Choosing a Design Consultancy
For those who are saddled with the responsibility of determining such a subjective issue it can be harrowing for both sides! Worrell Design, Inc. has put together some helpful tips for making a more informed decision.
After having written a design brief, it is important to know how to interview a design firm to establish their qualifications and appropriateness for the project. Once a firm has reviewed the design brief their responses to how they propose to apply their capabilities to the needs you have presented will provide you with the information you will need to make an informed decision. “I am convinced that many people involved in commissioning design are unaware of the significance of their responsibilities”, Sir John Egan, Chief Executive of BAA, owner of seven airports in the UK.
12 tips for interviewing a creative design resource
- Capabilities
Establish the full complement of the design firm's capabilities. Does the firm do product design, graphic design, engineering, display design, packaging design, exhibit design, human factors, marketing research, contextual research, user research, model and prototype development? Be sure to clearly understand what resources the firm offers as a way of meeting, not only your needs for the project, but also the needs of other departments in your company that may be related to the project. - Size
Determine if a full-service organization would be more helpful than a smaller specialized firm would. The smaller firm may be able to offer exactly what you need and nothing more. You may receive more attention from the principal of the smaller firm and perhaps a better cost solution. The larger firm may want to offer more services to solve issues that go beyond the immediate problem at hand, which may prove to be extremely valuable. If you have a clear understanding of your needs and your market, the smaller firm may be the way to go. If there is less clarity about customer needs or a broader need related to branding, the larger firm may be the best option. - Delivery
Determine if the design firm has the resources, in terms of manpower and depth, to do the project in the time frame needed. Also, does the firm have a reputation for delivering on time and on budget? Do you have a special deadline related to trade shows, corporate presentations, or delivery into the marketplace for a selling season? - Compatibility
Determine if the design firm has compatible computer equipment with your company's equipment. Ask if the company has the ability to transfer database files to your company's internal resources as well as external suppliers. - Chemistry
Determine if you feel that the individuals you meet and those who will be working on the project have the right personal chemistry to work with your team. Is there a potential for conflict between certain personality types from the design firm and those internal to your organization? - Differentiation
Determine if the design firm has a unique point of differentiation from other competitive firms. It could be that one particular firm may have unique contacts within your industry. It could be possible that one particular firm's experience is so unique and advanced you may learn how to do certain aspects of your own job better by working with them. Most important, does the design firm have the capabilities to offer your company a way of gaining competitive advantage over your competitors in your market. Isn't that really what the fundamental issue is for your business? - Corporate Image
Determine in advance what your corporate management wants to convey through such a design exercise. Does this match with the needs of your customers and can the design firm bring these two unique perspectives together in the process? - Price
Determine if the design firm's billing rates are competitive. How does the firm position itself related to costs? Does the firm quote its hourly rates? Does the firm have minimum fees? If it is relevant, can the firm work with optional financial terms such as royalties or equity? Do you think this firm can really deliver the value you expect? - Experience
Determine if the design firm has experience in your marketplace and/or has the business acumen to understand what you need beyond what you have asked for. Does your contact ask the right and or appropriate questions? Is the designer interviewing you or are you interviewing the designer. Does the firm understand how your industry regulatory issues will affect their work? It is important to know if the contact expresses an interest in your product and your market. Experience, however, can mean different things. A design firm may be highly experienced in the business of product design and development and may be extraordinarily efficient and productive at designing and developing your product without actually having to understanding the intricacies of your market. Another firm, however, may have this same experience but with experience of actually having designed similar or related products to your industry. You must determine the appropriateness of the type of experience that will benefit you the most. - Credibility
Does the design firm really understand the problem you need to solve? Are you looking for a firm that can help solve your problem or are you looking for prestige?
Depending on your company's perspective, how important are design awards, publicity and or visibility to establishing credibility with upper management? Do awards establish credibility for the design firm or does speed-to-market or financial results establish credibility? - Proximity
Determine if the design firm’s location is important to you and your company. With today's technology such as E-Mail, FTP sites, fax, express mail, overnight delivery services and teleconferencing, the design firm in a different locale may actually be a better resource. It is not always true that close proximity is more advantageous. In many cases, distance actually demands that the project be managed better resulting in more efficiency that more than covers the cost of travel. - Communication
Clearly there are different vocabularies that designers and business people use. Does the design firm understand your problem and your vocabulary? Can the firm describe their development process in a way that is mutually understandable?
“I'd say 70 to 80% of Corporate America doesn't really know the value of design and isn't utilizing it properly, if at all.” - Bruce Nussbaum Business Week
“Designers are thinking of themselves more as consultants and moving into what traditionally has been a management consulting function, providing ‘tutoring’ on innovation as well as product design” —Bruce Nussbaum, Business Week
“CEO’s sit there and think, ‘This poor designer doesn‘t have a clue about running a business, or return on investment, or shareholder value. He just wants to make things pretty.’ The designer meanwhile is thinking, ‘This guy doesn’t give a damn about real design issues. He only cares about making a profit at any cost.’” —George Gendron, Editor-in-Chief, Inc. Magazine.