Design ASAP

Imagine this scenario: You're tasked with designing a new interface for a client. The product manager says, "We need the interface design ASAP." You pull all-nighters to perfect the layout for development, only to find it sits untouched for a month. Turns out, the design was needed merely as a visual aid for a client presentation.

Isn't it interesting how deadlines often feel like arbitrary pressures rather than strategic milestones? A deadline should always be tied to a specific event—a product/feature release (or part of it), a client meeting, launching a marketing campaign, or submitting for approval.

For effective teamwork, especially in startups, making the nature of a deadline transparent is crucial. As designers, understanding the true purpose behind a deadline allows us to allocate our efforts strategically.

Had the actual need been communicated, a simple mockup or a collage of screenshots would have sufficed—a task that takes hours, not nights. While awaiting client feedback (which might take weeks if they're on vacation, ofc they are), you could refine the design at a sustainable pace. By not rushing, you'll be more receptive to the inevitable edits that will come—because in a startup, change is the only constant. The less you hurry, the more engaged you'll be with the feedback process, enhancing the final product without the burnout.

Understanding the real purpose behind deadlines helps us think strategically, work systematically, and adapt effectively—all while maintaining team morale. It's not just about meeting a date; it's about aligning our efforts with actual needs to achieve the best results.