Design strategy
Design strategy goes beyond aesthetics. It's about understanding user needs, business goals, and market trends to create effective design solutions. A design strategist bridges the gap between design and business, ensuring that design decisions are aligned with overall objectives and deliver measurable results.
What to look for in a design strategy freelancer
When hiring a design strategy freelancer, look for a strong portfolio showcasing a diverse range of projects. Seek evidence of their strategic thinking, problem-solving abilities, and communication skills. A good design strategist should be able to articulate their design rationale clearly and demonstrate how their work has achieved tangible outcomes for previous clients. They should have:
- Proven experience in conducting user research and analysis
- A strong understanding of design principles and methodologies
- The ability to translate business requirements into design solutions
- Excellent communication and presentation skills
- A portfolio demonstrating a data-driven approach to design
Main expertise areas
Design strategy encompasses various specialisations. When briefing a freelancer, consider which areas are most relevant to your project:
- User research and analysis: Understanding user behaviours, needs, and pain points.
- Brand strategy: Developing and maintaining a consistent brand identity across all touchpoints.
- UX/UI strategy: Designing intuitive and user-friendly interfaces for digital products and services.
- Service design: Optimising the user experience across multiple touchpoints in a service journey.
- Content strategy: Planning and creating engaging and effective content that aligns with business goals.
Relevant interview questions
Prepare insightful questions to assess a freelancer's suitability:
- Describe your design strategy process. How do you approach a new project?
- Tell me about a project where you had to balance user needs with business goals. How did you achieve this?
- Share an example of a project where your design strategy led to measurable results.
- How do you stay up-to-date with the latest design trends and technologies?
- What design tools and software are you proficient in?
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the freelancer's strategic thinking and problem-solving abilities.
- Look for case studies that demonstrate a clear understanding of the client's objectives and how the design solution achieved those goals.
- Check testimonials and references to gauge their past performance and professionalism.
Potential red flags
Be mindful of these potential red flags:
- A portfolio lacking diversity in project types or industries.
- Inability to articulate design rationale or demonstrate strategic thinking.
- Lack of understanding of user research methodologies.
- Poor communication skills or unprofessional conduct.
Typical complementary skills
Design strategists often possess complementary skills that enhance their effectiveness:
- UX/UI design
- User research
- Visual design
- Branding
- Content strategy
- Project management
What problems a design strategy freelancer can solve
A skilled design strategy freelancer can help your business overcome various challenges:
- Improving user engagement and satisfaction with your products or services.
- Creating a consistent and compelling brand identity.
- Developing innovative design solutions that differentiate you from competitors.
- Optimising the user experience across all touchpoints.
- Aligning design decisions with business objectives to achieve measurable results.
Example 1: Re-designing a mobile app
A design strategist can lead the re-design of a mobile app, conducting user research to identify pain points and opportunities for improvement. They can then develop a UX/UI strategy that addresses these issues and creates a more intuitive and engaging user experience, leading to increased app usage and customer satisfaction.
Example 2: Developing a new brand identity
A design strategist can play a crucial role in developing a new brand identity for a company. They can conduct market research to understand the competitive landscape and identify opportunities for differentiation. They can then develop a brand strategy that defines the brand's values, personality, and visual identity, ensuring consistency across all marketing materials and customer touchpoints.
Example 3: Improving customer journey for an e-commerce website
A design strategist can analyse the customer journey on an e-commerce website, identifying areas for improvement in the user experience. They can then develop a service design strategy that streamlines the checkout process, improves product discoverability, and enhances customer service interactions, leading to increased conversions and customer loyalty.
