Design is the process of creating a solution that balances the goals of both the user and the creator. User goals include both tasks people need to get done and psychological wants. Creator goals include qualitative and quantitative goals that we call ‹design› and ‹data› goals, respectively. Explicitly stating and balancing these different goals is the most important part of design. Without goals, you’re not aiming correctly, so you have very little chance of hitting the target.via Prismatic.