“This Is How We Built It” Case Studies
Unlike many other industries, the Web design community is all about sharing knowledge and experience. Each of us is very lucky to be part of such a great and useful learning environment, and it is up to us to embrace it — to embrace our learning experiences, and also to embrace our ability to share.
Not only are case studies a great way to explain the design process of an agency, but they also help designers and developers to learn from each other. Seeing how designers work, create, build and play is great, and furthermore, you can learn how to write a great case study yourself and how to use one to spice up your portfolio.
In today’s overview of useful case studies, we’ve featured studies that have recounted decisions made about particular design elements, as well as studies of full overhauls and their accompanying technical challenges. Most of them provide interesting insights into failures and successes, stories, workflows and design decisions made and rejected.
We must admit that this post is quite a long one, so we’ve decided to divide it into two parts to make it easier for you to navigate. Now you should be well prepared for a couple of late reading sessions over the next weekends!
Here is a quick list of the categories covered:
- Illustration, Graphics and Logo Design
- Typography
- Usability
- Advertising, Promotion and E-Commerce
- Redesigning Elements and Features
- Complete (Re)branding and (Re)design
- Content and Storytelling
- Technical Challenges and Solutions
- Workflow and Optimization
- Last Click
Illustration, Graphics And Logo Design
“Illustrator Full Spectrum Spirograph,” Veerle Pieters
Pieters talks about her experimentation process with spirographs, inspired by the work of Andy Gilmore.
“The Design Process of my Infographic About Women Cycling for Grinta!,” Veerle Pieters
Pieters shares her experience of the design process behind the infographic on women’s cycling that she produced for Grinta magazine.
“A Systematic Approach to Logo Design,” Adham Dannaway
Icon design can be time-consuming. Dannaway shows how to systematically approach a new logo design.
“(Re)building a Simplified Firefox Logo,” Sean Martell
Learn how Firefox’s logo was simplified to better fit its extended usage beyond a desktop Web browser.
“Five Details,” Jon Hicks
Jon Hicks shares the design process behind the Five Details Logo, including the design and choice of typography.
“Iconfinder Logo,” SoftFacade
SoftFacade completely reimagined Iconfinder’s existing identity and came up with a shiny and modern robot character. View the detailed design process.
“The Great Gatsby”
Like Minded Studio collaborated on the branding of “The Great Gatsby“. The aim was to develop a bespoke Deco styled logo reflective of the roaring 20s and Fitzgerald’s masterpiece. They also created a display typeface to acompany the main branding. Additionally read more about it following this link.
“Whitney Graphic Identity,” Experimental Jetset
In this case study of the Whitney Museum of Art’s logo, Experimental Jetset discusses the impact that a responsive logo can have on branding.
“My ‘Tour de France’ posters,” Veerle Pieters
Pieters created posters for the 100th edition of the Tour of France. She mainly used the French landscape which she had used for the ‘Tour de France Infographic’ as a starting point.
Typography
“Designing Type Systems,” Peter Bil’ak
To create truly useful designs, typographers need to examine not only how characters relate to each other within a style, but also how different styles relate to each other within a family. Peter Bil’ak discusses how to achieve this.
“Novel Constructions: The Making of a Typeface,” Christopher Dunst
Dunst shares the process behind the creation of the “Novel” typeface.
“The Development of the Signage Typeface Wayfinding Sans Pro,” Ralf Herrmann
Herrmann describes the development of the Wayfinding Sans Pro, a signage typeface that can be read from a long distance.
“The Making of FF Tundra,” Ludwig Übele
Übele shares the process behing making the FF Tundra typeface, which was highly inspired by nature.
“The Making of Magasin,” Laura Meseguer
Meseguer writes how she created Magasin, a typefaces inspired by fluid handwriting.
“Type Study” series, Adobe Typekit
Typekit features a whole series of case studies of typography:
Usability
“Social Login Buttons Aren’t Worth It,” MailChimp
Social login buttons are used by many apps today. MailChimp shares its own experience and considerations in using social login buttons.
“Usability in Icons,” Peter Steen Høgenhaug
Icons are used to illustrate a particular function, anything from information to actions. This article explains what needs to be considered when designing them.
“iOS Icon Design: A Designer’s Exploration,”
iOS icon design is not only difficult, but requires a lot of experimentation. David Killoy shares his experience of designing the icon for his note-taking app Notorious.
