Focus. The Design Process vs Rapid Prototyping

I'm a marketing designer and throughout my career, I've often struggled with the lexicon of Graphic Design. This in part was due to my Advertising Design training from ACCD. My experience within online and product development environments these last nine years has proven to be the keystone in understanding the importance of Design and its emphasis on Marketing, Creative Strategy and Execution. The actual topic of design requires volumes to fully explain. Unfortunately, or fortunately, titles such as Graphic Artist or Computer Artist appear to encapsulate a certain perception of our services. Regardless of the assigned title, there are specific tools designers employ when developing a solution. These tools are defining us as the online community of marketers are requiring a skill-set which I feel is not entirely consistent with a successful perspective of brand development. Specifically, Rapid Prototyping. Rapid Prototyping and The Design Process There's a significant distinction between The Design Process (the process employed by all Graphic Designers) and Rapid Prototyping employed strictly within online development communities. To define this distinction a preface is first required to provide context. Design is not art nor is it creation, but an assembly of elements used to articulate a message through the historical visual vocabulary available to graphic designers. Creativity and Development therefore become synonymous with each other as the more exact and refined, relevant a message becomes. Effectively so, that when a message is rendered every contributing element escapes distinction. It becomes transparent. Often you'll here "I get it" or "It feels right". When you consider the complexity of successful designs, their construction, and the resultant value it provides marketing and as it is articulated to consumers, very few will argue a better course. They work. And do so on a visceral and cognitive level which is wholly relevant to the individual or group for whom it was developed - point final. Rapid Prototyping is a process which insists on a highly refined skill set: Visual design, Javascript coding, Mark-Up, User Interface Design, backend programming knowledge, use-case scenario writing, the processing and review of data, and the respective application of each a contributing member. Rapid Development teams require tens of supporting roles; product teams, development teams, test groups, online feedback forums, quality control teams, user interaction designers and visual designers whereas a graphic designer can develop a piece with only several people supporting the activity, Creative Director, Art Director, Marketing Director, Sales Director, and a production artist. Rapid Development interestingly creates a "collaborative environment" within which participants from divergent disciplines converge, explore and articulate their stake in the development until a favorable result is reached. This is usually through depreciated, or the reduction of, unfavorable feedback from test groups and development schedules. The Design Process In contrast, is the careful establishment of goals which results in the application of a known or developed repertoire of elements used to define, layer and reveal to its intended audience a meaningful message from the brand. The procedures within the process include research, audits, interviews, ideation, focus groups, market data review,and finally concept development. Each contributing effort; client input, marketing, sales, audience research is leveraged to further the end product towards its stated goal - improving or reinforcing brand value within the product or service at the consumer level. The two are valid processes in their own right. One is used to shape and mold a product. The other to communicate the value of that product to the consumer. One can be employed to ensure that product changes (while in development) resonate with changes or expectation, the other; that the appropriate value statement(s) is defined to ensure increases in market share. Can the two coexist under the same roof? Can the two be used interchangeably for the purposes of brand development? Yes and No. Best stated, The Design Process can produce the same result as could be developed within a Rapid Prototyping environment. However, although market maturity of online technology is fairly well established, it, The Design Process is not the most efficient tool in responding to drastic shifts within the market. Hypothetically speaking as incremental development have been the process followed to date. Similarly, employing Rapid Prototyping techniques within communication, web site development, or market startegy formulation, unless there are new human behaviors being created, or drastic shift within, or whole new technologies requiring new user behavior definitions and promotion, The Design Process of study, research, articulation and concept development provides the most secure, most cost effective process to increase awareness, provide relevance, gain market share and secure value for brands - on or offline. Rapid prototyping can be a great tool for the development of programming (broadcast or online), the development of online tools, or a fantastic way to reach markets ahead of the competition within markets which hitherto remain unexplored. The Design Process relies on practices which have been proven over the decades. Moreover as I struggle to see the relevance between product development and brand development, given the short life cycle of online brands, and the retention of product interest, at best, it's safe to say online marketers have yet to fully develop a methodology leading towards sustainable brand identification and value for consumers. That is to say, they have yet to concretely tie brand with the technology which creates behaviours and provides resonance with the brand. Few few exist today as Dove and soap, Tide and detergent, Craftsman and Tool, Chevy or Ford and trucks. Microsoft and PC, Apple and gadgets, American Airlines and travel. In defense of the online community, it must be said it IS entirely new. And, it IS also developing new consumer behaviors which although not entirely commonplace, are finding footholds in modern-day culture: checking e-mail, posting, chatting, socializing, exploring, planning, purchasing, etc. It also is a transitional period online which will lead to greater consumer conveniences. But as a means to measure roles, team-member value, process orientation, user involvement, inter-group reliance and participation for establishing user behavior and expectations, Rapid Prototyping falls short in many areas. Small Business Considerations Rapid Prototyping does provide a valuable tool set in readdressing grass roots marketing communication. It can be used in research and data generation. It can be used to ignite interest along a myriad of fronts, quickly and effectively. It can be used to take full advantage of the more lethargic online practices. Care should be taken however, in selling it as a integral tool in defining or articulating your brand value statement. It is best suited for, and I'll hazard this view, as a momentary and spectacular means to eclipse all interest to innovate at every opportunity to innovate for the sake of a well liked, acceptable-by-committee design. 2009-09-10T16:39:25Z

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focus-the-design-process-vs-rapid-prototyping

2009-09-13T15:00:55Z

2009-09-13T20:01:15Z

This is an introduction to the processes employed by designers from both sides of the production fence, online and print. Hopefully it will spark an interest and prepare you to answer some of the tougher questions clients are fielding these days.

Focus. The Design Process vs Rapid Prototyping

2009-09-13T20:01:15Z