How the magic happens.
Last week we talked about how a consult can help you get to the root of the problem you’re solving, and I find it’s helpful for people to know what comes after identifying the problem.
My process is highly intuitive, which comes from experience, but there is a strategic method underlying that intuition.
We start with a kickoff meeting where we dive deeper into the problem we need to solve and also make sure all of the relevant parties are identified and involved at necessary points. We also audit existing materials.
The audit is a key part of the process for understanding what has been done, what has gone well, and what direction the organization wants to go in, we really strive to get all of the relevant information out in the open. Discovery is an intense but necessary process.
Like death and taxes, we predictably start with strategy. One way to frame the strategic thinking is with who, what, and how? The “what” phase is really about the “why.” And Who’s on first. You’re following, right? 🙂
A great deal of what we work on in the first phase of discovery is understanding the SMIT or the Single Most Important Thing. With the focus provided by understanding our SMIT (not to be confused with Smurf) we are able to navigate the entire project with clarity. When we try to do too many things at once, we can’t excel at any of them.
The second goal of discovery is to help the team get buy in from their superiors and decision makers. This goes back to having clarity around goals and understanding the stakes and the why of the project. Often people closest to the project get excited about the new direction, but struggle to “sell” that to their superiors. Discovery helps put the project in context so that the meaning stays connected to the goals and metrics.
After what and why, comes who. Who is the audience for this project? We delve into questions around the audience and existing landscape. If an organization doesn’t know who they are talking to, their ability to communicate effectively significantly diminishes.
The third phase of discovery is the “how.” During this phase we ask what the strategy for achieving our goals are, we discuss the tone, message, and visuals. I draw on all of the information that has been discussed up to this point and I create something that aligns with the goals and messages we’ve discussed.
While design can be central to our daily lives, we rarely take the time to stop and think about the process of how something came to be what it is, (unless it doesn’t work). The purpose behind the Union Method is that we think about what we want something to be so that what we create is effective. Join us in the journey to design intentionally.