Good design is not just what looks good. It also needs to perform, convert, astonish, and fulfill its purpose. It can be innovative or it might just get the job done. A good design cannot be measured by a finite way – multiple perspectives are needed.

What in the heck is design? And more importantly, what makes good design? When I tell people I’m a designer, I’m assailed by questions, which usually follow a script similar to this:

Motivated by the many simple opinions announced in digital and graphic media, the well-known Argentinean designer Adrián Pierini, enlist 10 essential points that clients, marketing and creative people, should ALWAYS consider when evaluating strategic design pieces.

UX became a weapon, AI posed countless new challenges, and debate erupted over once rock-solid design paradigms. Even some of the industry’s leading lights admitted their revolutionary inventions have serious, unintended consequences.

As a UX design company, we believe business objectives should be accomplished by reducing friction and creating simple, yet compelling, ways to improve the user experience. We’ve developed the Objective-Based Design (OBD) philosophy to deliver ongoing value to any project or business through iterative research, strategy and design. OBD is not just for designers—it’s a way of thinking that anyone can use—including you.

How do you know when a design is good or bad? When the design is “pretty,” that means it’s good, right? So what does “pretty” mean? How do you know that your pretty isn’t your boss’s ugly?