How engaging stakeholders throughout the design process drives better outcomes and builds ownership
The idea behind collaborative design is simple: involve multiple stakeholders to create relevant and effective solutions. Co-designing isn’t just about checking a box for “feedback” — it’s about incorporating insights from the very people who will work with or benefit from the design. But does this mean that everyone is a professional designer?
No. Just because we each bring our own aesthetic preferences and interaction habits doesn’t make us all design experts. But it’s precisely this diversity of perspectives that makes collaborative design so powerful.
At Standard Beagle, with a small team and often limited resources, co-design with stakeholders has become essential. It’s not only about maximizing input but also about harnessing ownership and encouraging fresh ideas.
Collaborative design isn’t new, but the way we approach it at Standard Beagle offers unique benefits. By inviting our developers, project managers, marketing, and sales teams into the design process, we keep our ideas fresh and stay out of design ruts. Each of these voices brings something different, and that’s where the magic happens.
Here’s how we make collaborative design work and why it matters.
Invite everyone to the table
One of the first steps in collaborative design is to ensure that all voices are present from the start. At Standard Beagle, we believe in inviting everyone — project managers, developers, marketers, and even the sales team — to brainstorming and early ideation sessions. This isn’t just about getting feedback later in the process; it’s about building ideas together from day one.
For example, our developers can weigh in on the feasibility of design ideas, helping us avoid creating something visually appealing but technically challenging. When we talk through potential designs with developers present, we get practical insights right away.
Collaborative design breaks the outdated notion of “handing off” a design, which can lead to disconnects between design and development.
No passive participants
In collaborative design, everyone plays an active role. Our team members don’t sit back as passive observers; we ask them to dive in alongside the designers.
One of our favorite techniques is timed sketching, where everyone, regardless of their design background, creates quick, rough sketches. We often do this as a warm-up exercise, challenging participants to generate as many variations of a concept as possible. It’s a fun, dynamic way to push beyond the first idea and spark creativity. In these sessions, we’ve seen non-designers add elements that became central to the final product.
Collaborative design isn’t just about involving people; it’s about making them contributors.
Ask probing questions
A core aspect of collaborative design is encouraging curiosity and challenging assumptions. If someone suggests, “Make the logo bigger,” we ask, “Why? What are we hoping to achieve by making the logo bigger?”
Often, the initial suggestion is a symptom of a deeper need — maybe there’s an issue with brand visibility, or something feels imbalanced on the page. This questioning approach helps us refine our designs based on genuine needs rather than surface-level fixes.
Similarly, if a color doesn’t feel right, we dig into why it’s not working. Does it clash with the brand’s image, or is it competing for attention with other elements? By asking these questions, we’re engaging in true collaborative design, bringing out insights that inform better decisions.
Define the scope of feedback
One challenge in collaborative design can be scope creep during feedback sessions. To avoid this, we set clear expectations about what feedback we’re seeking in each meeting.
For example, if we’re looking at the layout of a new interface, we make it clear that feedback should be about structure, not color or typography (unless that’s specifically what we’re focusing on).
Having these guardrails prevents the discussion from veering off track and helps the team stay focused on the design element at hand. Without this clarity, it’s easy to end up in a loop of “what-ifs” that ultimately consume time and energy without advancing the project.
Acknowledge the designer’s role in final decisions
While collaborative design emphasizes group input, the final decisions still lie with the designer. At Standard Beagle, we make this clear to everyone involved in the process. When stakeholders understand that their role is to enhance, not control, the design, it makes the collaboration smoother and more productive.
The designer synthesizes feedback and insights, combining them with their expertise to create a cohesive, effective product. Collaborative design thrives on contributions, but ultimately, the designer is responsible for translating those contributions into a unified vision. This distinction allows everyone to participate fully without stepping into each other’s territory.
Fostering a culture of respect and appreciation
Collaborative design works best in an environment of mutual respect.
In our sessions, we recognize the value each person brings, whether it’s technical know-how, marketing insight, or an understanding of user behavior. Respecting these different perspectives ensures that all team members feel valued, which, in turn, motivates them to offer their best input. It also fosters a stronger sense of ownership across the team, as each person feels they contributed meaningfully to the end product.
Collaborative design becomes less about individual credit and more about shared success.
Learning from each project
With every collaborative design project, we learn new ways to streamline the process and maximize input without compromising efficiency. For example, we’ve developed tools to capture everyone’s feedback in structured ways — whether that’s through shared online boards, feedback forms, or sketchbooks we revisit throughout the design.
Over time, we’ve become more agile in handling feedback, spotting patterns, and making sure the best ideas rise to the top. This evolution is a testament to the power of collaborative design in not only refining our process but also in building a culture where everyone feels invested in our projects.
Why collaborative design works
Collaborative design brings out insights that wouldn’t emerge from a single perspective. By working with a mix of technical, creative, and strategic thinkers, we can identify potential issues earlier and brainstorm innovative solutions. This approach prevents us from getting too close to our ideas, letting us see possibilities we might otherwise overlook. For a small team like ours, this means delivering designs that not only meet our client’s needs but also exceed their expectations.
Ultimately, collaborative design is about building a foundation of trust, curiosity, and shared ownership. We don’t just involve stakeholders; we make them partners in our process. So yes, in some ways, everyone on our team is a designer. But we’re all designers in our own unique ways, contributing to a collective effort that’s more powerful than any single vision.
Ready to embrace collaborative design?
If you’re interested in exploring collaborative design for your next project, we’d love to help. With our structured approach, we ensure that every voice is heard and that the design reflects both your needs and your audience’s expectations. Reach out to learn how collaborative design can transform your project.
