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The biggest waste of money in creative projects comes before anything has been created.
Projects rarely fail because the design phase was inefficient or the development was complex. They fail because people start working on solving the problem without defining the problem clearly.
The ambiguous brief leads to weak concept,
weak concept to good design,
good design to the fully fledged site –
and only when it launches do we see that something was fundamentally wrong all along.
The answer is not to "go faster." The answer is to move uncertainty upstream.
Good brief translates opinions into criteria. Good research narrows down the audience. Wireframes show structure problems early. Prototyping brings assumptions to light. Technical planning finds out about interdependencies early on. Structured feedback makes people accountable for their opinions.
The same rule applies to branding as well as to web development:
The earlier the mistake is found, the cheaper its fix will be.
Creative process does not consist in producing something fast. It consists in making sure the team is creating the right thing before it starts spending a lot on creating it.
It may very well turn out that the problem is not in execution; It might be an unanswered question sitting at the very beginning.
Read the full article: https://glasp.co/hatch/klodianxhini/p/PhDzfsCt0IM6vrDcuHQp
The network for creativity
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