Design 101: What is “E-Design”?
Updated January 2, 2023
I went shopping for some protein powder this past week at our local health-food store. I had been out for while and the brand I like has shot up in price quite a bit. The store has its own brand of product, so I read the label, I asked a lot of questions, and I knew it was cheaper per gram than the brand I usually buy. I can't help but wonder if this product will be a waste of money or if I'll be pleased with the texture, flavour, and beverage quality.
This experience had me thinking about something business related that was on my mind as of late and that is “e-design”. I will admit that it is a bit unusual to make the leap from buying protein powder at a health food store to looking at online delivery methods for professional design services, but that is what happened for me with my experience. There is an increasingly larger number of tech-companies entering into the design industry area by offering design services online and this delivery method is a bit of a hard nut to crack because someone had the idea that the consumer wants services online and for cheap. Please see our market updates from January 2022 at the end of this post.
Before I drone on about it, please do not misunderstand our position on online service delivery because Articulated offers online design services too and we have done so successfully for the last 7 years (at least.) What we are seeing in the marketplace is a widening gap between the ability to do the design work and actually being a professional firm working with clients digitally to customize their spaces. I do not often brag, but one comment from a new online design service purchaser recently was that although Articulated is more expensive than other firms, we are the most professional and the most qualified out of the 7-8 they interviewed.
Online design styling services increase.
I'm going to be honest. I have never purchased the e-styling services of Homepolish, Havenly, Laurel & Wolf, Decorist, or whomever pops up next. I can't say I had the need [blushing], but let's call this type of service what it is: virtual styling. It doesn't even qualify as Decorating and most of the services begin at $79 for a 'mini' and I have nothing to equate miniaturized design services to because it's nothing like what we offer.
Homepolish - starts at $130USD/hr, comprehensive services (that's $170/hr in Canadian Dollars)
Havenly - starts at $79USD, styling only
Laurel & Wolf - starts at $149USD/room
Decorist- starts at $299USD/room
Everything works better when you compare design to cars so this is like an umbrella instead of a car, so you're a bit protected from things that'll crash down on you. Sure, it gets you somewhere and it is a journey, but you're doing all the work on foot. Homepolish, however, has the most comprehensive service offering for a broad base of clients and if this is all you need for services, please contact them for help.
Kohler offers bath design for USD$399.
And then, when I'm discussing these industry matters in large online forums and seeing the outrage from other professional designers, I receive an official email from Kohler on this fine Sunday morning and I learn that they have begun to offer bath design services for $399USD. Wait, for how much? That is pretty cheap, too cheap in my opinion, but is it really work being done by qualified design professionals?
KOHLER designers are trained in the latest bathroom design trends, bathroom budget planning and remodeling, National Kitchen & Bath Association bathroom standards, and of course the latest KOHLER products. From full master bath remodels to powder room refreshes, our designers have experience in a full range of design projects. (Source)
Or so they say... but I can't say that we will be using any Kohler brands (Kohler, Kallista, or Ann Sacks) again on any of our projects any time soon. So, comparing this cheapest design service to a car, it is like a bike. A bit of an upgrade, but there are some parts that could break down and you'll be on the side of the road with grease on your hands.
Free design with purchase.
It isn't the first time this has happened, to be honest. Other big box brands have tried to make a go of cheap decorating fees in the past and they have failed because they missed the fact that design is a process and not always a product. IKEA use to have Home Furnishings Consultants you could book and design spaces with, as did Ethan Allan (when it was in Canada.) In the kitchen & bath industry, more often than not we see associates selling $500 retainers for design and quotations (some of them don't even charge) and they willingly hand-over design plans. It's gauche, but the fact is that it's done.
This proposes a tricky situation for the average consumer because the skills and value for this type of service end up pretty devalued. When services are sold at the lowest price point we will inherently loose trust in the claims they make and begin to create more work/questions/feedback for the service provider. It's a slippery slope. The lower the price, the more we doubt the quality of a product or service? This would be a car rental service somewhat like a lease-to-own, but I don't know any dealership that permits you to drive off the lot without full financing and what I'm not clear on is why design plans continue to be given away.
Qualified 'Virtual' Design Professionals.
I mentioned it already and we do offer an online design service called E-Design (or “online design”) but it's very different than what these providers are describing and offering. We use a complete Studio Portal solution where you interact, inspire, and collaborate with my Design Team to customize your home, kitchen, bathroom, or workspace. Yes, you have to do some work but I have price-positioned our Design Express packages to use our skills virtually and maintain quality by streamlining the design process and eliminating costly meetings. For some clients, this is an advantage because of reduced flat-fee and because we are not tied to a single product or brand when we seek the design solution. Comparing this to a car, I'd say it is like an entry-level new car with pre-determined components you can upgrade when you can afford them and make them your own definition of a supercar.
Our recommendations for consumers:
So look, the least we can do is offer up advice to anyone looking for a virtual professional design service:
Determine if your need is interior design, kitchen & bath design, or just styling.
Find out if the provider is a real, qualified, educated design professional. For example, do they have insurance if their design has a mistake?
Understand the Design Variables triangle. You can only have 2 out of 3, but never all three.
Be aware of online services that only use specific brands and retailers because there is always a hook.
If you're looking for more customization, consider a qualified professional interior designer. Ask them if they'll work virtually and most of them will in some format or another.
Remember, you always get what you pay for.
E-Design market updates from January 2023:
Homepolish has collapsed - September 2019 (Business of Home)
The COVID-19 Global Pandemic has made consumers more comfortable with purchasing professionals services online because we all (the industry) had no other options to deliver the services.
Havenly and Laurel & Wolf primarily select from merchandise they procure for clients, which is how they offer below-market-rate design services.
Decorist has increased their service pices to something a bit more reasonable.
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What is e-design?