Contract - December 2016 - 20

Process Tells Our Story
by Evelyn M. Lee, AIA

Evelyn M. Lee, AIA, writes
a regular column for Contract
on business practices in design
and professional development.
Lee is a senior strategist at
MKThink, the ideas company
for the built environment
based in San Francisco,
and holds graduate degrees
in architecture, public
administration, and business
administration. Lee is
currently a member of the
AIA national board of directors.
In 2014, she received the
AIA Young Architects Award.
Her website is evelynlee.com.

20

During a recent project kickoff meeting with
MKThink, I asked our new client why they selected
us. The client said it was due to our clearly defined
process and our ability to consistently execute
against it while engaging clients in a meaningful
way. Specifically, they appreciated how we told
the story of the work we did through our process
and could envision what it would be like to work
with us on their project.
Design is an ambiguous term for those
outside of the profession, and it is usually carried
out through a process. Why, then, do we not
celebrate this process more?
A firm's individual design process is its
biggest differentiator when it comes to competition.
When design firms have projects of similar scale
and scope, with the same palette of materials to
select from, and the same steps from schematics
through occupancy, it is the design process that
makes each outcome entirely unique. Helping your
client become familiar with your process will allow
them to understand how you bring their vision to life.
Defining your process can also distinguish your
firm's culture, make onboarding new hires easier,
and aid in talent retention.
Architects and interior designers use
fairly standard terminology to describe project
phases-schematic design, design development,
construction documents, bid and negotiation,
and construction. These terms are fine for a firm's
internal use, but since they are often associated
with very specific deliverables, in many ways
they are limiting in describing the complete scope
of services that we truly offer. Therefore, I am
encouraging designers to further define the phases
of their work-beyond these standardized terms-
for clients to more easily understand the process
that firms are expecting them to buy into.

A process is a framework, a story of how
to approach the work. At MKThink, we follow a sixstep process for most design projects: discovery,
assessment, strategy, planning and design, prototype
and testing, and implementation. The core
basic services are mostly wrapped up in planning
and design, with construction integrated into
implementation. Gensler's issue-based process
framework has similar steps but also has stages
called investigation, vision and goal setting,
evaluation, and concept development that all take
place before schematic design/master planning.
To communicate your design story, the
process needs to be built into every project. If you
are struggling to identify your process, look to past
projects to pinpoint stages that are unique to your
firm's approach. Once a solid process is in place,
make sure that every project has a similar output
in telling the story. For every photo spread of your
project, consider having an equally compelling story
that you took your client through to get to the final
design solution.
Jensen Architects in San Francisco has
a microsite linked from its main website that is
dedicated to four case studies from different market
sectors, each covering the firm's process and
approach to problem-solving, as well as the special
expertise that it has with building systems,
structures, sustainability, and materiality. The case
studies allow potential clients to better understand
what it is like to work with Jensen Architects as
well as its approach to design. The stories also show
prospective talent what it is like to be employed
at Jensen Architects, what the firm cares about,
and give a glimpse into the firm culture.
Designers and architects love showcasing
the results of their work, but beautiful photography
is not enough to explain how you got there.
Remember that the final product is just part of what
design professionals offer. While pretty pictures
are often what initially attract a client, it is the way
we work that keeps them coming back for more.
Telling the story of the process gives those outside
of our profession a better understanding of the
value that we bring to the table as designers, how
we use design to solve problems, and why what
we do is so incredibly valuable to our clients.
Communicating process can alleviate mystery,
giving the client a sense of ease for the journey. c

contractdesign.com 	

DECEMBER 2016

PHOTOGRAPHY: CARL BOWER

COLUMNIST


http://www.evelynlee.com http://www.contractdesign.com

Contract - December 2016

Table of Contents for the Digital Edition of Contract - December 2016

Contract - December 2016
Contents
Editorial
Industry News
Designers You Should Know: Assembly
Columnist: Process Tells Our Story
Designers Select: Office
Designers Select: Healthcare
Designers Select: Hospitality
Designers Select: Education
Product Focus: Living Walls
Product Focus: In the Shade
Editors’ choice
Uber Advanced Technologies Group Center
IIDA best of asia pacific design awards 2016
Feature
Brand report 2016
Ad Index
Exhibition: Pierre Chareau: Modern Architecture and Design
Contract - December 2016 - Intro
Contract - December 2016 - Contract - December 2016
Contract - December 2016 - Cover2
Contract - December 2016 - 1
Contract - December 2016 - Contents
Contract - December 2016 - 3
Contract - December 2016 - 4
Contract - December 2016 - 5
Contract - December 2016 - 6
Contract - December 2016 - 7
Contract - December 2016 - 8
Contract - December 2016 - 9
Contract - December 2016 - Editorial
Contract - December 2016 - 11
Contract - December 2016 - Industry News
Contract - December 2016 - 13
Contract - December 2016 - 14
Contract - December 2016 - 15
Contract - December 2016 - 16
Contract - December 2016 - 17
Contract - December 2016 - Designers You Should Know: Assembly
Contract - December 2016 - 19
Contract - December 2016 - Columnist: Process Tells Our Story
Contract - December 2016 - 21
Contract - December 2016 - Designers Select: Office
Contract - December 2016 - 23
Contract - December 2016 - Designers Select: Healthcare
Contract - December 2016 - 25
Contract - December 2016 - Designers Select: Hospitality
Contract - December 2016 - 27
Contract - December 2016 - Designers Select: Education
Contract - December 2016 - 29
Contract - December 2016 - Product Focus: Living Walls
Contract - December 2016 - 31
Contract - December 2016 - Product Focus: In the Shade
Contract - December 2016 - 33
Contract - December 2016 - Editors’ choice
Contract - December 2016 - 35
Contract - December 2016 - 36
Contract - December 2016 - 37
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Contract - December 2016 - Uber Advanced Technologies Group Center
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Contract - December 2016 - IIDA best of asia pacific design awards 2016
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Contract - December 2016 - Brand report 2016
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Contract - December 2016 - Ad Index
Contract - December 2016 - Exhibition: Pierre Chareau: Modern Architecture and Design
Contract - December 2016 - Cover3
Contract - December 2016 - Cover4
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