BAD TO GOOD
Between a bad ‘before’ and a good ‘after’, is a ‘working through it’ period, or a design process.
The working through it period is when we try out different design ideas and consider different approaches.
From the initial design brief, our team create something based on our discussions. After this initial design draft, your team and our team can see what goes well and what is not working.
Reviewing and learning from each design iteration and moving toward the ideal design is the same in many developmental processes.
Even with a clear design picture in mind, it should naturally involve some mistakes, learning and redrafts to get to a good ‘AFTER’ state
COMMIT TO A STRONG AFTER
Sometimes people complain about the design process and of the iterative process specifically.
This may be because it tends to be true that people are happier with nothing at all than with something imperfect, even though it would be more logical to have the imperfect thing.
That kind of thinking does not make sense, so don't let an ‘almost’ good iteration distract you.
Work the process, communicate what is not working or raising concerns and commit to a strong ‘AFTER’ result.