Bridget Fahrland has worked in web design since the days of blink tags. As a creative lead with a copywriting background, she works with clients to ensure their sites have a distinct voice and design. She is currently the Director of Creative Strategy at Fry, Inc.
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I used to think the beginning of a website design project was the best part. Hopes are high. People are full of great ideas. Nobody is disappointed yet. But as I gained experience, I found that learning about a client’s brand, competitors and customers doesn’t always give clear direction about design goals.
Brand discussions can generate goals like “be modern,” but they don’t necessarily determine how to accomplish those goals. Competitor reviews can devolve into cherry-picking sessions that spawn “frankencomps” rather than provide helpful feedback. And mood boards, which communicate a general feeling, don’t help to articulate or prioritize design goals. With a design matrix, you can guide discussions and establish clear direction. Read more...