Chris Cashdollar
Reevaluating the Role of Your Client in the Design Process
“Your design solution is only as good as your ability to communicate its merits.”
Design Intent
- always be educating
- designing is teaching
Design Language
- create a common language: "what do I need to know and what do we need to agree upon before we move forward?"
Design Benchmarking
- show 30 sec. of website to measure a score
Minimum Effective Artifact (MEA)
- formulate the process to fit your situation
- validate your thinking, get approval
To determine your MEA
- is the brand established?
- who owns it?
- is it entirely new?
- who needs to approve it?
- do they understand abstraction?
- moodboards // emotion
- sketches // big picture
- style boards // mimics web conventions (UI)
- comprehensive mock-up
“Strong design can’t be built from the component up - you have to understand the big picture.”
The New Design Intent
- animation prototype
- have a direct conversation with the client early and often
- avoid the big "reveal"
Start thinking about design systems.
Have a good kickoff meeting.