Figure 1. The Process of Design Squiggle by Damien Newman. Reproduced with permission from the author. Original source: https://thedesignsquiggle.com
"The Design Squiggle," created by Damien Newman (2002), is a visual model of the design process. It illustrates how designers move from uncertainty and countless possibilities towards clarity through exploration, iteration, and refinement.
At ARKEi Design Studio, we experience this journey with every residential and commercial interior design project we undertake. Whether designing a luxury residence, workplace, hospitality environment, or retail space, our interior design process is built around collaboration, exploration, and thoughtful decision-making.
Interestingly, our clients experience this journey too. Although we may stand on opposite sides of the table, we travel the same Design Squiggle—each conversation, sketch, and decision bringing us closer to a shared understanding and, ultimately, clarity.
"Although we may stand on opposite sides of the table, we travel the same Design Squiggle—each conversation, sketch, and decision bringing us closer to a shared understanding and, ultimately, clarity."
How Designers Experience the Design Squiggle
Every interior design project begins with questions rather than answers.
Before developing a concept design, we invest time in understanding the design brief, our clients' lifestyle, aspirations, the site's opportunities, technical requirements, and long-term objectives. Ideas are explored, tested, challenged, and refined through sketches, space planning, schematic design, mood boards, material selections, and ongoing discussions.
This is the broadest part of the Design Squiggle, where possibilities are intentionally explored before being gradually distilled. Every iteration narrows the path, reducing uncertainty and bringing greater clarity to the design direction.
What may appear to be a winding path is, in reality, a purposeful one. The Design Squiggle reminds us that great design isn't about finding the first solution—it's about discovering the right one.
How Clients Experience the Design Squiggle
Clients often begin a project with a collection of inspirations—saved images, Pinterest boards, ideas gathered over the years, magazine references, travel memories, or simply a feeling they wish their home or workplace to evoke.
Sometimes these ideas fit together seamlessly.
More often, they don't.
Like the designer, clients begin at the broadest part of the Design Squiggle, where possibilities are exciting but clarity has yet to emerge.
Through client workshops, design presentations, sketches, mood boards, material reviews, and collaborative discussions, those individual ideas begin to connect. Priorities become clearer. Preferences evolve. Decisions become more confident.
As the Design Squiggle narrows, so do the possibilities—not because creativity is reduced, but because the design is becoming more intentional. Clients often discover that the interior design process is not simply about choosing colours, furniture, or finishes. It is about understanding how they want to live, work, and experience their space, ensuring every design decision supports both functionality and wellbeing.
By the end of the journey, they leave with more than a completed design. They leave with clarity—not only about what they like, but about what genuinely reflects their lifestyle, values, and aspirations.
A Shared Journey
The designer and the client may begin on opposite sides of the table, but they travel the same Design Squiggle. One contributes professional expertise in interior architecture and interior design; the other brings aspirations, experiences, and the vision for how they want to live. Through design collaboration, these perspectives gradually converge into a clear and purposeful solution.
The Design Squiggle reminds us that clarity is not where great design begins—it is where thoughtful collaboration leads us.
At ARKEi Design Studio, we don't strive to avoid the squiggle—we embrace it. We believe the best interior design solutions emerge through curiosity, exploration, collaboration, and a shared commitment to discovering the right solution.
Key Takeaways
- The Design Squiggle is a visual model of the design process, illustrating the journey from uncertainty to clarity.
- Successful interior design develops through exploration, collaboration, and refinement rather than following a straight path.
- Designers and clients experience the Design Squiggle together, gradually building confidence and a shared design direction.
- Every conversation, sketch, mood board, and material selection helps transform possibilities into purposeful decisions.
- At ARKEi Design Studio, we believe the journey is just as valuable as the destination, because thoughtful collaboration creates meaningful, timeless spaces.
Reference
Newman, Damien. (2002). The Process of Design Squiggle. The Squiggle. Available at: https://thedesignsquiggle.com (Accessed 1 July 2026).
