A good user experience can be defined in many ways, but one measure is the ability to reduce the user’s effort to think. Clarity is the most important characteristic of a great interface. Your icons should help your users do what they need to do without requiring brainpower. However, the problem with icons is people associate different things with each icon based on their past experience. And it’s another common misconception to assume that users (especially mobile users) will play with all the different icons in order to discover what each icon does.
Increasingly, more and more companies are looking for great design leadership these days. They are being told that their company needs a bigger focus on design thinking and are keen to adopt more design centric principles. But over and over, when these companies talk to designers, they hear about craftsmanship—about brand consistency, and polished design, designers who can code, and style guides, and prototyping, and testing — the designer’s craft.