What are practices/processes by designers that need to be transparent?
January 17, 2021 10:18 AM Subscribe
Business owners, entrepreneurs and professionals who solicit professional design and branding services: What are some of the things that designers do that could use less mystery and more transparency?
For instance, do presentations that walk the client step-by-step through the process of coming up with a logo design (like Paul Rand's Next logo presentation booklet) something that new clients want to see for the designer's past projects? How detailed and in-depth should a process overview be to be enough for clients to be comfortable and open? What are some more examples of things that clients wish they could understand more about the design process?
For instance, do presentations that walk the client step-by-step through the process of coming up with a logo design (like Paul Rand's Next logo presentation booklet) something that new clients want to see for the designer's past projects? How detailed and in-depth should a process overview be to be enough for clients to be comfortable and open? What are some more examples of things that clients wish they could understand more about the design process?
(Coming from the designer end here but may be helpful. I also bring other professionals into projects and need to know they will fit the client and the site).
I'm a landscape architect and land planner (mainly) and meet many, many clients who have not been queried in depth when they have sought a house design (and I'm meeting them to try and make their new house work with their land) - many houses look like they've been air-dropped.
In my experience many architectural designers (this is less of a problem with architects) are either conflict-averse or do not engage in client conversations. Clients with larger projects often need challenging about needs/wants.
It is important tho' to explain too much of the sausage making and to maintain some professional distance.
I also meet many clients who do not understand flat plans. I query clients about this before taking a job so I know what they need and I can design, communicate (and budget) accordingly.
posted by unearthed at 10:52 AM on January 17, 2021
I'm a landscape architect and land planner (mainly) and meet many, many clients who have not been queried in depth when they have sought a house design (and I'm meeting them to try and make their new house work with their land) - many houses look like they've been air-dropped.
In my experience many architectural designers (this is less of a problem with architects) are either conflict-averse or do not engage in client conversations. Clients with larger projects often need challenging about needs/wants.
It is important tho' to explain too much of the sausage making and to maintain some professional distance.
I also meet many clients who do not understand flat plans. I query clients about this before taking a job so I know what they need and I can design, communicate (and budget) accordingly.
posted by unearthed at 10:52 AM on January 17, 2021
Having been on teams evaluating all kinds of designs (logos/branding, websites, building plans), I think that a lot of new clients could really use clear guidance on what kind of feedback to give and how to express it.
I've been on committees where everyone hated the design but thought everyone else liked it and so it went forward WAY too far. I've been the first person to notice that the new logo kind of looked like something NSFW and was REALLY embarrassed to point it out. I've also been in the committee where they spent three meetings literally moving one button a quarter of an inch in every direction and ending up back where it started.
Giving clients solid examples of HOW to give feedback and how you take feedback, how you explore it, etc. could be really useful. Giving them tools to avoid groupthink--getting anonymous feedback in writing first, for example--might also allow people with good insights but not a lot of political capital to give you helpful feedback.
posted by gideonfrog at 11:02 AM on January 17, 2021 [3 favorites]
I've been on committees where everyone hated the design but thought everyone else liked it and so it went forward WAY too far. I've been the first person to notice that the new logo kind of looked like something NSFW and was REALLY embarrassed to point it out. I've also been in the committee where they spent three meetings literally moving one button a quarter of an inch in every direction and ending up back where it started.
Giving clients solid examples of HOW to give feedback and how you take feedback, how you explore it, etc. could be really useful. Giving them tools to avoid groupthink--getting anonymous feedback in writing first, for example--might also allow people with good insights but not a lot of political capital to give you helpful feedback.
posted by gideonfrog at 11:02 AM on January 17, 2021 [3 favorites]
Response by poster: @PardonMyFrench
Thank you for your reply. I will be the provider of design services, but I think seeing things from the client's point of view is crucial as you surely agree.
While I wholeheartedly agree with you that a walk-through presentation might give clients more chances to doubt the choices and outcome, I was thinking that maybe it also justifies and legitimizes the process as being "scientific" in its methodology as opposed to being the product of a secret sauce or voodoo. I also think that sharing the process will help filter the designers who know what they're doing from those that don't.
I usually do these process walkthroughs for my current clients and so far they really like them, so I thought that prospective clients might be interested in seeing past project processes as well, to encourage them and put them at ease.
At the end of the day, anything that might help alleviate the stress of working with a designer is something I am interested in knowing more about.
@unearthed
Thank you for your reply. By the way, do you use a template to query and challenge clients, or does it happen organically?
I agree that explaining the ins and outs of the process can sometimes invite unwanted challenges and complications, but don't you think keeping the process walkthrough at its most comprehensive level beneficial to both designer and client? The Paul Rand presentation I referenced in my question seems to be a one that is geared towards laymen, but I am not sure if he got away with it because of his reputation, or because it truly does the job well.
