I did a quick interview with renowned design leaders Bethany Heck and Joshua Goldenberg just as they are about to get started here at Automattic. —JM When people ask you “What’s design?” what do you tell them? Bethany Heck: Design is applied art—the act of translating emotions, technical limitations and business needs into an artistic, experiential format. Joshua Goldenberg: Design is the purposeful creation of something to be used.