Process Tells Our Story

During a recent project kickoff meeting with MKThink, I asked our new client why they selected us. The client said it was due to our clearly defined process and our ability to consistently execute against it while engaging clients in a meaningful way. Specifically, they appreciated how we told the story of the work we did through our process and could envision what it would be like to work with us on their project. Design is an ambiguous term for those outside of the profession, and it is usually carried out through a process. Why, then, do we not celebrate this process more?

A firm’s individual design process is its biggest differentiator when it comes to competition. When design firms have projects of similar scale and scope, with the same palette of materials to select from, and the same steps from schematics through occupancy, it is the design process that makes each outcome entirely unique. Helping your client become familiar with your process will allow them to understand how you bring their vision to life. Defining your process can also distinguish your firm’s culture, make onboarding new hires easier, and aid in talent retention.

Architects and interior designers use fairly standard terminology to describe project phases—schematic design, design development, construction documents, bid and negotiation, and construction. These terms are fine for a firm’s internal use, but since they are often associated with very specific deliverables, in many ways they are limiting in describing the complete scope of services that we truly offer. Therefore, I am encouraging designers to further define the phases of their work—beyond these standardized terms—for clients to more easily understand the process that firms are expecting them to buy into.

A process is a framework, a story of how to approach the work. At MKThink, we follow a six- step process for most design projects: discovery, assessment, strategy, planning and design, prototype and testing, and implementation. The core basic services are mostly wrapped up in planning and design, with construction integrated into implementation. Gensler’s issue-based process framework has similar steps but also has stages called investigation, vision and goal setting, evaluation, and concept development that all take place before schematic design/master planning.

To communicate your design story, the process needs to be built into every project. If you are struggling to identify your process, look to past projects to pinpoint stages that are unique to your firm’s approach. Once a solid process is in place, make sure that every project has a similar output in telling the story. For every photo spread of your project, consider having an equally compelling story that you took your client through to get to the final design solution.

Jensen Architects in San Francisco has a microsite linked from its main website that is dedicated to four case studies from different market sectors, each covering the firm’s process and approach to problem-solving, as well as the special expertise that it has with building systems, structures, sustainability, and materiality. The case studies allow potential clients to better understand what it is like to work with Jensen Architects as well as its approach to design. The stories also show prospective talent what it is like to be employed at Jensen Architects, what the firm cares about, and give a glimpse into the firm culture.

Designers and architects love showcasing the results of their work, but beautiful photography is not enough to explain how you got there. Remember that the final product is just part of what design professionals offer. While pretty pictures are often what initially attract a client, it is the way we work that keeps them coming back for more. Telling the story of the process gives those outside of our profession a better understanding of the value that we bring to the table as designers, how we use design to solve problems, and why what we do is so incredibly valuable to our clients. Communicating process can alleviate mystery, giving the client a sense of ease for the journey.

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This article was originally published in Contract Magazine.