Design is a conversation in which different points must be presented and argued for or against. It’s too simple to just agree with yourself on the first premise and rush to the end of the project. Falling in love with the first idea is depleting you of mental and creative resources that could lead to something absolutely amazing. By falling for the first idea that comes to your mind, you’re getting stuck in your local maximum \u2013 you’ll never know how much you could achieve by releasing your creative powers and going further.<\/p>\n
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And yes \u2013 the design process is wasteful.<\/strong> On every step of the design process should you leave more ideas than you’re taking with you. The rule of thumb is simple: the design process should undergo clarification \u2013 the further down the road you are the less waste you’re supposed to produce. You should brainstorm dozen of ideas, sketch several of them, wireframe a couple of them, prototype the best three, only take two of them to visual design, etc.<\/p>\n Split-testing obviously puts this logic into question but my point is simple: if you have the money, time, market situation and resources to test several fully made designs \u2013 do it. If not \u2013 there should always be a testable design with several variations (the difference of details, copy, etc. \u2013 something that can significantly change user’s behavior and business results).<\/p>\n Having that said \u2013 let’s think about how to prevent yourself from “marrying” the first design idea that comes to your mind.<\/strong><\/p>\n