DESIGN PROCESS

I have been asked over the course of my career by colleagues, clients and others the simple question of "What is your design process?"

Although what may seem as a simple answer on the surface at first actually runs much deeper. So let us take a few minutes as I explain what has worked for me over the years and a little of what has not worked and try to delve into this elusive at times topic.

I brief summary of what I have discovered is this:

The Design Process is one of Imagination mixed with Analysis. Let me explain by first saying that I believe there is no "One" way that works in all situations yet rather a few tried and tested principles that have served me well.

For example: Let's say you are meeting with a client for the first time, they are looking for a new trade show exhibit, everyone involved on the team is excited about the prospects of this new business from the client to the account executive and design team.

It is easy to just jump in head first, hit the white board and take turns sketching ideas or brainstorming concepts and by the end of the first meeting an idea is born and everyone walks away feeling good. That is until hours are wasted during the creation process at the computer only to find out your beautiful rendering and images of that concept do not work for the client even though that was the supposed agreed upon design that resulted from that first fatal meeting. Now I must say at this point this may not always be the case yet in my experience approaching design in this fashion tends to lead to many iterations, wasted time, money as well as frustration on all ends.

So what is to be done and what can be done to alleviate this challenge?

First and foremost in my opinion there needs to be a clear understanding of a few basic ideas. Things that need to be flushed out from the onset that will save many headaches moving forward.

1. Budgets. This may appear to be a no brainer yet I can tell you from experience that many times the budget becomes an elusive creature that only rears it's ugly head much further down the road. Yes, sometimes clients do not have a specific number or are reluctant to share initially and want to "see some ideas" then find the money if they like it. Having at least a benchmark of budget or general idea is a time saver to say the least.
2. Time. What is the time-frame? When does this design need to enter production and hit the show floor? Having a clear understanding of the expectations in this area is a big one. I have been told by account managers and others at times that time is not always relevant. I understand and have worked on very short deadlines and can honestly say that time is a factor and a big one at that. It affects everything from the design phase on through the production phase. There is no magic button on any computer I have ever seen that once pressed creates an instant beautiful amazing design. The ideation process requires time as do all other aspects of the work which brings me to the next phase.
3. Analysis. There are good RFP's (Request for Proposals) and bad ones! The good ones are filled with information such as: The clients goals, what they hope to achieve by spending their companies money to bring in desired results. The target audience, who are they trying to reach? What is their customer base? What are the primary objectives for this event or show? Here is where I get a little religious on the subject and this can never be stated enough. CLEAR OBJECTIVES make all the difference. Take time during this phase in that meeting with the client to understand what and why's? Many times in my career I have worked with some good and some not so good sales people. The good ones understand this principle and know the value of understanding this principle. It is the difference between going in with 1 or 2 solid designs based on clearly defined objectives or rather going in with 5-6 designs and seeing what sticks. It is the difference of presenting clearly the concept to the client stating how elements, architecture, colors and branding meet specific objectives talked about earlier or rather just flopping down many designs and asking what they like. Here is the thing.... Design is subjective by very nature. We all have our own personal likes and dislikes when it comes to color, style, decor etc. You present a weak case when approaching design this way. The client will feel you do not understand them or their brand. The mark will be missed! Yet here is the beauty of using "Objective Based Design" because 1. It shows you understand them and the brand 2. It shows you listened and are attentive to their needs and 3. It is much harder to argue over a clearly stated objective than a favorite color. It in essence becomes a win win for both parties.
4. Concept Development. Now comes the fun part! The brass tacks so to speak, the getting into the creation process of building and designing the space or element. When I or my team is working through this phase of the process I feel it is imperative to maintain open communication, collaboration and teamwork! This process usually involves many checks and balances such as- Are we within budget? Are we designing to meet the objectives discussed? It is not just about making "something cool" Sure, this can be a fun process and it is yet never forget or lose site of the goals. Heaven forbid you get up to present the design to the client and they ask why you designed a certain element you did and you have nothing better to say then "It looks cool!" Rather here is the process that the "Client Presentation" should always be on your mind. Consider the questions they might ask and have an answer prepared.
5. Execution. Ok so the design is done, you and your team are proud of the work you have done and many gloat over how great everything looks. Time to present to the client and let me tell you no two clients are the same. On a few rare instances the design was perfect (well I use that term loosely) and the client is like "Love it! Let's do it!" That is rare, what more then likely happens are changes, tweaks or new developments that need to be addressed. Here is where the magic happens! Because the design has been structured on the "meet the objective basis" colors, images and what are typically a like or don't like subjective view become irrelevant or minor compared to meeting clear concise objectives throughout the design. This is where you gain credibility and partnerships.

To sum things up and hopefully this has been helpful in understanding the design Process I feel the real KEY is in great teamwork and collaboration, a deep understanding of not only strengths yet weaknesses and learning how to overcome and address them. There is no "Magic Bullet" yet there are tried and true principles I believe when followed make a designers life easier.