Over the last few years, weve been studying the process designers and their teams use to make important decisions like these. In the course of our work, weve discovered there are five common styles of design that almost every team uses: 1 Unintended, 2 Self, 3 Genius, 4 Activity Focused, and 5 User Focused.The order reflects the increasing amount of research the team employs to make decisions. While one could also think of the order as a growing maturity of the team, it turns out that each one has its place. Some projects dont warrant the costs, time, and resources necessary for extensive user research, but other projects will fail without it. Knowing when more extensive research is necessary is key to good experience design management.