Sep 28 2009
Some organizations - non-profits especially - set up "design committees" to spearhead design projects, be it websites, logos, brochures, etc. Nine times out of 10 what they end up with is less than decent (here's a prime example). And that's unfortunate given the time everyone will have put in. But why is it that committees don't work?
1. Each individual wants to be included
Committees, quite obviously, are comprised of individuals. And as nature would have it, each individual wants to see their idea included in the final result. The problem with this is that the design process becomes more about ego rather than the goal of the project. You know, the whole "too many cooks" syndrome. Ego should never be part of any design solution.
2. Group thinking will often trump expertise
This isn't always the case, but with a strong-headed enough committee, no matter what the designer or developer says, the group will want it done a certain way. This reduces design down to a commodity rather than a partnership between client and designer. A group dictatorship, if you will. The issue here is that more often than not, the people that make up the committee will not be experts in design, usability, SEO or any other field that is necessary for the particular project, resulting in doing things just because the group says so, rather than doing them because they'll engage the user, enhance the brand, convert more leads, or some other metric. Again, that's not to say that this always happens, but it's not unheard of.
3. The project will take 3 times as long to complete
In an attempt to idealize democracy, the design process is considerably slowed as every participating member waits for each other's thoughts and feedback. If someone is on vacation or can't make a meeting or conference call, chances are the feedback will have to wait until everyone has had their say. This almost always ends up in missed deadlines (that were probably too tight anyway) and a lot of disappointment. Do I need to mention that the designer will often get blamed?
4. No accounting for the end-user
Part of great design is creating a result that engages the end user. When a committee is involved, very little, if any, consideration is given to how the viewer will use or perceive the finished product. Instead, it becomes a battle of "Well I think it should be X instead of Y." That's never a good thing. The needs of the end user (or users) must be accounted for. Design committees rarely do this.
Are all committees bad?
Perhaps I don't need to say it, but I will: this doesn't mean all committees are bad. I'm sure there are plenty of designers who have good experiences with design committees. But the truth is, those are few and far between. If the designer/design team is brought on early enough and can educate the committee on the nuances of the project, a successful project is very likely. However, if a design committee is formed first, designer hired second (or third), there will inevitably be a lot missed and overlooked.