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Interactive projects start innocently enough… a few wire-frames, examples of related functionality, some polished comps, maybe even a robust prototype or two. But the reality is that folks want to fast-forward to the end… and that is when the real work begins.

“You know… I will know when I see it, feel it, hear it and can play around with it. Then I can show it to a few others and let them do the same. Then I can give you feedback.”

You know what? They’re right.

You can call this Client-Doesn’t-Know-What-They-Want syndrome, but I prefer to use a phrase lifted from the 9/11 commission: “Failure of Imagination”. And it is a condition that affects everyone in the industry, whether designer, programmer, manager or client.

Historically, the technology has not been there to support this cut to the chase.

A console game needs character art, game play mechanics and level design before someone can “play around with it”. Ask any game developer, and they will admit they (or you) really don’t know if a game is fun or not until all the pieces are in place together.

In interactive design, tools and platforms such as Flash, Java Script, AJAX, Wordpress and Facebook offer the potential of near-instant feedback and execution.

As an interactive designer, I used to chalk it up to the world being impatient when a client wanted to see the final version right away. But then I realized – I am just as guilty. We designers don’t imagine – we try out 14 different color schemes or 22 ways to situate a 3rd party logo on the header. Then we show clients the best two options to choose from.

In my experience, I see the processes proposed early in the days of the internet dying out. Stepping clients through rigid or formal phases and methods is tedious, but also has a dangerous consequence – it ultimately may not serve the end product.

Let’s consider a practical example where you are the client: apartment hunting.

“Like New Unit. 1200 square feet, 2 bedrooms, great location and easy bus access.”

Ever looked for an apartment without seeing it? You feel blind no matter how much hard information is given without “checking it out” or experiencing it yourself firsthand. Before plunking your money down on that space, you want to know exactly “What it will feel like.”

So how do we face this challenge in the interactive world?

We can’t build apartments, townhouses and residences in every locale and possible configuration looking for the exact right fit.

I don’t have the silver bullet (I would love to hear your thoughts), but here are some initial ideas (and a few hard realities).

- Acknowledge Customers Always Expect More. We are a service industry… and like drive-thru espresso, high speed internet and call ahead restaurant reservations, (we as) consumers expect service to get quicker and better.

- Trust. This is earned and not given. I think most designers try to play this as a trump card, but I find it more effective as a gentle reminder: “You hired us for our talents, right? We’re in this with you together.”

- Don’t Ignore Steps. You may choose not to expose every scrap of an idea to the client, but trying to ignore things like project objectives to start working on visuals will always come back to bite you.

- Learn What Not To Do. As GIJoe would say… knowing is half the battle. Learning how NOT to repeat prior disastrous paths is step one in repeating success.

- Iteration. Personally, I have found this to be the most successful. I have worked with and under a number of processes (Agile, Scrum, Daily Check-ins, rapid prototyping frameworks, a combination of all of the above, etc.) In the end, it simply comes back to executing an idea and proving it works.

- T.