@gideonfrog
Thank you for your reply. That is a great idea, and I think soliciting anonymous feedback via online surveys for example would be really good.
As a client, what kind of things put you at ease and made you think "even though I don't really like it right now, I think it is the right decision because the designer knows what they're doing."?
posted by omar.a at 11:29 AM on January 17, 2021
Thank you for your reply. I will be the provider of design services, but I think seeing things from the client's point of view is crucial as you surely agree.
While I wholeheartedly agree with you that a walk-through presentation might give clients more chances to doubt the choices and outcome, I was thinking that maybe it also justifies and legitimizes the process as being "scientific" in its methodology as opposed to being the product of a secret sauce or voodoo. I also think that sharing the process will help filter the designers who know what they're doing from those that don't.
I usually do these process walkthroughs for my current clients and so far they really like them, so I thought that prospective clients might be interested in seeing past project processes as well, to encourage them and put them at ease.
At the end of the day, anything that might help alleviate the stress of working with a designer is something I am interested in knowing more about.
@unearthed
Thank you for your reply. By the way, do you use a template to query and challenge clients, or does it happen organically?
I agree that explaining the ins and outs of the process can sometimes invite unwanted challenges and complications, but don't you think keeping the process walkthrough at its most comprehensive level beneficial to both designer and client? The Paul Rand presentation I referenced in my question seems to be a one that is geared towards laymen, but I am not sure if he got away with it because of his reputation, or because it truly does the job well.
@gideonfrog
Thank you for your reply. That is a great idea, and I think soliciting anonymous feedback via online surveys for example would be really good.
As a client, what kind of things put you at ease and made you think "even though I don't really like it right now, I think it is the right decision because the designer knows what they're doing."?
posted by omar.a at 11:29 AM on January 17, 2021
One common source of miscommunication seems to be designers who have costed their work based on a certain amount of revisions, but a naive client doesn't understand this and nitpicks the thing to death. Personally I'd rather be told clearly how many rounds of major/minor revisions I'm paying for.
I want to know what level of spec you prefer working to, and approximately how much time you expect to spend on discussion or investigation after that. Do you prefer a really clear detailed spec, or are your strengths in bringing clarity out of something more vague?
I would like to be informed when you've handed off the project to a different member of staff, I don't want to just mysteriously start getting emails from a different person. For example, if you have one person handling the relationship until the sale is made and then you throw the thing over the wall to someone else.
I do not want to have to chase you about deadlines. And I don't want to hear after you slipped a deadline that this was caused by something on my side (late assets, too many revisions, whatever), if you didn't very clearly communicate about that in plenty of time for us to sort it out in the first place.
posted by quacks like a duck at 11:41 AM on January 17, 2021 [4 favorites]
I want to know what level of spec you prefer working to, and approximately how much time you expect to spend on discussion or investigation after that. Do you prefer a really clear detailed spec, or are your strengths in bringing clarity out of something more vague?
I would like to be informed when you've handed off the project to a different member of staff, I don't want to just mysteriously start getting emails from a different person. For example, if you have one person handling the relationship until the sale is made and then you throw the thing over the wall to someone else.
I do not want to have to chase you about deadlines. And I don't want to hear after you slipped a deadline that this was caused by something on my side (late assets, too many revisions, whatever), if you didn't very clearly communicate about that in plenty of time for us to sort it out in the first place.
posted by quacks like a duck at 11:41 AM on January 17, 2021 [4 favorites]
I do a few things, but the first is to seek to disqualify clients.
I gain many jobs from tradeshows and have a paper form for leads to enter their details along with a 'draw your site here' box. I tell them just to scribble the salient parts of the site and it usually stimulates more discussion. But sometimes they say, 'I couldn't draw to save my life' which is my first opportunity to back away (usually by upping the $ estimate).
I do seek to ascertain the level of client commitment to their site and the design process. It is still surprising that when someone's spending hundreds of thousands+ on a build how little involvement many are willing to do.
like @quacks emphasises ^, I verbally explain the design process (and include it in my estimate/quote). My approach from here is organic - too easy to become anchored to a model in a domain where no two sites are remotely similar. Essentially I design in stages and get each stage agreed/signed off and onto the next. That way no one is surprised and scope creep is more or less done away with (and is easy to bill for where they do want more things).
Also in answer to your second line re comprehensive walkthru. That would be expensive. With time I have developed some level of intuition/feel, where things are much larger I takes the job in small bites (so I can bill for all the argy bargy), you can waste a lot of (chargeable) time otherwise.
posted by unearthed at 12:05 PM on January 17, 2021 [1 favorite]
I gain many jobs from tradeshows and have a paper form for leads to enter their details along with a 'draw your site here' box. I tell them just to scribble the salient parts of the site and it usually stimulates more discussion. But sometimes they say, 'I couldn't draw to save my life' which is my first opportunity to back away (usually by upping the $ estimate).
