Cover page by Marc McNeill, Lindsay Ratcliffe

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Business Intentions

As designers, if we can understand the intentions behind the project, we’ll be better placed to make reasoned and balanced decisions. With clear business intentions you can avoid meandering up a creative cul-de-sac that doesn’t support the business objectives, drivers, and underlying business model. When it comes to prioritising features and functionality, you’ll have clear justification for the importance of good visual and interaction design as differentiators, efficiency generators, or providers of a competitive advantage in the marketplace if those are the business intentions. When design is critical to the product’s success, then that puts you in the driver’s seat. But if it’s not, if the business intention is to solve ...

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