Finding Design Nirvana

Despite the best intentions, the process of working with a designer to create a new website can be a rough and tumble ride. The design process is often unfamiliar territory for the business executive more comfortable with balance sheets than mood boards. With a little work on both sides, it's possible to have a more harmonious working relationship with your creative counterparts.

Understanding the Process
Making your website look great is job number one. For this to happen, achieving a healthy relationship with your web designer is key. Much like any relationship, the lines of communication must always remain open. For individuals not familiar with the design process, the experience can seem similar to a magic show. Instead of being surprised when your designer pulls your new site out of the hat, take the time to understand the steps along the way. While designers take different approaches, working with them closely can make you a partner in the process and identify issues before it's too late (or too expensive) to change.

Get in the Right Frame of Mind
You have a problem. Perhaps your website is "circa 1997" or your brand recently changed. Or maybe you just want to spice things up a bit. Regardless of the reason, you have come to your web designer to solve a business problem. A good designer will ask the right questions to help you articulate your goals, but you'll have to meet them halfway. "We like orange" is not considered concrete design direction. Any project, no matter how big or small, will benefit from research and planning. Think about your challenges, hopes and dreams before engaging a designer. And be prepared to open up during the process — your website depends on it.

Keeping up with the Joneses
Reviewing ideas and sites created by peers, heroes and competitors is a useful exercise. Many clients (read: all clients) say they want to be like Apple. And why not? They are an industry leader that consistently values the importance of good design. But what about Apple.com applies to your business? Is it the clean, streamlined product-driven photography? Or is it the bold copy and thought-leadership driven content? If you're having a hard time finding sites you like, don't be afraid to identify sites you hate. This can be just as helpful to a designer. Just help your designer out by elaborating on the reasons behind your likes and dislikes.

Brainstorming Activities
You can help your designer jumpstart the process by offering up a list of words to start with. Think of adjectives that describe the type of experience and brand you hope to create for visitors. Then create a list of words that describe the type of experience you'd like to avoid. Words such as "organic", "minimal", "streamlined", "urban", and "rural" can be very powerful. This can lead to a fantastic starting point for a discussion on the approach to your site. A good designer will be trying to capture your vision -- not their own.

Giving Feedback
It is rare for a designer to have a client immediately approve the first design option. So don't feel bad about asking for changes — most designers have thick skin. However, work to constructively communicate problems instead of offering up the exact solution. Whenever possible tie your comments back to your original goals for the business and site. Then sit back and let the designer offer up ideas and solutions. Also understand that seemingly small changes may affect other areas of the overall design. A good designer will always be keeping the big picture in mind.