JLB

This is Part 2 of my Q & A with Joshua Lomelino discussing the Web design process. I wanted to post in two parts, but it’s so long that I decided to make it three. I hope you enjoy it.

How do you prefer to visualize conceptual models in an interface design?
Lets break down my personal process:

wireframes > digital comps > finished home page, secondary and sometimes tertiary page designs > HTML markups

The client reviews the marked up site on our test server and gives the final approval. I sometimes do sketches but not always. I can’t stress the importance of wireframes enough…especially when designing large sites with lots of content. They can save a lot of headache and a lot of time. This is a great article regarding wireframes: http://buildinternet.com/2009/09/why-your-next-website-should-be-designed-with-wireframes/

Though it doesn’t happen often we’ve had clients that have approved everything: wireframes, sketches, jpeg mock ups…and have gotten to the fully and completely built out site on our server, and before we go live say, “This is a good start, but…”

What do you find are the most difficult milestones to meet with clients when establishing a visual identity for a company and for their website? Are there strategies you find helpful?
We do a fair amount of identity development and the kinds of clients we serve are varied. It’s hard to have a single process that applies to every client when everyone we do business with has a unique situation. We have developed identity design briefs that we ask each client to fill out. These briefs contain around 10 questions and serve to inform us of the clients history, their biggest competitor and what they would like to see happen with their business in a given timetable. The briefs really give us a glimpse of the personality of the clients business, which we’ll then craft into a brand. I think some of the most difficult situations arise when the client hasn’t already identified some of these key components.

Once the logo, colors, fonts, logo placement standards and printing substrates have all been decided on, we’ll begin working on the clients web design. Keep in mind that when sending web comps, some clients will take what they see literally. If you’ve used lorem ipsum to fill in some space, make sure they know it’s just filler text because they may ask why their site is in French (it’s happened).

At the start of a project, do you design more than one visual interface design to help the flow of ideas?
That really depends on the client. We have our clients fill out a web design brief (very similar to our identity briefs) which consists of questions that help them identity their goals but also helps to dictate the design process. Sometimes the project will require several different design examples and, sometimes, a client needs us to guide their decision making process a little more than usual, which means we offer one interface design and explain why it’s the best solution.

BMC Metalworks, LLC, has been around for more than 35 years, designing and manufacturing machine parts and fixtures. Tucked away in Columbia, Tenn., the company employs 40 folks, who work in more than 70,000 square feet on products that range in size from components smaller than a hand to machines bigger than an airplane.

Now under new ownership, BMC is looking to freshen up its brand. Enter JLB. We’ve studied the company’s history, taken key elements from its old brand, and created a new identity for 2010. From logo design, to a modern identity package, to product photography, sales brochure design, all the way to a new website, JLB is delivering the goods for this respected, longstanding company.

Soon BMC will be ready to enter the new year with a new brand and stellar marketing components that complement the company’s amazing engineering work.

A couple of weeks ago, Joshua Lomelino, an old design professor of mine, approached me to answer a few questions regarding my take on interface design for an advanced web design course he teaches at Savannah College of Art and Design. Josh, and SCAD, were gracious enough to let me post the interview on the JLB blog! It’s a little long so I’m going to post it in two parts…

Hope you enjoy it!

Micah,
 
We were hoping to discover the method behind your creative processes and how you approach visual interface design for interactive design projects. Thank you for taking the time to answer our questions.
 
Could you describe your work at JLB?
I’m the Creative Director at JLB. In other words, anything graphic design related has to go through me before it leaves the office. JLB’s approach to the web is to offer clean, easy to use interface designs with the development having an emphasis placed on strict CSS and some serious Search Engine Optimization. In addition to web design and development, JLB offers solid brand development, tried and true print design methods and creative copywriting. Our clientele is mostly corporate and we do a lot of work with non-profits and local community organizations. We really take pride in having years of experience working in print, web and copywriting and being able to offer the client everything they need from beginning to end. Okay, enough of the sales pitch…

With your work in interactive design, how does information architecture and the organization of an interactive project’s site flow relate to visual interface design? Is there overlap between information design and interface design? Where does this overlap occur and how does one category inform the other?
I’m a firm believer in the idea that the sites content should dictate the design. A designer can’t create an effective and easy to use website unless they understand the kind of content they’re dealing with first. Most of our clientele want their content to be first and foremost and aestheticism second to last.

Through our design process, there usually is overlap between information design and interface design and I think there should be. Visually, it’s obvious when a designer has designed a site without keeping content interaction in mind. The site feels clunky and often times is hard to navigate. If a designer creates an interface that is clean and cohesive and helps to encourage content interaction without being gimmicky or frustrating, the designer has done a good job. Check out this site designed by Cabedge. The NAV is repeated 3 times on the homepage alone and doesn’t feel superfluous.

Some helpful tips: Never "re-imagine" site navigation. People have been conditioned to know where and what to look for and it’s confusing when they can’t find it. Also…never re-size the users browser window for any reason whatsoever.

"No matter how cool your interface is, less of it would be better." About Face author and thought leader in user interface design, Alan Cooper.

Does interactivity drive interface design, or does interface design dictate interactivity?
Yes. It’s been my experience that interactivity can (and should) drive interface design AND interface design sometimes dictates interactivity. In some instances, a site’s visual interface serves only one purpose, and that’s to promote interactivity within the site. Take Youtube.com for example. The interface was engineered mainly to support interaction with Youtubes video content. Or Google’s home page. There’s hardly anthing there but the Google logo and a search bar! There isn’t a single, superfluous element that gets in the way of the user and their end goal.

Do you feel that interface design should reflect creative solutions that are an extension of the purpose and nature of interactive solutions? What are your philosophies on visual interface design?
If I’m understanding your question, then I certainly do. I recently read an article that said a site will receive 30% more e-mail sign ups just by adding a simple arrow pointing towards the sign up button. A well thought out and executed interface will get the results the clients wants and be an enjoyable and non-frustrating experience for the user.

My personal design ethos is to certainly create something that’s visually stimulating but more importantly communicates the information easily and effectively and provides the user with a clear and concise direction through the information.

I love typography and I can tell when a site has been designed by someone who knows what they’re doing when the typography is clean and refined. Keep content organized using contrasting type styles and your design will immediately look more professional. Case in point.

What are your favorite types of projects to work on? Why are they your favorite projects?
My favorite projects are the ones where the client gives me time to experiment and be more "creative." I’m often designing based on customer feedback and sometimes previously tracked numbers. When the client says, "I trust you, fearless trendsetter, to breath life into the internet and create a site in your own image, as you see fit," my little heart leaps. I don’t want to sound cliche, but that’s the truth. Doing so much corporate design means I have to create sites that will stand the test of time…but sometimes I just want to design something based on the graphic design trends of the moment. They can be so much fun!

JLB stands for more than just great web design and development; JLB stands for strong brand development and sweet print design. Check out some of the things we’ve been doing lately.

BIG MOVE GAMES
Rod McLain is a man with a mission. That mission is selling board games and ministering to the downtrodden and oppressed. Rod came to JLB needing the whole package: logo, business cards, website… and we were more than happy to oblige.

BHD
Beth Haley Designs just got voted Nashville’s Best Interior Designer in 2009 by the Nashville Scene. A few months ago Beth must’ve felt something major was soon to happen because we just launched BHD’s new identity and website. The timing couldn’t have been better.

Thanks for reading.