Don't Leave Me Out: How Cross-Functional Collaboration Drives Client Success

Complex challenges can be solved by cross-functional collaboration, an approach that unites individuals from different disciplines—such as designers, developers, strategists, and researchers—to work toward a common objective. Working with a digital design firm is certainly a first step in tapping into a diverse talent pool, but our model doesn’t stop there. Square360's methodology is an inclusionary process with the client at the center of the new ensemble. Our approach is designed to ensure that every solution is tailored to the unique needs of our clients.

Clients as collaborators

The insights and experience of our clients are a force multiplier for the expertise of our firm, and the value it brings to the collaborative process ensures that every solution is strategically aligned with real-world needs. By collaborating directly with designers, developers, strategists, and researchers, our clients actively co-create human-centered solutions that are both functional and meaningful. Together, we embrace iteration, feedback, and shared problem-solving to achieve exceptional results. Moreover, the holistic understanding of a client generated through this collaboration helps address what Square360 refers to as the "forgotten audience."

Remembering the “forgotten audience”

Many digital design firms only think about external stakeholders and forget to include content maintainers as an audience. When designing digital experiences, remembering content editors as a key persona is crucial to a successful solution. They need intuitive workflows, flexible layouts, and efficient tools to manage and update content seamlessly—empowering them to keep the site dynamic and engaging.

Collaboration + design thinking

Design thinking, an iterative approach to problem-solving, complements cross-functional collaboration perfectly. Client organizations looking to take advantage should start by critically evaluating their existing collaborative relationships across three key areas that digital design firms should be poised to adopt:

1. Diverse perspectives driving innovation – Bringing together different disciplines sparks creativity and leads to breakthrough solutions.
2. Empathy-driven problem-solving – Design thinking prioritizes understanding users’ needs. A cross-functional team ensures those needs are addressed from multiple perspectives (usability, affordability, and business viability).
3. Customer-centric approach – The best solutions aren’t just feasible and viable; they’re also desirable. Cross-functional teams balance technical, business, and design needs to create meaningful user experiences.

Building a culture of collaboration

A strong collaborative culture starts with open communication, trust, and shared accountability. Organizations can foster collaboration by implementing transparent workflows, leveraging digital tools, and embracing an iterative mindset. We integrate collaboration into every step of our process—even our project proposals are framed as opportunities to co-create.

Internally, collaboration is part of our DNA. Each morning, we kick off with a check-in and open forum for problem-solving. This routine encourages fresh ideas, improves efficiency by helping subject matter experts tackle roadblocks, and reinforces our alignment with client needs.

Why collaboration matters to us

Trust – Collaboration thrives on trust, enabling open feedback, quick adjustments, and continuous improvement.

Alignment – A shared vision keeps everyone focused on creating meaningful outcomes.

Enjoyment – A positive, engaging process fuels creativity and enhances problem-solving.

Avoiding collaborative overload

Too much collaboration can be counterproductive. Collaborative overload happens when excessive meetings, communication, and teamwork demands hinder, rather than enhance productivity.

Organizations must strike a balance to avoid burnout. As Harvard Business Review found, "the most productive, innovative teams were led by people who were both task- and relationship-oriented"—which is why we emphasize both in our approach. We achieve balance by blending synchronous and asynchronous interactions. This maintains efficiency without sacrificing creativity.

Synchronous

• Definition: Real-time collaboration where participants engage simultaneously.
• Examples: Meetings (in-person/virtual), live brainstorming sessions, real-time chat (e.g., Zoom, Slack calls).
• Speed of Communication: Fast, immediate responses and decision-making.
• Flexibility: Requires all participants to be available at the same time.
• Best for: Urgent decisions, brainstorming, team alignment, and discussions requiring immediate feedback.
• Challenges: Scheduling conflicts, time zone differences, and potential interruptions.

Asynchronous

• Definition: Collaboration that occurs at different times, allowing participants to contribute at their own pace.
• Examples: Emails, shared documents (Google Docs, Confluence), project management tools (ClickUp, Jira).
• Speed of Communication: Slower, allowing for thoughtful, detailed responses.
• Flexibility: Allows participants to contribute based on their own schedules.
• Best for: Deep work, documentation, and projects requiring reflection and refinement.
• Challenges: Delays in response time, possible miscommunication without real-time clarification.

Looking forward

A large benefit to a small-by-design firm like Square360 is the lack of bureaucracy makes it much easier for us to implement change over a less nimble team. We recognize not every organization would be able to adopt such an innovative approach to client-inclusionary teamwork. However, for firms seeking to push the boundaries of the medium within practical client needs, our methodology leads to client and design success.