Think outside the box.
Very common saying among designers. But thinking outside the box doesn’t mean you can't have constraints. Without limitations the possibilities are endless. And endless possibilities lead to choice paralysis and unfocused work.
Thinking outside the box is stepping out of your own perspective and selecting *conscious constraints* that help you focus. Defining the right boundaries allows you channel creativity in a way that produces innovative and impactful solutions. These boundaries force us to find creative solutions that work within the defined parameters.
Look at Sam's work.



In his interviews he often mentions the importance of constraints:
Constraints are the best fuel for creativity.1
and
Artists often impose extreme constraints on themselves to focus creativity.2
Truth is, constraints are inevitable part of any design process. They can stem from business goals, technical limitations, user needs, or timeline and budget restrictions. But constraints shape how products are conceptualized, designed, and built. So rather than seeing them as obstacles, great designers embrace constraints as opportunities to innovate and create focus.
Types of constraints in product design
As product designers, we face various constraints that shape our decisions throughout the design process. These constraints influence how products are built, who they serve, and how they function. While constraints can initially seem restrictive, they often lead to focused, efficient, and more impactful designs. The key is to recognize, understand, and leverage these limitations effectively.
Technical constraints
Technical constraints refer to the limitations of the technology stack, frameworks, and platforms used to develop a product. These can include factors such as processing power, storage limitations, legacy systems, or compatibility issues with different devices and browsers. We need to learn to work within these constraints to ensure that the final product is both functional and performant.
Strategy: reframing constraints as opportunities can drive innovative solutions. Instead of seeing technical limitations as barriers, use them as guidelines for prioritization and optimization. Prototyping and testing early in the process can help identify potential roadblocks and refine solutions that align with technical realities.
Example: mobile-first design. When designing for mobile devices, screen size and performance constraints require prioritizing key features and optimizing user experience. This forces us (designers) to streamline interactions and eliminate unnecessary elements, leading to cleaner, more focused designs that also enhance desktop experiences.
Business constraints
Business constraints stem from financial, strategic, and operational limitations, such as budget restrictions, project timelines, stakeholder requirements, and regulatory compliance. These constraints directly influence what features can be developed, the pace of iteration, and the overall direction of the product.
Strategy: prioritization is crucial when dealing with business constraints. We need to focus on high-impact features that align with business goals and user needs. Leveraging existing systems, such as design frameworks or pre-built components, can also help reduce costs and accelerate development.
Example: startups with limited resources. Early-stage startups often have small teams and tight budgets, requiring them to focus on minimum viable products (MVPs). By prioritizing core functionalities and iterating based on user feedback, startups can maximize impact without overextending their resources.
User constraints
User constraints are the limitations and needs of the end user, including accessibility requirements, cognitive load, and behavioral patterns. These constraints are influenced by factors such as age, disabilities, digital literacy, and usage context (e.g., using an app while commuting).
Strategy: prototyping and user testing are essential for understanding and addressing user constraints. By continuously iterating based on real user feedback, we can ensure that our solutions remain inclusive, usable, and effective for diverse audiences.
Example: designing for accessibility. Products designed with accessibility in mind, such as ensuring proper color contrast, keyboard navigation, and screen reader compatibility, improve usability for everyone, not just those with disabilities. Companies that prioritize accessibility create more inclusive experiences and expand their user base.
Design constraints
Design constraints include brand guidelines, existing design systems, and the physical limitations of interfaces (e.g., screen size or input methods). These constraints ensure consistency across products and create familiar experiences for users but may limit creative freedom.
Strategy: leveraging existing systems, such as component libraries and established brand guidelines, helps maintain consistency while speeding up the design process. However, we can also push the boundaries when justified, advocating for updates to outdated design standards if they hinder usability or innovation.
Example: maintaining brand consistency in multi-platform products. Companies like Google and Apple follow strict design guidelines to ensure a seamless experience across their apps and services. While these constraints limit drastic design changes, they also create familiarity and trust for users navigating different platforms.
Balancing constraints and innovation
Constraints are not the enemy of innovation — they’re a catalyst for it. By embracing constraints, we can channel our creativity into solving meaningful problems within real-world boundaries. The key is to balance pragmatism with ambition: respecting constraints while pushing for innovative, user-centered solutions.