I started my own design business under the name Simcoemedia in early 2002 and so as of writing I am about to begin my tenth year of business in February. This is a good sign that things are going in the right direction and whilst its not all plain sailing, many SME’s such as Torse Ltd or Greenbarnes ltd and some large organisations such as Loughborough University or Via Mat International based in Zurich have placed trust in Simcoemedia to produce a high quality and appropriate solution to their design problems.

Design Bubble

When judging the quality of your design work it is easy to forget that, once you have established yourself with a few clients and your business relationship goes from strength to strength, you can become trapped in what I would describe as the “Design Bubble”. This occurs when you remain within your comfort zone and please your clients with some great designs but do not develop or enhance your skills, experiences or client base through other design related activity. One factor that fuels the “Design Bubble” is that, in the early months and years of establishing a freelance business there is a huge amount of energy that goes into working out your business strategy and principles as well as the learning that is necessary for survival – this reduces the time and energy that can be put into popping the Bubble.

Signs you’re in the bubble

1. You are unaware of design trends in web, print or video production
2. You do not have any updated sources of reference in terms of design or associated technology
3. You are comfortable that your business is doing well and don’t feel the need to explore other avenues of investigation related to your work
4. You do not have a long term strategy for your work direction or processes
5. You are intimidated when people question your techniques or processes
6. You are not looking for opportunities to diversify in related design areas

Why pop the Bubble?

1. Preservation. Maintaining your business and income. Knowledge of design trends, techniques and technology should enable development of design skills, aquisition of useful technology and innovative discussion with clients
2. Respectability. Your clients will admire and respect your knowledge – they will put more trust in you and your business as they feel that your finger is on the pulse and that using you will put them ahead of their competitors.
3. Contribution. Remaining competitive and pushing your skills allows you to contribute to the ongoing design discussion through forums, simple competitions [though watch the Speculative Design trap].
4. Inspiration. Discovering new and exciting things about design can be inspirational. Writing for this Design-Design blog has helped me put many of my discoveries into words for future reference.
5. Satisfaction. You have pushed yourself and your design capability to the limit and this shows in your portfolio as it goes from strength to strength.

How do you know if you are improving?

1. Your designs begin to look competitive with some of the inspirational sources you have used.
2. Techniques you were experimenting with become commonplace in your workflow.
3. You begin to identify and mentally disseminate more and more complex designs.
4. You identify more clearly information that is of value and that which is useless.
5. You are able to communicate more confidently with clients and other design related staff.

Sources of Inspiration

1. www.bbc.co.uk/click/
2. www.mashable.com
3. www.quickonlinetips.com
4. www.computerarts.co.uk
5. www.designfloat.com

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* the brief states that the Flash animation must not be a linear Powerpoint style presentation.

Design Tools

Two of the most efficient tools for beginning a design project are a pen and an A4 or A5 pad. These can be used in a variety of ways:

• Spider diagram or Mindmap exploring initial thoughts from the design brief and gradually narrowing down more clearly defined lines of thought through the use of a tree structure. This tree structure can also contain links between some of the branches where there are relevant links between similar levels of the tree structure. You could use something like FreeMind.
• Consider all the topics and issues surrounding a subject by entering it into the search box at WikiMindMap.
• To do lists. A very important part of a designers thought processes – acting as a reminder for tasks, lists within certain areas of a mind map or a break down of timescales and deadlines for delivery of design work. Try creating a Google Homepage using iGoogle and adding Remember The Milk as an addon to iGoogle – this is a great way to help keep activities listed in a useful way.
• Sketches of the layout, logos and colour scheme for the product. A designer rarely begins this part of the process on his or her computer. Ideas can be quickly tried out and explored using this method and the pen and pad is a couple of tools a designer should rarely be without.

The designer may use the sketches created to show to a client in a meeting or scanned and sent over the net – using [free] screen sharing facilities on www.acrobat.com or even Skype can be very useful – in tests Skype has always come out as the most efficient tool for this purpose. This can often lead to a significant leap forward in client / designer communication [depending on the quality of sketches] without sacrificing too many hours of the project. These precious hours can then be spent refining the final chosen design.

One thing that should not be underestimated is the use of written documents and emails. These should be stored for future reference and will often act as security or insurance for decisions made or problems to resolve. When an email can be referred to during any part of the process it allows the designer to be confident in his or her development of an idea. Ultimately, the best approach to dealing with a client is not to need these emails to refer back to in the way that ‘proves a point’ but to foster a culture of trust and understanding as described in the Design Process 1 article.

Evaluating Your Design

One of the main ways to evaluate your design is to compare it to the original brief and associated questions asked at the beginning of the project. If your questions were not detailed enough then evaluating your design and concluding the project becomes more difficult. Your brief and questions should be the key statements whereby the design is evaluated and should you feel that you have made your case then you can proceed with contacting the client and demonstrating your product. On the right is the sort of development image that could be presented to a client along with an explanation of how the app would work. The reaction to this initial presentation is crucial in terms of establishing whether you are on the right lines or not.

