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- "Chapter 16". Track 5.
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“The best way to predict the future is to invent it” is a maxim attributed to many sources, with Abraham Lincoln being one of the more unusual ones. However, the adage is most closely associated with renowned computer scientist Alan Kay, an early developer of the graphical user interface at Xerox PARC in the 1970s.
Just to clarify, the future we’re talking about here isn’t the revolutionary ability to drag virtual documents into a tiny pixel-art trashcan on a blurry black-and-white computer monitor. Instead, the future we’re focused on — in this context, at least — is the mysterious outcome of any design project, video production, or interactive experience that a business commits to developing.
When everybody gets together for the project kick-off meeting, the biggest question for many of the stakeholders is “Will this project be a success?” In other words, what does the future hold? For executives and managers, in particular, this early stage may carry a certain level of anxiety since they don’t necessarily concern themselves with the nitty-gritty of how the sausage gets made.
“Have I budgeted enough money? Did we hire the right team? Is there enough time?” These questions are a few of the hurdles tackled at the outset of most projects. And, while nobody knows with 100% certainty where things will be at the end, you can bet the people at that kick-off meeting who look the least nervous will be the project managers, producers, and creative directors that bring with them a well-developed, regimented, and consistent process for executing work.
This process will have been battle-tested over many years and refined to the point where superfluous steps have been weeded out; the only remaining elements being those that generate the most optimal results based on the budget, schedule, and talent allocated for the project.
There might be ten steps or a hundred, but most processes will divide into three to five groups, the most basic being: research, planning, and then production.
For the designer, an effective project starts with thorough research. This phase involves understanding the client’s brand and internal culture, as well as the overall market, audience preferences and perceptions, and the competitive landscape. Just as a crystal ball offers glimpses into the future, research provides valuable insights that guide the design process, ensuring that the delivered product aligns with market needs and expectations.
Planning is the blueprint that transforms those research insights into a strategic approach. It involves setting clear objectives, defining the target audience, and outlining the project timeline. Detailed planning ensures that every aspect of the project is considered, from concept to execution. This stage is crucial for anticipating potential challenges and devising solutions in advance, much like a weather forecast identifies and prepares for impending conditions. With a solid plan in place, the project team and client can navigate the design process with confidence and clarity.
Armed with comprehensive research and a strategic plan, designers can then execute their vision with precision during the production phase. This stage involves creating visual content that perfectly aligns with the revelations revealed during research and the guidance the plan provided.
We’ve been in many meetings over the years where fresh start-up founders and experienced marketing managers alike have halfheartedly apologized for the rushed atmosphere or lack of documentation. They further ask everybody to bear with them as they endeavor to “build the airplane on the runway”…or even during takeoff. At that point, we start to see these people more like frantic gamblers than sober business practitioners.
Why skip steps? Maybe they’ve always been lucky in life, love, and business. Maybe they like drama or being able to swoop in at the end and save the day. Or perhaps they don’t mind overspending due to scope creep or having to redo work as new information is uncovered in later stages. Whatever the reason, cutting corners, in our experience, has certainly increased the blood pressure for everyone involved and decreased anyone’s ability to accurately forecast how the endgame will play out.
Employing a structured process in design isn’t some obstacle the team has to overcome or a spreadsheet or Jira board that’s going to slow things down. Process is a strategic tool and the best way to remove uncertainty. Because the best predictor of success comes from the plans implemented at the start.
Discover
Identify the project’s goals, audience, and requirements through research and analysis.
Define
Outline the project’s scope, objectives, and strategies, creating a clear plan.
Design
Develop visual and functional elements, focusing on user experience and aesthetics.
Develop
Build and implement the project using appropriate technologies and platforms.
Deploy
Launch the project, ensuring everything runs smoothly and making any necessary adjustments post-launch.
The Five Ds system is a comprehensive framework that enhances the efficiency, quality, and success of projects in advertising, marketing, and interactive development. By following this structured approach, teams can deliver high-quality results that meet client expectations while staying organized and adaptable throughout the project lifecycle.