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Design Process
    COM 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.
Module1 design process
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
Module1 design process
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?

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Module1 design process

  • 1. Design Process COM 387
  • 3. A workable process should be… • Collaborative • Human-centered • Iterative
  • 5. Form vs. Function • You will encounter a range of graphic designers throughout your career. • Some will prioritize beauty (form). • Others will prioritize usability (function).
  • 7. 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.
  • 8. 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).
  • 10. 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.
  • 12. An Iterative Process • Problem finding & objectives • Discovery research • Invention • Prototype testing • Implementation
  • 13. Problem Finding & Objectives • Ask questions • Ode to ignorance  Don’t have to be content experts  Instead, process experts • Define the problem • Establish the objectives
  • 14. 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
  • 15. 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.
  • 17. 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.
  • 18. Discovery Research • Is about LEARNING • Methods  Read up on product or industry  Visual competitive analysis  Secret shopper  Customer interviews  Personas
  • 20. 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?
  • 21. Invention • Brainstorming/concept development • Thumbnail sketches • Layouts
  • 23. Prototype Testing • Digital Sketches  B&W  Color • Class Critiques  A way to get immediate feedback
  • 24. 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.