I am often surprised that so many brands send out direct mailers with no easy link between the physical and virtual experience—and no clear call-to-action or incentive to make a purchase.
The more unknown unknowns there are in a design brief or system requirements, the more time is required to understand the core problems in order to design a suitable solution. Keeping things lean enables you to stay nimble, iterate faster, and grow more sustainably.
With any complex process, it’s important to separate pre-prescribed solutions from the ultimate goal. It’s important to fully understand the problems and the “whys”—and to avoid jumping to preconceived conclusions. Especially when problems aren’t fully understood in the first place.