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The Design Funnel

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A Manifesto for Meaningful Design

Stephen Hay
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Are you a professional designer?

Would you like a process to create more consistently creative work
which distinguishes itself from the work of your peers?
Would you like a process which would help translate the often vague,
unclear wishes of your clients (and yourself, for that matter)
into a clear and solid basis for your design?
This manifesto will show you how.
Everyone has their own processes, their own way of working. Many fields also have popularized
processes for achieving a desired outcome. And with the field of design comes a special challenge.
Designs reliance on creativity has the same effect as on many of the arts; people tend to attribute
great design to some rare, almost magical ability. You either have it or you dont. And to a certain
extent this is true. The best design is most often created by extremely talented individuals, people
whove spent years exercising their creativity and fine-tuning their design sense. Talent certainly
has its place in design. But the law of contrast is also at work. Good design is good in comparison
to bad design. And theres LOTS of bad design.
I design for the Web, and if theres one place where lack of creativity abounds, its the Web. Make
one good design, and thousands will simply copy it in some way. This seems to be true in all areas
of design, not just for the Web. Lack of creativity (and perhaps laziness) leads to design sameness.
Good design is always tailored to the message one wishes to communicate. If our design is more or
less a copy of what others have designed, what are we communicating?

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Design legend Paul Rand once said that design is the method of putting form and content together.
This implies that content is as important as form. Design is not a purely visual exercise. The results
are visual, but the entire process of design is not.

Good design is always tailored to the message

one wishes to communicate. If our design is
more or less a copy of what others have designed,
what are we communicating?
Some would argue that creativity is a sudden flash of insight, something which just happens magically
while one, perhaps, takes their morning shower. This is not creativity; this is simply spontaneous
inspiration. Creativity and inspiration can happen spontaneously, but it is possible to achieve these
through a process, and not leave everything to chance. And lets face it: in todays world, your clients
want their design tomorrow, and they dont fancy waiting for your magical shower.
This manifesto is not about learning to be creative. Theres another excellent manifesto which
will help with that. It is about a tested process which can help you to create work which is tailored to
the message, and helps tell the story you need to tell. This process will also encourage you to consistently test your design, and will help steer you from vague requests and generalizations to concrete
goals and results which are satisfying to you, and effective for your clients.

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Introducing the Design Funnel

Salespeople have a roadmap of the sales process, often called the Sales Funnel. The Sales Funnel
is a metaphor for the typical process, from contact with many potential customers to the eventual
payment of a single customer. Its time we designers treat ourselves to our own funnel metaphor:
The Design Funnel.
The Design Funnel doesnt introduce any new tools. Its simply a roadmap of when a designer can
use which tools to stimulate better work. As a matter of fact, many successful creatives use similar
processes on a daily basis.
Here are the steps:
1. Define values and goals
2. Discover moods and metaphors through association
3. Generate ideas and define a concept
4. Create a visual language
5. Design it
Between each step comes the same sub-step: Verify that youre on the right track.
Why is most design bad design? Because most designers jump into the funnel at step 4 or 5.
These are the steps involving using Photoshop and other fun, tool-based stuff. The funnel,
on the other hand, focuses on the hard mental work involved in designing. Lets walk through
these steps in more detail.

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1. Define values and goals

Notice that the Design Funnel is slightly different than the design process most of us have
seen before:

Define the problem

Generate ideas

Design stuff

Pick the best design

Produce it

These steps are implied in the Design Funnel, but the problem is defining the problem.
Ever heard a client say theyd like a modern design? How about something dynamic?
Or professional? Well, what are these people talking about? Dont worry about it. Were at step 1.
Our job is to aggregate everything the client (or you, if youre designing for yourself) can give
you, no matter how vague.
Ask the client what they want to accomplish, communicate, sell, or tell. Ask them for keywords
describing their company, product, services, values, and most importantly, ask them for keywords
describing how they would describe the ideal design for this project.
Remember that clients often offer solutions to problems instead of simply stating their problems.
Theyll say, We want the focus to be on the brand, so the logo should be pretty big.
Dont fire your client just yet. Just get this stuff down.

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Ask lots of questions. To whom are we communicating? Are there any branding guidelines?
Who will be making decisions regarding the design? Are there any restrictions whatsoever? Technical?
Creative? What are they? How will success be judged? Whats the budget? What design work do you
like? What dont you like? Why?
Once you get the answers to these questions, go home. Review your notes, and then do nothing for
a day or two. Let these things incubate. Youll start to form ideas about what the client is looking for.
Often, its not necessarily what the client says it is.
Do look at what the competition is doing design-wise, but see this simply as an orientation exercise.
Note the things that work and the things that dont. You will not be copying what the competition
does. That would be design sameness. Read that sentence about five million times.
VERIFY: Reformulate the client goals in your own words, as YOU think they should be, based on

your findings. Just goals, no solutions yet. Make the goals measurable, and give them a deadline.
Present this to the client and ask if you understood them correctly. If the client agrees with you, go
on to step 2. If not, review your notes again, think again, ask more questions, reformulate.

Once you get the answers to these questions,

go home. Review your notes, and then do nothing
for a day or two. Let these things incubate.

