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Our New World Order's Design Dilemma

My Design Strategy

Design Must-Haves

Our New world orders' Design dilemma

As design evolves and we have newer and higher standards, there come the dilemmas associated with it.

One of the things is to keep in focus what you Originally INTENDED for the design. You sometimes get so lost in OPTIONS that you have too many of them in the end, and yet, no result.

Its tough, and I never thought id say this: but sometimes, you have to LIMIT yourself.

I’m not saying don’t make 5 different designs, I’m saying don’t get so lost making 5 or 10 different designs for the same content, that ultimately, the content is all but lost.

I’m saying this because as a designer I know that there’s no end to imagination.

One of the other problems in my opinion, is too much personalisation.

Keep in mind, do, what’s hip, what’s in, what’s the latest in web standards and what’s the best presentation or layout, but don’t let your ideas get steamrolled by them.

There has to be a line drawn somewhere on this over-hyped personalisation. If Van Gogh thought he needed to personalise all his art, then we'd end up with "Starry Night" in swirls of pink.

You are a designer, design what you think is nice. Let others appreciate YOUR original thought.

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My design strategy:

As a Freelance designer, there are a few issues of vital importance that need constant monitoring and focus.

So how does one keep up with it? You need to have a strategy:

Its simple, "organisation" is the key.

Have a battle plan.

1.Conceptualisation :

Sounds big but its not. For me, its the first step. As soon as i have a request for a website, i start research. Who is the Client, What is the product/service, what and where is the target market, what’s their marketing strategy, who are their competitors, etc.

Once the research is done, i start dreaming up the concept. What should their site look like, what are the colours, what is the content.

There are a few different approaches. Sometimes, The client needs a site, but that’s all they know. So what they need, is really to put themselves on the Map.

Sometimes, the client will have already decided the direction to go, so then the aim is to help them go the distance, effectively.

Whichever way you look at it, its marketing.

In whichever manner the process starts the final goal is to SELL - Product, service, Ideas - whatever it maybe. The ultimate idea of it all, is for everyone relevant to read it, to get to know about it and finally to buy it/ use it.

The decision on project parameters and deliverables is the milestone for the project deadline. That’s when the project actually begins.

2. Project Status :

Keeping an eye on deadlines, communication, progress : This is what keeps me on track.
One important thing i learnt from my mentor,(my Father) whenever you have a long telephone conversation with the client, make notes during and PUT IT IN WRITING. I always send my clients an email afterwords, confirming what was decided during the conversation.

The other aspect of project status is almost as important as the project itself, I. e, Always keep in focus what you originally intended for the project and where you are with respect to that. Keeping track of all the improvisations, and changes along the way, will keep you on track and help you figure out whether the project is still what it is or has it changed entirely both in terms of the definition as well as the finances.

This is both, for the client as well as for the designer - Cash flow requirements should be regularly reviewed. Financial control of the project is a key factor. Keeping up payment schedules is very important.

HOLDING UP PAYMENTS IS OFTEN MISTAKEN FOR CONTROL !

Ensuring that the site meets its business objectives is not an unnecessary growth imposed by some external agency.

3. Clear communication with the Client :

This of course, decides the working relationship between you and the client. As a solo player, always be clear, and come upfront and say what you need to, lay down your dos and don’ts, because so will they.Once that’s decided, its easier to communicate.

From my experience, clients always like to hear from you about the status of their site. So this is where monitoring project status comes handy. You know where you are headed, so a simple communication keeping them in the loop keeps everyone happy.

A project is interactive, its a reiterative process. Hence clean, effective communication with client is the key.

4. The After :

OK, so you've made the site, and its tested, all possible bugs fixed and its up and running.

Many times, its only after something is up and the whole package is seen, used, and surfed out, that the client realises something’s missing, or forgotten.

So I use the testing phase for maximum feedback. I ask the client to get some of their people, to go through the site so get their feedback on the whole thing, design, usability, content, everything. So, any gaps can be caulked before going live.

The project is done imagining a certain outcome - so feedback from the end user is of the most importance.

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