This post came from a project description that found its way into my RSS reader, and I think it’s worthy of a blog post – another one of those misconceptions about web design.
It’s a part of the design process that deals with the creation of mockups.
Now, the misconception here is that the web designer creates two or three mockups for the client so they can choose which they like the best.
Having experienced this first-hand, there are several reasons why this is detrimental to the design process.
If the designer is spending time making a number of mockups and only one is chosen, what happens to the rest of the mockups that didn’t make the cut? They go in the bin. That’s a waste of time, money and the designer’s expertise.
There is also the likelihood that the client will like something from one design, and something from another, resulting in a messy, clunky final design.
So how do we avoid this practice? Well, what we do at skysoclear is stick to one design throughout – it’s an evolutionary process. Mockups are just one stage in a simple, but comprehensive process that we use on the majority of our projects:
- Research
- Structure and Navigation
- Wireframing
- Design aesthetics
- Code
- Optimise and initial SEO
- Usability testing
- Delivery
Using a process like this, where each part is signed off, enables the project to flow much smoother and maximize the efficiency of our expertise. Essentially, at each part, we’re adding a layer.
Looking at the wireframing part for example, the focus is on layout. This is decided upon after just a few revisions, quickly and easily (no more “Revision 20+”). Then when it comes to adding the graphic layer in the Design aesthetics stage, all we’re looking at is enhancing the look and feel of the user interface – making the site a pleasure to use.
The process is cut up into each stage to enable the decision making process to be at its most productive. We could take the process and show how the decisions are made through it:
- Research or “What are we hoping to achieve”
- Structure and Navigation or “How will the user move around the site and how many pages will there be”
- Wireframing or “What will the site layout be like”
- Design aesthetics or “How will the interface engage with users”
- Code
- Optimise and initial SEO or “How will we make the site run fast and how will new users find us?”
- Usability testing or “What do our users think of the new design/do changes need to be made that we haven’t considered?”
- Delivery or “Let’s roll it out! “
So the process as much as decision-making as it is production.
I hope this post has dispelled a few myths and encouraged you to think that multiple design choices are not the way forward.
Is this a common misconception? Do clients expect multiple designs – where does it come from?
I always used to do two or three designs until I “got smart.” I was finding that almost always the client would go for the best of the designs anyway, so instead of sending whatever designs I had, I would only send the best design and nearly always the client would be happy with it first time, or wanted just a few minor tweaks.
I might even now still do a few different designs and see where they take me, some I delete and throw away in frustration or I end up with a few I like, but still only send one on to the client.
If you follow the brief and add things you feel would be of benefit, you only need one design (in theory!).
Don’t confuse the client.
Hey Tjobbe – thanks for stopping by!
With those few different designs – are they full graphic mockups?
I agree that you should always send work to the client you’re happy with.
You make an excellent point, but I find that some clients may want to see multiple mockups or design ideas.
That doesn’t mean you have to spend hours in Photoshop making the design pixel perfect. Take 20 minutes and sketch it out and let the client have a choice of the general layout because you go into Photoshop or the code.
I find this to be a better way because if the client is truly unhappy with your original design, the rest of the steps you listed are just like building on a leaky foundation.
Hi Kevin,
Yes, some clients do want to see multiple mockups, but I do find it confuses the process.
I had one case where the client had signed-off the design, but would often talk about an alternative design we had explored. He was confused as to which design we were working on!
Ross,
Another good concern. I name the mockups something completely different to help fix that, although I’ve run into that problem before too.
Some recent names I used were “Biggie”, “Coastal”, and “Breathing Room.” They all had something to do with the design, but weren’t like “Design #1″, “Design #2″. They hinted at what the design looked like.
@Kevin
What was the result – did your client just like one design, or a bit from each?
A bit off topic – but here’s a great new tool to do wireframes with: http://gomockingbird.com/