Posted by: Thomas Stephan
Category: Dyer Straits
Bookmark on: del.icio.us

Normally I write for the creatives, but this one…this one’s for the clients. Print it out and staple it to some foreheads…maybe even your own. Leave it randomly in the foyer of random offices, or tape it to the toilet paper dispenser in the bathroom.

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Hello Clients. How are you?

You’re probably standing in the doorway of your in-house designer or at the workplace of a design firm, and you’re holding a post-it note saying something like:

“Need website with shopping cart,” or “Need complete business identity: Be creative!”

Hot tip: With a sadly lacking creative brief, you’re setting yourself up for a bad bad bad bad bad bad bad situation.

Just like asking God for a hairy chest when I was 11 years old.

I prayed to God that I might have chest hair like Tom Selleck. All the ladies loved the chest hair, so I said “God?”

“Yes, Tom?”

“I want body hair; I’ve been a good boy.”

“I know, Tom, and verily I say unto thee, that thou shalt have thy wish in abundance. Let there be a whole forest of hair, sprinting nimbly up and over your shoulders, down your back and deep into the crack of your hiney….”

“Um…wait….God…wait, um…”

“And let this back hair be patchy and weird-looking. And so that you may always enjoy it, I grant you extremely sensitive skin so that any attempt to remove the hair will be met with waves of viciously nasty hair bumps.”

“Whoa…whoa there, God…settle down…”

“And may the hair on the back of your neck connect with your beard, so that you may wear a helmet of unsightly fuzz with two convenient ear-holes.”

“Okay, maybe I should be a little clearer when I…”

“And so that you may hear the sound of your hair growing, I give you tufts of hair in your ears, too. Am I not a giving God?”

“Um…technically, yes…”

“Well good. I have a squash match in ten, so I’ll catch you around. Have a good one and..uh…stay warm!”

*sigh….

The point is, clients…creative briefs are not meant to be THAT brief. So pretty please, start writing more stuff on your post-it note. Use both sides even.

Graduate to a whole sheet of paper. Include things like due dates and ideas of your own, maybe a company overview, a history, a few samples of your existing stuff.

Because if you don’t…well, let’s just say that if you’re not clear enough in saying what you want, your designers will try valiantly to fill in those blanks for you.

Now, it might end up fantastic and wonderful and life-affirming, or … you too could end up waxing hair out of your ears for the next 50 years.

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Thomas (Tom) Stephan | Director of Something Clever
BoDo Author | Dyer Straits | Working Pro bono

Posted by: Jeanette Wickham
Category: Ask jay
Bookmark on: del.icio.us

Get a hold on creep

Dear jay,

One of my clients is driving me nuts by continually asking for changes or alterations to her jobs. She doesn’t seem to comprehend that these modifications take time and are beyond the original brief. Worst of all, she thinks that she shouldn’t be charged extra. Help!

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We refer to this issue as ’scope creep’ and the key to handling creep starts with a good upfront and dynamic documentation, and continues by managing the project efficiently and effectively. As the project manager, you have to lead your client through your process, eliciting their commitment at each stage.

Not being an advocate of the “scope creep is absolutely unacceptable” paradigm, I hold the view that scope creep should be expected and processes put in place to handle it. Of course, it is wonderful when a project goes exactly as planned but the larger the project, the more likely you will have to deal with creep even if in only a minor capacity.

Detailed Design Brief

A design brief from your client is vital. If they do not have one, then include the production of one as the first step in your proposal. Getting your client’s views in writing documents their expectations and direction; A valuable tool when the project looks like going off the rails. Check out our Proposal and Creative Brief Resources for further reading, including Stacy King’s Using the Creative Brief at HowDesign.com.

Detailed Proposal

We will save putting together a brilliant proposal for a later time but you can get started with Crafting the perfect proposal by Neil Tortorella over at Creative Latitude and Roger C. Parker’s Write better proposals.

A detailed proposal tells the client exactly what they are getting for their money. It will include your process where you give a clear plan for each phase or major milestone (and minor if necessary), listing for each:

• client input expected including assets and decisions,
• the scope to be covered in detail,
• what is not included, if known,
• the time required,
• the deliverables, and
• the payment required.

As an example, you may need content in electronic format but not included data entry and/or proofreading in your budget. The detailed scope may include the X number of scans and images and Y number of pages.

Out of Scope Process

Include your process for handling out of scope requests, but be prepared to make compromises. An arrangement that suits both you and your client is more likely to be adhered to when it comes to the crunch. Requests for major changes, for example, may mean a halt to the current project while a new proposal is prepared, or they could be assigned to a follow up project.

Inexperienced clients often are unaware of the consequences of what they perceive to be a ‘minor’ change. By discussing this prospect upfront, they have the background to accept your assessment later in the project and can then decide whether to go ahead, defer or cancel the request.

A Change Order should be among your collection of documents and used for every change request whether major or minor. Get it signed by the client! Documenting changes not only saves invoice disputes but also allows you to build a record for future estimating.

Give the consequences of delays in time and cost, clearly and precisely. This especially important, if delays will affect other projects on your schedule. If necessary, you could include a statement to the effect that nonadherance to the timetable will result in the project being downgraded in priority or put on hold.

Make sure you highlight your ‘out of scope’ rate(s) and how it will be applied. Include examples: extra image scans may be a set cost, while extra pages may be charged by the time necessary to produce them.

Project Management

Document each task, how long each takes, where problems arise and how they were resolved. Even though the client is unlikely to see this accumulation, it is an invaluable assistant to fine tuning future proposals and anticipating possible problem areas.

As each phase is completed get the client’s signoff; Include the agreed scope as well as any extra tasks involved listing the relevant Change Orders. Invoice the cost of the changes straight away along with the progressive payment for the next phase. You do get progressive payments, don’t you? Again, include the Change Order numbers or other identification on the invoice, so there is no confusion in your client’s finance department.

Busy clients may forget that a change requested during Phase 1, resulted in an extra charge in Phase 3, so review the next phases to ensure the consequences of any past changes have been recorded and give the client an updated phase plan, if necessary.

Good documentation can help solve client problems. You project a professional image and it gives you the basis to communicate your policies and procedures to your client. A frank discussion is all that is needed to get the money into your bank.

Good luck!

Until the next
Ask jay

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