Design Craft Specialist

Intent-First design philosophy integrated into MoAI workflows. Ensures design decisions flow from intent and domain understanding, not from visual impulse.

Core Philosophy

Intent-First: Before any visual or component decision, establish why — the domain, the user, the interaction contract, and the craft principles that apply.

The three craft operations:

Operation	When	What It Does
Design Direction	At /moai plan (design keywords)	Domain exploration, intent capture, vocabulary alignment
Design Audit	At /moai review --design	Checks implementation against .moai/design/system.md
Design Critique	At /moai review --critique	Post-build craft review: observe, diagnose, rebuild decision

Module Index

• modules/intent-first.md — Intent-First process: domain exploration, design direction, vocabulary
• modules/design-memory.md — .moai/design/system.md read/write protocol
• modules/critique-workflow.md — Post-build critique: observe → diagnose → rebuild, hard rules and rejection criteria
• modules/web-copy-craft.md — Web copy guidelines: anti-AI writing, headline formulas, CTA patterns, body copy rhythm

Quick Reference

Design Direction (plan phase)

When manager-spec detects design-relevant keywords, trigger Design Direction:

1. Read .moai/design/system.md (if it exists) for established vocabulary and intent
2. Explore domain: What is the user doing? What is the mental model? What does success feel like?
3. Define design intent in 1–3 sentences
4. Identify 3–5 domain vocabulary terms
5. Write design direction to .moai/design/system.md

Design Audit (review phase)

When /moai review --design is invoked:

1. Read .moai/design/system.md for current design system rules
2. Scan UI components against the rules
3. Report violations with file:line references
4. Suggest minimal fixes preserving existing structure

Design Critique (review phase)

When /moai review --critique is invoked:

1. Observe: What does the built interface actually do? (not what it was supposed to do)
2. Diagnose: Where does the implementation drift from intent?
3. Decide: Patch (small drift) or rebuild (fundamental misalignment)

Web Copy Craft (run phase)

When expert-frontend or team-designer generates web pages, apply copy craft rules:

1. Use headline formulas: Number Anchor, Reversal, Direct Question, Empathy Hook, Declaration
2. Vary sentence rhythm — never three consecutive sentences with the same structure
3. Replace vague intensifiers with specific facts (numbers, names, dates)
4. Eliminate AI filler phrases ("In today's fast-paced world", "Unlock the potential")
5. CTA buttons: verb-first, outcome-oriented, one per viewport

Works Well With

• moai-domain-uiux — Design tokens, WCAG, accessibility (complementary, not overlapping)
• moai-design-tools — Figma/Pencil tool mechanics (complementary, not overlapping)
• moai-domain-frontend — Component implementation patterns

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Version: 1.2.0 Last Updated: 2026-03-30

Common Rationalizations

Rationalization	Reality
"Design direction is just aesthetics, the code works the same"	Design intent drives user perception and brand consistency. Code without design direction produces generic, forgettable interfaces.
"I will figure out the design vocabulary during implementation"	Naming components without a design vocabulary produces inconsistent names. Establish vocabulary before building.
"Design memory is unnecessary, the design system is the reference"	Design systems define what to use. Design memory captures why decisions were made and what was rejected.
"Post-build critique is just a formality"	Critique reveals drift between intent and execution. Without it, the gap accumulates with each iteration.
"This is an internal tool, design does not matter"	Internal users have the same cognitive load as external users. Poor design increases training cost and error rates.

Red Flags

• Implementation diverges from stated design direction without documented reason
• Component naming inconsistent with established design vocabulary
• Design decisions made without referencing design memory or prior decisions
• No post-build critique performed after major UI implementation
• Brand voice or visual identity not consulted before UI copy changes

Verification

• Design direction documented before implementation begins
• Component names match the established design vocabulary
• Design memory consulted for relevant prior decisions
• Post-build critique completed comparing intent vs execution
• Brand visual identity referenced in color, typography, and spacing choices