Design, Behind the Scenes 2.0

Lunch & Learn:
Design, Behind the Scenes 2.0
Presented by Jason Wright

Presentation
Inclusions
● Introduction
● Mentality
● Design Thinking
○ Starting
○ Organizing
○ Executing
● Draw, Sketch, Scribble,
Paint, Comp
● Tools
Learn about the design process,
design thinking and general pitfalls of
being a creative.

Introduction
My unique journey throughout my career.

Cashier
2000
Courtesy
Clerk
2001
Cashier
2002
Floor
2004
Cashier
2005
Food
Clerk
2000
Link Builder
2007
Developer
2008
Design/Dev
2009
Project
Manager
2009
Operations
Manager
2010 Project
Manager
2014
Operations
Manager
2015
Chief
Operations
Officer
2016

Introduction - Thoughts
Designers get challenged
regularly by both clients
and team members.

Introduction - Background
I’ve learned from some of
the best, and I don’t stop
learning.

Introduction - Education + Experience
● 10 years of Google Analytics use.
● 9 years of analyzing heatmaps.
● 100 hours in 2020 learning illustration.
● 14 years in the industry.
● Training from Tony Robbins and Chet
Holmes.

Before I
Continue...
An important announcement...

Don’t Do
This
Seriously ….

Don’t Do This - Important!
Don’t tell a designer, “I
don’t like X that much.”

Don’t Do This - MORE Important!
Don’t ask a client, “Do you like
it? Which one do you like?
Which one looks good to you?”

Here’s Why
...pay attention now! :P

Here’s Why
As soon as you ask a client if they
“like” something, this opens the
door for them to answer with an
element of personal bias.

Here’s What to Do
Instead ask them, and yourself,
“Does this design solve the goals
we set out to achieve?”

Here’s What to Do
Sometimes you’re wrong,
sometimes the designer is wrong,
sometimes the client is wrong.
However, everything is a
calculated risk.

Mental
The mental factors that impact designers.

Mental - What Creative Teams Desire
● Continued Growth
● New / Interesting Projects
● Ability to Work Freely
● More Time (designers will forever cry about it)
● Seclusion / Silence (or unchanging background
noise)

Mental - Judgement
● Designers struggle to stay positive.
● Open to constant criticism from
team/clients.
● 1 out of 10 clients will love your work
immediately.
● 100% of clients will change your design.

Mental - We Know It Matters
According to Ryan Hayward, the designer, and founder of
pitchproof, “2020 will feature brighter & bolder colors than
ever before! As the value of design rises, brands are going
crazier and wackier than ever with colors to attempt to
stand out from the crowd.”

Mental - We Know It Matters
Formerly, the minimalist design took hold. Now, there is a
growing need to offer a more personalized connection
through design.

Mental - Going Dark
“Silence is a great canvas for your thoughts,” says Sivers.
At design agency Navy, the struggle to get work done in the office was real. The
constant distractions and regular noise was such an issue that employees were
staying home when they really needed to focus. To fix this, the Navy team
instituted daily “quiet time.”

Mental - Origins of Going Dark
● Started with me looking for ways to
communicate unemotionally that deep-
focus was needed.
● Going Dark, is one way how we’re
communicating that we really need to dig
in and get work done.

Design
Thinking
How designers get creative work started/done.

Design Thinking - What?
● Getting into the groove.
● Becoming saturated with information.
● Plotting, planning and deploying critical
thinking.
● *NEW* Generating a Creative Brief.

Design Thinking - Why
● 38% of people will stop engaging with a website if
the content or layout are unattractive
● It takes 2.6 seconds for a user’s eyes to land on the
area of a website that most influences their first
impression
● Users spend an average of 5.59 seconds looking at
a website’s written content

Design Thinking - Why, Continued...
First impressions are 94% design-related.
The participants noting that websites were often found to be too
complex, busy and lacking in navigation aids.
The study also cited participants commenting on boring design, bad
use of color, excessive pop up advertisements, inadequate
introductory content, small print, too much text, a corporate look and
feel, and an ineffective search feature.

Sites NEED
Feeling
Flat and lifeless designs aren’t attractive and have
overall less engagement.

Design Thinking
“People are seeking out products that are
not just simple to use but a joy to use.” —
Bruce Claxton, Professor, Design Management at
Savannah College of Art and Design.

Design Thinking - Assets
Design is most successful when we have the following
assets:
● Questionnaire / Interviews
● Sitemap
● Approved FINAL Copy
● Great Photography (example)
● Amazing Communication
● Deep Collaboration

Design Thinking - The Creative Brief
Creative Briefs are a new part of the process, but they help
us collect our thoughts especially as time passes:
● Webfor CB
● Boys & Girls Club CB
● Ruff Roads CB

Sometimes you
don’t have a choice. ● Even MORE time
planning.
● Collecting assets
yourself.
● Brainstorming by
stealing.
When you don’t have assets you have
to sometimes push forward anyway
for the sake of progress.
Stakeholders value aggressive
progress.

You Versus
You, Always
When you don’t have the assets, all you have left
are the skills you’re bringing to the table.

Design
The creative process + work + examples.

14 hrs
The amount of time spent in design specifically
with an additional 4 hours in polish and
prototyping.

17.5 hrs
for all wireframes, full comps and revisions. This
was the total time required for 10 comps.

19 hrs
for all layouts + thinking.

20.5 hrs
The amount of time spent all together in design.
Revisions, presentation, packaging, etc.

20 hrs
The amount of time spent all together in design.
Revisions, presentation, packaging, etc.

Ruff Roads - What Was Learned
● Need a logo brief.
● Need to ask better questions.
● Need to document and ideate more.
● Need to just be confident.
● Need to narrow down ideas. Less is more.

53 hrs
Includes ideation, sketching, black and white
comps, color comps, the logo presentation file
and the presentation with the client.

17 hrs
Includes ideation, sketching, black and white
comps, color comps, the logo presentation file
and the presentation with the client.

Exercise - Test Time
You have 3 seconds to
consume the next slide.

Exercise - Results
● How did it make you feel?
● What was the primary call-to-
action?

Draw, Sketch,
Paint ....
Use all the tools necessary to get to where you
want to go.

Prototypes
● SEMpdx
● Halbert Construction
● Central Geotechnical
● Adquadrant
● Rogue Valley Precast
● The Difference

Tools
Things I use to get through the design phase of
any project.

Google + Mac Stuff
● Drive / Folder Org
● Keep (to strip images)
● Preview (MacOS)
● Bear (primary note taking app)
● Alfred (programmable shortcuts)

Creative
● Procreate (illustration)
● Photoshop (photo editing)
● AdobeXD (design / prototype)
● Illustrator (logo / vector)

Inspiration
● Google (style searches)
● Instagram (visual design)
● UnSplash (images and perspec.)
● Competitors

Finally
Leverage AdobeXD, and tools in general, to do as
much of the heavy lifting for you as possible.

Example
Let’s check out the master XD file I’ve compiled.

Future Initiatives
● App Design
● Complex Prototypes
● Custom Mobile Experiences
● Branding Packages
● Usability Testing

Thank You
for Coming
Thanks for attending this lunch and learn :)

Design, Behind the Scenes 2.0

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