Design Deliverables for a Post-Comp Era

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Slides for my Typecast webinar. Watch the recording here: http://typecast.com/seminars/post-comp

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Design Deliverables for a Post-Comp Era

  1. 1. Home COMP COUNT 1 TIME TO CREATE 3 days
  2. 2. Home COMP COUNT 2 TIME TO CREATE 1 week Interior
  3. 3. Home COMP COUNT 6 Interior Home Interior Home Interior TIME TO CREATE 1 week
  4. 4. Home COMP COUNT 6 TIME TO CREATE 3 weeks Interior Home Interior Home Interior
  5. 5. Home COMP COUNT 6 Interior Home Interior Home Interior TIME TO CREATE 3 weeks
  6. 6. Home COMP COUNT 6 Interior TIME TO CREATE 3 weeks
  7. 7. COMP COUNT 8 TIME TO CREATE 4 weeks Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior + + + +
  8. 8. COMP COUNT 10 TIME TO CREATE 4.5 weeks Home Round 2 Interior Round 2 Home Round 3 Interior Round 3 Home Interior Home Interior Home Interior + + + +
  9. 9. COMP COUNT 10 TIME TO CREATE 4.5 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior + + + +
  10. 10. COMP COUNT 12 TIME TO CREATE 5 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior + + + + Home Round 3 Interior Round 3
  11. 11. COMP COUNT 14 TIME TO CREATE 5.5 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior + + + + Home Round 3 Interior Round 3 Home Round 3 Interior Round 3
  12. 12. COMP COUNT 16 TIME TO CREATE 6 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior + + + + Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3
  13. 13. COMP COUNT 20 TIME TO CREATE 7 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 About
  14. 14. COMP COUNT 24 TIME TO CREATE 8 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 About Contact
  15. 15. COMP COUNT 28 TIME TO CREATE 9 weeks Home Round 3 Interior Round 3 Home Round 2 Interior Round 2 Home Interior Home Interior Home Interior Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 About Contact Products
  16. 16. COMP COUNT 28 TIME TO CREATE 9 weeks Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 About Contact Products </>
  17. 17. danielmall.com/articles/visual-inventory
  18. 18. If you want to get a better understanding of something, asking a question is infinitely more useful than making a statement.” ! —Jason Santa Maria, The Pastry Box, http://goo.gl/mNqvrs “
  19. 19. THINGS I WONDER ABOUT WHEN STARTING A DESIGN ! Colors • Typography Concept • Metaphor
  20. 20. “Is showing their app on a laptop on the homepage the best way to sell it to prospective customers?” ! ! “Can their brand pull off a minimalist design approach?” ! ! “Should their copy be more playful?”
  21. 21. THE FIRST DESIGN DELIVERABLE IS MADE IN… THE FIRST DESIGN CONVERSATION STARTS WITH… ! Keynote
  22. 22. How playful and whimsical should the new site be? The GoGo squeeZ site is full of smiles and kitchy illustrations that make you grin as you explore the site. ! gogosqueez.com/go-playfully
  23. 23. How playful and whimsical should the new site be? The GoGo squeeZ site is full of smiles and kitchy illustrations that make you grin as you explore the site. ! gogosqueez.com/go-playfully
  24. 24. Color Flat Highly saturated Little color Organic textures Monochromatic Concept Software as lifestyle Human-centered narratives Case-study driven Show the app Tone Playful Professional
  25. 25. COMP COUNT 10 TIME TO CREATE 4.5 weeks Home Round 2 Interior Round 2 Home Round 3 Interior Round 3 Home Interior Home Interior Home Interior + + + +
  26. 26. COMP COUNT 0 TIME TO CREATE 4 hours Visual Inventory A phone call
  27. 27. A FRAMEWORK FOR MODERN DESIGN DELIVERABLES: 1 OF 3 ! The highest fidelity in the quickest amount of time.
