Amazement
Breaks Patterns & Sparks Creativity in Design
Amazement tends to surface when we witness a perspective we hadn’t considered or a possibility we hadn’t imagined. It’s often a moment of reframing: when something clicks and opens a path that felt hidden before. In design, amazement invites us to pause, reorient, and embrace the unfamiliar with curiosity and care.
These moments can come from unexpected insights, honest storytelling, or ideas that challenge dominant narratives. While fleeting, amazement can leave a lasting impact by fueling commitment, expanding imagination, and reminding us why we do this work in the first place.
Throughout the design journey,
Amazement might show up in different ways:
A new perspective reframes the challenge in ways no one anticipated
Stories and insights surface that reveal invisible mental models guiding behavior.
Visuals and narratives bring clarity to complex ideas and expand possibilities.
Seeing the ripple effects of the work inspires reflection on what sustained change can really look like.
If you are feeling Amazed, consider:
Staying Present
Let amazement guide your curiosity instead of rushing to resolve it.
Sharing the Spark
Invite others into the moment, boosts morale, encourages creativty and fuels momentum.
Looking Deeper
Ask how this moment might reshape your understanding or influence what comes next.
We experienced this powerful shift in our Indigenizing Design project, where Indigenous practitioners opened our eyes to entirely new ways of thinking. What began as a collaboration to bridge Indigenous perspectives with Western design became a profound journey of amazement and discovery. We found ourselves constantly in awe of traditional knowledge systems that offered sophisticated, community-centered approaches we'd never considered. This sense of wonder and humility transformed our process—we stopped being the experts and became students, letting amazement guide us toward deeper understanding.
The National Endowment for the Arts recognized this transformation, calling our work "good and unusual," but the real impact came from community members who felt seen: "This work validates my community and myself by showing us that our traditional ways can be a tenacious force for building a more intentional society centered around community."
Amazement became our compass, teaching us to listen with genuine curiosity, honor wisdom that Western design has long overlooked, and create processes that fundamentally shift who holds power in shaping our collective future.
An Example from our Work
Amazement opens our eyes
Community members discussing after a brainstorm to define shared language for Indigenizing during a co-design workshop.
Pause & Reflect
What caught me off guard or shifted how I saw the work?
Where is there opportunity to lean further into this discovery?
What does this moment reveal about the people, systems, or values involved?
How can I channel my amazement to inspire others and build shared vision?
We know that everyone's experience is different.
If your emotions feel overwhelming, uncertain, or simply different from what we've described, we’d love to hear from you.
Reach out to us—we're here to navigate them together!