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Home ›› Archives for Morteza Pourmohamadi

Morteza Pourmohamadi

Morteza Pourmohamadi is a senior design leader and systems thinker with 30 years’ experience, including a decade leading managers and multi-disciplinary teams. He partners with government, startups, and enterprise to shape ambiguous problem spaces and align stakeholders. Available for problem-framing facilitation, he helps teams surface assumptions, sharpen briefs, and accelerate delivery.

The Frame, the Illusion, and the Brief

  • Cognition, Critical Thinking, Design Process, Design Thinking, Human-Centered Design, UX Strategy

As AI takes on more of the solution work, the real craft of design shifts to how we frame the problem. This piece explores why staying with uncertainty and resisting the urge to rush to answers may be a designer’s most powerful skill.

Article by Morteza Pourmohamadi
IDEAS IN BRIEF
The Frame, the Illusion, and the Brief
  • The article highlights that as AI takes over more of the solution work, the designer’s true craft lies in framing the problem rather than rushing to solve it.
  • It shows how cognitive biases like the need for closure or action bias can distort our perception, making careful problem framing essential for clarity and creativity.
  • The piece argues that framing is itself a design act — a practice of staying with uncertainty long enough to cultivate shared understanding and more meaningful outcomes.
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