Open Design

Design Principles

This strategy exercise helps teams rapidly develop design principles through collaboration and visual exploration. Participants sketch and prototype design concepts, encouraging both divergent and convergent thinking to identify promising directions. In about 3 hours, the exercise balances individual reflection with group work. The structure keeps energy high and maintains focus. Clear phases and time boundaries help manage the process for meaningful results. Participants leave with outputs and insights ready for immediate application. The exercise creates individual learning and team alignment on a design philosophy to guide future decisions.

Duration
3 hours
Group Size
5-8
Category
Open Design
Difficulty
Easy

  • Develop actionable design principles to guide decisions.

  • Create a shared understanding of design philosophy.

  • Generate visual examples demonstrating principles.

  • Build consensus on design direction and priorities.

  • Establish evaluation criteria for design decisions.

  • Foster collaborative design thinking.


  • Defined design principles.

  • Guiding criteria for decisions.

  • Consistent design approach.

Before the session:

  • Research existing design principles.

  • Prepare 5-8 example principles.

  • Create principle template sheets.

  • Set up wall space.

  • Test materials and timing with a pilot group.


During the session:

  • Maintain energy: Use energizers if needed.

  • Time management: Give 5-minute warnings.

  • Encourage specificity: Push for actionable principles.

  • Visual focus: Remind teams that sketching clarity matters more than artistic skill.

  • Decision focus: Keep discussion focused on guiding decisions.


Common challenges and solutions:

  • Challenge: Vague, generic principles. Solution: Provide examples and push for decision-making guidance.

  • Challenge: Principles overlap. Solution: Help teams find unique angles or merge similar principles.

  • Challenge: Abstract discussions. Solution: Force visual exploration and examples.

  • Challenge: Participants worry about artistic ability. Solution: Emphasize that sketches are communication tools, not art.


Success indicators:

  • Each principle provides clear guidance.

  • Principles are specific to the context.

  • Visual examples demonstrate principles.

  • Team has consensus on priority.

  • Next steps are defined.


  1. Context Setting & Individual Reflection (30 minutes)


  • Minutes 1-10: Problem Framing

  • Present the design challenge or product context.

  • Share examples of effective design principles.

  • Clarify scope: product vs. organizational principles.

  • Define success criteria.

  • Minutes 11-25: Individual Exploration

  • Brainstorm what "good design" means in this context.

  • Write one principle idea per sticky note.

  • Generate 8-10 principle concepts.

  • Focus on specific, actionable statements.

  • Minutes 26-30: Personal Principle Selection

  • Select the top 3 principle ideas.

  • Prepare to share reasoning.

  • Consider how principles guide decisions.


  1. Rapid Visual Exploration (45 minutes)


  • Minutes 31-40: Principle Sharing & Clustering

  • Post top 3 principles on the wall.

  • Group similar concepts together.

  • No discussion, just visual organization.

  • Identify themes and patterns.

  • Minutes 41-65: Visual Exploration Sprint

  • Teams of 3-4 take one principle cluster.

  • 20-minute rapid sketching session per team.

  • Create visual examples showing the principle in action.

  • Sketch what the principle looks like vs. what it doesn't.

  • Generate multiple visual interpretations.

  • Minutes 66-75: Visual Gallery Walk

  • Post visual explorations.

  • Silent review of all concepts.

  • Add sticky note observations and questions.

  • Identify compelling directions.


  1. Collaborative Development (60 minutes)


  • Minutes 76-95: Principle Refinement

  • Return to principle clusters.

  • Refine principle statements based on visual exploration.

  • Write clear, specific principle statements.

  • Create "good example" vs. "bad example" pairs.

  • Test principle clarity with scenarios.

  • Minutes 96-120: Cross-Team Feedback

  • Rotate and provide feedback on other teams' principles.

  • Use format: "What works" / "What's unclear" / "What's missing".

  • Incorporate feedback and refine principles.

  • Focus on actionable and specific principles.

  • Minutes 121-135: Integration Session

  • Reconvene to share refined principles.

  • Look for overlaps and conflicts.

  • Identify the 5-7 most important principles.

  • Ensure principles cover different aspects of design decisions.


  1. Convergent Evaluation & Finalization (45 minutes)


  • Minutes 136-150: Principle Testing

  • Present real design scenarios or past decisions.

  • Test how each principle would guide decision-making.

  • Identify which principles provide the most clarity.

  • Refine language for better clarity.

  • Minutes 151-170: Final Selection & Prioritization

  • Use dot voting to identify top 5-7 principles.

  • Rank principles by importance and frequency of use.

  • Ensure the final set covers the breadth of design decisions.

  • Create final principle statements with visual examples.

  • Minutes 171-180: Next Steps & Documentation

  • Assign owners for each principle.

  • Plan how principles will be communicated.

  • Identify first opportunities to apply principles.

  • Document session outcomes and commitments.


Sample Design Principles Framework

Principle Structure Template:

  • Principle Name: [Clear, memorable title]

  • Statement: [Specific, actionable guidance]

  • Why It Matters: [Context and reasoning]

  • Looks Like: [Positive examples]

  • Doesn't Look Like: [Counter-examples]

  • Decision Filter: [Key questions to ask]


Example Output:

  • Principle: "Clarity Over Cleverness"

  • Statement: Prioritize user understanding over designer creativity

  • Why It Matters: Users need to complete tasks efficiently, not admire our creativity

  • Looks Like: Simple navigation, clear button labels, obvious next steps

  • Doesn't Look Like: Hidden menus, cryptic icons, overly artistic layouts

  • Decision Filter: "Will a new user understand this immediately?"


Variations

  • Rapid Version (90 minutes): Reduce individual reflection, combine visual exploration and development, focus on 3-4 principles, use existing examples.

  • Extended Strategy Version (Full Day): Add competitive analysis, include user research, develop implementation roadmap, create detailed documentation.

  • Remote Version: Use digital whiteboards, breakout rooms, digital voting, screen sharing.

  • Product-Specific Version: Focus on a specific product area, include user journey mapping, test principles against existing decisions, connect to design system.


Assessment Criteria

Success is measured by:

  • Clarity: Unambiguous guidance for decisions.

  • Specificity: Tailored to organizational context.

  • Actionability: Teams can apply principles immediately.

  • Consensus: All participants understand and support the principles.

  • Completeness: Principles cover the breadth of design decisions.


Connection to Design Process

This exercise builds a foundation for:

  • Design system development.

  • Design critique and feedback.

  • Product strategy and planning.

  • Team onboarding.

  • Stakeholder communication.

  • Quality assurance and design reviews.


Implementation Support

  • Documentation Template: Principle overview poster, decision-making checklist, onboarding materials, integration with design review processes.

  • Follow-up Activities: Monthly principle review, application workshops, case study development, stakeholder communication.

Unlock Step-by-Step Instructions

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Large sheets of paper (A2 or flip chart size).

  • Sticky notes (multiple colors).

  • Thick markers (black, blue, red).

  • Thin markers for details.

  • Timer or stopwatch.

  • Wall space.

  • Dot stickers.

  • Design principle template sheets.

  • Example principle cards.

  • Digital camera.

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

Unlock Resources & Templates

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Discussion

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