The ease in which websites are created has led to a number of misconceptions about the design process. With so many nephews or cousins that “do web design” I get a look when telling people what I do that’s similar to “I scoop chicken poop all day.” It’s a short attention span gaze like “I know that needs to be done but it sure doesn’t take much skill to do it.” Like most careers, there are plenty of people doing it but few that do it well. The shear quantity has devalued my ability to make a living, unless I move to India or the Philippines. We have some friends from India that are just AWESOME so I’ve been giving it some thought lately.

In the meantime, I’d like to give my take on something that is totally over looked from non-designers. And yes, Mr. IT dude, that means you too. Being a designer is not a 9-5 kind of job. It takes 24/7 observation and thinking because I never know when I’ll find inspiration for a project. I suppose there are a few times when I’m not finding inspiration for a website, like when I’m changing a diaper at 3am or cleaning chicken poop. Most of the time I am though, like noticing cool fonts (almost any font aside from papyrus or comic sans) and the treatment. Anyone else get excited when they recognize an obscure font being used? I’m even able to tell you where a lot of photos being used are purchased from. Geek alert!

Good, efficient design process

How in the world do you apply that knowledge to your project? Everyone has their own way of doing it but I generally attack a challenge with three solutions. I tend to start with a conservative approach, trying to provide exactly what the client has asked for. Most of the time that’s not good enough though so I go crazy, providing a solution that’s almost wacky and on the border of not showing. Last, I meet somewhere in the middle. Taking the ideas from the client and integrating a touch of flare. Having three versions also allows me great flexibility to meet the client needs, with different fonts, colors, layouts, etc. My assumption is that the client will love one and hate the other two.

Bad, uncertain design process with potentially disasterous results

In contrast, if I had submitted one design it’s a huge gamble on hitting what the clients wants. What if they don’t like it? What direction do you head? Who the hell knows! Would one more design do it? By the third, what state would the trust between you and the client be in? That’s a bad design process and ultimately why I do more work up front.

Back to the front. Depending on the project requirements and timeline I get most of the information from my clients. One of the things I’m still learning is how to ask questions to get what I need. You can’t ask with a straight face what Pantone colors they prefer, or even mention hexidecimal codes. Obviously, that’s ridiculous but my point is that I assume clients don’t know anything about making a website so I need to approach them with a casual discussion, like I would if we met in a grocery store. Questions like “what other websites do you like” and “what do you want to do with your website” are simple but could provide lots of information.

Molding all this information into a direction is the most difficult part of the process for me. I have to surf the web a little, think a little and throw down lots of bad ideas in Photoshop. But it is very much like digital sculpting with the final product being the only one I’m proud of. I was recently asked to provide a draft before a proposal was accepted. That’s actually a great idea for certain things, like finding the architect to redo the twin towers. It’s also a bad idea in some cases, like trying to take a bite out of pie before it’s been cooked. Maybe some designers know exactly where they want to go from the first click of the mouse but for me it’s a journey and obtaining a gig based off of a turn I took a while ago would be a mistake.

Every day I’m humbled by the quality of designs being created in so many places, there are quite a few very talented people creating commissioned art. I work very hard to try and be one of them so that I don’t have to compete with the poor quality, skill and accountability of “nephews” and “cousins” that do web design. So you could pay me to do the work right, from the outset OR pay your low-cost, low-skill alternative to create a bit of chaos for you and THEN pay me to do it right.

clients · creative · design · draft · freelance · process · proposal · web design · website

The opposite of my previous post is how to receive criticism on the work you’ve put your blood, sweat and digital tears into. This can be equally as hard because communication often gets in the way. For example, when someone reviews what you’ve done and they say “Keep going”. What exactly does that mean? No doubt, there’s a skill to getting feedback and turning it into something fruitful.

Admittedly, as a new designer I thought my stuff was fantastic. I put time and energy into every piece I did and believed it to be a work of art. Years later I can laugh at that but it’s important to note my mindset at the time. Receiving input can be directly related to maturity in the profession. Don’t get me wrong, personality has a lot to do with it but I am much better at hearing harsh critique now than when I first started. Here’s kind of how I see it maturing:

Preemie Primadonna: Someone is new in the profession and believes everything they do is amazing. They can’t understand why people aren’t as good as them and often find it very difficult to digest criticism. They may nod their head but the entire time they’re thinking “what a loser”.

Design Dude: Someone who has had enough experience to understand business goals a little and may have even tasted an appetizer full of humility. They are probably a little more comfortable giving their opinion when receiving input and may actually put up a challenge. However, once you get them on the same page it’s usually going to turn out a much better product.

Excellent Extraordinaire: Ironically, this person probably needs the critique the least. They understand goals and have excelled at how to get there. Often, they critique their own work and have enjoyed a full meal of humbleness. These people are the ones you want to work with and all of us should strive to be. In my experience, not many actually make it to this level. In fact, it’s still the kind of person that I want to be.

Yes, you actually need to work on receiving critique. And no, you may not have the greatest giving it. However, ask yourself where you fit in the continuum of open ears and realize that almost all feedback can help you grow.

creative · criticism · critique · design · employee · management · manager