Apparently the word “craft” is trending in the design world right now. I’ve been hearing it said around my own organization with suspicious frequency, always connected with building things that are well-built.
But when I hear how most designers — or at design consultants — talk about craft, what I hear is craftsmanship, which has less to do with the mode of making and more about the characteristics of the artifact.
I swear most people only say “craft” to avoid gendered language or awkwardly degendered language: “The craftsmanship… er, craftspersonship… uh… CRAFT on this deliverable is unacceptably imperfect!”
The distinction matters, though, and it is not academic hairsplitting, because it pertains to design practice on multiple levels.
By my understanding:
- Craft describes qualities of how a thing is made.
- Craftsmanship describes qualities of what has or is being made.
So what is this mode of making called craft? And how does it differ from other modes? Craft, as opposed to what, exactly?
Craft — or at least good craft — is responsive to what is crafted. What is crafted responds to the crafter in sometimes surprising and inspiring ways. An aphorism: Craft is material dialogue.
Craft has several characteristics that differentiate it from other modes of making. Craft is:
- Rapidly iterative. Rapidly means as close to real-time as possible. The longer the delays in the feedback loop, the harder it is to maintain craft.
- Emergent. This means the looping feedback creates unpredictable qualitative changes to the crafted thing.
- Responsive. This can be seen as a corollary of emergence. Because the craft generates emergent qualities that cannot be foreseen, the making cannot follow a set plan. The plan must change with the changing conditions the craft itself produces.
- Reflexive. This means that the crafting changes not only the crafted artifact, but the maker as well. The changes might be a mix of theoretical understanding, or it might be purely intuitive, but at the deepest levels of craft it can be transformative.
So here are modes of making that are not craft, or modes that aspire to minimize the need for craft.
- Planning
- Specification
- Implementation
- Fabrication
Any process where the outcome is defined prior to the shaping of materials is not craft.
A plan, specification, implementation and fabrication can be said to have great craftsmanship if its construction is sound and flawless.
Today, though, I am seeing something very new in this 16-year-old idea.
Over the last eight years I’ve thought a lot about materials, and how important it is for designers to have a feel for them, if they are to effectively form them. In connection with this I’ve said the material of service design is organizations and, because organizations are so complex and heterogeneous, service problems are often far too large to fit inside any one person’s (or even team’s!) head — and that this is why service design collaborations involve a staggering number of people from many disciplines.
Somehow, though, I never put these two ideas together:
- Craft is material dialogue.
- The material of service design is organizations.
A craft of service design would be dialogue with organization as material, and this is incredibly hard. Real craft would require iterative rapid prototyping and testing with a representative cross section of the organization, with freedom to respond to emergent qualities of the service, which might transform the understanding the team has of the service problem itself.
Much of the time, what designers say they are designing is not in fact what they are crafting.
So a UX designer who says they are designing an experience, but lacks access to people who will use what they design, is not crafting an experience, because the experiential material is lacking. What they are crafting is a digital interface.
I’m thinking out loud, so bear with me.
A designer’s true material is the material available to them to craft.
Watch what a designer is touching and shaping, being surprised by, responding to, learning from, and changing them as a practitioner — and that is their true craft.
Ok, now I’ve said it messily. I’ll work on cleaning, compacting, simplifying it later. Because conceptual language is my craft.
And this, by the way, gives me an excuse for being so damn repetitive. These are iterations searching for emergence and profound, transformative shock.




