The design process is still very much the domain of the Creative Director and while customers are sometimes roped in for usability testing, they certainly don’t have an invitation to take part in shaping the design strategy or contributing to the formulation of digital products and services. The time has come for clients to exercise some due diligence in their agency partnerships and look for evidence of real collaboration with customers within the design process.
Design decisions based on guesswork bring unnecessary risk into the creative process. And at the moment it’s the clients who take the consequences when these guesses are wrong.
Pitches are a uniquely bad way of finding a good design agency… …but they remain a very good way of finding a bad design agency. The traditional pitch process is flawed because it requires agencies to begin the process of making decisions about creative ideas and complex interactions in the absence of insight and understanding.
The agency is forced to come up with ideas and visualisations which are focused on impressing the client panel and attracting positive ratings on the score card. In effect the design process has already begun but without the participation of the most important actor – the customer. The client and agency are often already bought into a particular strategic or creative direction before real insights can be gathered or the problem space fully explored. The result is a high risk process in which success can only be hoped for rather than expected.
Je cherche quelque chose à rajouter, mais parfois, il ne faut par forcer la chose, simplement la déguster. À lire.