UX designer at Factory Pattern. Helping Graphic Designers become UI and UX designers at www.design.training.

Aug 25, 2016

Design is basically just flower arranging

Summary: This article defines the expertise and methods which make a UX Designer. And also explains why design isn’t just arranging fonts, shapes and colours AKA flower arranging.

The shocking, yet common comment that is often made about design

In a recent meeting with a supplier and client of mine, (we’ll call him David), the conversation turned to design — designing websites to be specific and David commented, and I quote, “Design is just flower arranging”.

Being a designer (at Factory Pattern — shameless link), I initially took offence and while furiously ranting at him about the science of design in my head, I actually said “That’s an interesting comment”. I fully appreciate people have their own opinions, and I believe this comment was made not as an insult to me as a designer or to the profession but made because of a lack of understanding and knowledge of what we do.

When David made the stunning comment, he was referring to designing websites in particular. So, being a designer myself, I took this comment personally (at first). My initial reaction was to shout “WHAT!” However, I held my tongue and responded with “That’s an interesting comment”.

So rather than feeling misjudged and under valued, I took inspiration from David’s comment and decided to do some comparative research and respond with a well considered answer and hopefully shed a bit more light on what design is for all the Davids out there… here goes.

The reason for the secondary response (“That’s an interesting comment”), was so that I could take inspiration from the “stunning” comment, do some research and respond with a well considered answer…So here goes.

Design and floristry — what’s the difference?

To give a bit of background and to clear up any potential ambiguity (because that’s what UX designers are supposed to be good at), I am a UX designer. So, as David was referring to me in the meeting, I’m going to compare the skill sets of UX design and floristry, to help David (and the rest of the world) understand that design isn’t just about arranging colours and shapes.

A UX Designer is as follows:

User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.(https://en.wikipedia.org/wiki/User_experience_design)

Here’s another good explanation from @hugodesigns called What makes a good UX designer?

A florist (or floral designer) is as follows:

Floral design or floral arts is the art of creating flower arrangements in vases, bowls, baskets, or other containers, or making bouquets and compositions from cut flowers, foliages, herbs, ornamental grasses, and other plant materials. Often the terms “floral design” and “floristry” are considered synonymous. Florists are people who work with flowers and plants, generally at the retail level.
(https://en.wikipedia.org/wiki/Floristry)

I’m a designer, not a flower arranger! :)

Now, before I go any further, I would like to state that I highly respect floral art — my flower arranging skills leave much to be desired and I rely on skilled people to do the job for me.

Thanks to County Florists of Cheltenham for whipping up this great bouquet in 5 minutes - the first time I’ve been able to mark down flowers as a business expense!

Floral arrangement and UX design — comparisons and some strange similarities

Comparison 1: Delight

Both UX designers and florists aim to delight.

Florists create amazing pieces of floral art and give their customers amazing bouquets and arrangements which spark delight and pleasure for them or the person who receives the flowers.

UX Designers look at a problem or challenge and design pathways through websites that give a last impression on the visitors to get them coming back for more.

There may be simple ways to get to information, or personalised messages to make users feel a human connection with the interface they are using. No matter the challenge, UX Designers use a mix of planning, interface design and interactivity to surprise and delight users and get them where they want to be.

Read more on delight here Delight is not cute flourishes by @shiprakayan

Comparison 2: Usability

Both UX designers and florists make it easy for their customers to use a product.

Florists create bouquets of flowers to a customer’s preference and make them just the right size, so that their customers can carry them easily and keep them in-tact to delight their friends or loved ones.

UX designers put themselves in their customers shoes, ask the questions that their users may ask and plan meticulously for the easiest way for their users to achieve a task.

The task may be to purchase a product online — in this case a UX designer will map out pathways that the user may possibly take then implement a mix of copy, imagery, graphics and interactivity (buttons, forms, etc) to help them buy a product.

With no shop assistant present, a designer has to create a complete design from beginning to end and answer any questions that the user may have with design; such as: Can I trust this online shop? What are the delivery costs? Can I buy more than 1 product at a time?

Website users don’t have a shop assistant to hand-hold them throughout the process, it’s a designers job to help users with a design that answers their questions throughout their journey

All of these questions don’t come at once, they’ll be asked throughout a user’s journey from beginning to end. So, the UX designer has to place information at the right point and at the right time. Too much information at once would be confusing, so a carefully considered design will be the right balance of information to help the user to complete their goal.

Comparison 3: Lasting impressions & goals

Florists create bouquets and floral arrangements that have short term, yet delightful goal and that is all, because that’s all that’s required of a florist.

UX designers, research, plan and design to constantly improve a user’s journey based on data they receive from people using a website or app over time. This goal orientated, ongoing process is laser focused on increasing revenue and the long-term effects result in better experiences for customers and better business for you.

Business owners — embrace UX (User eXperience), it’s the key to a customer focused strategy that will set you apart and generate more revenue.

Comparison 3 (above) is the final and most important difference. It’s not by chance that design achieves results. Yes, design should be a beautiful interface, just like a bouquet of flowers, but design answers questions, solves problems and helps users (people) to achieve goals.

My Conclusion

So in answer to David’s comment “Design is just flower arranging” I would say, look at everything around you that you use on a daily basis — it’s been designed; Designed to help you achieve a goal.

Look at the apps and websites you use; if a designer hadn’t been involved and an interface had been left to chance, you can bet your bottom dollar (or pound because I’m British) that you would soon stop using it and turn to something that’s been better designed.