Purpose This article aims to gain a better understanding of the reasons why serendipity is designed for in different kinds of environments. Understanding these design intents sheds light on the value such designs bring to designers, in contrast to the users of the environment. In this way, the article seeks to contribute to the literature on cultivating serendipity from a designers’ point of view. -/- Design/methodology/approach An extensive review of the literature discussing designing for serendipity was conducted to elicit the (...) different motivations to design for serendipity. Based on these findings and a thorough analysis, a typology of design intents for serendipity is presented. -/- Findings The article puts forward four intents to design for serendipity: serendipity as an ideal, common good, mediator and feature. It also highlights that the current academic discourse puts a strong emphasis on two of them. It is argued that this academic abstraction could be problematic for how we deal with designs for serendipity, both in theory and practice. -/- Originality/value The novelty of this article is that it addresses the question of why to design for serendipity from a designer’s point of view. By introducing the notion of directionality it opens up the opportunity to discuss serendipity from multiple perspectives, which contributes to gaining a firmer understanding of serendipity. It allows to more explicitly formulate the different functions of a design for serendipity and thereby expands our knowledge on the value of designing for serendipity. At the same time, it sheds light on the potential threats to designing for serendipity. (shrink)