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Cognition
One Size Fits None
Who doesn’t love to talk about process? Every week, it seems, someone has discovered “the new way to work that everyone should be doing.” While I love a healthy process debate, I find discussions that promote a one-size-fits-all design approach problematic. 
They tend to minimize all of the nuanced decisions we make and oversimplify our complicated jobs. They also don’t take into account that each project is vastly different, and that our clients have distinct processes of their own to which we must adapt. Just because a specific technique may work for one expert, doesn’t mean that it will work for you and your clients.
I would switch the discussion from finding the “perfect” process to creating a strategy that helps us find the right tools for the right job.
We need to create processes that are flexible and built to adapt.
A Flexible Process
To me, a good process:
- Works for me, my teammates, and the client team. It’s tailored to the problems I’m solving.
- Is built from a collection of interchangeable parts. These parts can be tangible artifacts, like prototypes, style tiles, mood boards, and full-page comps. They can also be the tools we use to create these artifacts, like Photoshop, HTML prototypes, and paper sketches. Communication methods like phone calls, Basecamp messages, and in-person meetings are even part of the arsenal, because how we talk about our work is just as important as the work itself.
- Is adaptable. If an artifact isn’t resonating, it should be painless to adjust or switch it out for one that works better for the task at hand.
There’s a fair amount of trial and error that comes with finding the right combination of tools to use. The following are some questions I ask myself that define not only WHAT I design, but HOW I design.
Project Questions
How well-developed is the client’s brand?
If the client has a well-established brand, chances are, a mood board is going to be a waste of time, because the surface-level details have already been defined. Translating well-established brands to the web requires context that mood boards don’t provide. However, if the brand is new, a mood board or style tile can provide quick confirmation on style without wasting a lot of project hours.
How condensed is the timeline? What is the scope of the design work?
For large sites with many templates and content types, I like to start with gray boxes, because they quickly allow me to map out the range of what I need to create. For a smaller site with a tighter timeline, I may jump into defining styles after some pencil sketches.
What is the extent of our engagement with the client?
If Happy Cog is doing a full CMS build, I have more flexibility in my design artifacts. I may design fewer comps and spend more time creating flexible modules—then work with the development team to implement those modules.
Client Questions
Does the client have any internal processes in place that I should adapt to?
If we can tailor our work processes to better align with those of our clients, we’ll be able to save time implementing and create systems—together—that will last after our engagement is over.
What will the feedback cycle be like?
If the client stakeholder team is large and needs several weeks to provide feedback, I’ll design and present work in larger chunks. If I’m working with a smaller client team and have a shorter feedback cycle, then working in smaller, faster pieces makes more sense. Quick projects, especially, benefit from iterating rapidly on small parts.
How does the client like to communicate?
Going back and forth in a Basecamp message is going to waste time if the client prefers to talk things over on the phone. Understanding the best method of communication for each deliverable saves me hours and saves the project money.
Is there a member of the client team that I can work with directly?
I wrote about this a few months ago, but getting quick confirmation on a rough sketch or concept from a client liaison saves a ton of hours and limits false starts.
Above all, designers need to be nimble. We need to improvise and adjust as we go along. If our process comprises an assortment of exercises and techniques, we can replace parts as they become antiquated or misaligned with a particular project without needing to overhaul everything. A flexible process, therefore, makes it easier to adapt to new technologies and industries. No more designing for mobile, designing for higher education, designing for luxury, and so on. At the end of the day, it’s all design. It’s all problem solving.
