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The Three-Concept Rule
There's a notion that professional designers need to show only one version of a concept to clients or stakeholders. At ZURB, we don't think that's the best rule of thumb. Although sometimes having only one version can be good for moving a project along, overall this methodology is flawed for a few reasons.
Multiple ideas create better ideas
A new spark can emerge in the process, so keep those concepts flowing. Collaboration is a great way to open up new ideas, and it helps create lots and lots of new ideas. Soliciting input from others allows you to get great ideas from numerous team members.
Focus, don't give them a buffet of options
Worry less about how many you are accumulating, and more about how you're focusing the design problem. They can be pared down later. If you're not careful developing multiple design concepts can get you into trouble. You run the risk of offering too many choices without a clear sense of direction. Showing three focused solutions is far better than showing 10 "choices." Design doesn't work like a vending machine, so if you're presenting your ideas like a snack bar, you're going to get a client selecting whatever looks tastiest at the time.
Designers need to build relationships to help clients work through decisions they may not understand. Revealing your design process with the three-concept rule builds trust and helps those who aren't design specialists understand how things will unfold.
The idea of showing three focused concepts to a client may take some getting used to, but it's the best way to help your client meet their end goals. Remember, a client or stakeholder may not understand your choice of puce green, but if it helps her solve a problem, then you're doing your job.
11 comments
Jindou says
I like the idea of showing a range of concepts in the discovery phase. What I would like to know is how do you balance budget vs time spent to create concepts.
I find that the clients in Adelaide (Australia) do not want to pay to go through the process and except everything for nothing. Is that the case in San Fran?
Marco Pesani says
Usually how many designers you involve in the discovery phase? In our agency usually make an homepage proposal takes from 12 to 20 men hours, so three proposal is something like 40/60 men hours... that is a LOT for a proposal. We prefer to work on a wireframe to define contents and communication / usability guidelines, and next design on it... we would love to have the time to work on three different graphics (and all good proposal, not one true and two made by interns...) but it requires too high budgets... how do you handle it?
Bryan (ZURB) says
@Jindou and Marco- Our goal is to help people grow their businesses and products- and this requires an investment from them. All the work we produce is part of a project fee. We don't do speculative work.
Liza says
Multiple consepts work better, that's true! Our agency has 2 designers (of different sexes) and it is very interesting to involve both of them into one project.
Paul Taylor says
I was taught from the get go at college that pitching a number of ideas was always the best way to go, and I'm inclined to agree with this. They alway said no more than 5, but only 5 if necessary. So numerous ideas has always been my way of thinking and pitching, it has definitely made for an easier and more productive time while working with clients.
JimmyLeonardson says
bryan, the concept phase, do you charge by the hour or propose a certain estimate ?
JustinGray says
How much variation goes into the different concepts you produce? Do you produce different styles/moods or do you produce variations of the positioning of elements?
I try to avoid producing multiple concepts, because the chances are there would end up being one concept that is stronger than the others, which I would hope would be the chosen concept. Also, I would usually dedicate 20 - 30 hrs designing a homepage / contentpage mock. I find producing one concept, then revisiting it if required works best for me. Do you usually push one particular concept or do you leave it to the client to decide which of the three they prefer?
Do you find in some cases the client isn't always the most suitable person to choose what solution will be the most effective?
Richard Monk says
Do you know what happens when you submit 3 concepts to a client?
The first one gets dismissed.
The other two have elements thrown together.
Designer gets pissed off.
Client gets a mediocre (at best) piece of work.
Design one single, excellent, perfectly thought out concept, having worked with the client throughout its creation to fully understand the brief and their requirement. TALK to them as much as possible. In the end both sides are much happier that way!
Philip says
I believe even 3 is too much. I like to pour my heart into a single concept instead of dividing my time between several. If I miss the mark, that's when I change directions, but I've rarely had this happen.
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ZURB is a close-knit team of product designers who help companies design better web sites, services, and online products. We've worked with more than 150 start-ups since 1998.
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