The phrase "design intentions" refers to the goals and ideas that someone has in mind when creating or planning something. It includes the purpose and the desired outcome of a design project. Full definition
The game design intention is to have a clear goal driven gameplay available. (gamedesignreviews.com)
Needless to say we have lots of good design intentions with lots of unfinished projects! (theletteredcottage.net)
I can see that as one option for production houses, but it could easily conflict with the desires and design intentions of publishers. (publishingperspectives.com)