That sounds a bit like a grandma or a too-doting-an-aunt remark. But now and then I’m overwhelmed with conflicting feelings about the current state of digital design. When I started some two decades ago, it was a holistic, all-consuming affair. I studied media arts & graphic design at the University of Arizona, and web design & usability at UCLA when they were embryonic topics. I led Ernst & Young’s bicoastal design team for its Center for Technology Enablement group when email was just beginning to replace the interoffice memo.
Sure I’ve evolved. I no longer write HTML from scratch. We employ BaseCamp, Asana, Pre.Vue, Slack, and Skype to communicate and manage projects instead of the hand-built HTML project sites I used to craft. I rarely sit in person with a hefty laptop to present design concepts or wires to our clients – we meet virtually with Google Hangout, GoToMeeting, Join.me, or BlueJeans.
The scheduled photo shoots with a lighting guy, a stylist, and an assistant to nab the right shot for brand, web, and print pieces has morphed into the hunting, decision, and purchasing process from sites like Stocksy, CreativeMarket, VisualHeirarchy, et al. Designers can combine hi-resolution photography with well-designed themes, PSD smart objects, and helpful vector layout kits (not to mention Sketch). Laboring for hours over code to produce clickable user experiences is over – InVision, Solidify, and Axure have deftly allowed our team to provide UX prototypes for our clients that already look real. This ensures a collaborative, iterative design process that’s both quick and cost-effective.
As a firm, we still insist that clients do not skimp on brand development. But the basement competition allows you to flash a five-dollar bill on Fiverr or a couple hundred bucks on 99 designs – presenting a logo as a *brand* to the unwitting. Even websites can be quickly produced by the layman with SquareSpace, Wix, and the forthcoming phenomenon of The Grid.
And yet, as much as it sometimes feels as if a once respectable vocation has turned into a used-car business, I must say, I relish the change. Now small businesses that could not have afforded design studio contracts can have a relatively professional looking digital presence and take advantage of our increasingly digital economy. For these smaller clients, design studios might now be able to play a more strategic role, offering direction, consultation, and best practices.
In a sense, this evolution has sculpted the brand identity of our virtual team at Designing North Studios. We’ve been able to aggregate a team of stars who have the deep knowledge to both consult and implement. The digital revolution has permitted us to bring so many stars together because we’re not shackled to a single zip code. And due to the extraordinary volume of noise in the digital landscape, having a team who can make a business audible above the cacophony does add value. We can take our years of experience in listening, researching, strategizing, and finally designing to re-imagine user experiences and create strong brand identities that are intrinsically tied to clear business goals.
I guess it’s okay that I’m no longer slogging through HTML in every nook and cranny of our projects. It doesn’t make me less of a designer. In fact, it allows me to focus more deeply on the creative elements that add that hover above – that provide authentic differentiation. In the end, it’s great design if it successfully accomplishes what your business set out to do. Period.
Thanks for the therapy session. I’m cool now.
Note: I still love and prefer meeting clients in person whenever it works for them!
How about you? What do you miss? Do you agree that the evolution is a net positive?
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