The dictionary defines “design” as a plan to make something … a process. Without a workable process in place, one that’s sound and repeatable, things can erode into happenstance and you lose control. Not good.

Many designers tend to approach their process only from the design point-of-view - sketch out some roughs, whip up a comp, do the production and “bill ‘em, Danno”. They may have even been taught this method in school. But, truth be told, it’s a bit myopic. The business part is being separated from the design part, when, in reality, they’re both part of the project. Also in that mix is how you work with other professionals.

Having a workable, documented process in place can also go a long way toward weeding out those pesky prospects looking for a logo for a buck and a quarter or a two bit website.

So, where do you start to hammer out a process that will work for you, keep your clients pleased as punch and insure smooth workflow with your team? Begin by putting on your thinking cap and start to map out each step during the course of a typical project. Consider some gigs that went smooth as silk … and the ones that went South. What went right and what went wrong?

Since designers tend to think in visuals, a flowchart might be a good idea. For others an outline will do the trick. Either way, what you’ll end up with is a system for you and a process that you can easily communicate to your clients and associates.

Begin by thinking about what happens when a prospect calls. What are the next steps? Break things down into smaller nuggets such as:

1. Arrange initial meeting to gather information about the company’s background, project scope and goals, audience, competition, available resources, budget and schedule. Also discuss how you will communicate (in person meetings, phone, email, IM, etc.)
2. Conduct preliminary competitive and audience research for the proposal
3. Prepare and submit requests for quote from project associates (photographers, writers, printers, etc.)
4. Prepare proposal and agreement
5. Arrange proposal presentation meeting

Okay, so you’re over the first hurdle. But, this has all been preparation work and is often chalked up to cost of sales. You need to make the big push at the proposal presentation meeting. This is where you’ll demonstrate your strategy, your plans to make the gig a success and get the client to sign on the dotted line.

Well, gee, this all sounds pretty designy. Where’s the business part? Glad you asked. Also within your process is your methodology for developing your proposal and a consistent manner of presenting your terms of agreement. Much of this will be a one time deal that’s implemented the same way over and over as the projects come rolling in. When a prospect tempts you with a juicy gig and wants to put off the agreement, your process helps to insure you stick to your guns.

Creating a winning proposal can be wrought with angst for those new to being in business. But, going into detail about drafting proposals is a bit out of the scope of this article. For the skinny on how to do it right, check out our e-book, “Winning Web Proposals,” by veteran pro, Nigel Gordijk. Another resource (by yours truly) is “Crafting the perfect proposal,” available on our sister site, Creative Latitude.

As for your terms of agreement, odds are you’ll want to get with your attorney when you’re starting out and have them draft up a contract that works for your practice’s personality. Check the Graphic Artists Guild Handbook of Pricing and Ethical Guidelines and Shel Perkins “Talent Is Not Enough” for references about agreements and practices. Odds are, you’ll want your attorney to do some customizing to make a contract that’s just right for you.

Now that you have your project documents and the client’s signing off on them, you’ll want to get some up-front money. For some folks it’s 50%. For others, it’s one-third. It’s your choice what to request, but it’s important to get some money at the onset. If a client’s not willing to drop some dough in the beginning, odds are, they won’t at the end, either. Or, they may give you headaches. No money. No start. Getting that money is an important part of your process.

Next you’ll want to address your project partners. What will be your working arrangement? Will you pay them a deposit? Or, maybe it’ll be Net 30 days when the work is done. How will you handle communication? Consider the steps involved for getting that excellent image, perfect prose, etc. Do this for each type of supplier.

Since you’re dealing with other creatives here, odds are, they’ll have their own process. This is where the negotiation dance begins. Can you meet in the middle? If a supplier’s process is too alien to yours, you might want to consider someone else. Trust me, it will save you aggravation.

So, you’ve got a signed client agreement. You’ve banked some money and you’ve reached agreement on terms, schedule and deliverables with your associates. Now comes the design part. What will that entail? Some designers use a three part design process, others more, some less. It’s up to you and what makes sense with your manner of working. The main thing is that it’s consistent and can be reproduced again and again. Here’s a typical process:

Phase One

1. Additional competitive and audience research, as needed. Design style research to include historical design styles, typography, stock image research, if needed, etc.
2. Preliminary design. Sketches and/or roughs to explore possible design solutions
3. Edit preliminaries to those you will present
4. Mount designs or create pdfs, jpegs or other method of presentation
5. Draft status report(s) as needed
6. Arrange presentation meeting, phone call or other agreed upon method of communication
7. Presentation meeting (in-person or by other method)
8. Obtain client approval in writing for selected design direction or change order, if needed, documenting change(s), schedule and budget impact, along with client sign-off
9. Make changes, if needed
10. Second presentation, if needed, and appropriate documentation

Phase Two

1. Design refinements, as needed
2. Create comprehensive (comp) layouts (layouts as close to the finished piece as possible within budget constraints). Comps may or may not include final images and copy, depending upon the schedule of deliverables
3. Proofreading
4. Repeat steps 5 -10 shown in Phase One

Phase Three

1. Production - create final press ready files, HTML files, etc., swop F.P.O. (For position only images with final images and/or low resolution with high resolution, replace F.P.O. text with final copy, etc.)
2. Proofreading. Corrections as needed. Cross platform and browser testing for web work
3. Supplier/Fabricator meeting to review material. Make any needed adjustments to files
4. Arrange presentation meeting
5. Final client review. Change Order, if needed
6. Final revisions/corrections, if needed
7. Final client sign-off
8. Deliver files to printer/fabricator/server
9. Press check/Fabrication check as needed
10. Final delivery to client
11. Final project billing

Some steps may be slightly different along the way, depending upon the way you work and the type of project, but this is the general idea.

Test and tweak until you have a rock solid process. Once you do, communicate it to your prospects, clients and associates. Many designers either create a hand-out or put their process on their website. The latter is an especially good idea as it can help weed out headache prospects. If they see you require a one-third or 50% deposit and they don’t want to pay, they’ll usually walk … without you ever having top deal with them, taking time away from the billable stuff.

Having your process in written form, including mentioning that you prepare formal proposals, require a written agreement and deposit can go a long way toward demonstrating your professionalism and business savvy. Your clients and associates will give you more respect and you’ll find yourself reaching for the antacids less often.

until the next
Designers WW,
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