How to figure out what to do and how to do it.
The sixth point of our studio code says:
Design is a solution from the beginning to the end. This solution is based on an infinite number of inputs. As the inputs increase, there are fewer maneuvers in colors, placement of elements, stylistics, and so on. In the end, the designer comes to the only right solution. Variations in solutions — the lack of inputs.
The most difficult part of the designer’s task is to figure out what to do and how to do it. What and how to do is regulated by inputs.
Where do the inputs come from?
At a briefing with a client (with the client directly, with the project manager, with the client’s art director, or even with a neighbor asking for help with a fence), in addition to finding out what he or she is asking to do, I start a conversation. I ask where the idea came from, what its roots are, why they didn’t do it like some other guys, where the sign will be located, why the entrance to the basement is across the street….
I ask generally anything that can help in any way to solve the problem. Questions pop up on their own (based on experience) and along the chain:
—We need a fence!
—Do you need a big one?
—No, we need a small fence.
—If you need a small fence, it’s unlikely to be for protection. Is it decorative?
Once I know one thing, I get a second question based on the answer.
I build a picture in my head not only of the interface design itself, but also of everything that surrounds it: the interior, the color of the screen, the weather, the view outside the window, climatic conditions, visitors with disabilities.
When you have a approximate picture in your head of the outcome and where that picture will be, the result is much more confident. It won’t be a hit or miss concept, it will be what’s needed.
What kind of questions to ask?
Any kind. And the more the better. Anything you don’t know about can be helpful in accomplishing the task. It happens that during the briefing the picture in your head is not built up enough to be able to start working. In this case, I ask the client to tell me something general about the task. For example:
- Can you tell me where the roots of the task grow from?
- Have you done similar projects before? How it went there?
The timing of the work also affects the result. If they are already known about them at the briefing, you can immediately understand what you can do in time, and what will definitely not work. It is not rare for a client to say a general deadline.
For example, it is June, but the launch of the application is scheduled for the end of December, because marketing has already agreed on the budget and terms for advertising. Then you start to find out how much is planned for testing, for development, for transferring materials to development… And it turns out that there is only a week left for mockups. Sound familiar? :-)
The bonus in such a dialog with the client will be the improvement of mutual understanding. We communicate more — we understand each other more. Dry briefing in the form of “here is the document”, “we understand, let’s go to work” will not establish any mutual understanding.
If everyone does that, will everyone have the same result?
Nope. People are different. Everyone has different life experiences. Everyone will ask different questions and even if they get the same answers, they will interpret them differently.
I am Sasha Tikhonov, co-founder and art director at Flyphant.
We are Flyphant. Mobile applications and web development, graphic design, motion graphics — this is all that we are not only able of but also love doing.
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