After more than four years evangelizing Design Thinking — and serving as an advisor to the University of California’s Design Thinking Program — I’ve seen firsthand how transformative this framework can be. At its core, Design Thinking taught us to empathize deeply, to define real human problems, to ideate with curiosity, prototype boldly, and test with humility.

It was a human-centered revolution. It reminded us that people — not processes or profit margins — should be at the center of innovation.

But as the world changes, so must our frameworks.

We are entering a new era. One where the next evolution of innovation isn’t just about building better products — it’s about aligning with deeper human purpose. I believe we’re witnessing the rise of something I call Intention-Based Design.

“As AI and technology accelerate, it’s time to expand the Design Thinking mindset — toward purpose, alignment, and intention.”

From Empathy to Intention

To understand why Intention-Based Design is emerging now, we must revisit the foundation of Design Thinking.

Design Thinking asks: What do people need?
 Intention-Based Design asks: What deeper purpose does this fulfill?

If empathy is about walking in someone’s shoes, intention is about aligning with where they’re going — and why. It requires a shift from simply understanding user behavior to honoring human intent.

While empathy centers on feeling what others feel, intention centers on acting in harmony with what they seek. It’s a shift from understanding pain to co-creating purpose. That’s a subtle but powerful leap. It means moving from user-centered to co-intentional.

We already see this unfolding in the world of UX. Interfaces have moved from buttons to touch to voice. Soon, with AI and brain-computer interfaces, we’ll bypass input entirely and design experiences that respond to thoughts, emotions, even unspoken desires.

This isn’t science fiction — it’s already taking shape.

But with this evolution comes responsibility. When we design at the speed of thought, we must do so with clarity of intention. Otherwise, we risk building systems that are powerful but misaligned — fast, but disconnected.

What Is Intention-Based Design?

So, what exactly is Intention-Based Design?

Intention-Based Design is a new paradigm built on the foundation of Design Thinking. It doesn’t replace empathy — it deepens it.

It asks questions like:

• What is the human why behind this interaction or product?
• How does this solution align with people’s values, not just their needs?
• Are we designing for behavior — or for meaningful transformation?

Core Tenets of Intention-Based Design

Every new design philosophy needs a clear set of guiding principles. Here are the core tenets that shape Intention-Based Design:

• Purpose over process — Start with the ‘why’ before the ‘how’
• Alignment over assumption — Ensure design choices reflect values
• Co-creation over control — Design with, not just for, users
• Conscious outcomes over features — Measure impact in meaning, not just metrics

Applications

Intention-Based Design is not limited to UX. It has broad applications across disciplines and industries.

Product Development

Instead of chasing features, intention-based product design starts with human purpose. Tools become enablers of growth, wellness, expression, or connection — not just utilities.

Leadership & Team Design

Teams thrive when they are aligned on purpose. Intention-based leadership fosters cultures of alignment over control. Self-management, purpose-driven team-based OKRs, and psychological safety all stem from honoring intention over compliance.

Marketing & Brand Storytelling

In a noisy world, connection matters more than conversion. The best brands don’t just market — they resonate. Intention-based marketing invites customers into a shared purpose, building trust through authenticity, relevance, and values alignment.

AI & Technology

As technology becomes more capable, it also must become more conscious. AI becomes exponentially more useful when it understands why you’re asking something — not just what you’re asking. Intention-aware AI helps us move from automation to augmentation.

Urban & Environmental Design

Cities can be designed for more than movement and commerce. What if our cities reflected how people actually live and feel? Intention-based urban design prioritizes mental health, accessibility, sustainability, and harmony with nature.

Why It Matters Now

The urgency for this shift is real.

In a world marked by AI acceleration, climate uncertainty, digital burnout, and polarized systems, we need frameworks that don’t just produce clever solutions — but meaningful ones. That don’t just optimize efficiency — but align with human well-being.

That’s what Intention-Based Design offers. We’re moving fast — technologically, socially, culturally. But velocity without intention is chaos. In a world of invisible interfaces and AI co-creators, our systems must be designed not only to respond, but to align.

“Intention is the new empathy. It’s the thread that connects what we build to why it matters.”

Where to Begin

If you’re ready to begin experimenting with this mindset, here are a few actionable entry points:

• Ask “what is the deeper purpose this solves?” in your next sprint
• Redesign a feature not for usability — but for meaningful transformation
• Align your team on shared intentions before setting KPIs
• Use AI tools not just to automate — but to elevate human intention

Final Thought

If Design Thinking was the movement that brought humanity into innovation, Intention-Based Design is the movement that will keep it there.

Because the future of design isn’t just user-centered. It’s purpose-aligned.

Design Thinking revolutionized innovation by putting empathy at the center. But in an age of AI, voice interfaces, and intention-aware systems, empathy alone is no longer enough. It’s time to evolve toward Intention-Based Design — a framework rooted in alignment, purpose, and meaningful connection.

What are your thoughts on the future of design? I’d love to hear how you’re applying intention in your work.