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2. Discover moods and metaphors through association

Now its time to start using the useless and vague keywords from step 1 and turn them into the
basis for a successful design. Get all these keywords into one list and start brainstorming.
Remember, in brainstorming, there is no judgment of ideas. Youll do that later. Youll want to
brainstorm two things:
1. Metaphors.
Strong = Pirates? Body Odor? Superheroes? Friendly = Flirtatious? Family? Bartender? Smile?
Unusual associations are okay. Just record these.
2. Visual elements.
Strong = black, navy blue, pinstriped, jagged. Friendly = round edges, circular, orange.
Now youve turned words like professional into things you can actually picture.
You should get as many associations down as you can.
VERIFY: Once youve generated as many associations as possible, start filtering your list

by considering the end result for step 1. When put up to the light of the client goals and values,
which associations hold up and which dont? Discard the ones that dont.

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3. Generate ideas and define a concept

Youve got some useful associations; you can now begin brainstorming ideas for an overall visual
concept based on these associations. Your concept may turn out to be to design a website which
presents itself as a digital assistant at your service, or an office supply brochure presented as
a fashion catalog. It could simply mean that your friendly design is based on editorial-style photo
shoots of satisfied customers in their home environment.
Idea generation deserves its own manifesto. There are many, many techniques available. Books
by creative greats like Edward de Bono are certainly a good read for any designer. It can help
to consider the opposite of every idea you get, or to place fake limits upon yourself: what if it
had to be completed in one day? What if it had to be black-and-white? What if you could only
use a disposable 35mm camera for the images?
One technique I love to use is to look to other industries for ideas. Just looking at old books,
architecture, and work from realms of design other than your own can give you an endless supply
of surprising ideas.

Just looking at old books, architecture, and work

from realms of design other than your own
can give you an endless supply of surprising ideas.

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Again, generate as many ideas as you can. Choose the one or two which arouse the associations
you defined in step 2, and which still hold true to the client goals and values. Note that you are
still not designing visually. You could, however, work out some conceptual sketches or mood boards
along with a written (it helps) description of your concept(s).

The more ideas you generate, the higher the

chance a winner is in there somewhere.
VERIFY: Present your ideas to your client. If the client accepts, go on to step 4. If not, congratulations!

Youve proven that design is not easy, and that more than Photoshop and some cool freeware fonts
are required. Youve already done a lot of the hard work. Revisit some of your discarded ideas or try
some other techniques to come up with a few new ones. Sometimes its a numbers game. The more
ideas you generate, the higher the chance a winner is in there somewhere. And if you really keep the
original goals and values in mind, you wont be far from home.

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4. Create a visual language

This is where a lot of designers jump into the design process. They note the client goals passively,
and proceed to start making stuff. You now have more going for you than these designers.
You have a concept. Now youll start creating a design language for this concept. This language
will allow you to speak, to tell your story in form.
The visual language will consist of the following elements (in arbitrary order):
Imagery: What types of images fit with your concept? Artful? Grainy? Aerial? Perhaps not even
photography, but illustration? Which style? Perhaps no imagery at all?
Color: Which colors fit your concept? Which colors are naughty and dont? Could you perhaps use those?
Typography: Think out of the box here. Dont blindly use a handwritten typeface just because
your concept has a personal feel to it. Surprise yourself, and youll surprise others.
Form: Again, think outside of the box. Waitdoes it have to be a box?
Composition/Layout: Start considering where and how youll lay things out on a page.
If you are in a different field of design, you could choose texture, space, sound, materials, et cetera.
Dont design just yet. You can brainstorm each element separately and see how they play together,
or you can develop different elements at the same time. Youre finished when you feel the all
elements work well together in different combinations. Your design language should be flexible.
VERIFY: Do your chosen elements play well together? Do some mockups and see. When youre happy

with what youve done, show the client. If they accept, go to step 5. If they dont... boy, clients are a
pain, arent they? Hear them out, go back and come up with a solution which makes you both happy.

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5. Design it
Ah, the fun part. Use your visual language and speak. Tell your story. Now that you have approved
mockups, it shouldnt be hard to do.
During this phase you will often be required to design things you havent really considered thoroughly.
How errors are presented on an incompletely filled contact form on a website, for example.
Now that you have a visual language in place, its simply a matter of finding the right words to use.
Because of all the homework youve done, youll find this step quite fun and a lot easier to do than
if you had just started designing.
Go and create some meaningful design.
This process is about design that communicates. Design that stands out. Design that will be
considered more creative than most because it is based on ideas rather than design trends and cool
techniques. This process starts at zero for every project. Nothing is determined beforehand, and
youre free to create something unique to fit each specific project. Dont be afraid of the thinking,
the brainwork. As with anything, the more you do it, the better youll become.
In college, my acting coach said that most actors have a bag of tricks, a set of gestures, voice
inflections and expressions which they could pull out at any time because they know exactly
what response theyll get. Designers have their own bags-of-tricks as well. Good designers leave
their bags unattended, or dispose of them altogether. You should do the same.
And when people ask you how you get all these creative ideas, you can say that they usually just
come to you during your morning shower.

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info
About the Author
Stephen Hay is co-founder and Creative Director of Cinnamon Interactive, one of the first web design and
development firms to successfully combine professional visual design with open web standards and
accessibility best practices. A native Californian now living and working in the Netherlands, he worked as
art director at a Dutch advertising agency for 8 years before moving full time to web development in 2000.
Stephen was instrumental in the development of the Web Guidelines of the Dutch Government for the
accessibility and sustainability of government websites. Aside from his client work, he speaks and writes
on the subjects of web accessibility, open standards, design and creativity. Visit Stephen Hay online.
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This document was created on July 9, 2008 and is based on the best information available at that time.
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