Why is it so important that each element is well-realised?
Author: Joe Heapy
No matter how good your ideas are, it’s the quality of your delivery that counts with customers. Take the time to assess what’s going to make each element a success and focus on getting these right. And it’s not just the quality of the final product that counts. Well-designed project tools, assets and communications give the organisation confidence in the effectiveness of the project. Simply put, people are more attracted to well-designed things.
It’s in the delivery that the value of the design is realised
Doing the groundwork and designing a good solution is only ever half the story. The greatness of an idea and of a service design is eroded if delivery teams are unable to translate the quality of the thinking into a quality solution in the market. Even with a vision in place and the right conditions sustained, without the skills to visualise, craft and orchestrate a well-realised product or experience, the solution will always underwhelm.
"Good execution provides its own obstacles to imitation because it is difficult to achieve."
Visual and well-presented outputs help build confidence in the project
People value well-designed things more than poorly designed ones.
We can see this in the things we buy as consumers, but it’s true also of the tools and outputs from the design process itself. It’s a ‘cheap trick’, but well-designed and nice-looking documents (concept books, journey maps, mock-ups and so on) communicate that quality and attention to detail are important on this project. Importantly, well-designed project communications help ensure everybody remains aligned.
The detail, rigour and clarity established during the design project translates into production and service delivery
Quality assurance across many interconnected delivery functions is one of the major challenges of implementation. Setting high standards for the clarity and quality of design assets and project communications throughout the design and development process helps ensure the quality of service delivery to customers.
Five questions to check whether what you're delivering has been well-realised
Looks and feels great. Is there agreement that the solution looks great and feels great?
Few errors or questions remain. Can development and delivery teams deploy the design straightaway?
Customers will actually get what was designed. Is there consensus that the solution reaching the market reflects the vision and design intent?
Performs well in pilot. Are we anticipating or getting great feedback from frontline colleagues and customers during pilot?
Validation. Are we getting senior endorsement or even industry awards that validate the quality of the programme or solution?
If important projects or great ideas are not taking flight because of poor execution, we can help?
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