The Thinking Space

A Shared Language for Design Process

PREFACE

There is a moment in most projects where things begin to drift.
Not because the design is wrong. Not because the ambition is unclear.
But because people no longer see the same thing -
each focused on their own part -
And slowly, without anyone intending it, the original idea begins to change -
until what is delivered is no longer quite what was imagined.
............
I recognised this pattern in an unexpected place -
On a trip to Finland - A small airport, making just one flight per day.
As we arrived, a woman greeted us - warm, welcoming, informal - she directed us to check in.
We reached the desk -
Same woman - Different uniform - Different posture - Different voice
Now she was precise, controlled, authoritative.
We moved through to the lounge and a shop
Again - her - a change of apron but ....
Then to security and boarding
Again - her
Between her and her brother, they ran the entire airport.
Not by doing everything at once but by stepping into the right role at the right moment ....
Seamlessly !
............
That is when it became clear ....
Projects like passengers at the airport, move forward through stages
Each requires different approaches - as the lady in the airport changed outfits

So I stopped thinking in project stages and started thinking in voices.

Six ways of seeing the journey of a project.
Six roles that have a different lens at a different time (whether formally or instinctively)
for an idea to keep its focus from concept to completion