“The Making of Octicons,” GitHub
Octicons is a icon font made by GitHub. Five designers collaborated on the project, and they share how they built Octicons and what they learned along the way.
“Designing Facebook Home,” Julie Zhuo
On May 8th, the designers behind Facebook Home (Justin Stahl, Francis Luu, Joey Flynn and Mac Tyler) presented a behind-the-scenes look at their work at the Bluxome Street Winery for a small crowd.
Advertising, Promotion And E-Commerce
“How to Make Your Own App Promo Cards,” Mike Swanson
Swanson was inspired by Starbuck’s promo cards for giving away free apps and decided to make his own for an upcoming event. Learn how you can do one, too!
“The Art of Launching an App,” John Casey
You’ve made your first app! Now what? This study covers some tactics and lessons learned during one process of launching an app.
“How to Launch Anything,” Nathan Barry
Barry has launched five products in fewer than nine months. Read about the strategy that helped him generate over $200,000 in revenue from online products, starting from scratch.
“Selling My E-Book on Amazon,” Jonathan Snook
Several people predicted that 2013 would be the year of self-publishing. Snook shares insight into his eBook sales on Amazon.
“Increase Online Sales on Your Ecommerce Website,”
Headscape increased sales on Wiltshire Farmfoods’ e-commerce website by over 10,000% in only five years. What makes it even more special, the target audience is over 50 years old. Paul Boag shares his experience.
“Twitter Promoted Tweets,” MailChimp
MailChimp has made use of Twitter’s promoted tweets and shares insight into this experience.
Redesigning Elements And Features
“Visual Exploration Behind Signal vs. Noise,” Mig Reyes
37signals share the process behind making its blog special. This study is about how the company visualized noise and styled its blog categories in a unique way.
“Reinventing Our Default Profile Pictures ,” Jamie
Jamie talks about the process of finding the right default profile pictures for the 37signals website. It’s a great new approach to a very basic element.
“Login Screen Design: Behind the Scenes,” Simon Tabor
Good UX is not just about the main content, but also about little details such as log-in (and error) pages. GoSquared shares how it made its log-in experience exceptional.
“Save for Later,” Brian Groudan
All browsers support two functions: searching and revisiting. Groudan worked closely with Mozilla’s user experience researchers and designers to rethink how Firefox could better offer “saving for later” functionality in the browser.
“A Closer Look at Zoom,” FiftyThree
FiftyThree shares the design process behind the new zoom feature in its Paper app.
“Reinventing the Investment Calculator,” Alex Bendiken
Drawing from the book Money for Something, Alex Bendiken built a tool that lets users experiment and create a unique investment plan. It’s a UX study in turning a boring financial calculator into something you’d actually want to use.
“Getting Down to Business,” Teenhan+Lax
The Globe and Mail is Canada’s national newspaper of record. It serves millions of readers everyday with in-depth journalism and informed comment. Learn how Teenhan+Lax helped refresh and enrich the way users experience and engage with the news today.
“Olympics: User Experience and Design,” Nick Haley
Nick Haley shares the BBC’s design process of delivering the Olympics across desktop, tablet, mobile and connected TV.
“How We Built the Responsive Olympics Site,” Matt Clark
Matt Clark writes about MSN UK’s approach to delivering the Olympics digitally, from the brief to the finished design.
“The Anatomy Of A Successful Logo Redesign,” Belinda Lanks
Lanks summarizes how Jessica Hische had freshened up the new logo for MailChimp with a slight facelift. The new logo now looks new and fresh — more refined but just as playful.
“What I Want Out of Facebook,” Keenan Cummings
Cummings explains why Facebook fails him and what he wants to get out of it that would make it useful for his personal life.
“In Praise of Lost Time,” Dan Hill
Dan Hill talks about Facebook’s Timeline as an exemplary bit of interaction design that does little to advance the timeline formally. Yet it might alter the nature of human memory itself.
Complete (Re)branding And (Re)design
“How to Approach a Responsive Design,” Tito Bottitta
This article shows the design process behind The Boston Globe’s website, one of the most famous examples of responsive designs. Read about how Upstatement approached its first responsive design.
“Responsive Design Case Study,” Matt Berridge
This case study outlines the entire process of constructing the South Tees Hospitals’ website, a large responsive design containing over a thousand pages.
