designing for success with client involvement
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Web Design Isn’t Geing Easier Thanks to RWD
DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT
VP OF DESIGN, HAPPY COG@CCASHDOLLAR
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
(What RWD Feels Like.)
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Q: Who has been or is currently involved in designing RWD web experiences?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Q: What are the common hurdles you’ve stumbled over?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Repeat aster me:
It’s ok to not know everything. It’s ok to say “I don’t know right now but I’ll find out.”
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
CommonChallenges
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Q: How do we best demonstrate and validate design intent?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Q: How to crast an extensible, maintainable design system?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Q: How to navigate the design approval process?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Your design solution is onlyas strong as your abili to communicate its merits.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Always be closingeducating.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Look at your client relationship.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Understand your stakeholders and their roles.George Bluth Sr. President Project Owner, Design Sign-off,
Stakeholder Interview
Michael Bluth Project Manager Daily Contact
George “GOB” Bluth, Jr. Sales Stakeholder Interview
Lucille Bluth Creative Director Design Sign-off, Stakeholder Inteview
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
RACI
esponsibleccountableonsultednformed
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Pair up...
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
...and create a common language.
“
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
You need to hear a word seven times to absorb it.”
—Señora Foxall, 9th Grade Spanish Teacher, 1992
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Strictly Adhere
Be a Radical Departure
In relationship to the current aesthetic, the new design should...
Language: Design Characteristics
1 2 3 4 5 6 7 8 9 10
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Strictly Adhere
Be a Radical Departure
In relationship to the current aesthetic, the new design should...
Language: Design Characteristics
1 2 3 4 5 6 7 8 9 10
Your Score
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Strictly Adhere
Be a Radical Departure
In relationship to the current aesthetic, the new design should...
Language: Design Characteristics
1 2 3 4 5 6 7 8 9 10
Client Score
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Strictly Adhere
Be a Radical Departure
In relationship to the current aesthetic, the new design should...
Language: Design Characteristics
1 2 3 4 5 6 7 8 9 10Gap in Understanding
Your Score Client Score
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Weak and Forgeable
Memorable and Compelling
Hogwarts School of Witchcrast and Wizardry
Language: Design Benchmarking
1 2 3 4 5
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Weak and Forgeable
Memorable and Compelling
Language: Design Benchmarking
1 2 3 4 5
Your Score
Hogwarts School of Witchcrast and Wizardry
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Weak and Forgeable
Memorable and Compelling
Language: Design Benchmarking
1 2 3 4 5
Your ScoreClient Score
Hogwarts School of Witchcrast and Wizardry
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Weak and Forgeable
Memorable and Compelling
Language: Design Benchmarking
1 2 3 4 5
Your ScoreClient Score
Discuss why.
Hogwarts School of Witchcrast and Wizardry
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Feature Importance Viabili
Data visualization with information & graphics
Language: Priori & Feasibili
4 2Rank 1–5
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Feature Importance Viabili
Data visualization with information & graphics
Language: Priori & Feasibili
4 2
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Feature Importance Viabili
Data visualization with information & graphics
Language: Priori & Feasibili
4 2
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Feature Importance Viabili
Data visualization with information & graphics
Language: Priori & Feasibili
4 2Later Phase?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Language: Check the Standard Deviation
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Document as much as necessary.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Feedback maers. Coach clients on how to provide it.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
If the client goes against the strategy...
“
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
You should initiate a direction conversation with the client regarding why he is contradicting agree-upon standards, and capture the rationale in writing.”
—David Sherwin, Success By Design
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Look at your design process.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Get beer, faster, stronger.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
hp://charmingbrit.deviantart.com/art/My-Sword-My-Bow-My-Axe-342455709
Find the right balance in your tactics across discipline.
Wireframes.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
A Faster Horse?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
HTML Wireframes; validate thinking.Get approval.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Minimum effective doseartifact
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Minimum effective doseartifact
Graphic Design.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Questions to determine tactics:Is the brand established or evolving?
Who owns it?
Is it entirely new?
Who needs to approve it? Do they understand abstraction?
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Time The curse of increasing fideli
The Designer As Curatordesignmind.frogdesign.com/blog/the-designer-as-curator.html
Time cost of explaining design ideas
Artifact Fideli
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Time
Artifact Fideli
The Designer As Curatordesignmind.frogdesign.com/blog/the-designer-as-curator.html
Time cost of demonstrating design-thinking
The curse of increasing fideli
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Time
Artifact Fideli
In RWD, taking too much time to make a decision is a risk.
The Designer As Curatordesignmind.frogdesign.com/blog/the-designer-as-curator.html
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Time
Artifact Fideli
The Designer As Curatordesignmind.frogdesign.com/blog/the-designer-as-curator.html
Find the highest amount of consent with the least amount of time spent.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Formulate the process that matches your situation.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Mood Boards
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Mood Boards
Helps hone in on emotionGood for stakeholders who are indecisive about brand/identiGood for new brands or brands in flux
Poor at solving anything related to web layout, functionali, UXFamiliari is expected
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Sketches
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Sketches
Easy to create and easy to iterateGood for geing “big picture” consensus
Poor for stakeholders outside of the project teamDetail is depended on fideli
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Sle Boards
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Mimics web conventionsMixes brand/identi with UI paerns and contentGood for small teams with web-comfortable stakeholeldersWorks for new or changing brands
Can be misconstruedDoesn’t diagnose experience or functionali
Sle Boards
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Full Compositions
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Full Compositions
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Full Compositions
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Full Compositions
Works for stakeholders of all levelsMost accurate representation outside of codeHints to functionali
Time consumingAssumes the view you design is the most important view
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Combine to Crast a Powerful Design Process.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Be Confident &
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Look at your final deliverables.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Avoid the big reveal...
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
..And start thinking “systematic” about design
“
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Design depends largely on constraints. Here is one of the few effective keys to the design problem — his willingness and enthusiasm for working within these constraints. Constraints of price, of size, of strength, of balance, of surface, of time and so forth.”
—Charles Eames
Harvard Business Schoolhbs.edu
Sle Guidefor Harvard Business School
Sle Guidefor Harvard Business School
This is also called Atomic modular design
paern labpaernlab.io
paern labpaernlab.io
Gain control by leing go.
paern labpaernlab.io
Make the rules and set them free.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Everything *Is* Awesome.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
Again, Repeat aster me:
We are the trusted consultants and arbiter of best practices. We are educators and designers.
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
KEY TAKE-AWAYSEducation is a part of being a designer
Don’t be dogmatic about your process and deliverables
RWD is a team effort; work together to build for now and the future
@CCASHDOLLAR DESIGNING FOR SUCCESS WITH CLIENT INVOLVEMENT WHARTON WEB CONFERENCE 2014
COLOPHONThe peface is Breakers by Kostic Type Foundry. hp://www.myfonts.com/foundry/Kostic/
Icons adapted from a set entitled Lil Pages by Lil Squid on Creative Market: hps://creativemarket.com/lilsquid
RESOURCESThe Designer As Curator by David Sherwin hp://designmind.frogdesign.com/blog/the-designer-as-curator.html
Zurb Foundation hp://foundation.zurb.com/
Paern Lab hp://paernlab.io
HBS Online Sle Guide Paern Lab hp://www.hbs.edu/marketing/web-development/
“Gut Check” Design Exercise hp://goodkickoffmeetings.com/2010/04/the-20-second-gut-test/
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