better know your profession When it comes to designer-client relationships it is easy for things to take a turn for the worst. If this is the first time you are working with a designer there are a few things that you can do to educate yourself about the design process. By taking the first step into understanding your designer, the whole process can go a lot more smoothly. This book will jump start a successful relationship between you and your client. Please note that the fundamental basis for a successful client-designer relationship is trust. Your client needs to trust you and the only way to build that trust is to be as professional as possible.
BEWARE and WARNING! This job is different from other jobs. You and YOU ALONE are in charge of what happens during this process. There are pitfalls, choices, meetings and consequences. You must use all of your numerous talents and much of your enormous intelligence. The wrong decision could end in disaster — even termination. But don’t despair. At anytime, you can go back and make another choice, alter the path of your process, and change its outcome.
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You are a designer who has just scored a great first-time freelance job. Your last four years have been spent learning the process of design and you know you can create a beautiful product for your new found client. Your professors have complimented your extensive talents and skills as a designer. You have made rapid progress and are ready to take on the project that your client has proposed. The process begins and you realize there are some steps that you learned earlier in your studies that you now perform without realizing. But, billable hours are what you need, so you have to show your work and document every step. There are also some steps that you have never needed to do because you were never working for a real time client.
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The project could go in many directions: a logo, a brochure/ flyer/posters, or a website. Your client has requested a bid for the project and you know that it is necessary for you to include a simple contract in order to ensure your payment. You use the documents on file to put together a bid, contract, and cover letter explaining the process you will be going through for the project. You also include a copy of “Better Know Your Designer� so as to educate your client on the process you are about to embark upon. This jump starts a functional working relationship that builds trust and confidence in both parties.
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Your client has returned the signed contract along with a check for half of the estimated cost of the project. It is now time to start the research phase.
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research
The research phase may, very easily, be the most important part of beginning a project for any designer. The goal is to start by establishing a foundation of knowledge about the problem at hand. It is here that you can explore avenues of inspiration that might have been overlooked by your client or their company as well as begin to develop some sort of concept about the best means of approaching the problem they have posed.
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research: initial
The initial research phase is generally the starting point for any versed designer. It is here that you are able to get your feet wet and being to understand the complexities of the problem your client has proposed. For most problems, a general overview can be found anywhere, but the easiest and most accessible is generally searched for on the internet.
What to present to your client: A simple questionnaire that you have on file to begin any project. This will help you to focus your research in a useful manner and allow you to better get to know your client and their values and vision. After the questionnaire has been completed you will present your initial findings in conversation.
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research: Focused
Focused research is a way for you to begin developing a solid foundation of understanding about the problem at hand. This is where you are able to further understand the needs of your client and how you will need to approach the problem. Here you will start to explore your client’s target audience, competition, key messages, reputation, strengths, and current positioning.
What to present to your client: Your findings on the above subjects. Suggestions about how this project can address an expansion in target audience or positioning.
BKYD page 8. If you are designing an identity or print piece turn to page 17. If you are designing a website continue to the next page.
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research: field
Field research is a necessity in almost any business venture, so it seems that it would only be natural to fall into place here within the design process. You need to understand how your client’s audience works: why they buy the products or services your client offers.Through interviews and observation, you will be able to play up your client’s strengths and design for their audience.
What to present to your client: Supply a cohesive report about your findings during interviews and observation. Explain the questions you used and the answers received. Explain how you went about choosing your interviewees and how the observational research was conducted.
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research: personas
Personas are often overlooked as an essential part to the design process. Most clients don’t really understand what personas are or, for that matter, why they are useful. You will use personas as a guide to developing interactive pieces where a user experience is pretty much the center of the design, such as with a website. By developing a typical user scenario with a specific goal in hand will allow you to better explain the user interface to your client. Personas are hugely important in developing a user-friendly application.
What to present to your client: Use personas to run through scenarios referencing them by name such as: “Bill needs to purchase a new bed. He decides he is going to make his final purchase online at your website so he logs on, clicks the link to shop, etc…” This method of talking through a user experience will allow your client to easily connect with their audience and understand the method of using the new website.
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research: user testing
User testing is usually a formal approach to understanding how your client’s target audience interacts with the prototype you have generated. This phase is essential to working out the bugs and begin troubleshooting. Although generally falling closer to the end of the design process, this type of testing is considered research as well.
