How we picked the designer
As we only have one web app (DropSend), we don’t need a full-time designer at Carson Systems (yet).
So when we decided to build a second web app, we knew we would be hiring freelancers to do the design. We also knew that the design is one of the most important parts of the project. Why? Well, if the user interface is poorly designed, no one will use it.
We decided to create a shortlist of designers that we wanted to work with. We came up with three names. These are people that wouldn’t be absurdly expensive, but they really know their stuff. They are talented in design, usability, accessibility and standards - all vital things in a good web designer.
Once we put together the list of names, I sent out the following email:
Hey XXXX, XXXX and XXXX,
It was wonderful to see you all at SXSW. It was our first time and Gill and I had a blast.
I mentioned to you all that we’re about to begin our second web app. We’re looking for great designers and we’ve narrowed it down to you all.
Before we get too far down the road though, we need to talk about money, so we know if we can afford you or not.
Here’s what we need doing:
1. Branding (logo, colours, tone, but no letterhead/cards)
2. Site design (public facing site, about 5 pages plus a WordPress skinning)
3. Web app interface (about 30 - 40 screens)For DropSend, all of this took about 4 weeks work, full time. However, it was a *much* larger app (about 100 screens). Based on this, we think all of the above will be about 3 weeks (15 days) fulltime work.
Can you give us an approx figure of what you’d charge for this? Please be aware that we’re not picking based purely on lowest price.
Once we hear back from you, and we know we can afford everyone, we’ll tell you the specifics about the app, and ask for a very basic pitch.
If you could get back to us right away, I’d totally appreciate it. We’d like to have the designer picked and ready to work start on March 31st.
Take care,
Ryan
One of the candiates got back with some questions, so I sent this clarification:
Hey guys,
XXXX had a couple great questions, so I thought I’d respond to all of you, just to clarify things:
By ‘Site design’ we mean Photoshop/whatever comps. We have our own CSS/XHTML ninja that will take your designs and execute them. He’s amazing (and probably cheaper than you guys!) :P
The WordPress skinning is in addition to the 5 page site. Again, we just need comps from you on this, not actually building it.
When I say 30 - 40 pages of UI for the app, I mean that they’ll all be fairly similar, with just slight differences (different forms, etc). They won’t be 30 - 40 totally different pages.
Regarding the ‘pitch’, we don’t expect you to do visuals for free, so we just want some ideas (text) in an email for what kind of look-and-feel you’d propose.
Again, please don’t feel like I’m going to hold you to the price you quote. It’s just an estimate so we can make sure we can afford you. Once we choose someone, we’ll give them the formal brief and then we can modify the price accordingly.
Hope that clarifies everything.
Best,
Ryan
After I sent that out, we received the quotes which were:
- Designer #1
- $5,000
- Designer #2
- $11,700
- Designer #3
- $8,000
- We spent a lot of time with him at SXSW and really felt like we could trust him.
- He expressed a real interest (over and above the others) of working on the project, so we knew he’d do a great job
- His quote was a little higher than our budget, but was workable
- He’s a nice guy and will be fun to work with
It was really hard to choose between the three. They all have great experience, nice personalities and strong work ethics.
As with many of these type of decisions, it came down to a gut feeling. Who did we think was a good fit for us? We need someone who is both trustworthy and fun to work with.
Basically, we decided on Designer #3 (Jason Santa-Maria) for following reasons:
It’s not an exact science, but hey, that’s how these things work!
(Thanks to Dave Shea for the photo, by the way)
I’m very surprised that you included all three names in one letter to the potential people. Not something I’ve seen before, or approve of much!
Comment by Matt Carey — May 10, 2006 @ 12:24 pm
Hi Matt, You mean you don’t normally send out one e-mail to all your potential designers on one go?
Can I ask why you don’t approve?
Comment by Gillian Carson — May 10, 2006 @ 3:03 pm
I think it’s a great idea to include others in the email. Each of the designers know who they are “up against”, and will try to be as competitive as possible.
Comment by ian — May 10, 2006 @ 3:53 pm
No I don’t send out one email to potential people, and have not heard of this approach before (though that isn’t say it is right or wrong).
The reason I don’t is because of what ian mentions above; they will try and be as competitive as possible.
I want to employ designers/programmers for a fair price who are happy to work with/for me.
Like you I give them a brief run down of the job and then ask them for a cost estimate. I may say I’m asking other people (more often than not I do say that), and I direct the proposal to them alone. Without the direct competitiveness of feeling “I’m up against xxx, and I really want this job I’ll under charge to get it”, they give me a fair cost.
I have found through experience that people working for what they see as a fair price perform better.
On the other side of the fence, I’ve been asked to quote for potential work many many times and I’ve never had a request which showed the other names involved. In some instances I have found out afterwards, but in others I have no idea until I see the finished project.
I feel happier that way — pitching takes up a lot of time, and involves a lot of stress and worry, I just don’t think it needs to be complicated by being overly competitive.
No personal reflection on what you have done, as it has worked (well) for you and I cannot wait to see the finished app.
Comment by Matt Carey — May 10, 2006 @ 9:22 pm
[…] Besonders interessant sind in dieser Dokumentation nicht nur die beschriebenen Prozesse und Budgets, sondern auch die konkreten Fakten der einzelnen Baustellen. So erfährt man, dass der für das Design beauftragte Jason Santa Maria für ein Projekt dieser Größenordnung (ca. 3 Wochen) rund $8.000 berechnet. Fairer Preis. Die einzelnen Schritte der Designfindung sind über viele Stationen hier einzusehen. […]
Pingback by himbeerBlog » Blog Archive » keine geheimniskrämerei / getting real — May 11, 2006 @ 2:11 pm
[…] Besonders interessant sind in dieser Dokumentation nicht nur die beschriebenen Prozesse und Budgets, sondern auch die konkreten Fakten der einzelnen Baustellen. So erfährt man, dass der für das Design beauftragte Jason Santa Maria für ein Projekt dieser Größenordnung (ca. 3 Wochen) rund $8.000 berechnet. Fairer Preis. Die einzelnen Schritte der Designfindung sind über viele Stationen hier einzusehen. […]
Pingback by agenturblog.de » Schulterblick: Ein neues Projekt entsteht — May 19, 2006 @ 10:17 am
Just wondering if you could share who the other two designers were that you had considered - or even who was on your shortlist. I need a good designer.
Comment by Jeff Levy — June 7, 2006 @ 3:47 am
Forgive me in case this was already covered, who is the CSS/XHTML ninja? Is it your developer or a third person? Im not looking for a name as much as clarification as to your process. Also, why did you seperate the functions? Should designers design and CSS/XHTML experts code in your opinion? (have you noticed better quality is achieved this way?)
Thank you for putting this site up, i cannot tell you how helpful it is.
Avi
Comment by avi — July 24, 2006 @ 5:55 pm
Hi Avi,
I personally believe that XHTML/CSS is a job better suited to a developer, while there are many designers who can code XHTML/CSS I believe that coders do the code better.
I’m doing both the frontend and backend code for Amigo - Ryan and myself decided at the time that it would be easier not to get another person involved.
However, I think we both agree now that there should have been a seperate developer for frontend and backend code. Not from a quality, but from a time & workload perspective.
Hope that helps.
Comment by David Stone — July 25, 2006 @ 11:35 am