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Making Clients Part of the Design Process

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frog

Whether you work in-house or at a design studio, it can be a struggle to get your clients to think more like designers—while at the same time encouraging your team to understand the value those clients provide to your design process. This talk is about how to craft successful (and fun) collaborative design sessions for your designers and internal clients. It was delivered by Principal Designer David Sherwin at the HOW Design Conference on Saturday, June 25th, 2011.

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Making Clients Part of the Design Process
David Sherwin / t:@changeorder

HOW DESIGN CONFERENCE | JUNE 25, 2011
Introduction




                                                                        Trying
                                                                        to work


                       From Nick Walker / HoveringArtDirectors.com




               Making Clients Part of the Design Process             05/09/11     2
Introduction




     This is a talk about how to
     build trust between designers
     and clients through
     facilitated collaboration.



               Making Clients Part of the Design Process   05/09/11   3
Introduction




     Collaboration:
     When clients and designers
     work together as equals
     towards a shared goal



               Making Clients Part of the Design Process   05/09/11   4
Introduction




           Like this:




               Making Clients Part of the Design Process   05/09/11   5
01: Why collaborate with my clients?

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Making Clients Part of the Design Process

  • 1. Making Clients Part of the Design Process David Sherwin / t:@changeorder HOW DESIGN CONFERENCE | JUNE 25, 2011
  • 2. Introduction Trying to work From Nick Walker / HoveringArtDirectors.com Making Clients Part of the Design Process 05/09/11 2
  • 3. Introduction This is a talk about how to build trust between designers and clients through facilitated collaboration. Making Clients Part of the Design Process 05/09/11 3
  • 4. Introduction Collaboration: When clients and designers work together as equals towards a shared goal Making Clients Part of the Design Process 05/09/11 4
  • 5. Introduction Like this: Making Clients Part of the Design Process 05/09/11 5
  • 6. 01: Why collaborate with my clients?
  • 7. Why collaborate with clients? It was in the design brief? Making Clients Part of the Design Process 06/25/11 7
  • 8. Why collaborate with clients? email conversation face-to-face meeting proposal scope of work It was in the design brief discovery meeting stakeholder interview customer shadowing late-night IM brainstorm video chat Making Clients Part of the Design Process 06/25/11 8
  • 9. Why collaborate with clients? email conversation face-to-face meeting proposal scope of work It was in the design brief discovery meeting stakeholder interview customer shadowing late-night IM brainstorm video chat Making Clients Part of the Design Process 06/25/11 9
  • 10. Why collaborate with clients? email conversation face-to-face meeting proposal scope of work It was in the design brief discovery meeting stakeholder interview customer shadowing late-night IM brainstorm video chat Making Clients Part of the Design Process 06/25/11 10
  • 11. Why collaborate with clients? What information does your team lack to make this project successful? Making Clients Part of the Design Process 06/25/11 11
  • 12. Why collaborate with clients? Did you know: What needed to be made? Why it needed to be made? How it would be made? Making Clients Part of the Design Process 06/25/11 12
  • 13. TEXT WATCH EMAIL CALL READ Did you really grok the complexity at hand? PLAY STATUS CHAT Making Clients Part of the Design Process 05/09/11 13
  • 14. Were you operating across cultures and industries you didn’t understand? Making Clients Part of the Design Process 06/25/11 14
  • 15. Why collaborate with clients? Collaborating with clients can sometimes be the only reason a project succeeds. Making Clients Part of the Design Process 06/25/11 15
  • 16. Why collaborate with clients? And we can design situations that yield necessary information for projects in a playful way. Making Clients Part of the Design Process 06/25/11 16
  • 17. Why collaborate with clients? This extends beyond projects to encourage belief and sustain great working relationships. Making Clients Part of the Design Process 06/25/11 17
  • 18. 02: How should I collaborate with clients?
  • 19. How should I collaborate with clients? COLLABORATE EARLY: Determine where clients can help well before you start designing. Making Clients Part of the Design Process 06/25/11 19
