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We can’t stress enough the fact that design is about decision. Knowing which features to build is just as important as knowing which features not to build.

But, how do you know what your scope should be?

When helping a client define its design strategy, we like to use the following technique because it forces people to make decisions.

We haven’t invented the technique but have used it in various fields including business management, vacation planning, design, etc.

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The new Facebook design was launched early last week to some positive and negative reviews. Facebook had been working on the new design for the last year. The analysis required to roll out such changes must have been extremely complex because the changes go far beyond the aesthetics. The user experience is drastically impacted.

A lot of people have been building their profiles just the way they want it (with the right applications, information, etc); such changes will obviously create resistance among Facebook’s user base. Let’s try to understand how the new design came to be.

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Design is about decision. The decisions you make and the ones you don’t. For a lot of people, it’s very difficult to say no. They try to get around it by postponing the decision or using maybes.

Perhaps we don’t want to disappoint or create comotion. But, if you’re building anything, the reality is that you cannot base yourself on maybes. Leadership and clear-cut decisions are required. Maybes will not create consistency. Objective data, sound analysis and decision-making will.

After all, it’s best to have a bad decision applied consistently than a good one applied some of the times. Learning to say no is essential and, at least as important as saying yes.