Align Intentions to Avoid Mismatched Experiences

Teams shape user journeys by rendering their core intentions through every touchpoint. The Global Entry signup—launched in 2008 by US Customs—demands multi-screen data entry with cryptic labels and unhelpful errors, signaling a bureaucratic hurdle despite the program's efficiency (kiosk scans in minutes, auto-qualifies for TSA PreCheck). In contrast, the 2011 White House We The People petitions site uses modern typography, layout, color, and interactions to invite civic engagement effortlessly.

Both government teams had similar resources yet delivered opposite qualities because Global Entry prioritized 'getting the service running' (one-time signup fills a database), while We The People aimed to prove government designs rival commercial ones. Change the intent—like intending zero-error signups—and the design shifts: clear labels prevent user frustration and abandonment, turning data collection into smooth flows. Robert Fabricant nails it: 'Behavior is the medium of design.' When users guess field meanings and hit errors, redesign until behaviors match your goals.

Experiences Span Full User Journeys

Intentions must cover pre-, during-, and post-interaction phases for cohesive results. Global Entry's kiosks render 'efficient and friendly' beautifully, skipping lines like domestic flights, but the website ignores this, leaving a cumbersome first impression. Render consistent intentions across the journey: intend welcoming efficiency everywhere, and users complete signups without friction, boosting program adoption.

Everyone Designs by Rendering Intent

Design isn't exclusive to specialists—anyone influencing outcomes is a designer. Business teams intend revenue models, tech teams optimize resources, legal protects risks; their inputs render the final product. This democratizes design but demands alignment: experienced designers shift from owning outcomes to teaching others how to render intentions effectively.

Top teams unify via frequent research—uncover unintended user pains, benchmark competitors, explore options explicitly—to agree on shared goals. Deliverables like wireframes and prototypes secure buy-in from product managers to developers, ensuring one intention materializes. Processes fail when they skip intention alignment, producing mediocre designs; prioritize it to render great ones consistently.