April 10, 2020

Social distancing is difficult in a business that often involves in-person meetings. To keep the wheels turning, designers are turning to digital methods of design. Instead of physical meetings, there is Zoom and Facetime, and instead of a table full of samples, there is Pinterest. For the full scope of a design project – without ever seeing the space or the client in person – there is the niche business of e-design, and the following are some tips and tricks.

Who is the typical e-design client?

Unlike full-service interior design, e-design is generally for the type of client looking to do only one room and with a tight budget. This client is more of a DIY-er and is willing to do any necessary construction or installations themselves or at least to hire it out to independent tradespeople. They are only looking for a designer’s expertise in their space and not any of their management skills; the client has to do all shopping themselves, although the designer usually sends links from which to buy products. If something goes wrong in shipping or the client ordered the wrong size, it’s typically all on them.

How could e-design benefit me?

One e-design project might not provide the same amount of income a full-service design would, but a lot of e-design projects can at least fill in the gaps during hard times. It is more time-friendly for designers, since they are charging for their time designing, not traveling or looking in warehouses. There is also less conflict and mess, since it is on the client to deal with any product issues or problems with the existing home.

How does the e-design process work?

“Our process starts out with a virtual design call,” said Anna Davidson of Birmingham, Ala.-based Homzie Designs, an e-design service. “This is where I get to know you, your style and your space.”

Using Facetime, Zoom or another video chat option, Davidson says one e-design tip she implements is to have the client tour her around their space and talk about what they need. She then sends them a questionnaire, where they will give her all the details about the space, including personal style, budget, photos, measurements and any inspiration photos or links to Pinterest or Houzz boards. From there she sources the design project and provides an initial concept in as little as three days.

“Then we’ll collaborate on your design and refine it until we get it just right,” said Davidson. “Finally, I’ll submit your custom shoppable links and my online savings guide with helpful tips and tools so you can save more shopping online.”

E-designer Sabina Brandonisio, owner of Toronto and Miami-based Sabina Interiors, says that it is important to accommodate the client’s communication preference, whether it’s over the phone or through her private portal. When she sends them the final design, she also includes a 3D rendering and 4k resolution image, as well as a design implementation report with directions on “what goes where.” Another e-design tip is that she also offers a 60-day follow up for all clients after the design process is over in case they have any questions.

How do you price e-design?

E-design is appealing to many homeowners because there is often a flat fee that covers the designer’s time and nothing else. Some e-designers base their prices on the type of room. Designer Traci Connell of Dallas-based Traci Connell Interiors, charges $1,360 for a powder room and $3,000 for a kitchen, for example. While her firm mainly offers traditional design services, this online sector of her business caters to those clients not looking for an intensive remodel.

Not every designer uses flat-rate room packages, though. Davidson allows the client to build their own package through a-la-carte “Finishing Touches.”

“Our ‘Finishing Touches’ encompass anything you could think of that you might need to complete your space, from window treatments to rugs, furniture layout to paint selections, styling accessories to throw pillows and everything in between,” she said, explaining that the Finishing Touches package starts at $147 with a minimum of three Finishing Touches, and each one after that is $49. “This allows our clients to pay only for what they need.”

E-Designer Tips

“Start establishing an online presence and creating brand awareness for yourself,” said Brandonisio. “Along with being a designer, you’re also in sales. It is vital to market yourself when entering into the virtual space.”

She also suggests posting on social media and posting a blog on your website to show the audience your work. In addition, providing potential clients with valuable tips and style advice helps develop trust so that when they are ready to hire an interior designer, you are on their mind already.

Davidson also recommends narrowing down a niche and being clear about who you serve and who you do not. This could be based on a room type, design style or a certain client profile; saying you serve everyone is not a sellable market. Then spend time perfecting your process, from the client journey to the systems and software you will use to communicate and share your designs with clients.

“Recognize that the audience who wants in-person design services verses e-design services is fundamentally different,” said Davidson, explaining that e-design is more for the client looking to save time and money. “Cater to those differences, and you’ll be able to reach and serve your ideal clients more easily.”