Interview With Grace Smith of Post Script 5

Grace: Sure, I remember creating sites using Geocities when I was a lot younger, so it feels like I’ve been ‘online’ for a long time! Although I didn’t start designing properly until my first year at University.

After I graduated with a Multimedia Design Degree in 2005 I started work as a graphic designer for a local print company. Concentrating so much on print work made me miss working online though, so after a year I started to freelance in my spare time and build up both my contacts and portfolio to the point where I could freelance full-time. I then formed Postscript5 – a small but perfectly formed design studio here in Northern Ireland, which has now been in existence for over 3 years.

I work with individuals and companies based mainly in the UK and USA, on a diverse range of projects from branding and blog design to application UIs.

Grace: It gave me a solid foundation to the basics and introduced me to CSS which has been the most beneficial. However I feel that I’ve progressed much faster through teaching myself over the years. I personally don’t feel a formal education is necessary to succeed as a freelance designer, as most of the skills that I use everyday have been self taught.

In essence a formal education is only designed to equip you with the necessary skills to enter the working world and that the learning isn’t supposed to stop when you graduate.

Achieving a Degree was only a stepping stone in my development as a designer but it’s my motivation to constantly learn new skills and techniques that has made the most impact on my overall experience and ability as a designer.

Grace: I use a consistent documented process for each project which is constantly being refined. It includes the following phases:

Phase 1: Consultation
Tools Used: Wufoo (Previously Microsoft Word)

I start with a discussion with the client on the scope of the project which provides a solid foundation and understanding of the project as a whole. The project is then defined using the Creative Brief (a Wufoo form). This is a questionnaire which gathers the essential information about the project and helps me determine the estimated timeframe, costs and expertise required.

I recently switched to Wufoo as it is a much more maintainable method of collecting the necessary information, also their forms rock!

Phase 2: Discovery

Once there is a clear concept for the project, it moves into discovery and research. I get to know and understand the exact needs of the project along with research into users needs and goals, target audience or demographic until there is a complete outline. I also build up a thorough picture of the personality and intended style of the website.

Depending on the scale and complexity of the project we may then move into creating a visual sitemap of the project which is essential for organisation of content on larger projects.

Phase 3: Wireframes
Tools Used: Photoshop & Mockflow

I then create sketches of the layout which are turned into wireframes (depending on the project this is either done using the Greybox Method in Photoshop or Mockflow). These are then reviewed and approved before the design process begins.

Wireframing is an essential part of the design process as it gives a stragetic view of the positioning of elements within the layout and shows how the content will flow on the page. I also use it to iron out any problems or missing elements, and acts as the blueprint for the content, design and construction work that comes later.

Phase 4: Design
Tools Used: Photoshop & Notable

Once the wireframes are approved the project moves onto the design phase. The wireframes are taken and given the design treatment and polished. They are then presented for feedback (using Notable) and iteration as necessary until approved.

Phase 5: Implementation
Tools Used: Coda & Mamp

I then build the design into working prototypes using CSS and XHTML (all according to accessbility guidelines). These are presented (using a subdomain and when necessary a WordPress testing ground), and given feedback on all aspects of the build. I then work with the client to polish and tweak until the build is finalised and complete.

Phase 6: Testing and Launch
Tools Used: Parallels & Browsercam

Although the project is tested through each stage of the build, this stage involves a complete usability test across all platforms and browsers, checking for cross-platform functionality and appearance. I use a combination of my own testing environment and Browsercam to do a complete check, with the results forwarded onto you for review. We are then ready for launch!

Phase 7: Monitoring and Maintenance

Once the site is launched I will do a thorough link check and monitor the site for 7 days to squash any potential problems that may arise.

Although I follow this process closely for all design projects, it will depend on the particular project and some steps may not be necessary.

Grace: Admittedly it’s not always easy to manage my time as effectively as I would like, however I find that by implementing a few steps I’m able to manage my time quite efficiently, as outlined below:

1. Side Projects

I’m a big believer in side projects. They allow a designer/developer to experiment and challenge themselves, however they can take up a huge amount of time if not planned correctly.

The projects I run, including: CSSLoaf & The Freelance Feed, have been created in such a way they are extremely easy and quick to maintain. Both take approximately 1 hour a week each to update which means although they both have a good sized audience and are regularly updated, they don’t become a time sink.

2. Blog & Twitter

With my blog, I write most of the articles over the weekend which leaves my week focused on Postscript5. Most of the research that goes into an article is done over the course of a few days or a week. This is accomplished using a Text document which sits in my Dock which is used to gather snippets of research, thoughts and notes. This is done on an ad hoc basis, meaning I don’t have to take huge chunks of time out to research. I’ve also found using this approach the article feels more organic and flows better.

Twitter is an amazing tool but it can also be a huge distraction. You will probably notice from my timeline that I tweet most often in the late afternoon or evening, as this leaves the majority of my day distraction free. By following certain feeds and groups, I can catch up on a general selection of information or links that were tweeted throughout the day.

Being active in the community for me personally is essential, and being able to join organised Twitter chats like DCTH or just having a conversation on Skype with a fellow designer or developer keeps me grounded within the industry and inspired.

Grace: My favorite trend would have to be the focus on Typography that has really taken off within the last two years. It means more and more designers are putting more thought into the typography they use and now understand that the details of a typeface can inject meaning into a design.

The implementation of the new @font-face CSS property now allows designers to link to any font file and pull it into a webpage. Also with thrid-party font services like Typekit, Typotheque and Kernest, we now have more options than ever before.

It’s already started but what’s slowly taking place is that more and more designers are establishing themselves alongside the already well known figures within the industry. People like Tim Van Damme, Sarah Parmenter and Elliot Jay Stocks (to name just a few) are paving the way for the new breed of designers and thinkers. It’s great to see events (for instance DIBI) with a lineup of new and refreshing designers and developers alongside established speakers. The reason I think this is particularly exciting is it allows those new to the industry to see it’s achievable to really have your say and share your thoughts and ideas within the design niche and that it’s not closed off.

Of course we all hugely respect and admire the fantastic people who have helped shape and form the web design industry and best practices, but it’s exciting to see a variety of other talented designers share the spotlight and inspire a whole new generation.

Grace: There is so much advice I could offer to young entrepreneurs and freelancers but I will focus on what I believe to be three key points:

(1) Define Your Services – It’s perfectly fine to be a ‘Jack of all trades’ but while you may offer a variety of services, you really want want to be known as “The (insert speciality) Expert”. In order to do this you need to clearly define what you rock at and then communicate it in everything you do.

(2) Get Networking – Real, proactive networking isn’t about boring sales pitches or sharing what you had for lunch on twitter, it’s about building genuine connections. Sharing information and experiences across your social networks (and blog if you have one) will help strengthen your business and as importantly, will prove your knowledge and value to others. You need to actively engage with others and participate. It will take time but you will notice your visibility will improve and others will start taking note of you and your business. Of course one of the most important elements in being successful in networking is to inject your personality!

(3) Build Your Brand – It’s been talked about so often, it’s nearly become a cliche, but building your brand is important. Your aim is to expand your network and provide value to build awareness, trust and reputation in your brand. For any entrepreneur this means developing ongoing, genuine and valuable interactions between your target market and your brand.

By genuinely and sincerely engaging others and proving to be a valuable person in peoples’ networks and a thoughtful contributor to the community, you will be rewarded over the long and short term.