Why It’s Good To Involve Clients From Start To Finish
Having the client involved from the creative process from start to finish can eliminate a number of unnecessary headaches, as digital strategist Alan Clark found out.
For the first time in my 20 year professional career, I had a client ask me to make their logo smaller. Not only that but they also approved the designs after a single round of very minor changes. The job was finished ahead of schedule, the frontend designer was pleased with her work, and most importantly, the client is super happy!
So, how did this happen? Was the client a pushover? Was it luck? Did we have to call in any ‘favours’?
Well… The client definitely isn’t a push over. I’m deeply unlucky. I’d definitely be the one who would need to pay for said ‘favours’.
So what did happen then?
Co-design has been talked about a lot lately. It’s the idea of getting the client directly involved in the development of the solution design from the start of the project. So here’s the process I took them through.
- Business requirements and audience groups
I ran a quick workshop with all the organisations key stakeholders to understand what they thought the objectives of the site were and how the site would deliver to audience groups. - Customer Journeys
The digital manager and I built the customer journeys together. We made sure that we included touch points from all channels – not just what we wanted them to do on the site. It was important that our solution fitted in with all their other marketing activity. - Information Architecture
I got the digital manager to create the first high level sitemap in isolation. We then reworked it together. This forced him to relate his thinking back to the customer journeys AND to consider all aspects of the solution, not just what the noisiest stakeholders were demanding. - Wire-framing
I also got him to do the first low fidelity cut of the wire-frames (he used Balsamic as it’s really easy). Again, this forced him to think of the full solution to be delivered and the relative customer/ business weightings of items on screen. - Specifications
This was the only bit I did in isolation. Based on the low fidelity wire-frames the client and I produced, I developed high fidelity versions (using Fireworks) for approval. These were essentially compositionally finished designs, without the branding in place. These were functionally annotated in a document for approval. Because these looked more like a completed website, but weren’t branded, the client’s key stakeholders focused on content and functionality rather than how it looked. Although, it was made clear that all the graphic design phase would do was ‘colour in’ these layouts. - Graphic designs.
As previously mentioned, this was quick and easy. All the functionality and compositional layouts had already been signed off, so all that was left to do was to pick colours and brand items. Because the process to this point had focused on user centricity and functional design, the decision was made to make to logo smaller to draw users attention to the site function. I.e. users already know whose site they’re on, because they clicked on a link or typed in the URL! - You need a client that wants/has the time to be actively involved in the process. In this case, the digital manager wanted to learn how to deliver his own IA in the future.
- Anyone can make sitemaps and low fidelity wire-frames.
- Leave all branding till the end – it’s a distraction from the content and functionality that your clients should be focusing on. Nebulous conversations on shades of orange when you’re still establishing basic wireframes are not constructive.
- Use high fidelity wire-frames to sign overall compositions off. This stops major reworks of finished design files (which are expensive to do).
- Make all stakeholders clear of the process up front and be sure that they understand what involvement is expected of them and what purpose it serves.
here are the key out takes
All in all, it sounds like it might cost more to run clients through this type of process because ‘you just end up doing it yourself anyway’, but this isn’t the full story. Taking people through this process gives them a sense of understanding and ownership that pays back dividends in account management resources, and other ‘favours’ that are no longer required. It also makes for much better outcomes and happier customers.
Please login with linkedin to comment
RTBLatest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.