What to present to your client: Present an overview of your findings from conducting user testing. Also, allow your client to participate in the user testing sessions. Explain how this is the best way to test the needs of their target audience.
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concept
As the process moves into the concept development phase, you will begin to formulate a basic concept for a solution that brings together the essential key messages and core values that you need to promote your client’s company. It is important for you to emphasize that the visuals have yet to be determined and that this stage gives you and your client the conceptual basis for the design. You should determine two to three directions that could potentially be viable solutions to the problem your client has handed you.
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concept: brainstorming
Brainstorming is an essential part of the concept process. You may use several brainstorming techniques including, but not limited to, mind mapping, lists, peer discussion, etc. These techniques are usually unique to your own process and may or may not be something you share in entirety with your client. This is what makes you a designer, don’t give away all your secrets!
What to present to your client: Any findings that seem pertinent to the problem your client has proposed. Your client may also present ideas to you that they have come up with, take these seriously, because you may be able to include them in one way or another which will make your client very happy. Clients enjoy being a part of the solution, so let them.
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concept: mission/vision
Every project should start with some sort of caisson. Why does the problem exist? If the problem is no longer in existence, what would that scenario look like? By establishing a mission and/or vision of some sort at the beginning of the process, it will help to focus the project and will act as a reference point for all important decisions. Every choice will be questioned with: “Does this fit our vision?�
What to present to your client: This step in the process is a collaborative effort between you and your client. They may already have a mission or vision for the project. It is essential that you help them refine this if needed. Remember, the mission for the project may be different from the overall mission of the company, explain this to your client.
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concept: core values
Core values may already be set by your client or their company if their brand is already established and they have an understanding of who they are. Sometimes though, especially if you are working with a start-up or a client that is looking to re-brand, it is important to look over these core values and discuss them in depth because they will act as the foundation to any project you will do for this client. You must constantly ask yourself: “Are the core values coming through with this?”
What to present to your client: Any alterations to the core values that you believe will benefit your client. If there are no previously established core values for your client’s company, let this be another collaborative effort to help them brand themselves. Help your client understand themselves by asking the right questions.
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concept: objectives
Every project needs a set of objectives. These are to be determined in a collaborative effort by both yourself and your client. The question that needs to be addressed is: “What err you trying to achieve?� The objectives can be ultra specific or more broadly based, but the need to be clear, concise, and tangible.
What to present to your client: Finalized objectives that can be realistically achieved by you in terms of a solution to their design problem. This can be discussed in an open format with your client, but should be written down and a timeline should be included.
BKYD page 24. If you are designing an identity turn to page 25. If you are designing a print piece or website continue to next page.
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concept: story
Within the story development phase it is important to create a mood or a feeling. The story of a project should be the driving force behind the language that is going to be used and the approach to the visuals. Stories can be drawn from your client’s set of values and their personal mission, or they can be drawn from user experiences and understanding of how this experience can be enhanced.
What to present to your client: An overall tone for the project via a story. This includes language that sets a specific feeling and imagery that may be used as inspiration for the rest of the project.
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content
In the content development stage, you will compile the essential content (images, copy, design elements) that will not only provide the necessary information for the design, but also reinforce your client’s established brand. Along with this, comes the structure and flow of the project itself.
BKYD page 28. If you are designing an identity turn to page 29. If you are designing a print piece or website turn to the next page.
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content: wireframing
Wireframing is a fairly technical approach to starting content development. Wireframing is a style of flow chart that allows you to understand arrangement of content in terms of usability. Wireframes, although usually used to help with interactive projects like websites, have their place in other aspects of design as well. They are extremely useful in determining the flow of user handbooks as well as any type of brochure or extended printed piece.
What to present to your client: A step by step wireframe using the personas developed earlier in the process to show how the user will interact with the interface or printed material.
BKYD page 30. If you are designing a print piece turn to page 28. If you are designing a website continue to the next page.
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content: system mapping
System mapping, like wireframing, is important to understanding the way a system works. For example, in a project where you are creating a website where there are multiple levels of user interaction, it is essential to understand the flow of events that happen based on user scenarios and personas. This will determine the efficiency as well as the usability of an application.
