Michael Morgan designing with intent.

Design impacts everyone's lives from simple to complex, subtle to overt. People of all ages and creeds interact with objects which at some point in time were and are a function of design.

As a designer I look beyond intent of design to understand why and how we use objects in the way that we do. This interrogation of design  allows almost all of the design thinking to happen upfront grounded in a divergent and convergent design process based on research, reality and context. This first principle puts the user front and centre and is more commonly referred to as the User-Centred approach - I design by prioritising people's needs, desires and pain points to extract the essence which informs good design and better outcomes. Designers have a huge responsibility which can influence individuals, society and entire nations; thus, it is important to create with critical thinking and engage with users in a mindful, meaningful and ethical manner.