Intent means purpose; something highly designed was crafted with intention in every creative decision. Frank Lloyd Wright explained that intent drives design with the credo “form follows function“; P&G calls this being “purpose-built.” The designer is the person who answers the question “How should it be?”
The first question we should be asking is how many organizations let the designers lead rather than just using them as mouse pointers?
As an analogy, giving someone birthday money instead of taking the time to choose a gift seems eminently logical – why limit the recipient’s choices? But the gifts we remember most fondly are seldom checks.