“Rebuilding a University Homepage to Be Responsive. Twice. In Less Than a Year,” Erik Runyon
This slideshow discusses how and why Notre Dame University’s home page was rebuilt twice in less than a year. You will find a recording of the talk below the slides.
“Yes, You Really Can Make Complex Web Apps Responsive,” Daniel Wearne
Wearne shares his experience in creating Adioso’s Web app, a complex yet accessible project. He covers the framework, responsive mixins, tables and future challenges.
“Designing a New Playground Brand,” Ryan Bannon
This case study shows the design process of Playground’s new brand. It covers the logo, overall website and vector animation process, as well as the core values and personality of the company. The extensive study comes in three parts.
“How House Parties Helped Us Design Potluck,” Cemre Güngör
The team at Potluck describes how it took inspiration from reality to design a “house party on the Internet.”
“Colorado Identity,” Berger & Föhr
Imagine someone hiring you to define your own identity. Berger & Föhr was hired to help create the new identity and visual brand of Colorado, the place they call home. Have a look at the work and logo they came up with.
“Building the New Financial Times Web App,” Wilson Page
Page talks about building the Financial Times’ new app, a challenge that many on his team believed to be impossible. He covers device support, fixed-height layouts, truncation, modularization, reusable components, Retina support, native-like scrolling, offline support and the topic of ever-evolving apps.
“Google Treasure Maps,” Alex Griendling
Griendling writes about the design process behind Google Maps’ treasure mode.
“Find Your Way to Oz,” HTML5 Rocks
This very detailed case study looks at the “Find Your Way to Oz” demo, a Google Chrome experiment by Disney. It covers sprite sheets, Retina support, 3-D content and more.
“The Making of the Moscow Metro Map 2.0,” Art Lebedev Studio
This study is about the design process behind the Moscow Metro map, a complex project that needed to meet the requirements of both Web and print.
“Skinny Ties and Responsive eCommerce,” Brendan Falkowski
Read and learn how GravDept redesigned Skinny Ties’ creative and technical direction to propel shopping on every device.
“The Design Thinking Behind the New Disney.com,” Bobby Solomon
Solomon shares the process of creating a Disney website that is flexible enough to showcase the widest range of offerings imaginable — in other words, a website that can do everything.
“Say Hello to the New ISO,” Andy Clarke
Clarke and David Roessli redesigned the website of the ISO (International Organization for Standardization) and share their experience.
“A Responsive Design Case Study,” David Bushell
The redesign of Passenger Focus takes advantage of the Web as an unique medium.
“BBC News: Responsive Web Design and Mustard,” Kaelig Deloumeau-Prigent
These slides address the core principles and the “cutting the mustard” technique behind the BBC News’ responsive website.
“The Trello Tech Stack,” Brett Kiefer
Read the process behind the Trello app, from initial mockup to a solid server and maintainable client.
“Responsibly Responsive: Developing the Greenbelt Website,” Rachel Andrew
Andrew writes about her front-end design decisions in rebuilding the Greenbelt Festival’s website.
“The Digital-Physical: On Building Flipboard for iPhone and Finding the Edges of Our Digital Narratives,” Craig Mod
Mod walks through the process of building the Flipboard app for iPhone and of finding the edges of its digital narratives.
“Page-Flip Effect From 20 Things I Learned,” Hakim El Hattab
This study shows how this team found the best way to achieve the feeling of a real-world book, while leveraging the benefits of the digital realm in areas such as navigation.
“Six Key Lessons From a Design Legend,” Kapil Kale
The GiftRocket team eventually recruited Mike Kus as a designer. This article shows why that decision took their website to the next level.
“Breaking The Rules: A UX Case Study,” Laura Klein
Klein shows how she broke all rules to create the great UX for Outright.
“7 UX Considerations When Designing Lens Hawk,” Christian Holst
Lens Hawk is a massive DSLR lens database. This article shares seven UX considerations that were made in its design process.
“The Story of the New Microsoft.com,” Nishant Kothary
Kothary shares his insight into making Microsoft’s new website. Also, check out Trent Walton’s perspective on the redesign.
“Behind the Scenes of the New Kippt,” Gannon Burgett
This interview about the work behind the new Kippt app covers the redesign process, the design principles and problems that the team faced, insights into the new era of Web app design, and where Kippt will head in the future.
“Crayola: Free the ‘What If’,” Daniel Mall
Dan Mall has put together a case study of the creation of the new Crayola application for kids.
