Too much, too early
Last week, we were in a discussion about a new mobile web interface for a client. We were looking for feedback on the design. The initial design was presented and we expected to get feedback about the usage of screen space and the navigation model or flow if you like. Instead we received a lot of feedback about the lack of brand identity and proper use of colours. Looking back at the situation the design was already too much like a realized interface, which hinted towards the wrong discussion. We should have had a much rougher prototype of the interface where the design was sketchier to get the focus on the right (lower) level of the design, not on finalizing it...
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Too much, too early.