Design ProcessCOM 387

Communication design challenges

are complex.

A workable process should be…

• Collaborative• Human-centered• Iterative

1. Collaborative

Form vs. Function

• You will encounter a range of graphic designers throughout your career.

• Some will prioritize beauty (form).• Others will prioritize usability (function).

2. Human-centered

Communication Design vs. Fine Art

• Art is one sided. Artist expressing an emotion. Very personal.

• Communication design has two sides. A company (your client) + the end customer

(their target audience). Communication design aims to connect

these two worlds.

How does design help to make this connection?

• Consider how a product or service has relevance and meaning to your customers.

• Step into their shoes and consider the problem from their world.

• Language: Speak to them using carefully selected images and symbols (visual) and well-written copy (verbal).

Push vs. Pull

Why should designers be involved in the entire creative process?

• They are skilled at identifying patterns and synthesizing information. They can simplify complexity and visualize it

in a way that’s easy to understand.• They’re visual thinkers.

Unique perspective on a team.

3. Iterative Process

An Iterative Process

• Problem finding & objectives• Discovery research• Invention• Prototype testing• Implementation

Problem Finding & Objectives

• Ask questions• Ode to ignorance

Don’t have to be content experts Instead, process experts

• Define the problem• Establish the objectives

Case Study

Problems: • Complex organization. Great programs, but

no understanding across silos.• Wanted to broaden awareness of their

mission, but first needed to be able to concisely describe the whole organization.

“Forgive me for the long letter; I did not have time to write a short one.” - Pascal

Case Study

Solution:• Created an organigraph (Henry Mintzberg)

An organic diagram that depicts how an organization really works.

Shows a company’s functions and how people organize themselves around them.

Great for complex companies because it has more flexibility than a traditional org chart, which only shows a hierarchy of job titles.

Case Study

Result:• Helped both us and the client better

understand the whole organization and how all the pieces fit together.

• Became a tool for conversation. Turned into their “elevator speech.”

• Influenced their revised mission statement and capabilities brochure.

Discovery Research

• Is about LEARNING• Methods

Read up on product or industry Visual competitive analysis Secret shopper Customer interviews Personas

Invention

• Is about CREATIVITY

The UUD Test

• Useful Is it helpful? Does it help the customer do

something? Accomplish their goals?• Usable

Can the customer easily use it in their life? Can they perform a task better with it?

• Desirable Is it beautiful? Does it connect on an

emotional level?

Invention

• Brainstorming/concept development• Thumbnail sketches• Layouts

Prototype Testing

• Digital Sketches B&W Color

• Class Critiques A way to get immediate feedback

Implementation

• Finalize the design Comps

• Not the “end” An iterative process.

• Measure Opportunity to gather feedback. Designers can assist in the development of

measurement tools.

Conclusion

Questions?