When contacting the client, be prepared to take notes, negotiate changes to the design and evaluate new ideas. Clients are busy going about their daily business and will often not have considered how many options and trials the designer reached before his or her conclusion and will need talking through these clearly in many cases so that the benefits to the work you have done are clearly identifiable. Agree another evaluation date and set a list of tasks to conclude this next design evaluation. Be careful not to undersell your skills if the costing is set but also ensure that the client gets the maximum value for their money.

The process of evaluation and conclusion will be covered elsewhere in this blog at a future date. For the moment, the principles mentioned above and their relationship to establishing a solid and clear brief are sufficient.

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Firstly, it is worth pointing out that, unlike a mathematical problem, the design problem is one that cannot necessarily be resolved to perfection but must be resolved perfectly for the circumstances under which it exists. As I often mention to my clients, if you throw enough money at a solution – you can have any solution you like. The designer’s challenge is to fulfill the needs and desires of the client within parameters that will range from budget to client needs / desires to media type.

Ensuring Client Satisfaction

In addition to a quality piece of design work, a client must be completely satisfied with the job and feel that the financial sacrifice they have made has been rewarded with a product, advert, website or DVD that will work for them as a company, educational establishment, photographer or restaurant to further their cause or increase income.

There are several ways to do this but the one that works for me the most is to clearly analyse the design process with the client prior to the job commencing. From the point at which a fee is being negotiated to the conclusion of a project, the process should be explained at appropriate points to a client in easy-to-understand bite sizes. At what point should this discussion take place? The most common guides to this discussion are the points at which a piece of design work will be assessed by the client – the test phases if you like. The emphasis is upon the designer to advise the client as to when a discussion will be necessary and so as not to annoy or take up too much time – anticpating the required information and evaluation periods is paramount.

Design Brief

In my experience a design brief can arrive in the in-tray or inbox in a variety of formats:

1. The client contacts the designer by telephone for a brief discussion. During this conversation the client is looking for signs that the designer will respond intelligently to a given brief and so the designer must be prepared to react quickly and appropriately to statements made by the client whilst making notes regarding the requirements. These notes form the basis of the brief.

2. A client or client representative requests a meeting and gives a little information about what the project may be. This can be more vague than the telephone conversation as there is little or no time for questions – the designer must respond to questions at a meeting.

3. A client sends a brief out to tender. This means the designer has the opportunity to outline how they would approach the project and some initial designs may be required here. This leads onto the subject of speculative working which will be covered in another article, another time – in the meantime, check out these two links related to spec. design:

Why Speculative Design is Wrong
What is Speculative Design Work? – the video is worth listening to after the first 30 seconds

Types of Brief

The most common types of design brief are OPEN and CLOSED. An open brief is where the designer is allowed to experiment and develop a solution to a design problem with no initial guidance on what the end solution might be. A closed brief is where the solution is given [eg a device that performs task x and fits into box y] but is unclear how the design will look.

There are often grey areas in these design briefs – a typical example being that a designer has freedom to design a solution but must follow the corporate colours or must use a logo or identifying mark on the product, website or advert.

A designer should use his or her experience to make suggestions as to the benefits of changing the design brief where appropriate. This may result in the reduction of financial expenditure [for example, where a designer sees that part of the brief may require more creative freedom to allow other parts of the brief to flow and conclude more effectively]. If a client is completely opposed to making changes to the brief then the designer must carefully consider how the process will work within these constraints and take appropriate action.

Next time

In part 2 we will look at the design process and a live project example.

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In Simple Terms

Google Wave is in simplistic terms a development of email and messaging systems – a stream of information that can be interacted with in ways that make the information more ‘live’ and efficient. This is oversimplifying what is a development that could improve our online productivity considerably. Below are a few of the key features of Google Wave:

The system uses familiar interfaces and ideas when using email, messaging and word processing systems and therefore there is no need to relearn some of the basic techniques when interacting with Wave. When a participant edits or adds comments to a single Wave [or stream of information], the Wave will be moved to the top of the inbox ready for review. Wave becomes a tree structure of interactivity where certain participants in a stream of discussion can break off into another discussion.

Live Interactivity

A key feature of Wave is that as information is typed into the browser, unlike Skype, Instant Messenger and other IM systems, the individual keystrokes are shown as they happen with minimal delay over broadband connections. To avoid embarrassment or if a sentence needs to be more carefully crafted there is the option to bypass the live typing feature where necessary.

When a Wave discussion is occurring and live conversations between several participants is being recorded it is possible for all involved to be able to edit on the fly. If a series of comments are being written these can be changed as they are being written by other participants.

Embedding In Blog Style

It is possible to embed entire Waves into web pages. Put in oversimplified terms – if Google Wave allows more efficient interactivity between groups of people wanting to communicate ideas instantly then embedding a Wave is simply a case of allowing a standard web page to show this interactivity as it happens. This is in a similar way to the way Google Maps can be embedded into a standard web page easily.

