Articles tagged design

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It’s not enough for an architect to be creative. They have to do more than just define a space or design the look of a structure. They have to ensure that the structure is sound. This requires a strong foundation, not only in the creative process but also in engineering. As much time as Frank Gehry might spend taping together pieces of paper he has to also make sure those pieces of paper will stand up against this little thing called physics.

The same goes for the industrial designer—Jony Ive balances a strong creative process with one that is inseparable from engineering. The construction, strength, and manufacturing of materials along with an understanding of how the elements are housed within his designed case are a package deal. Form follows function—and he has to really understand the function to create the form.

The architect and the industrial designer are part of a well-rounded design discipline where visual creativity is not enough. They must understand the context of their work, which requires them to be near-experts in physics and engineering.

In digital design, we have moved away from the well-rounded designer to hyper-specialization, with different designers with specific specialties focusing on their single area. But digital design, like architecture and industrial design, should be a well-rounded discipline. As a digital designer, you need to be a near-expert in adjacent spaces to be successful.

So what areas, besides design, does a digital designer need to excel in to be successful? I believe there are four key areas of focus. These are the physics and engineering disciplines for the digital designer.

User Experience

Everyone creating products needs to be thinking about the user, but the digital designer needs to be able to act on it. Knowing how to talk to users, test users, and getting thoughts and opinions is crucial to realizing what the product needs to be. Folks dedicated to gathering this for you are helpful but not always an option. And once you have that info it is just as important to be able to take those findings and distilling them into simple, readable, and relevant diagrams for stakeholders.

Research

Designers don’t normally think of themselves as researchers, but without researching the world where a product will live, a digital designer will find themselves hitting walls left and right. Researching the industry and landscape gives context for how it will be seen in that environment. Designing an experience for the financial industry is very different from designing an experience for the medical industry. Each has its own expectations and constraints. Designers need to be able to learn about a new area independently and then think critically about that area, almost as if they are living in it.

Business

This one might be the most difficult for a designer—business is not a required course at most art schools (any art schools?). Businesses are constantly considering how to gain new customers or sell more services and products to existing customers. The digital designer’s work needs to support the same goals and strategies as the business to help them succeed. Selling design cannot only rely on aesthetics, but how a particular design will deliver the results the business is looking for. Digital designers should work more closely with the business to learn how they work. For starters, pick up a classic business book like the Essential Drucker—it will introduce the basics and the language of business.

Development

How a digital designer’s work is implemented is just as important as how it’s designed. A digital designer needs to know how applications and websites are built, what they can do, what they can’t do, and how it all gets made. This is not a small ask for a digital designer but it’s a necessary one. The best thing for a digital designer to do is to get in the trenches a little bit and learn to code. Maybe not at a level that their development team is working at, but enough to understand how development works and design a better suited experience.

Digital design is multifaceted and complex. A well-rounded digital designer needs to understand all those facets to create the best solution, considering the user, their research, the business, the implementation, and, of course, the design.

Alex Carr is the Director of Creative Services at Maark, where he leads a team of illustrators and designers focused on marketing, branding, and product design for our clients.

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It’s 2018. You’re making software. That means you’re making user experiences. And that means you’re dealing with UI designers. Even if you’re used to dealing with creatives in general, user experience design is still a more complex and nuanced engagement due to how directly involved the user is with that end experience, as well as the technology backing that experience. The UI team you hire is bringing creative, problem solving, design, interaction, and technology expertise to your project. And you need to manage that team and those skillsets while incorporating your own subject matter and product strategy expertise in a way that yields the best possible experience for your users. Basically, you don’t want your design feedback blowing the product up.

But your input will be required at many different points in the software-making process. Some of those points involve looking at designed mockups of what your website or app might look like. That can be an overwhelming or an underestimated task. We’re talking colors, fonts, organization of elements, page flows, interactive states, branding, imagery, and more. Even one seemingly innocuous piece of feedback can cascade into a less than ideal experience. Here are some tips for how to avoid that issue and get the most from your UI team.

Strategy vs. Tactics

As a stakeholder, you know your business and the specific business goals for this experience better than anyone in the room. That makes you invaluable to the end product. But that also makes you invaluable in a very specific way.

Giving strategic feedback instead of tactical feedback to a creative team helps them understand where a design might not be aligning with the business. If we only discuss feedback in terms of changing colors or fonts we’re not getting at the why a color or font should change. How does that color support our business goals? Is this font appropriate for our audience? How do the interactions on our site fit into a user’s workflow? Asking these types of questions of your creative team can go a long way to getting your app designed in a way that maximizes their expertise for compelling experiences and combines it seamlessly with your business goals.

Hierarchy vs. Size

The cliché design criticism is “make the logo bigger.” Which, of course, can be valid feedback. But instead of thinking about how big the logo should be right away, consider if the logo is the most important element on the screen.

