From Structure to Freedom: Balancing Creative Flow in Design with Peter Swimm
In a recent episode of the Designing with Love podcast, host Jackie Pelegrin welcomed Peter Swimm, a project management consultant at Toilville, to discuss the delicate balance between structure and creativity in design processes. Peter shared his unique journey from tech support to conversational design, offering valuable insights for both seasoned designers and newcomers to the field.
Peter's career path wasn't conventional. Starting in tech support and network operations, he absorbed product lifecycle knowledge by proximity at a startup where his desk sat next to the CEO and product manager. This unconventional background gave him a different perspective from designers with formal training. He relied on his intuitive understanding of what makes a good product and his background in writing to guide his work. This approach served him well as he moved into conversational UX and chatbot design, which was an emerging field where design patterns were still being established and human speech became the interface.
One of the most compelling points Peter made was about the relationship between structure and creativity. He observed that many designers aren't passionate about tools like Figma; they're passionate about design thinking and problem-solving. The tools are simply a means to an end, often creating the minimum viable overlap between the designer's world and the engineer's world. This translation layer inevitably loses something in the process, leading to products that exclude users or become cluttered with unnecessary features, such as Microsoft Excel with its overwhelming array of buttons that most users never touch.
Peter advocates for a radical rethinking of how we approach design and work processes. Rather than focusing on hours worked or traditional metrics, he suggests focusing on outcomes and ideal workdays. This mindset shift allows designers and teams to leverage AI tools to eliminate monotonous tasks while preserving the human elements that truly matter. As he put it, "Using things as shortcuts to avoid thinking is bad, but using things as shortcuts to avoid toil is good."
For smaller teams, Peter recommends building custom systems that work with each team member's preferences rather than forcing everyone into a single tool. He described how his team eliminated Figma by creating a workflow where designers could use their preferred tools (like Affinity) while AI handled the conversion between formats. This approach allows team members to work in their zones of expertise without getting bogged down in project planning or unnecessary meetings.
For junior designers struggling to navigate workplace structures, Peter offered sage advice: recognize when structure is part of the solution versus part of the problem. Good structure, like style guides, can make things easier without restricting creativity. The key is developing the confidence to work within necessary constraints while recognizing and pushing back against unnecessary limitations.
Perhaps Peter's most powerful insight was his closing advice to young designers: "Be promiscuous" in exploring different jobs and opportunities early in your career. Don't stay in bad situations, and use your freedom to explore who you are before life's responsibilities limit your options. This exploration might lead you to discover a niche where you can truly excel.
In an industry increasingly dominated by discussions of AI and automation, Peter offered a refreshingly human-centered perspective. His approach balances embracing new technologies to eliminate tedious work while preserving the creative, empathetic aspects of design that make it meaningful. As design processes continue to evolve, this balance will be crucial for creating products that truly serve human needs rather than technological possibilities.
🔗 Website and Social Links:
Please visit Peter Swimm’s website and social media links below.
Photo by fauxels: https://www.pexels.com/photo/photo-of-men-doing-fist-bump-3184302/
Jackie Pelegrin
Instructional Designer, Author, College Professor, and Podcast Host
Jackie, an Arizona native, leverages decades of experience as an instructional designer within both higher education and the corporate world. She holds an MBA and a Master of Science in Instructional Design and Technology, both acquired through online learning. In addition to her full-time role, Jackie serves as an adjunct instructor, teaching online courses at Grand Canyon University. During her leisure time, she delights in reading books across a range of genres, enjoying movies and TV shows, playing games, listening to uplifting music, and spending quality time with her family and friends.
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