  • 20. How should I collaborate with clients? COLLABORATE DEEPLY: Invite clients into the process— rather than let them dictate it. Making Clients Part of the Design Process 06/25/11 20
  • 21. How should I collaborate with clients? At project inception: During discovery: Kicking o design: • Setting constraints • Making sense of data • Brainstorming ideas • Aligning on goals • Creating empathy • Establishing criteria • Understanding fears • Identifying oppty’s • Cataloguing biases Making Clients Part of the Design Process 06/25/11 21
  • 22. How should I collaborate with clients? COLLABORATE EFFECTIVELY: Maximize the time you have. Make the work not feel like work. Making Clients Part of the Design Process 06/25/11 22
  • 23. How should I collaborate with clients? COLLABORATE HONESTLY: Relate to clients as people first. Don’t be design robots. Making Clients Part of the Design Process 06/25/11 23
  • 24. How should I collaborate with clients? Clients Designers Customers Making Clients Part of the Design Process 06/25/11 24
  • 25. How should I collaborate with clients? Clients Designers Custome Making Clients Part of the Design Process 06/25/11 25
  • 26. How should I collaborate with clients? Clients Designers Customers Making Clients Part of the Design Process 06/25/11 26
  • 27. Why do design projects fail? You’re not designing for the client. You’re designing with them to best reach their customers. (Sometimes, we forget this…) Making Clients Part of the Design Process 06/25/11 27
  • 28. 03: How should I prepare a collaboration?
  • 29. How should I prepare a collaboration? 1. Know your goal Making Clients Part of the Design Process 06/25/11 29
  • 30. How should I prepare a collaboration? Goals for client collaboration aid us in determining what should be designed… Making Clients Part of the Design Process 06/25/11 30
  • 31. How should I prepare a collaboration? …by exploring what our clients and customers desire, and why. Making Clients Part of the Design Process 06/25/11 31
  • 32. How should I prepare a collaboration? GOAL: WHAT INPUTS DO I NEED TO OUTPUTS DISCOVER? Making Clients Part of the Design Process 06/25/11 32
  • 33. How should I prepare a collaboration? CLIENTS ACTIVITY TO INFORMATION DESIGNERS FACILITATE IDEAS QUESTIONS DISCOVERY CRITERIA Making Clients Part of the Design Process 06/25/11 33
  • 34. How should I prepare a collaboration? FIRST, KNOW THIS: THEN, DETERMINE THIS: Uncover why Create what customers are customers frustrated with want from our our new products company next Making Clients Part of the Design Process 06/25/11 34
  • 35. How should I prepare a collaboration? FIRST, KNOW THIS: THEN, DETERMINE THIS: Establish criteria Make 12 amazing by which our design concepts design work your client will will be judged slavishly adore Making Clients Part of the Design Process 06/25/11 35
  • 36. How should I prepare a collaboration? Agree with your client to the goal of any collaboration. Work your plan and activities back from this. ACTIVITY ACTIVITY ACTIVITY ACTIVITY Making Clients Part of the Design Process 06/25/11 36
  • 37. How should I prepare a collaboration? “Our goal for this session: generate 3 new strategies for advertising on our website.” ? ? ? ? Making Clients Part of the Design Process 06/25/11 37
  • 38. How should I prepare a collaboration? 1. Know your goal 2. Create an arc Making Clients Part of the Design Process 06/25/11 38
  • 39. How should I prepare a collaboration? Goal: “Generate 3 new strategies for advertising on our website.” PART 4: EVALUATE PART 3: SHOOT THE MOON END PART 2: START INTO THE DEEP END PART 1: THE WINDUP Making Clients Part of the Design Process 06/25/11 39
  • 40. How should I prepare a collaboration? How should your client feel during the collaboration session? REALISTIC EUPHORIC END EXCITED START NERVOUS Making Clients Part of the Design Process 06/25/11 40
  • 41. How should I prepare a collaboration? 8:30 AM • Quick intros & bios PART 1: • Re-present agenda sent in advance THE WINDUP • Establish the “pool rules” MINGLE INTROS ICEBREAKER EX Light, fun, kill the nervousness Making Clients Part of the Design Process 06/25/11 41
  • 42. How should I prepare a collaboration? 10:00 AM • Build trust PART 2: • Explain why the exercise works INTO THE DEEP END • Use lunch as a time to present work WORKING EXERCISE 1 EX LUNCH Making Clients Part of the Design Process 06/25/11 42
  • 43. How should I prepare a collaboration? 1:00 PM • As people loosen up, they can work harder PART 3: • Keep clients in their group, rotate designers SHOOT THE MOON • Don’t lose momentum! G MINI- EXERCISE 2 EXERCISE BREAK Build o the output from #1 Making Clients Part of the Design Process 06/25/11 43
  • 44. How should I prepare a collaboration? NI- NEXT EXERCISE 3 EVALUATE EAK STEPS The last experience defines the whole Making Clients Part of the Design Process 06/25/11 44