  28. 28. A FRAMEWORK FOR MODERN DESIGN DELIVERABLES: 2 OF 3 ! All deliverables lead to conversations.
  29. 29. A FRAMEWORK FOR MODERN DESIGN DELIVERABLES: 3 OF 3 ! Replace “sign off” with “go on.”
  30. 30. danielmall.com/articles/rif-element-collages
  31. 31. element collages
  32. 32. element collages
  33. 33. ! “Electric”
  34. 34. “Shape, book, heart, bubble”
  35. 35. “Visual Booklists”
  36. 36. “Pages… themed in books”
  37. 37. “Turn the page for step 2”
  38. 38. “Turn the page for step 2”
  39. 39. “Visual Booklists”
  40. 40. “Pages, themed in books”
  41. 41. Turn powerful phrases into visual hooks.
  42. 42. Turn powerful phrases into visual hooks.
  43. 43. Turn powerful phrases into visual hooks. rif.superfriend.ly/designs/round2/
  44. 44. Turn powerful phrases into visual hooks.
  45. 45. Turn powerful phrases into visual hooks.
  46. 46. Turn powerful phrases into visual hooks.
  47. 47. Turn powerful phrases into visual hooks.
  48. 48. Obviously this isn’t a website, but I see how it could be one.” ! —The perfect client’s reaction to an element collage “
  49. 49. Prompt for feedback about art direction, not design.
  50. 50. Photoshop
  51. 51. Photoshop For me, it’s the quickest way to create the highest fidelity.
  52. 52. Photoshop For me, it’s the quickest way to create the highest fidelity. It’s also where I can be the most expressive.
  53. 53. Turn powerful phrases into visual hooks.
  54. 54. Turn powerful phrases into visual hooks.
  55. 55. Soliciting the right feedback about typography
  56. 56. Sans-serif Condensed Serif Book weight
  57. 57. I like serifs.” ! —Clients. Ugh.* ! ! ! ! ! ! ! ! ! * This is your own fault. “
  58. 58. Photo: hdwallsource.com/ice-cream-16120.html Monocalcium phosphate Dextrose Polysorbate 80
  59. 59. Photo: hdwallsource.com/ice-cream-16120.html Smooth Decadent Creamy
  60. 60. large x-height and close-to geometric forms create an informal & casual vibe Saves horizontal (and, therefore, vertical) space intricate construction of glyphs lead to a buttoned-up look A range of weights that can make the page anywhere from light to heavy that you want
  61. 61. Make design conversations about the objective, not the subjective.
  62. 62. Turn powerful phrases into visual hooks.
  63. 63. Turn powerful phrases into visual hooks.
  64. 64. Turn powerful phrases into visual hooks.
  65. 65. Turn powerful phrases into visual hooks.
  66. 66. Turn powerful phrases into visual hooks.
  67. 67. Turn powerful phrases into visual hooks.
  68. 68. clearleft.com/thinks/visualdesignexplorations
  69. 69. drbl.in/gXno
  70. 70. Element collages are like giving your client a peek at all those hidden layers.” ! —Paul Lloyd, Designer, The Guardian “
  71. 71. COMP COUNT 28 TIME TO CREATE 9 weeks Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 Home Round 3 Interior Round 3 About Contact Products </>
  72. 72. COMP COUNT 0 TIME TO CREATE 1 day Element collage
  73. 73. COMP COUNT 0 TIME TO CREATE 2 days Element collage, round 1 Element collage, round 2
  74. 74. COMP COUNT 1 TIME TO CREATE 3 days Interior page? Element collage, round 1 Element collage, round 2
  75. 75. COMP COUNT 2 TIME TO CREATE 4 days Interior page? Home page? Element collage, round 1 Element collage, round 2
  76. 76. COMP COUNT 2 TIME TO CREATE 4 days Interior page Interior page </> Element collage, round 1 Element collage, round 2
  77. 77. Let’s change the phrase ‘designing in the browser’ to ‘deciding in the browser.’ ” ! —Me, The Pastry Box, the-pastry-box-project.net/dan-mall/2012-september-12 “

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