That’s design hierarchy. Are the elements that are most important to your business and most important to your customers getting the right amount of attention in the right order?

Sharing what information is the most important to your message with the UI team can help them design a screen to draw the viewer’s eyes to the most important element in your message and then on to the next most important element, and so on, guiding them through the experience and the story. Sometimes this is done by making a logo bigger, but more often it is achieved by adjusting elements according to common Gestalt principals like proximity—adjusting the space between elements—continuation—visually connecting elements together—or similarity—grouping like elements.

Advertising Branding vs. Interface Branding

Most companies have thorough brand guidelines for print and advertising. However, most companies do not extend those guidelines to branding their digital applications. Often, this means the creative team needs to make assumptions and judgment calls as to how the brand should translate to a digital design.

We see this happen all the time. The UI team comes up with an innovative design that wields the brand in new ways, and the stakeholders are forced to kibosh it, not because they don’t like it or think that it’s innovative, but because they have no context for judging it. They feel it’s not in brand because there’s nowhere in the brand for it to be. It’s a tragedy.

The answer to that, obviously, is to extend your brand guidelines to user experiences, but in lieu of that, here are some general guidelines to consider with your UI team when translating a brand:

Color

One of the easiest ways to bring a brand to a digital platform is by implementing the colors of the existing brand. However, often, in digital applications, more colors are needed than exist in the brand. Digital applications may require more colors for error feedback, warnings, colors for alerting the user to changes, or large sets of colors to display data in visualizations. In that case, you should ask your UI team about the new colors and how they keep the brand’s essence intact, as opposed to judging the colors themselves based on vague personal aesthetics.

Typography

Years ago, you couldn’t use any font on the web except Arial. Today, more and more type designers license web versions of their fonts to be used in software and websites. Talk to your UI team about using the same fonts you use in other branded materials and securing the proper license. It’s worth the investment. However, if that isn’t a possibility, engage with your team and give them the freedom to put some thought behind what fonts will work best on a screen and fit with your existing brand.

Imagery

If your company already has a strategy for creating branded images across your existing materials, your UI team should be considering how to bring that over to your digital applications. When looking at design mockups, consider how imagery is being used, how it’s unique compared to the competition, and—just like every other design decision—how it supports your brand and your business strategy.

It’s 2018. You want to make intuitive, branded, and visually engaging software, and your UI team can get you there. But the process requires everyone involved to contribute according to their expertise. Ultimately, though, it’s your input around the business’s goals that will help your UI team make a great software experience for you and your customers.

Alex Carr is the Director of Creative Services at Maark, where he leads a team of illustrators and designers focused on marketing, branding, and product design for our clients.

Oh geez. Look what we can do now. And by we, I mean a group of researchers from Tel Aviv University and by now, I mean “still in the prototype phase.”

And while that’s usually enough of a caveat to ignore whatever’s being talked about, what these researchers are doing really fires the imagination in the near-term.

Basically, these researchers have created a software that has the potential to democratize 3D image manipulation the same way that software has already democratized 2D image manipulation.

Today, anybody can alter anything about a photo with the click of the button and no real training. This demo seems to show that same type of ease in turning objects from a 2D picture into manipulatable 3D objects.

I don’t even have the vocabulary to really discuss that kind of stuff.

But I do know that such a capability could be coupled with the spreading accessibility of 3D printers to create a whole new world when it comes to our relationship with real objects.

And by whole new world, I mean whole new world.

Not sure what I mean by “real objects”, though.

Read more about it here on Wired.

User Illusions

Whether we’re creating strategy and messaging, designing an interface, or building an app here at Maark, the user is our guiding light. At least, what has traditionally been called the “user.” It’s a loaded term and there have been entire schools of thought and library shelves of books dedicated to those four letters.

Here’s a recent paper by Olia Lialina called Turing Complete User that does a great job of succinctly covering the history fo the term “user” and the shift away from it to more personal terms. She then posits that we might not want to move too far away from the term.

We need to take care of this word because addressing people and not users hides the existence of two classes of people—developers and users. And if we lose this distinction, users may lose their rights and the opportunity to protect them. These rights are to demand better software, the ability “to choose none of the above”, to delete your files, to get your files back, to fail epically and, back to the fundamental one, to see the computer.

She also talks about the general purpose user, or “Turing Complete User” as part of her framing of that idea:

General Purpose Users can write an article in their e-mail client, layout their business card in Excel and shave in front of a web cam. They can also find a way to publish photos online without flickr, tweet without twitter, like without facebook, make a black frame around pictures without instagram, remove a black frame from an instagram picture and even wake up at 7:00 without a “wake up at 7:00” app.

It’s a long, thought-provoking read and worth it for anybody in the space.

Photo credit: ~dgies, Flickr.