How we design

Many factors determine our design processes, but what ultimately determines them is the project itself and the solution you are seeking to reach. No project is ever the same, and therefore, the process shouldn’t be either.

It doesn’t make sense to have a rigid procedure of steps for a designer to take through a project. A four-page marketing site should not follow the same processes as a full product. So here’s the thing: the design process should be flexible. But there are a few things you should always keep in mind in any project:

• You have the opportunity to spark joy in someone with every detail you make. Take that opportunity.

• Design decisions are business decisions. Your decisions reflect on the success of the business. Be conscious of this, not constrained.

• Be close to the client: don’t doubt, assume or expect. Ask your client to clarify when you’re unsure.

• How you spend your time matters; focus on the core solutions and what really matters.

As a Designer, you know by now… Maximum freedom, maximum responsibility, we trust you to take the right process and design decisions for your project. We also understand that the Client will have received a proposal with an expected set of deliverables, but it’s for you and your PM to determine, in consultation with the client, the expectations of deliverables and the process. For example, one often contentious phase here are Wireframes. You need to determine if they are a deliverable or part of the process you go through in order to get to the deliverable. Ultimately, you are expected to determine if they are even necessary for your project.

Design decisions are business decisions.

You shouldn’t create a library for a project that doesn’t require a library. Simple. If you are creating the library - it might well be the right thing to do according to a strict design process — you should question whether it is really required for this project? A closed process leads to repetition, a lack of your own personal growth and can end up being an expensive outcome for Significa, and a sub-optimal deliverable for the client. Spend your time addressing core solutions.

You need to consider the problem you are looking to solve, and utilise the right process to address it. There will be occasions, depending on the project purpose, where it makes no sense for you to spend weeks on wireframes. If that’s the case… don’t.

Address the core problem before others. Be efficient; create solutions for what really matters.

With all of the above stated, a warning, removing parts of the process should never be considered as taking shortcuts. There must never be any compromise on experimentation and innovation. This is a non-negotiable, constant requirement in any project - in fact, it’s the only thing that any project should have in common with another. Drive your curiosity throughout the whole project “process” - this can be fluid, knowing that not everything will work, but that the approach is how you will reach the solution.

We know it can be hard to determine which is the most efficient process, so as always, collaborate with your team, ask for support early, and together ensure you’re on the pathway to an incredible solution.

As a Designer, Communication is always critical to the outcome of your work. Ensuring clarity across all stakeholders regarding your approach and what to expect will allow you the space required to think and work creatively. Don’t overlook this: a great designer is a great communicator.