July 15, 2024

You Need Both Parts of the Digital Brain Working Together

You Need Both Parts of the Digital Brain Working Together


Two separate entities are normally involved in creating a digital product. Traditionally these two entities, creative digital agencies and developers, create a product in a four-step, serial fashion.

The agency creates the design. The designer sends the requirements to the developer. The developer codifies the design. The developer delivers the finished product to the design agency. Communication between these two during the development stage is most often minimal to practically nonexistent.

A wall exists between the two working groups. It doesn’t have to be there, but all too many designers and developers don’t appear to recognize that fact. For whatever reason, the philosophy behind creating a digital product is often one of allowing each team to do the assigned work in isolation and undisturbed.

There can and should be common ground between the two groups. It’s called creativity. Creativity applies to both working groups, and is something the groups can share, just as creativity is shared between both sides of the brain.

Let’s explore how developers use creativity to add value to creative agencies’ designs, rather than placing limitations on them, and examine one company’s approach.


We Need Both Parts of the Brain to Achieve the Best Results


Image source: Xfive.co

Creative agencies work with ideas and concepts. They work with patterns, colors, and flows. They typically do not require a knowledge of coding to produce a product’s design. A designer uses the right side of the brain, the artistic side.

Programmers add value to designs. Adding value may involve transforming the design into a workable application through the process of coding. The developer is applying logic, while essentially just following orders. In the case of the developer, it’s the left side of the brain that does the work.

But, there is something wrong with this picture. Everyone knows that programming is a skill, but not everyone realizes that programming is also a creative activity.

With highly-trained and experienced programmers, this is always the case. The serial process outlined earlier lends itself to the infamous “garbage in, garbage out” scenario. If the designer does not attend to detail, or the developer does sloppy work, and the two do not communicate, the likely outcome will be a sad one.

Creative agencies do not always understand what developers are capable of doing to add real value to a product, and they don’t always understand that it is so much easier for developers to add that value when the communication channels are open. This lack of understanding helps build the wall that exists between teams.

A good developer should be proactive, should help the client when facing hard decisions on the project, should never limit its development, but find smarter & better technical solutions. You can call it “creativity”, we prefer to call it “care”. – Milosz Bazela, Xfive.


Image source: Xfive.co


Restrictions and Limitations Can Aid, and not Hinder Progress

Design requirements tell developers what to do and what not to do.

Most often, they tell developers what to do, but with restrictions that are not necessarily intentional but nevertheless place limits on what programmers can do. Conversely, substandard development practices can limit a product’s ability to perform as the design intended it to.

Limits are where structured imagination comes into play, and where the creative juices begin to flow. Restrictions and limits can be thought of as being impenetrable barriers. Or, they can be viewed as problems in search of solutions.

Problem solving, especially where creative thinking is involved, engages both sides of the brain. It is a type of brainstorming, done inside the head. When problem solving is a team effort, or a combined effort involving two teams, solutions can range from workable to innovative and brilliant.


The Different Shapes of Creativity


Arne Dietrich (2004) defined four categories of creativity – Deliberative and Cognitive, Spontaneous and Cognitive (the “Aha” moment), Deliberative and Emotional, and Spontaneous and Emotional.

Designers and developers experience all four types of creativity, and in doing so make use of both sides of the brain. If all designers were strictly right-brained, and all developers were strictly left-brained, communication between the two groups would be a challenge.

Creativity, especially deliberative and cognitive creativity, plays no favorites. Design teams mix and match colors and manipulate patters. Developers take unexciting, straightforward rules for coding, and manipulate them to work miracles. Best of all, the two teams can benefit from one another’s creativeness.


Developers Who Care


Deliberate and Emotional Creativity has its place as well; especially among developers. It is this type of creativity that promotes individual and team motivation, and encourages team members to work together.

Caring extends beyond the team. Whether you are a designer or a developer, you have a customer or client you need to reach out to.

When meeting a new client, the ideal situation is that they should provide strict requirements and well written scope of tasks, so that we could rapidly understand their perspective, optimize its cost and deliver the project smoothly. However, there are situations when your client (partner) does not have a lot of experience, and that’s where our Project Managers come in and help. Thanks to that, our client will feel extremely safe while working with us – like driving a Volvo”Milosz Bazela, Xfive.

A product that meets a client’s needs results in a satisfied client. When a development team injects a healthy dose of tender, loving care into a product and works hard to satisfy its client, the result is a happy client, and one who is likely to become a repeat client.

That is how Xfive works. The Xfive team is motivated. The team members care about their customers, and this caring has a way of adding value to a project, and by extension, to a product. Xfive is about good times and good work. If you don’t see how the two work together to make a brand, you’re encouraged to read on.


Case Study

BrightOutcome helps patients by creating healthcare apps designed to monitor their health and improve their lives. Their IT solutions and web apps focus on healthcare and cover website portals, legacy IT systems or Web Services integration (WS) with EHR/EMR. They also implement custom projects.

For one of their projects, they needed a solid development company that could complete the coding part of the project flawlessly. Everything took off with a tight deadline:

“The team at Xfive truly went above and beyond the call of duty. I was certain there was no way I could complete my website redesign project in time for a big trade show that my company was exhibiting at, however the team at Xfive did the impossible! They worked around the clock for 7 days a week in advance of the show to ensure that my project was completed on time, within budget, and to a very high level of quality. I was a bit nervous working with a remote team on a web project, but after my experience with Xfive, I will continue working with them on every web project I have in the future. A++ they are wonderful” – Adam Wilbur BrightOutcome Inc.

“After the first meeting with the BrightOutcome team, we analyzed the character of the business and came up with the specific solutions for the project. We put a focus on quality work, and also managed to deliver in optimal time.” – Milosz Bazela, Xfive.



Xfive – A Popular Development Company has a New Brand


Xfive has been a highly-respected software development company for the past decade. The Xfive team has helped thousands of clients during that time while under another name – XHTMLized. Their new brand name, which came into existence when we turned the calendar to 2016, rolls off the tongue somewhat easier, but that was not the reason behind the change.

The old name emphasized a programming language, and to a lesser extent the team that skillfully applied that language (and others) to develop digital products. The new name focuses more on how this development team works together, and how they reach out to their clients and customers.

“X” signifies eXtraordinary, eXclusive, and eXperience, (as well as XHTML, X-Team and XWP).

The “five”? Whenever the team, or a team member, exhibits great work, or experiences a small victory, there are high fives all around. This happens all the time, and it leads to a simple yet profound equation: X + 5 = Happy Customer. When you work with Xfive, you don’t just throw your requirements over the wall and hope you get something recognizable back. There is no wall.

Xfive works as an extension of your team. It doesn’t matter if you are a major corporation, a struggling startup, or a small team or an individual for which a startup is but a gleam in the eye. If you are looking to expand your capacity for front-end, PHP and Ruby on Rails, or WordPress development, make Xfive your source for full-service solutions.

Xfive is based in Australia, but they have a global presence. Time zones and languages will rarely if ever be a problem. Whichever team you work with, you can expect high quality and fast turnaround – every time.


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