CADC Faculty Collaborate on Design Process Book

The launch of “Discovering the Design Process: Into the Beautiful Mess” marks the culmination of nearly a decade of reflection, collaboration and curiosity about what truly lies beneath creative work. Written by Associate Professor Courtney Windham from the School of Industrial and Graphic Design (SIGD) and Professor Margaret Fletcher from the School of Architecture, Planning and Landscape Architecture (APLA), the book invites readers into the often unseen, nonlinear paths designers take—from early inspiration to final execution—and celebrates the productive mess that makes meaningful design possible.

“The book offers an intimate glimpse into how ideas are formed and refined through the assimilation of cognitive theories from neuroscience on the relationship between conscious and unconscious thought,” Fletcher said, explaining that the unconscious brain can process one million pieces of information per second, compared to the 40 pieces of information per second processed by the conscious brain.

The idea for “Discovering the Design Process”—published in December by Routledge—traces back to a 2017 conversation Windham had with colleague and friend Professor Emeritus John Morgan, a designer and maker known for his intricate automata, about his desire to document his process and the effort behind his work.

Windham has long emphasized the importance of process. Early in her teaching career, she asked students to preserve every stage of their creative development in large process binders filled with sketches, notes, textures and artifacts. Paging through them revealed unexpected patterns and insights. While her methods later evolved to include digital documentation, the question of balance between physical and digital artifacts remained central—and ultimately informed the book’s perspective.

The project took shape through Windham’s collaboration with longtime colleague Fletcher during their work with Rural Studio’s Front Porch Initiative. United by a shared respect for curiosity and experimentation, the pair embraced the idea of honoring the messy realities beneath structured design methods.

With support from a CADC Seed Grant, “Discovering the Design Process” unlocks the intersection of formal design and intuitive creative processes. Twelve interviews with creators from a wide range of disciplines provide personal insights across design professions and garner key observations that can be applied in different settings.

“We wanted to show that while every discipline has its own methods, the underlying principles of creativity—iteration, reflection, experimentation—are universal,” Windham said. “Seeing how others’ work can inspire new approaches and broaden your perspective, whether you’re a product designer, architect or maker.”

Written for young designers, the book challenges students to reflect on the questions at the end of each interview and consider shared observations.

“When you’re starting, it’s hard to define your process or understand how your life experiences shape your work,” Windham said. “This book is meant to help students develop good habits early—habits that encourage reflection and idea generation—so they can grow and evolve as designers.”

Fletcher hopes the book will open new designers to the “beautiful mess” of both rational and unconscious processes that strengthen decision-making.

“Ultimately, this zone is not a destination but a journey that invites us to explore the depths of our creativity and the limitless opportunities of our cognitive abilities,” she said.

Windham and Fletcher will debut the book at Auburn Oil Co. Booksellers during an event on Wednesday, Feb. 4 at 6:30 p.m.