When to Engage an Outside Design Team

8 Jun

Design provides value to a business at any stage, but there are specific points in your company or project where engaging with a design firm provides the maximum amount of value to your organization.

Here are some of the best times to bring in outside support from a design team.

When you need help articulating an idea

You might have specific ideas around the next iteration of your product and are wondering what to do next. Maybe you have some sketches on a napkin that you want to socialize internally or with strategic partners.

At this point, design can help with customer research and validation to ensure your idea is strong and defendable. From there, an infographic, strategy deck, prototype or storyboard can help you start gathering real feedback from your customers or stakeholders.

When you don’t have in-house design leadership

Depending on your company, you might not have sufficient design talent in-house. Maybe you only have access to a small team of designers, but what your project really needs is a seasoned design team to lead the initiative or share the methods and process to inform the organization of a user-centered approach.

Senior designers are capable of seeing the larger project vision. They’re communication double-edged swords: they can keep junior designers on task, while also communicating high-level strategy to stakeholders.

Experienced design teams bring to the table a set of standards and best practices that your team can rely on and reference. The devil is often in the details, which is where a seasoned design team with years “under their belt” can set you up for success.

When there is uncertainty on direction

Have you ever realized that you spend more time talking about what you’re doing than actually doing what you’re doing? If you answered yes, you’re not alone.

This is often a signal that your team is unclear on what you’re building and where you’re headed. Working with a design team at this point helps align the team around a vision — a vision that’s created through the lens of your customers. At this point, design can also help to create a shareable document or prototype to communicate your product’s direction.

There’s too much work and not enough talent

So much to do, so little time — and so few resources. Maybe you just raised money, have a new opportunity or a shorter timeline. Either way, you could use some support to come alongside your team.

Bringing in an external design team, especially one that is accustomed to collaboration, can help give you the extra hands you need while also bringing an often-needed set of fresh eyes.

You’re looking for new ways to serve your customer

There are a million ways to provide value to your customers, but you’re looking to find the one that works best for you. Because you live and breathe today’s version of your business, customers and product, you could potentially use some help planning for the future.

An outside design team is a great way to generate insights, new opportunities and product ideas. They will start by using you and your customers to learn how things are today and then help imagine how they add value tomorrow.

You’re looking for ways to be better

Products and brands can become stale after a while and you may be looking for a refresh. You also might realize that your customers have changed over time and your messaging no longer speaks to them.

Utilizing a design team can help by seeing how you resonate with customers. They can test and gather insights to help with your next iteration.

These circumstances encompass some of the hardest problems organizations face and engaging with an outside design team is an efficient and valuable way to solve them. This inherently collaborative process aligns the key players in your organization to strategically meet your customers’ needs and provide value.

 

Andy Van Solkema, OST Chief Designer

Andy Van Solkema, OST Chief Designer

Functional design systems, and visual storytelling have long been a passion for Andy Van Solkema. From boyhood days of designing a neighborhood baseball league complete with team logos to designing for local, regional, and national companies, his passion has grown and evolved to leading a 12 person studio that is using design for unique outcomes that span stories, systems, processes and experiences.

Andy is a graduate of Grand Valley State University with BFA in Graphic Design and a Master’s of Design from Kendall College of Art and Design. Following graduation, Andy worked as a design consultant in the printing industry, graphic designer and art director in brand communications, and as an interaction design director. He enjoyed the variety of experiences, but ultimately something was missing.

In 2004, he started his own design studio, Visualhero Design. Initially working as a one-person shop in a home office, Andy grew the business in a slow, steady and smart way through the down economy. To differentiate themselves and to offer the most to their clients, in 2006 Andy and his team formally adopted user-center design principles with a research and systems approach to creative problem solving. In 2016, Visualhero was acquired by OST where Andy now serves as Chief Designer.  His team focuses on form, function, and meaning. The scope of work has grown to include graphic recording, data visualization, brand identity, interface design, information architecture, user experience and customer experience. They design brand communication, applications, websites, and business systems and processes that aren’t just easy on the eyes.  More importantly, they are designed for the user today and tomorrow.

Van Solkema has combined a systems and process mind with craft of design and creativity. He spends his time as an advocate for design, creative lead for the team, and managing design vision for OST / Visualhero Design. Although most days are spent directing design, running the business or meeting with clients, he enjoys using his experience helping GVSU Design Thinking Initiative and various nonprofit organizations. He also enjoys leading design workshops at his alma mater and other design education opportunities. 

Andy has been published in design books and publications and received accolades and awards for branding and design. Design has changed and although he is firmly rooted in West Michigan, the clientele has grown to include Amazon, Nest, Apple, Chamberlain, Capitol Studios, GM and a host of local, regional and national corporate clients, a handful of local and Bay Area startups. Well beyond what Andy could have ever imagined back in 2004. 

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