What to present to your client: Much like wireframing, you should present a flow of how the user will use the multiple levels of interaction via persona scenarios.
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content: image compilation
After determining the mood that you are trying to achieve through vision and story development, you will begin image compilation. Selecting images that will play significant roles in the design is tough. You need to make sure that each image or graphic element follows the story line that you established earlier in the process. They need to fit within the tone of the project. This may require a hired photographer or pulling images from stock photography. Either way, remind your client that this is time consuming and can be costly.
What to present to your client: The sourced images for approval as well as an invoice for the associated costs. These costs will not be covered in the estimate that you originally provided your client as per the contract also provided.
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content: copywriting
Copy can be written by any number of people. Copy may be provided by your client or you may be requested to write the necessary copy. Either way, the copy must be consistent with the story that was developed during the concept stage. Depending on the purpose of the project, the language can be used to set the tone and feeling of a project. Provided copy may need to be edited in order to flow within the layout later in the process. The responsibility of these edits may fall on you, or your client can choose to have their team edit the content. What to present to your client: The finished copy for the project if you are writing it yourself. You will need approval on this copy before you proceed to the stage of placing the copy within a layout or on the website. You may have to run edits on provided copy by your client as well.
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visuals
This stage is very easily every client’s favorite because at the end of this phase you will present them with two to three different visual solutions for them to choose from. At this point, the direction in terms of content will be established and the options presented will, for the most part, be consistent throughout. Your client will need to select the most viable solution in terms of look and feel. You client may feel the necessity to provide some criticism here, but it is important that you emphasize the fact that the process has just moved into the finals stages. Basically, unless they are entirely unsatisfied with the options they are presented, they should choose a solution by the end of this stage and you should be ready to move into the production stage.
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visuals: sketches
Sketching is a way for you to put your ideas on paper and show your client that the visuals stage is on its way. These may be as simple as a scribble on a bar napkin to a very detailed digital sketch created to highlight all the aspects of a design, whichever fits into your personal methods. Both ends of the spectrum will be requested by various clients so remember to keep your client’s preference in mind when doing your sketches. These may stand as a mere outline or a vague concept.
What to present to your client: Multiple sketches for approval. Even abstract sketches provide your client with concepts and ideas. Remember to provide explanations for you client if your style of sketching is more abstract. Let your client ask as many questions as they need and provide appropriate answers without being defensive.
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visuals: color palette
The goal of a color palette is to, once again, reinforce the story line. “How do these colors affect the user’s mood and feeling? What thoughts do they induce?” Color can be one of the strongest tools in design, but it can also be overly misused and therefore completely irrelevant. Color should be used when and if it makes sense, not just because it looks cool. Remind your client of this.
What to present to your client: Two to three viable color palette solutions. Back these options up with valid reasoning so as to provide your client with a reason for selecting one of the options.
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visuals: type treatment
Each and every typeface has a purpose and a place and there are thousands out there, but not every font is appropriate for the problem at hand. Choosing these typeface can be a tiresome process that includes a lot of searching a browsing through thousands upon thousands of fonts. Through careful study of typography, you have developed an eye for and understanding of letterforms that allows you to choose and set copy that is function and serves the design in the positive way.
What to present to your client: Variations on type solutions with an explanation of why they are appropriate for the project. Type is a sensitive subject in the design world and as a designer you may have certain preferences, but remember your client is not as well versed in this area. Allow them to participate and do not sound condescending when presenting the options.
BKYD page 44. If you are designing an identity turn to page 39. If you are designing a print piece or website continue to the next page.
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visuals: grid development
The underlying structure of any design piece has some sort of grid assigned to it. Although the grid may be minimalistic, a lot of the time these grid systems can be very complex and may need much time dedicated to them in order to account or all aspects of the layout. You may or may not choose to show the underlying system to your client, but you must set aside time to create a cohesive and organized grid to aid in the placement of content and ultimately, cut down the time it takes to lay everything out.
What to present to your client: You may not present anything during this step to your client. The underlying grid system will show itself during your presentation of the different layout options. Just remind your client that you will need time to do this.
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visuals: content population
Content placement can be viewed in a number of different ways based on the project at hand. In terms of print, the placement of copy, images, and graphics usually entails finding the best layout to display all of the agreed upon content in a clear way. In terms of a website design, this means coding the necessary elements into place rather than literally “placing� them. Depending on the project, this can be a simple process that can be completed quickly, but it can also be complex and time consuming.
