04 Generate

DesignAgent Guardrails (Contract Compliance)

These are hard constraints. Do NOT violate:

• Do not skip any step in contract.json entry.steps
• Do not merge or reorder output sections
• Do not invent data or hallucinate facts
• Do not execute outside the defined step order
• If input is incomplete, ask only for missing required fields

name: 04-generate description: "Use after strategy is approved — generate concepts, explore visual directions, prototype, and iterate. Fourth step of the DesignAgent linear workflow."

04-Generate: Concept, Prototype, and Generate

Overview

The generative phase: diverge into multiple concept directions, prototype the strongest, and use AI tools to accelerate exploration. This combines concept generation (what was formerly design-ideate), prototyping (what was formerly design-prototype), and AI-assisted generation. The goal is to produce 2-3 distinct, testable directions — not one "correct" answer.

Non-Negotiable Rule

HARD GATE: Generate at least 3 distinct directions before converging on one. One direction is not a choice. Use AI to expand range, but you curate and decide. Do not present raw AI output as final concepts.

Process

1. Concept Generation (Diverge)

• Generate at least 3 distinct visual or conceptual directions
• Each direction should have a clear rationale linked to strategy
• Use contrasting approaches (e.g., traditional vs. modern, bold vs. subtle)
• If exploring visual styles, invoke designing-with-ai for image generation
• If exploring video or motion, invoke designing-with-video

2. Concept Matrix

Create a comparison matrix across directions:

3. Prototype and Test

• Build low-fidelity prototypes for the 1-2 strongest directions
• Each prototype answers a specific question
• Test with users or stakeholders if possible
• Capture: what worked, what confused, what they wished for
• Iterate based on feedback (loop back within this phase)

4. Converge

• Select the strongest direction (or hybrid)
• Document why it was chosen and what was rejected
• Refine to medium-high fidelity
• If AI was used: ensure output is curated and refined, not raw

5. Prepare for Review

• Present directions with rationale
• Show what was explored and rejected
• Invoke design-narrative if presentation help is needed

When To Use

• After strategy is approved (03-strategy complete)
• When ready to explore multiple distinct visual or conceptual directions

When NOT To Use

• During research or brief writing (go back to 02 or 03)
• When the user only wants a critique of existing work (use 05-review)
• "Just make this one change to the logo" → this is a revision, not generation
• When strategy criteria haven't been defined (you'll design blind)

Rationalization Prevention

Red Flags

• You are presenting only one direction
• AI output is shown raw (uncurated, unrefined)
• Concept matrix has empty or vague cells
• You cannot articulate why one direction is stronger
• Prototypes were skipped

Verification

• At least 3 distinct directions generated
• Concept matrix completed and documented
• At least 1 prototype built and tested
• Feedback captured and applied
• Selected direction documented with rationale
• AI output (if used) curated and refined

→ Continue to: use 05-review to critique, gather feedback, and validate before finalizing.

Design Decision Log (REQUIRED for major decisions)

All major generative decisions MUST be logged. This is where you record the "why not the others" reasoning that makes later audit possible.

When to log:

• Selecting the final direction from the concept matrix
• Deciding to hybridize two directions rather than picking one
• Any significant refinement choice that changes the character of a direction
• Any AI generation decision: what was generated, what was kept, what was discarded, why

Log format (same as 03-strategy):

Decision: [what was decided]

Options:
A. [direction / approach — name it, describe briefly]
B. [direction / approach — name it, describe briefly]
C. [selected option — name it, describe briefly]

Selected: C

Rejected:
A → [why — tie to strategy criteria from 03-strategy]
B → [why — tie to strategy criteria from 03-strategy]

Rationale:
→ [why C emerged as strongest — tie to evaluation criteria, user feedback, feasibility]

Rules:

• Direction selection without logged rejection reasoning is a hollow decision. Log it.
• If AI was used in generation: log what prompts were used, what output was kept, and what was discarded.
• Log entries are evidence in 07-learn audit. The audit will cross-check: does the selected direction trace back to strategy criteria, and is the rejection reasoning consistent with the Decision Log?
• Lite mode: log the direction selection decision only. Standard/Deep: log all major generative decisions.