The End of Client Services

It’s not sufficient to just publish a narrative to the Internet. You have to build an experience around it, a system that lets the user experience the narrative but also one that responds to his or her inputs and contributions. Basically, to create anything meaningful in digital media, you need to think in terms of a product, not just a story.

However, it’s very hard for a design studio to create digital products on a contract basis because the messy timelines and continual course corrections that are required to launch a truly effective software product are anathema to the way clients like to be billed. No matter what a design studio promises, it’s very likely that in its first iteration a digital product will take longer to complete, will cost more, and will be less effective than originally promised. The most critical time for designers to be involved in a digital product is all the time, but it’s perhaps most important for them to stick around after the launch, when they can see how a real user base is using it, and then amend, refine, revise and evolve it. But it’s at just about this time that most studios are preparing invoices and shuffling their staff on to other clients’ projects.

I had this experience when I was doing services work, and I knew so many other people who did as well. The familiar refrain was, “We designed a great first pass, but our contract ended and we weren’t able to stick with the product. Now the client has gone off and made so many changes without us.”

What’s more, it’s not as if the services model works so well for clients anymore, either. It’s one thing to manufacture a widget and turn to a design studio to create a logo, a package, a brochure for it — to basically tell its story. But more and more, every business is becoming a digital business, is responsible for digital products. If a company is not able to design, develop and maintain their own products without outside help, then what kind of future does that company have?

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