Articles on
Design DNA
01
How reasonable decisions
create incoherent portfolios
A common misconception is that Design DNA is about appearance. Colors. Visual consistency. Graphics. That misses the point. Design DNA is about decisions.
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02
How to spot portfolio drift
before It becomes expensive
Portfolio drift does not announce itself with a big bang. It accumulates quietly. By the time you notice your products don’t hold together well, it gets expensive to reverse.
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03
Design DNA is a
leadership problem
Many companies treat Design DNA as a design team responsibility. If we invest in great designers, coherence will take care of itself. It may work early on but breaks once you have multiple projects running in parallel.
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04
Lets discuss:
Design DNA Audit
Most companies address Design DNA when they are already planning a redesign. The assumption is that portfolio coherence can be fixed during design execution. That only works while decisions are still flexible.
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