Design is Relationship

The Invisible Contract Between Systems and People

Good Design, Great Design

Good design occurs when aesthetics and functionality align seamlessly, precisely meeting user expectations. Great design surpasses these expectations, evoking delight and deeply embedded emotional responses. A powerful example is in Pixar's "Ratatouille," where a bite of a familiar dish transports a cynical food critic instantly back to a cherished childhood memory.

Such transformative experiences—moments that resonate profoundly—are the hallmark of exceptional design. They stem from a deliberate orchestration of design elements that go beyond surface-level engagement, embedding deeply within a user’s memory. This depth of interaction forms the bedrock of enduring trust, leaving lasting impressions that define truly "great" design.

Beyond Novelty: Lessons from Exploration

My inherent personality as it pertains to design leans on exploration—driven by curiosity and a relentless pursuit of innovative solutions. Initially, I equated successful design with rapid iteration and groundbreaking ideas, often prioritizing novelty over enduring value. This energizing approach occasionally bypassed the critical nuances required for deeper user relationships.

However, a formative experience at Hulu reshaped my perspective. Recognizing how interfaces inadvertently spoiled user narratives due to rigid data handling led me to slow down and genuinely understand viewer contexts. By carefully observing and empathizing with users' underlying needs and behaviors, the redesigned experiences significantly boosted viewer retention, teaching me that genuine innovation arises from a thoughtful and nuanced understanding of user trust.

SmithRx: Navigating an Ecosystem of Fragmented Trust

This realization profoundly shaped my approach at SmithRx, where I encountered an ecosystem fractured by mistrust and inefficiency. The organization's various divisions operated almost independently, each maintaining separate, redundant systems and partial information sets. The lack of shared trust between these divisions was palpable, resembling an uneasy alliance rather than a cohesive unit.

Business leaders, skeptical of internal capabilities, relied heavily on multiple third-party tools. This dependence created further complexities, with each internal team working in isolation, hesitant to proactively share insights, data, or openly address emerging problems.

This organizational fragmentation caused significant inefficiencies, including missed targets, slipped deadlines, and internal disputes. My role became clear: unifying these fragmented elements through cohesive, strategic design initiatives—including a universal drug management solution, a comprehensive admin portal, a redesigned member portal, and an innovative partner portal. My hope remains that by advocating for and fostering trust-based design practices, SmithRx can achieve greater cohesion, collaboration, and ultimately, organizational resilience.

Trust Through Empathy and Recognition

Building genuine trust requires more than surface-level empathy—it demands the ability to read between the proverbial lines and uncover the subtle, often unarticulated nuances of human behavior. True empathy is cultivated by interpreting stories, recognizing patterns, and illuminating perspectives that standard user research might overlook.

For instance, to better collaborate with a new manager, I asked her to recount a memorable adventure. Her chosen story revealed critical insights—how she handled pressure, her organizational style, and communication patterns. While not perfectly predictive, this storytelling approach provided a valuable baseline to authentically tailor interactions, fostering alignment and building a foundational trust, especially where our natural tendencies differed significantly.

In design, similar nuanced storytelling techniques allow designers to anticipate and meaningfully address unspoken user anxieties, thereby reinforcing trust. Each interaction must consistently communicate recognition, validation, and deep understanding, ensuring the relationship strengthens with every experience.

Delight as an Essential Component

Conventional wisdom asserts functionality precedes delight. Yet experience—and insights from behavioral scientist B.J. Fogg in "Tiny Habits"—highlight that delight is foundational in building trust. Micro-interactions and thoughtfully designed details aren't superficial embellishments; they're deliberate signals of empathy and consistency.

Design quality isn’t just about initial functionality—it is continually validated through user experiences. If an app crashes, trust breaks, reflecting directly on the design itself. This awareness compels a commitment to continuous refinement, advocating tirelessly for a "seven-star experience," striving for clarity on every point where trust might fracture.

Designing with Purpose: Lessons from Streak

Simon Sinek emphasizes starting with "why." My "why" revolves around fostering meaningful relationships between users and products. At Streak, I applied this foundational principle to rapidly redesign complex workflows within a dynamic, fast-paced environment. Despite the intense pressures, consistently prioritizing trust and meaningful user alignment yielded robust and stable product experiences, demonstrating that genuine relationships underpin impactful design.

Reflecting and Looking Ahead

My journey from seeking novelty to cultivating relational depth mirrors broader industry shifts toward empathy, storytelling, and emotional intelligence. Today, my philosophy prioritizes building resilient and lasting relationships between users and the products they rely upon.

As designers, we must acknowledge that design, much like trust itself, is only as robust as the user's last interaction. Constant vigilance and thoughtful advocacy are essential. I no longer measure success solely by immediate outcomes but by sustained trust and alignment with the user's deeper, often unspoken, expectations.

In every interaction, workflow, and pixel, the ultimate success criterion is the integrity and resilience of the trust relationship established with users. Because exceptional design isn't simply about aesthetics or functionality—it’s about creating enduring bonds through careful observation, empathetic insight, and continuous dedication to exceeding expectations.