and interactions in an environment.

If you think of observation as a superpower, the superhero who comes to mind would undoubtedly be Sherlock Holmes, Sir Arthur Conan Doyle’s fictional detective. The name may conjure images of his trademark clothing or accessories, or the actors who recently portrayed him (my favorite is Benedict Cumberbatch), but he is all about his powers of observation and deduction. Unlike his assistant Watson, he wouldn’t jump to conclusions right away, but would take his time to observe, think and then connect the dots to solve mysteries.

In his book, Thinking, Fast and Slow, Daniel Kahneman discusses two different systems in our brain: System 1, which operates intuitively and automatically and quickly jumps to conclusions based on limited information, while System 2 is slower and deliberate, and attempts to work through problems systematically, using conscious decision-making and reasoning. To notice and observe, we should use System 2.

Observation is a fundamental designerly skill that includes the ability to observe the interactions between people, objects, environments, and the broader contexts. It also includes observing and recognizing subtle details, patterns, and behaviors that often go unnoticed by others. Designers who have honed their observation skills have a heightened sense of awareness and curiosity, allowing them to gain valuable insights and inspiration for their creative work. By keenly observing the world around them, designers can continuously learn from their surroundings, empathize with users, uncover opportunities for innovation and develop meaningful and relevant solutions.

Start by actively paying attention – first pick something to focus on. On a recent trip to Europe, our family decided to actively notice and observe security cameras. We were amazed by the differences in quantity, visibility, and locations of cameras in the different cities we visited. London’s cameras won hands down, and if anyone was reviewing those camera recordings during our visit, they were rewarded with four faces squinting at those cameras. While we picked inanimate objects, there’s a lot more to learn when there are people involved. Observe people in an environment in your daily routine – like customers at a coffee shop or cafeteria. Or you could observe drivers’ faces as they pass you in a parking lot or at a stop light (safety warning: make sure you’re stationery and safe).

Reinforce those observations by taking notes. Take detailed notes to train yourself to capture important details. The number of steps each person takes from the coffee shop door to the counter may not be that important, but consider observing people’s demeanor, payment methods, what people do while waiting, reactions of people to the (mis)pronunciation of their names.

By regularly practicing these techniques and incorporating them into your daily life, you can significantly enhance your powers of observation. Over time, your ability to notice and perceive details will become more refined, leading to deeper insights, and improved creative outcomes.

In two weeks, we will discuss the designerly behavior of critical thinking. You should also sign up for curated content on the topic every other week at news.beingdesignerly.com. I hope these will help you, designer or not, be more creative and innovative by being designerly!