54 Responses
There's no such thing as the "perfect" process... @Yeseniaa explains why flexibility is key, this week on Cognition http://t.co/t3jlvhQRZj
Thu, February 21, 2013 11:48:56
Game. Set. Match. “There's no such thing as the "perfect" process... @Yeseniaa explains why flexibility is key...http://t.co/pzN7QPVxBQ”
Thu, February 21, 2013 11:51:07
Finally, somebody says what all thinking designers have been thinking. http://t.co/BHpMZOiv7x
Thu, February 21, 2013 11:51:40
Rather than finding the “perfect” process, adapt each process to the specific problem or client. @Yeseniaa explains: http://t.co/yowzu2FNoQ
Thu, February 21, 2013 11:53:59
A good article about process. "One Size Fits None" http://t.co/IoPzkKKMEu
Thu, February 21, 2013 11:55:05
One Size Fits None. Brilliant! http://t.co/oGRhgglOBc
Thu, February 21, 2013 11:55:06
The best design process is all of the processes. Sage words and more from @yeseniaa. http://t.co/tmlfM753Zm
Thu, February 21, 2013 11:55:18
There's no such thing as the "perfect" process. In this week's Cognition, I explain why flexibility is key. http://t.co/60LSLKfpRv
Thu, February 21, 2013 11:59:02
It's the reality of what works qualitatively as the best - flexible processes. http://t.co/pn8gnDs8vX
Thu, February 21, 2013 12:02:32
Wonderful insight from @yeseniaa "At the end of the day, it's all design. It's all problem solving." http://t.co/ygwJ0JLGmr
Thu, February 21, 2013 12:03:31
There is no perfect process. @yeseniaa shares her thoughts on why being flexible is key, this week on Cognition: http://t.co/LpezrA4k9S
Thu, February 21, 2013 12:04:05
Conforming your process is part of what being "creative" is all about. http://t.co/4K9vEWZsCn
Thu, February 21, 2013 12:14:28
One Size Fits None http://t.co/4PfhmoGvLY
Thu, February 21, 2013 12:27:36
A good article for interactive designers on having a nimble, flexible process "One Size Fits None": http://t.co/eYZGceQS2i #happycog
Thu, February 21, 2013 12:28:24
One process does not fit all: http://t.co/CPkV02if6x
Thu, February 21, 2013 12:31:02
One Size Fits None (aligns with my Drupalcon session & post on the @metaltoad blog - http://t.co/Vvp24cRwJk) http://t.co/PTbSZ93xEK
Thu, February 21, 2013 1:15:31
Good common-sense take on design/dev process by @yeseniaa http://t.co/1yV5YfUgk3
Thu, February 21, 2013 1:33:12
A Flexible Process http://t.co/IdwCbMYNgX
Thu, February 21, 2013 2:16:14
A must read from @yeseniaa on Cognition, for designers, developers, and everyone else. "There is no perfect process." http://t.co/Cnj93eyitW
Thu, February 21, 2013 2:49:49
the “perfect process” in UX is a total unicorn. as with everything in UX, IT DEPENDS: http://t.co/cBSsYgZus0 - by @yeseniaa
Thu, February 21, 2013 3:08:04
Much like a good suit, a good process is tailored. http://t.co/swIRfnUsP1
Thu, February 21, 2013 9:01:51
Better to have adaptive micro-processes that allow for flexibility? http://t.co/JNPypCQCf4
Fri, February 22, 2013 6:47:45
One Size Fits None. There's no such thing as the "perfect" process. http://t.co/hhzDuEeJuF
Fri, February 22, 2013 9:35:19
Custom solutions form out of custom processes. http://t.co/ENSVxdVZ11
Fri, February 22, 2013 12:55:01
This is true in the development world too. I heard recently, "we want one process that is, 'flexible.'" http://t.co/hztxl3mcrl
Fri, February 22, 2013 10:48:07
Fixed process solves min amount of situations. (But how to use flexible alt if final output is not know?) http://t.co/9CCo7Z1N9h
Sat, February 23, 2013 1:58:10
