the spark...

My Design Process

New clients are often understandably keen to get an idea of what to expect when embarking on a design project. Although the process does vary depending on size and complexity, I do tend to follow a series of key steps:-

 1. Asking Questions
This is possibly the most important part in ensuring the project runs smoothly. This can range from a few simple questions to a more detailed questionnaire depending on the project. I need to make sure I fully understand my clients requirements before any work begins. The best way to do this is to ask questions. Very often a client will say that they gain a great deal from this as it allows them to assess exactly what they would like to achieve and to look at things from a new angle.

2. The Brief
This follows on automatically from step one as it it collates all that information into a straightforward document. This will cover everything including the target audience, the specifications, overall aims, timelines etc. An effective design brief that really focuses on the objectives and includes all relevant information is a massive step towards ensuring a happy, successful project.

 3. Research
This will very much depend on the business and the project objectives but I always like to get a feel for my client’s industry and scope out their competitors. This helps me devise a way to make them stand out from the crowd.

4. Sketching and Conceptualising
I always start with a fine line pen and a sketch pad before going anywhere near a computer. I’ll go over the brief and spill out all my thoughts and ideas onto the page. This could be doodles, associated words and rough sketches. It may look a bit of a mess to anybody else but I find it really helps focus my mind and this is where concepts begin to emerge. I’ll take a step back from this for a while and when I go back to it I can sort the wheat from the chaff and begin to fine tune my ideas. Eventually I’ll come up with a few solid concepts and get them down on paper. This helps to solidify my thoughts and acts as a guide to the next step.

5. Designing on the Mac
This is where a design really begins to take shape and come to life. I take my ideas and create them on screen, reassessing, developing, tweaking until I have several design concepts I feel really work.

6. Presentation 
Initially, I will send my client a pdf with several concepts together with a rationale for each. I think it’s very important to convey the ‘why’ behind the designs and allow the client into the thought processes that led to each. Potentially it can open up new areas and directions that may not yet have been explored.

7. Feedback
The client and I will talk through their thoughts and reactions to the concepts. That feedback will of course vary from project to project. It may be that one design is a clear winner and might just need minor tweaking, they may be undecided between several, perhaps they would like to combine elements of one with another, possibly none of them have hit the nail squarely on the head etc. Whatever the feedback, the key is understanding ‘why’ the client feels the way the do. This will give a clear guide on how to progress.

8. Development
Based on feedback I will develop the design further and get more thoughts from the client. I am careful to avoid prescriptive designing if possible, particularly if I feel it may harm the project in any way. I will do my best to guide my client towards what I feel is the best possible solution while still meeting their needs. If the client requests something that I feel will not work for any reason I will provide them with a clear rationale of my thoughts and an alternative solution. All of my clients enjoy working in this way and feel they are in safe hands, knowing I will always try and do the best thing for the project. Ultimately though the client is King and of course gets the final say!

9. Approval
Once the client is absolutely happy with the design and the objectives of the brief have been met, they’ll give me the thumbs up and the project will be signed off. Virtually every client I have ever had is a repeat customer, coming back if they need more design work in the future. I take this as a good indication that this process works effectively and leaves everyone’s happy!

If you have any further questions about the design process or may be interested in trying it out for yourself, please get in touch.