How digital design is evolving
Why we should value research over the big reveal?
Craft still matters in digital design
But, argues Code Computerlove’s Tom Bradley, more important is the process of development, and the ability to accept that sometimes you might be wrong.
As digital design matures, says Tom Bradley, a different skillset required from designers is beginning to emerge. At Code Computerlove, we have recently identified the need to change the way we operate to suit the evolving needs of our clients and their customers, and are interested to know if this is the experience at other agencies and studios too. Instead of delivering a series of contained digital products, we have moved our focus to the lasting value of design and the need for ongoing iteration.
The major difference
The major difference has been in mindset, away from thinking about delivering individual projects with a ‘big reveal’ towards an ongoing commitment to creating value across a client’s business through the evolution of its digital projects.
It’s about working in cycles, starting with research insights and using these to develop a clear vision of the future, then looking for the many ways in which we might begin to achieve this.Tom Bradley
From here, through rapid prototyping, we identify only those ideas that will have the biggest impact and iterate these further with additional rounds of design and testing. Doing this reduces the risk of building the wrong thing, because throughout we have prioritised based on measurable outcomes and used the prototypes to ensure every idea has been underpinned with research – often leaving things behind despite initially being sure they’d work.
- rapidly moves into development
- putting products live
- measuring straightaway so we can learn quickly
- make changes
- then move onto the next thing
- all the time taking the client closer to the overarching vision