Mobile Friendly

Google Wave will be available for mobile phones including Google’s Android and Apple’s iPhone allowing mobile participation and interactivity. You can see a demonstration of how this will work [though its not fully working] at 25m 25sec on the Google Wave demo video [links to YouTube in a new window]

Finding, Filtering and Translating

Another useful feature of Wave is that the user can essentially filter out the factual elements of a discussion and sent to a Wiki or other document so as knowledge is built up around a subject it can be stored and retrieved easily. Eventually Google expects that Spreadsheets and Presentation Tools will be built around the Wave system to reduce time needed to transfer information across to other systems.

Google Wave can support the use of different languages [and presumably the translation of these on the fly]. Hebrew and Chinese characters are demonstrated in the YouTube video below.

Uploading Images

Wave can handle uploading of images to the server and as these images are uploaded to the Wave conversation thumbnails are quickly generated to show other participants on the network what images are being processed. The image labels can easily be edited by the group / participants. A demo of this is shown at 35min 20sec on the Google Wave demo video [links to YouTube in a new window]

Tagging Waves

Tags are used to organise Waves and allow users / participants to search for different Waves on the system as they build up. This is similar to searching for emails in an email archive. A demo of this is seen at 40min 26sec. Waves can also be cross linked – a link to another wave can be inserted into a wave and therefore cross linking is possible. See this at 40min 39sec on the Google Wave demo video [links to YouTube in a new window].

Advanced Spelling and Other Toolkit Modules

Advanced spelling systems from Google Web Toolkit are integrated and there is an excellent example of how advanced this has become at 44min 15sec. Google have cute names for their various toolkit modules including Bloggy [for inserting Wave as a blog], Linky [intelligent method for inserting links] and Spelly. These all happen server side which means that information is all processed quickly on the server then the results transmitted over the web to the client computer [where the user sees the result].

Polling Systems and Collaboration

At 48min 56sec an interesting poll system is demonstrated where users / participants can vote or indicate YES / NO / MAYBE interest live on the site. As people change their mind or vote the results are displayed in lists and graphs for analysis.

Games and Progress

At 51mins 42sec Google staff demonstrate Wave being used for interactive games and demonstrate the progress bar that highlights how the entire Wave progresses from its origins of a single stream of information and at 52mins 42sec a demonstration of how Google Maps can be used to demonstrate interest in a holiday location is shown. Google hopes and anticipates that their examples are only a basic venture into the endless possibilities of what could be achieved with the system.

There are several other systems demonstrated toward the end of the presentation but essentially the features listed above would provide most effective for business and social development. Google Wave is currently in the final phases of development and a demo version of the system will be made available to a limited group of users in the near future. For the moment we just need to be patient before this exciting new technology creeps into mainstream workflow and daily activity.

Other discussion and links

Not everyone is so delighted about the arrival of Google Wave or, at least, they are skeptical of the benefits it may bring to the web community as a whole. Some interested articles are listed below:

TechCrunch: Google Wave – There Will Be Backlash
Lifehacker.com takes a first look at Google Wave

Google Wave: A Brief Overview [8min]

This is for the less programmer orientated viewer who may want an overview of what Google Wave can do for their business, academic project or social interaction!

Full Google Wave Demo [1h20min]

Here is the full Google Wave demo before a live audience. Most of it goes according to plan. Recommended for those with both a programming interest, patience and a reasonable understanding of technical terms for the 1.5 hour demo [and general Google banter]. If this doesn’t sound like you then go with the overview above!

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The aim of this blog, news page, community magazine or whatever you would call it, is to involve and inform the client of the emergence of new ideas, design techniques, styles, equipment and technologies in an easy to understand summary so an informed decision can be made regarding the incorporation of these ideas and techniques into their media design strategy. When I use the words “media design strategy” – I am refering to a way of describing the plan of action a business, institution or artist may have for generating different types of media to promote ideas, sell products or store information.

To put it in more simple terms – this website is about informing clients interested in employing a designer about the options, ideas and technologies currently available to the media design and production industries.

Some of the subjects and technologies you can expect to be covered are listed below – these are just a taster and if you have any suggestions make sure you leave them in the comment area at the bottom of the page or email me at design@design-design.co.uk and don’t forget to subscribe to the Design-Design RSS Feed.

1. Is Social Media really any good for your business?
2. Turning the tables – designers and CSS
3. How RSS feeds can sell your business
4. Managing projects and pleasing clients
5. Accountants – love ‘em or hate ‘em
6. Travel and Inspiration
7. Making your online presence felt – multimedia, blogs, CMS
8. Print vs Web – a brief study into the advantages
9. Networking and social interaction for designers
10. Why use a framework for your site and why WordPress?
11. How to surprise and inspire your designer with your own ideas
12. When to talk to your client?
13. Partnerships between academia and industry
14. Working nine to five?
15. Why should you, the client, care about blogging?
16. When to use stock libraries for images, video and sound?
17. How Google Won The Net
18. Social media at work: Is Facebook good for business?
19. A clients guide to getting a great image to publish on their site
20. Is business stationery redundant?

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