“Campus Quad iPhone App,” Soft Facade
Soft Facade covers every aspects of the design process behind its Campus Quad app.
“How to Make a Vesper: Design,” Vesper
Learn how the Vesper app was designed and made.
“Betting on a Fully Responsive Web Application,” 14islands
Read about how 14islands took the Web app for Kambi, a sports-betting service, to the next level.
“AMMO Rack App Design Critique,” Alexander Komarov
An interesting study of the feedback process that improved the AMMO Rack app.
“Walking Through the Design Process,” Ian Storm Taylor
Taylor walks you through the design process of Segment.io, including the progression of mockups in Photoshop.
“Music Video ‘Lights’: The Latest WebGL Sensation,” Carlos Ulloa
Interactive studio HelloEnjoy built a mind-blowing 3-D music video for Ellie Goulding’s song “Lights.” Creative director Carlos Ulloa explains why the team chose WebGL and how it created various immersive graphic effects.
“Designing for Designers,” Kyle Meyer
Designing for other designers is different than working for regular clients. Kyle Meyer shares his experience.
“Adapting to a Responsive Design,” Matt Gibson
Cyber-Duck abandoned its separate mobile website and created a new responsive design.
“Grids, Flexibility and Responsiveness,” Laura Kalbag
Kalbag shares her thoughts on the redesign of her own website, including her choice of typefaces.
“Making of Typespiration,” Rafal Tomal
Rafal Tomal built Typespiration as a side project. Learn about the process from initial idea to finished WordPress website.
“Case Studies,” Fi
Design firm Fi has integrated case studies into its portfolio. The studies are very interactive and beautifully designed. Here are four of them:
More Case Studies!
Perhaps you are more interested in case-studies on copywriting, content and storytelling, technical challenges, or just workflow and optimization tips? Well, off we go to the second part of the overview. Now you should be well prepared for a couple of late reading sessions over the next weekends!
(al) (il) (ea)
© Melanie Lang for Smashing Magazine, 2013.
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Unlike many other industries, the Web design community is all about sharing knowledge and experience. Each of us is very lucky to be part of such a great and useful learning environment,...
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Fri, 19 Jul 2013 08:53:12 -0400
How I Earned A Lot More on Projects by Changing My Pricing Strategy
Before co-founding FreshBooks, I ran a small design agency. I felt like I was on a treadmill, billing by the hour, and not earning as much as I thought I was worth.
So I rethought everything.
The result was powerful: In 2004, I only worked 19 days, and made over $200,000.
The strategy change I’m about to talk about gave me the funds and the time to work on my startup. That startup would later become FreshBooks, which we were able to grow to over 5 million users.
So, how did I do this?
I wrote a book about how I did it (you can get the book for free) but essentially, I moved from billing by the hour, to billing based on the value I delivered to my customers.
Sounds like a simple enough change, right?
The truth is that value-based pricing did not mean slapping a bigger price tag on the services I delivered.
It meant thinking about my design business in a whole new way, and changing the way I worked with my clients.
Here are five ways I changed my thinking and the way I worked.
Don’t Present Price Up Front
Most clients want to know what your prices are up front, and a lot of service providers feel obliged to give an answer.
But I found that starting the conversation with the price leads you down a bad road.
Why? It puts my needs ahead of the client’s. It emphasizes what I want out of the relationship, not what they want.
Not a great way to build trust.
Presenting the price of your services at the start also means you aren’t able to really get to know the client and what they need help with most.
So, instead of spitting out my rates at the start, I would tell the client that I first needed to understand what they wanted.
Doing that earned their trust because it showed them that I was interested in understanding their unique problems and crafting them customized solutions based on what I learned about them and their needs, rather than trying to hawk them cookie-cutter solutions that I sold to all clients.
Find Out What the Client Really Wants
With the question of pricing off the table for the time being, the client and I would begin to explore what they wanted.
I’d probe for opportunities to improve their business with my help — specifically their biggest pain points because those would be the things they’d be most motivated to solve.
I’d try to get at their serious challenges. Are their sales trending downward? Are they facing new competitors?
My objective was to make sure we were both clear about what results they’d like to achieve.
A lot of the time, we would end up talking about a project that was more involved than what the client first had in mind.
For example, I would often redefine a project from simply a paint job for their website to transforming their site into a marketing and selling engine that could help them hit revenue targets. If we had talked about price up front, we probably wouldn’t have gotten there.