Very true, having a flexible process is often the key to nailing to details in a specific project.. http://cog.gd/4vl
Sat, February 23, 2013 5:57:07
"One size fits none", or: adapt the process to the project, not the project to the process http://t.co/5QGKJi1k5y @yeseniaa #www
Sat, February 23, 2013 7:05:10
Having a design process that's responsive is just as important as having responsive tools. http://t.co/KyMnZApH6T
Sat, February 23, 2013 9:33:20
One Size Fits None: “We need to create [#design] processes that are flexible...” Great insight from @yeseniaa. http://t.co/fJBTNWyXMF
Sat, February 23, 2013 2:51:24
One size != all "@yeseniaa: There's no such thing as the "perfect" process...Why flexibility is key. http://t.co/LvBYlJJ3rn"
Sat, February 23, 2013 4:37:48
'One Size Fits None' @yeseniaa Creating a Strategy that helps to find the right Tools for the right Job via @freimark http://t.co/VxsNzYy2lw
Sun, February 24, 2013 3:32:30
The tricky part of creating processes is that every project is custom. http://t.co/lofzuQYUxv
Mon, February 25, 2013 10:11:15
Just like a good CMS, design or system, One Size Fits None. http://t.co/DPa0wElqUC
Mon, February 25, 2013 12:47:43
Great article, @yeseniaa. Your breakdown of a flexible process is just what I needed to read. http://t.co/nkNRntlJ9u
Mon, February 25, 2013 2:38:18
Every designer should read this. No process fits every scenario. Gotta be willing to bend a bit. http://cog.gd/4vl
Mon, February 25, 2013 3:43:41
Choosing the right design for the job. http://t.co/GYcazRL45B #webdesign
Mon, February 25, 2013 6:25:36
Great questions to consider with a project process. Name says it all: One Size Fits None. http://t.co/oGRhgglOBc http://cog.gd/4vl
Tue, February 26, 2013 1:06:12
Being flexible really works for me, make the client feel comfortable. http://cog.gd/4vl
Thu, March 07, 2013 9:40:33
One size fits none #web #process http://t.co/zA4Ct55Eht
Thu, March 07, 2013 9:26:09
One Size Fits None: http://t.co/rT7oJy2BpI
Fri, March 08, 2013 9:23:55
Process flexibility is key to keeping the work flow going. http://t.co/N0ESQ0Itbt
Fri, March 08, 2013 10:45:14
@Kristin_Madeja - Flexible Process - http://t.co/Yj1tFe8iKz
Fri, March 08, 2013 11:36:28
One Size Fits None http://t.co/1jhph4q4Ei via @yeseniaa
Fri, March 08, 2013 4:00:29
http://t.co/ty7UBYrNdK "One Size Does Not Fit All" #rwdprocess
Sun, March 10, 2013 1:18:08
Responsive design: one size fits none http://t.co/WOQSv2jvTm #sxsw
Sun, March 10, 2013 1:19:05
I love a good process convo MT @yeseniaa: There's no such thing as the "perfect" process...why flexibility is key http://t.co/WRM5HUXLoc
Sun, March 10, 2013 1:19:47
Couldn't make it to #SXSW to hear @yeseniaa discuss the #rwdprocess? Make sure to check out her latest Cognition post http://t.co/t3jlvhQRZj
Mon, March 11, 2013 12:40:19
The obvious but over-looked — “One Size Fits None” by @yeseniaa http://t.co/V7L3JBEylV
Mon, March 11, 2013 2:05:21
Really wonderfully articulated post by @yeseniaa abut the challenges of process and staying flexible. http://t.co/l2sVpABKxf
Mon, March 11, 2013 4:55:25
One size fits none - Great article on process http://t.co/RRjf7IOx9z
Mon, March 11, 2013 5:34:35
http://t.co/WhIqogWGFf. Is there a perfect process for projects? Eh...no. Be adaptable.
Mon, March 11, 2013 6:42:00
Good article on process - One size fits none http://t.co/iEJSafpRcr
Tue, March 12, 2013 9:29:42
In the #UX process - One size fits None. Flexibility is the key. By @Yeseniaa http://t.co/lMdcDwCKOu #li
Wed, March 13, 2013 8:58:39