is a blog about design, technology and culture written by Khoi Vinh, and has been more or less continuously published since December 2000 in New York City. Khoi is currently Vice President of User Experience at Wildcard and co-founder of Kidpost. Previously, Khoi was co-founder and CEO of Mixel (acquired by Etsy, Inc.), Design Director of The New York Times Online, and co-founder of the design studio Behavior, LLC. He is the author of “Ordering Disorder: Grid Principles for Web Design,” and was named one of Fast Company’s “fifty most influential designers in America.” Khoi lives in Crown Heights, Brooklyn with his wife and three children. RSS sponsorship opportunities available through /Syndicate Ads.+
Earlier in the year, I wrote a bit about the design services industry in two blog posts: first, I wrote “The End of Client Services” in July, which outlined my thoughts on why the best interaction design is done outside of the studio/agency model. Then in August I followed up with “In Defense of Client Services,” which expands a little bit on why I believe services is such a difficult way to earn a living as a designer. I had meant to write a third post, but getting Mixel out the door got in the way. Over the past several days I was finally able to find the time to hammer out this follow-up.
Actually, I’ve been making notes for this blog post all year long, because it was ten years ago that I co-founded an interaction studio here in New York City, partnering with some colleagues from a previous employer. I stayed with the studio for four years, and I learned a lot in that time. Building that business significantly changed my outlook on the design industry, but I haven’t written too much on why. A decade later seems like the right opportunity.
What still strikes me the most about that experience was how little my former partners and I understood at the outset about what it takes to build a successful services business. In the years since, I’ve met lots of designers who have either founded or had the ambition to found studios or agencies of their own. Most of them, it seems to me, are laboring under misapprehensions very similar to the ones that hobbled my former partners and myself.
So here are a few of the key lessons that I learned from co-founding my own design studio. The usual caveats apply, of course, in that everything about business is contextual, and so your mileage my vary.+