I do seek to ascertain the level of client commitment to their site and the design process. It is still surprising that when someone's spending hundreds of thousands+ on a build how little involvement many are willing to do.
like @quacks emphasises ^, I verbally explain the design process (and include it in my estimate/quote). My approach from here is organic - too easy to become anchored to a model in a domain where no two sites are remotely similar. Essentially I design in stages and get each stage agreed/signed off and onto the next. That way no one is surprised and scope creep is more or less done away with (and is easy to bill for where they do want more things).
Also in answer to your second line re comprehensive walkthru. That would be expensive. With time I have developed some level of intuition/feel, where things are much larger I takes the job in small bites (so I can bill for all the argy bargy), you can waste a lot of (chargeable) time otherwise.
posted by unearthed at 12:05 PM on January 17, 2021 [1 favorite]
Response by poster: @quacks like a duck
Thank you for all the valuable suggestions. I think the keyword here is "communication". Maybe outlining most of these things in the contract (Master Services Agreement) would be helpful for clients.
@unearthed
I think your approach is designed to be as streamlined as possible, having the creative and the legal work in tandem. I think that is the right way to do things, and I think I have a thing or two to learn in that department since I am still in the "must involve the client in the creative collaboration of things" a little too much maybe.
In regards to the comprehensive walkthrough, I think the reason someone like Paul Rand can pull it off is because of who he is. A designer that has yet to make a name for themselves is not going to have the luxury of sharing their process without being second-guessed by clients or plainly ripped off by the competition.
By the way, how are you faring these days with the pandemic and all? I am sure getting new clients is more challenging than ever, especially since all tradeshows have been put off indefinitely.
posted by omar.a at 2:47 PM on January 17, 2021
Thank you for all the valuable suggestions. I think the keyword here is "communication". Maybe outlining most of these things in the contract (Master Services Agreement) would be helpful for clients.
@unearthed
I think your approach is designed to be as streamlined as possible, having the creative and the legal work in tandem. I think that is the right way to do things, and I think I have a thing or two to learn in that department since I am still in the "must involve the client in the creative collaboration of things" a little too much maybe.
In regards to the comprehensive walkthrough, I think the reason someone like Paul Rand can pull it off is because of who he is. A designer that has yet to make a name for themselves is not going to have the luxury of sharing their process without being second-guessed by clients or plainly ripped off by the competition.
By the way, how are you faring these days with the pandemic and all? I am sure getting new clients is more challenging than ever, especially since all tradeshows have been put off indefinitely.
posted by omar.a at 2:47 PM on January 17, 2021
"having the creative and the legal work in tandem" yup, they need to work together especially for me as I am all the teams!
Thanks for asking. NZ is (crosses every appendage) fine, we're in a Level one (which everyone's got a bit casual with), but if the UK variant escapes quarantine (less likely now the army is running quarantine - much better when those running things are sworn to protect the state IMO) it'd be a hard Level 4 again for a while. I think a strength is that so many people here have a farm/hort/life-science job and many people understand germ theory, transmission and control.
All going well I have a show end of Feb, and a very big one mid-March in Wanaka. Work is still coming in, tbh, it's improved as there are less tyre kickers and more people who need to make decisions. And we have no tourists, which I'm quite happy about - roads are much safer and VERY quiet. Fortunately I have no tourist-related work and am two-or-three removes from it.
posted by unearthed at 9:11 PM on January 17, 2021
Thanks for asking. NZ is (crosses every appendage) fine, we're in a Level one (which everyone's got a bit casual with), but if the UK variant escapes quarantine (less likely now the army is running quarantine - much better when those running things are sworn to protect the state IMO) it'd be a hard Level 4 again for a while. I think a strength is that so many people here have a farm/hort/life-science job and many people understand germ theory, transmission and control.
All going well I have a show end of Feb, and a very big one mid-March in Wanaka. Work is still coming in, tbh, it's improved as there are less tyre kickers and more people who need to make decisions. And we have no tourists, which I'm quite happy about - roads are much safer and VERY quiet. Fortunately I have no tourist-related work and am two-or-three removes from it.
posted by unearthed at 9:11 PM on January 17, 2021
This thread is closed to new comments.
For example, i can think of lots of things a client might appreciate (thorough walk-through of all the steps of the process etc...) YET i would not recommend the provider of the design service to spend much time on those. Of course, the client would love to see a licked presentation of all the steps, but it will probably take you a lot of time (ie money) to prepare the presentation AND give the clients even more moments to doubt the choices, outcome, to want to think it over or ask feedback from others about. Unless you know your clients well, and trust they are efficient at making choices, i would recommend presenting a very limited amount of information and choices.
So if you can tell a bit more about your intentions with this question, i think you'll get better feedback and more targeted examples.
(for context I'm both a business owner AND a design professional )
posted by PardonMyFrench at 10:49 AM on January 17, 2021 [1 favorite]