What to present to your client: A couple of finalized layout options for approval. If this is a long process for a website or extensive print project remember to keep your client updated as you go. This will provide them piece of mind.
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production
During the production stage you will begin the process of putting everything together to create a complete package. Be this coding the selected website or printing the chosen business cards, the design will be put into a professional, usable form. Let your client know that this process can take time especially if you are dealing with outside printers, photographers, or programmers. Ensure that your client understands the outside costs that could be associated with the production process.
BKYD page 50. If you are designing an identity turn to page 47. If you are designing a print piece turn to the next page. If you are designing a website turn to page 41.
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production: material selection
Material selection is hugely important to completing a beautiful project. There are thousands upon thousands of different styles of paper as well as plastics, metals, and other materials that may need to be sifted through in order to choose the best solution for the problem at hand. This is also the point during which you will suggest things such as spot color and varnishes for print which will add a new level of texture and visual interest to your client’s project. Remind your client of the extra printing costs that will be added respectively. What to present to your client: Material samples such as paper, foils, etc. Make sure you supply materials within various price ranges.
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production: mock-ups
A mock-up is a necessary visual and/or tangible form of the final design to be shown to your client. The best way to do this cheap is to print in-house or to show pdf views of the final website. All of the content should be in place, every page should be complete, and all the copy should be 100% edited. Basically this is an example of what everything will look and feel like once the project has been completed.
What to present to your client: A finished mock-up for approval. Remind your client that edits at this point should be minimal and only suggested if absolutely necessary. The project at this point, should be ready for market.
BKYD page 54. If you are designing a print piece turn to the next page. If you are designing a website turn to page 44.
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production: prepress
Prepress is the stage during which you prepare the print project to be sent to the printer. This includes preparing all the images and copy for high-quality print, setting up files to the printer specifications depending on the printing method, and identifying any special print requests such as die-cuts, spot color, or varnishes.
What to present to your client: Your client should know that this is a very technical process and their participation is not necessary here. They hired you to deal with these technicalities.
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production: printers
Unless your client has a prior relationship with a printer that they prefer to work with, you will probably spend time choosing a printer based on cost and services. Hopefully you have a functional working relationship with a trusted printer already or are beginning to develop one. Having this relationship will help you in the future for all of your freelance projects.
What to present to your client: Bids. Most of the time clients will choose a printer based on price. Although this may not be your ideal situation, it is their money. Present a few options for printers and explain their services and what they are getting in terms of quality based on cost.
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production: web hosting
Again, unless your client has already registered their domain name and have an existing web host, you will need to help with this process. Explain to your client what all this means and how it works. If you explain it simply, your client will be a lot more at ease with the process and will understand what the are paying for.
What to present to your client: Like printers, you should present a few options in different prices ranges for domains and web hosting. Also, remind them that these expenses were not included in your estimate and that they will be billed directly for the associated costs.
BKYD page 60. Turn to page 47.
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production: proofing
Once you have sent out a project to be printed, you will need to approve the proofs. These proofs are designed to make sure all printing processes have been completed as ordered. It is important to make sure the color, registration, and special printing specs are correct.
What to present to your client: The same proofs you are looking at. It is important to go over the proofs with your client so that you can get their go ahead to complete the printing process.
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production: assembly
The post-print assembly of a project may fall on the printer depending on the extensiveness of the job, but for smaller jobs you may choose to assemble the project on your own. This may include things such as assembling packaging, stuffing envelopes, folding brochures, etc. Your client may request to do this on their own as well. Ask your client how they would want to approach this step of the process.
What do present to your client: The invoice for these services from the printer, the assembled project, or the unassembled project for your client to finish the assembly.
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production: launching
Once the project has been completed, it is time to launch. Obviously, the idea of launching is directly related to making the website live, but it can also be considered in reference to print materials as well. In this respect launching can include mailing out mailers, brochures, or other print materials. Any of these steps can be consider a launch of a project.
What to present to your client: Not much other than the cost of the launch process. This may merely be the postage required to mail out any print materials.
BKYD page 66. The End.
Always remind your client: Design takes time.