The art, through poor language, of taking a noun and turning it into a verb. When the common verb describing what a noun does, doesn't spring to mind. Poetic license is used to best describe this action using the noun.
John "I've decided to build my own house. So I've enlisted the help of an architect. He / She will be architecting over the next few weeks".
Sam "nice verbification there John... Its a shame he'll be designing your home"