Great design isn’t just about hiring the best designers or a renowned consultancy—it’s about being a great partner. Our most successful design projects come from strong, collaborative partnerships. In fact, the back and forth between us and our partners is so important that we named the company after the back-and-forth motion required to operate a whipsaw. For us, this represents the reciprocity in a client/consultant relationship and the collaboration between engineering and design that makes products successful.
For that to happen, leaders must engage effectively with their design teams; when they do, they get better results, faster timelines, and more innovative outcomes.
So, what does it take to be a great creative partner?
Even the best design projects face hurdles. Here are some of the most common challenges and how to overcome them:
Unclear Decision-Making Processes
“There are a variety of potential challenges, especially when stakeholder teams aren’t aligned or key decision-makers aren’t involved early on.”
Engaging the right stakeholders from the start is crucial to prevent delays and misalignment. However, in some projects, design meetings proceed without key decision-makers because executives are quite busy. This leads to an ineffective workflow that ultimately increases time and budget. For great design to succeed in the marketplace, having executives who understand the value of design and actively participate in the process leads to stronger results.
Communication Delays
“Not receiving live feedback or questions in meetings often slows progress. It’s better to have real-time discussions rather than long email threads.”
To that end, having time on calendars isn’t enough. Our partners get the most out of the process when they engage fully with the team. We are often tasked with creating something new or something that will increase your revenue in the long run. Timely responses keep projects on track and prevent bottlenecks.
Tip: Set clear objectives upfront and ensure decision-makers are actively engaged. We ask for 24-hour response times, especially after our weekly meetings. Add time to the calendar to make sure your team has the capacity to engage.
“Be an active participant in the process. It's such an exciting thing to be a part of, and it's such a waste to let it pass you by.”
Resistance to Feedback and Iteration
“Teams with a clear vision in their mind—but who aren’t willing to explore beyond it—often limit the potential of the final design.”
Occasionally, stakeholders come to us with a fixed mindset, already committed to their initial idea, even if it’s not the concept most likely to win in the market. The best teams come with a point of view but are pragmatic about evolving their ideas through the process of working with us. Give us space for exploration–early iterations may seem broad, but they help us find the best solution. Flexibility in the creative process allows for better, more innovative outcomes.
The best design projects share common traits: trust, responsiveness, and openness to exploration.
Trusting the Design Team
“Partners that trust the design team's thoughts and processes tend to get the best results.”
We build deep and trusting relationships with our partners. Our job is to push the work beyond the obvious solutions and keep the focus on what will delight your target audience. Sometimes, that means taking a position or expressing an edgy point of view; we bring deep expertise. Allowing us to explore creative solutions leads to stronger outcomes.
Responsiveness & Timely Feedback
“Responsiveness—acting on their to-do list. Feedback—concise, consolidated, and decisive.”
Our partners are always mindful of the budget when they negotiate a project with us. To keep costs reasonable, you have to provide timely feedback to our team from the people who matter in your organization. Occasionally, we have partners who put lower-level team members as a go-between, limiting access to the final decision-makers. This game of telephone is frustrating and time-consuming.
Consider the access and availability of key people; you want to get the most out of the investment in your future products. A fast-moving project relies on quick feedback cycles. A responsive partner keeps the momentum going.
“Organized project management on both sides, clear decision-making processes, and alignment among stakeholder teams make everything smoother.”
Our team and project managers work hard to keep us aligned with the scope and timelines. We’ve got you covered, but you’ve got to match us by coming to the table informed, engaged, and prepared. To keep the project on track, ensure that your feedback is consolidated, specific, and timely. Clear workflows and structured coordination lead to efficient execution.
Tolerating Ambiguity: Openness to Exploration
“Aid the exploratory nature of industrial design. The best projects allow for open-ended thinking before narrowing in.”
Our partners come to us because they need to solve a complicated challenge. Most often that challenge is rooted in wanting a product to succeed in the market so your business ultimately grows or retains superiority against competitors. However, innovation is not prescriptive or obvious. We need time to explore and to try things that won’t work. A fixed mindset or discomfort with ambiguity makes it harder for us to really push the boundaries. Rigidity can limit innovation. Our best partners allow space for unexpected discoveries.
Tip: Treat your design agency as an extension of your team, not just a vendor. We care deeply about our clients as partners.
If designers could give project stakeholders one piece of advice, it would be to provide comprehensive context.
“Give us all the facts and all the reasoning. We don’t just want the what—we need the why.”
Understanding the bigger picture helps designers create solutions that align with business goals. We need to know why you care about this product or project – and why the world should care. In the first BD call that I had with a potential client yesterday, I asked “What would ultimately make you really proud of this business, this product, after we are done with this project?” The founder talked passionately about the impact that she hopes to have on the world. We want to understand your vision and we want to help you express that to its fullest potential, with harmony between the digital, physical, and brand design. We aim for excellence, every time, and knowing why helps us get there.
Invest in Quality
“When making physical products, don't skimp out on prototyping and research. It pays off in the long run.”
Cutting corners early can lead to costly design flaws later. It may be optional to make an appearance model, but we’ll tell you, there is nothing like seeing it IRL to know what needs to be adjusted. CAD, renders, and animations get you most of the way there, but you should want to hold your baby too, not just look at pictures of it. It’s an expense that we think is worth it and one that you should plan for.
Embrace the Process
“Be open to the process, even if it feels uncertain at times. Design is iterative, and the best ideas emerge through exploration.”
Innovation requires patience and faith. Trusting the journey leads to better results. You hire us to get you somewhere unknown, but better. We know how to do that, and we’ve done it over and over again for ambitious clients (Google, Nike, Samsung, Tonal, Tile, Brita, Aescape etc etc etc). That’s why you hired us! But it’s not always a comfortable or easy process to navigate ambiguity. Come with us. Breathe. Have fun with us. Challenge us, and more than that, challenge yourself too.
Tip: Trust the process—great design unfolds through thoughtful iteration.
We adore our partners, and our projects are fun and productive. We are recognized by our peers for the quality of our designs and by the markets for the competitive advantage that working with us gives to our clients. Great design work happens when our clients work with us together as true partners. By being clear, communicative, and open to the process, you enable us to do our best work. When you take this advice to heart, you'll not only get better results—but you'll also have way more fun on the creative journey.
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