When clients have your fees at the top of their mind, they’re not likely to be as open, boundless, and creative with their thinking and vision for the project.
Position the Price as an Investment, Not an Expense
If you start the conversation by throwing out a price, you’re just an expense.
Nobody likes expenses, so clients — typically entrepreneurs and businesspeople — try to keep them as low as possible.
By following my process, I was able to position my fees as an investment rather than as an expense.
That’s because the price would be directly connected to something the client wanted to achieve — it would be a means to help them get results.
When you position your price this way, the client merely wants to know that the investment is a sound one.
As an example, if I was proposing to build a website capable of creating an additional $100,000 of profit annually, I would ask the client to make an investment of $40,000 in their website.
Essentially I based the price on the expected value to my client, not on how long it would take me to do the work.
That’s a great deal when you think about what a new site is going to deliver for the next several years, for most businesses.
You might be wondering now what you can do if the value of the project can’t be measured in dollars.
When that’s the case, try to connect the price to a tangible, measurable benefit.
You’ll probably get some helpful information if you ask questions like What does success look like to you? and How are you going to know you’ve achieved what you want?
I often used the question How much is a new customer worth to you? This question made sense because SEO was often part of my design services, and frequently, the value they gave was more than the cost of my services.
So if I could help the business get even one more new customer, it was a good investment to hire me.
But sometimes the client didn’t know how much a new customer was worth to their business. That then opened the door to a project to help them analyze their marketing channels and get some key metrics to measure performance in place, which in turn created more value for them. Yes, this would cost more, but it was also a fantastic investment for the business.
Present Several Options
If you give a client a single price, you’re asking them to accept or not accept your price. The discussion becomes a simple "yes/no" ordeal. Instead of just giving my client these two options, I’d present my project proposal like a menu or a pricing table — with multiple components that had distinct prices.
Some components were optional, but some were required because they were fundamental to the project.
Together, all choices would address the business needs and goals they shared with me during our initial conversations, and I’d offer different solutions at various depths.
I wouldn’t haggle on price. If a client wanted to pay less, they had to choose to have less value delivered.
That put the clients in the driver’s seat where they could make an informed decision — one where they were clear about the trade-offs.
Create a Virtuous Cycle
Following these news ways of working and thinking had a number of positively profound effects on me and my design agency.
For one, in order to help my clients solve their big issues, I would often have to learn new things and develop new skills, which increased my value in the marketplace.
For another, I was no longer competing with other service providers on price. My clients stopped seeing me as a commodity, someone with an hourly rate that they could compare to somebody else’s.
Instead, I was competing based on distinction; on the unique, customized ways I could help my clients reach their goals.
I should add that you have to be careful not to get in way over your head by over-promising and under-delivering.
If I felt my agency couldn’t deliver the full solution, I saw that as an opportunity to partner with another service provider. I would pay them for the work, developing a lasting business partnership along the way. And in the process, I’d learn about their area of expertise to get better at both selling and delivering it to my clients.
I also learned that it was okay to say no to clients who don’t see the value I presented. Clients who want to grind you down on price only lead you to other low-quality clients. It’s a vicious cycle that lots of web professionals get trapped in.
One way out is by focusing on clients who are willing to pay for the value you deliver, because they’ll lead you to other clients who have other exciting projects, thus creating a virtuous cycle for your design business that will take you upmarket.
Parting Words
The five key concepts I discussed helped me earn more as a designer, and ultimately they enabled me to focus on FreshBooks and get it off the ground.
If you’re interested in learning more about value-based pricing, the book I mentioned earlier is called Breaking the Time Barrier: How to Unlock Your True Earning Potential, which saw 87,031 downloads in the first month.
You can read the book for free here.
Related Content
About the Author
Mike McDerment is the co-founder and CEO of FreshBooks, a simple-to-use, cloud-based accounting solution designed exclusively for small business owners. Since launching in May 2004 from his parents’ basement, FreshBooks has helped more than 5 million people send and receive, print and pay invoices.
The post How I Earned A Lot More on Projects by Changing My Pricing Strategy appeared first on Six Revisions.
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Before co-founding FreshBooks, I ran a small design agency. I felt like I was on a treadmill, billing by the hour, and not earning as much as I thought I was worth. So I rethought everything....
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Everyone loves a good WordPress theme. Whether you use it straight out of the box, or as a starting point for your own design, themes are a great way of achieving results quickly and on a budget.
