We work with a set of principles that guide our design process and decisions. They help keep us on track when designing products and interfaces that people use everyday.
The most important part of the design process is feedback. If the ideas are not out of your head and on paper, they are harder to communicate and harder to get feedback on. Start with pencil, pen, marker, whatever, just get the ideas out and let the conversation take over.
Existing customers, potential customers and Subject Matter Experts (SMEs) are the best source of research and insights. We always look to engage them through the design process were possible. But being the people we are, curious and forensic thinkers, it's even better when we know first hand what it's like to be the customer. To understand the thought processes, pain points and unknown issues of a product or service, that's what enables true understanding and empathy.
It seems obvious right, but it's hard when you're knee deep in wireframes and prototypes to really see the friction, because sometimes you build the friction without knowing. Our internal review processes and user testing methods are designed to drive out complexity and remove friction points in the experiences, allowing us to build products that are more enjoyable and easier to use.
Bring it to life is about putting the experience in context. If you're creating mockups, mock then up held in a hand on on a device in the situation it will be used. If it's a prototype, make the interactions feel as close to the final product as possible. It its paper prototypes, fold the paper, cut windows, push it slide it etc to make it as real to life as the timeframes will allow. Each of those interactions increases the uptake of a concept or idea and adds value to the feedback.
Ever had that experience where there are two many steps in a online form or a shopping cart process, it doesn't feel like a conversation, a natural progression of steps or path on a journey? That's what happens when the attention isn't paid to those interactions as being important, important enough to feel natural. Gestures in an applications that are intuitive, work as expected first time, that's what we mean by "More human than digital". Thats what we strive for in all aspects of our projects.
Best best thing about being a small team, is that our team members talk directly to the clients, hear the feedback directly. No filtered information, lost in translation.
Our ambition is to create digital products that people are happy to use everyday. To do this we're creating a great work environment where staff can grow and experience a broad range of interesting projects they are passionate about.
We aim to walk the talk and release our own products to market, at least one per year from 2014 to experience the pains our clients go through first hand. Insights, MVPs, market traction, functional changes, marketing and sales.
Our goal is to grow to 15 people in 5 years. A team big enough to tackle large projects whilst nimble enough for small businesses and startups. A team small enough to know each other and trust them in their skills and teamwork.
Fluency started in 2010 with a few but noteworthy direct clients (Westpac, SBS, Bupa, etc) and picked up overflow work from creative agencies (Reactive, Razorfish, JWT, Folk, Droga 5, etc. ). As the direct client base grew we started to work closely with a company called MW-creative who had similar clients (St. George, Clarence Street Cycles, Bupa, JWT). With the two directors knowing each other since university, we worked well together feeding on competition to be better than the other and sharing skills and knowledge.
Our passion to create digital experiences that live longer than advertising materials and make products better, not only lead us away from agency land but brought us together and grew our client base. In 2012 we joined together under the one banner as Fluency. Since then we've gone on to create some great work for some brands you would have heard of and hopefully experiences you use everyday (Westpac, SBS on Demand platform, Nabtrade, Crust Pizza mobile app, to name few.
