Speculative design may seem like a good idea to many people when they are in the market for a new website design. Some of them even go down the path of holding design contests, which is probably one of the worst things you could do.

What people don't realize is that speculative design is both bad for the design firm, and yes the person looking for the best design for their website. But why? Why are so many design firms, including the two I work for refusing to do any work without getting sign-off and a down payment first? Is it because they are worried about loosing money and design time?

It's all about the sale and the money

Speculative design is like a fight, a fight that no one is going to win. When you get 4-5 different design companies fighting the outcome isn't going to be what it should be. The outcome is going to be what the client thinks looks best.

But why is that a bad thing, it's a good thing isn't it?

Well it really should not matter if the client likes the design or look of his website or not. It should come down to whether or not his customers like the design/usability, and if it fits and displays the product the best way possible.

Being a good designer is all about using your skills and years of experience. You should be able to teach the client what you know about designing and building sucesfull websites, and pushing the client to make better well educated decisions. Not what he thinks looks best.

Sadly none of these things will happen with speculative design. The design firm will just show you what you want to see, and not help you show your product in a way that makes sence. They will see and hear what they want to, but not would they should, and in the end they will have a website that fails to meet their businesses needs.

It's rushed and uninformed

Speculative design from what I have experienced is always rushed. Rushing a design is never a good thing. When you rush you get sloppy, and you're in a totally different mind set, you're not focusing on what you should be.

When rushing and being totally uninformed about the websites products, goals, objectives, brand personality, etc.  you cannot and will not be able to create a successful website, and this will snowball and the websites products/services will not do well as a result. And This will make the client less money.

It wastes time and money 

Lets face it, this one is self explanatory and obvious but it's important.

In order for any business, to remain in business they will have to somehow recover the cost of making the sale. This is even more true with speculative design. When and if you get the job you will have to parlay the costs so far into the project.

But if you don't win you will have to make up the costs elsewhere. Got any ideas? The word S.O.L comes to mind...

Holding a "design" contest

This is just totally wrong. And it's funny how many big companies and blogs go down this path. It seems like it would be a good idea though right? Have a contest and let you're readers and followers make a ton of different designs for you to pick from.

Why this is really a bad idea is because like I said before, the majority of major design companies will not do work without a signed contract. Instead of having professionals designing your logo or website you will have less exerpienced "noobs" (for lack of a better word) designing for you. The outcome will not be pretty.

Want an exmaple of a failed design contest? Click here.

How can I get the sale without it?

Well I think the answer is obvious. Put together a really good portfolio showing many different design examples of what you have done in the past. Having a good variety of topics and categories will really help.

Also when giving examples show what you did with the project. What of your services were used, etc. Give good examples of what you can do for the client and their design.

Conclusion 

Speculative design will fail every time. There is no communication with the designer and the client.

How is the designer going to make something that is truly going to work if he knows very little about the product and it's target audience/users.

About the Author

Adrian Balkwill is a web designer and a user interface designer for a software/web design company located in Canada, he is also the founder of Blogfullbliss. It is his goal to make Blogfullbliss the best source on the web for design/technology related articles and tutorials. 

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