Join Lauren Bacon for an in-depth discussion in this video Why collaborate?, part of Collaborative Design: Vision and Strategy.
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- Before we get into how to create a project strategy in collaboration with your clients, I want to take a few moments to look at why collaborating on vision and strategy is so critical to both the success of your project and the success of your business. I've known and worked with designers who had a kind of a condescending attitude towards their clients. They'd gather a little input and then they'd retreat to their studios for lengthy market research and design processes, and then they'd pop back in to unveil, with great pomp and flair, their design concepts.
Now, God forbid that the client didn't like them because if that was the case, they'd disappear once again, only to reappear at some future date with another precious concept. There was nothing collaborative about these projects unless you count giving the client a brief opportunity for feedback when a design concept was presented. Now, when I say I found these designers condescending towards their clients, it's because, well of course, you have specialized skills and knowledge that your clients don't have. Your clients also have plenty of knowledge and skills you don't.
They know who their customers are. They know how those customers relate to their product. The subtleties of where their organization has been and where it plans to go next and so on and so forth. So, not coincidentally, those are all things you'll need to understand in depth by the time that you define the project's vision and strategy. So, your best results are always going to come from pooling everyone's strengths. Not surprisingly, when you take the time to collaborate on the vision and strategy, it's very good for your business.
To help you understand the business case for collaborating, we'll be looking at three key outcomes of successful collaborations. Better solutions, happier clients, and stronger positioning. In the next video we'll wade into the details.
This course is part of the Collaborative Design series.
- Co-creating the design brief
- Asking better questions
- Digging into the deeper why
- Measuring success
- Avoiding common pitfalls
- Documenting and sharing the plan