  • 45. How should I prepare a collaboration? 3:00 PM • Establish criteria for evaluating design ideas PART 4: • Apply criteria to most-liked ideas over the day EVALUATE • Outline what happens next with the output NEXT RECAP CREATIVE D EVALUATE STEPS OF DAY BRIEF Making Clients Part of the Design Process 06/25/11 45
  • 46. Know when evaluation should be silent or active. Making Clients Part of the Design Process 06/25/11 46
  • 47. How should I prepare a collaboration? 1. Know your goal 2. Create an arc 3. Plan your activities Making Clients Part of the Design Process 06/25/11 47
  • 48. How should I prepare a collaboration? At project inception: • Worst Fears • Goal Setting • Press Release • Design Your Own! Making Clients Part of the Design Process 06/25/11 48
  • 49. Worst Fears photo 5673173163 by swanksalot / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 49
  • 50. Goal Setting photo 3294421417 by centralasian / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 50
  • 51. Press Release photo 5696004915 by thomasleuthard / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 51
  • 52. How should I prepare a collaboration? At project inception: During discovery: • Worst Fears • What Customer? • Goal Setting • Scavenger Hunt • Press Release • Brand Thermometer • Design Your Own! • Design Your Own! Making Clients Part of the Design Process 06/25/11 52
  • 53. What Customer? photo 5582403746 by toddle_email_newsletters / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 53
  • 54. Section title text Scavenger Hunt cc share remix license / photo by W.A. Djatmiko, wikimedia Making Clients Part of the Design Process 06/25/11 54
  • 55. Brand Thermometer photo 3842203154 by ladykeli / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 55
  • 56. How should I prepare a collaboration? At project inception: During discovery: Kicking o design: • Worst Fears • What Customer? • 100 Uses • Goal Setting • Scavenger Hunt • Photo Collage • Press Release • Brand Thermometer • Interface Bingo • Design Your Own! • Design Your Own! • Design Your Own! Making Clients Part of the Design Process 06/25/11 56
  • 57. 100 Uses photo 2997879253 by mugley / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 57
  • 58. Photo Collage Making Clients Part of the Design Process 06/25/11 58
  • 59. Interface Bingo photo 2828528741 by Samuel Mann / CC share remix license on flickr Making Clients Part of the Design Process 06/25/11 59
  • 60. How should I prepare a collaboration? 1. Know your goal 2. Create an arc 3. Plan your activities 4. Exploit group dynamics Making Clients Part of the Design Process 06/25/11 60
  • 61. How should I prepare a collaboration? Shift between group sizes and work styles: Working individually, Working in the round, Group discussion in parallel role-playing Making Clients Part of the Design Process 06/25/11 61
  • 62. How should I prepare a collaboration? See the recap at: EnergyThinkIn.frogdesign.com Making Clients Part of the Design Process 06/25/11 62
  • 63. Section title text 04: How do I facilitate a collaboration?
  • 64. How do I facilitate a collaboration? 3 simple guidelines: 1. You can’t participate if you’re the facilitator 2. Don’t let time slip away! 3. If it’s not working, be willing to change the plan Making Clients Part of the Design Process 06/25/11 64
  • 66. Parting thoughts Computers are the frenemies of group collaboration. Making Clients Part of the Design Process 06/25/11 66
  • 67. Parting thoughts 1 hour of collaboration = 8 hours of preparation Making Clients Part of the Design Process 06/25/11 67
  • 68. Parting thoughts Test every activity at least twice before using it with a client. (Over time, you’ll have a trove of proven activities to use.) Making Clients Part of the Design Process 06/25/11 68
  • 69. Parting thoughts Collaboration doesn’t stop after the collaboration session. Making Clients Part of the Design Process 06/25/11 69
  • 70. Parting thoughts “The best leave-behind is the evangelist.” —Hans Gerwitz, Technology Director, frog Making Clients Part of the Design Process 06/25/11 70
  • 71. Parting thoughts Will you collaborate with your clients on your next project? Making Clients Part of the Design Process 06/25/11 71
  • 72. Parting title text Section thoughts “We want a bigger laser. Can you make the laser bigger?” 01: Why collaborate with clients? photo 3528754669 by hawee / CC share remix license on flickr
  • 73. Parting thoughts “Whew, that was a lot of fun! We got tons done…” photo 2432922028 by tabitum / CC share remix license on flickr
  • 74. Say hello: t: @changeorder e: david.sherwin@frogdesign.com b: changeorderblog.com Creative Workshop available now from HOW http://amzn.to/CWTheBook Book Signing Sunday, 1–2 PM Columbus AB © 2011 frog. All rights reserved.