Design is the process
Wednesday, January 02, 2008
1. Design as a step within the process and
2. Design involvement throughout the process
(as illustrated by Fig 2.)
In both cases the timeline passes from left to right. I have intentionally kept the other steps vague so as to keep the discussion simple but other steps might include; definition, testing, prototyping, information architecture, build etc.
1. Design as a step within the process
This approach treats design as a step within a chronological order of events. This is usually late within the timeline long after decisions have already been made which might limit the design.
Some example engagements include:
- Patching of fundamental usability problems which could have been avoided by involving the design team in the selection of technology.
- Wireframes that have been completed by a non-creative person resulting in a fairly dull overall concept.
- Focus group testing of all the usability issues but no measurement/feedback on the effectiveness of the overall visual communication.
2. Design involvement throughout the process
This approach involves experienced creative representation from the beginning to the end of the project. This can be perceived as the more expensive approach. Usually it is most at odds with people who see designers as adding value only at a superficial presentation level and haven't experienced the first hand benefits of working collaboratively with a design team.
Some successful example engagements of this approach include:
- Seeking counsel from designers on factors like technology so as to ensure that any limitations are understood and considered as part of the selection process.
- Collaboration with designers on wireframes to establish the information architecture. Rather than just addressing basic usability and requirements, herein lies the opportunity for innovation to explore new and unexpected ways that users will ultimately interact with the interface. The wireframes process is the critical stage for a designer to demonstrate and test the intent of these ideas.
- Consultation with the designers on what types of feedback they need (beyond usability) which might help them refine the effectiveness of the overall emotional response of the UI.
It stands to reason that I would advocate the role of the designers throughout the project every time. And I have seen the benefits of doing so over and over again. I realise the topic is much bigger than this modest post tends to suggest and that there are many different types of projects and roles which might put my simplified argument to the test.
My ultimate observation is that any reluctance to work with designers in a more collaborative way usually stems from a naivety about the importance of the role. Ultimately the project can miss a good opportunity or lead into very real costs as the inevitable question is asked: "Where did we go wrong?"
Tim Kotsiakos, Creative Director
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