How to Make Sure Your Designers and Programmers Work Together!

Have you ever seen a mint being tossed into a bottle of soda? Well, that is exactly what happens when programmers and designers are made to work together – all you end up with is mess.

That happens primarily because they usually come with a different framework of doing things. A designer wants to make the aesthetics work, an engineer wants optimization. A designer may want something more elegant whereas an engineer might just want something that works. Generally, you can find a middle way out and make things work; but when it comes to PSD to HTML conversion you have to ensure that your designers and your engineers are working in tandem.

It is often found that managers have a tough time choosing between what should be implemented in the product – the new UI aspect or the new feature in the product? In these times, decision making becomes tricky. Here is how you can make it happen smoothly:

1. Document everything.

When you go through the process of PSD to HTML email conversion, you will have a lot of elements to worry about. A rather simple way to ensure that everything being floated around is a part of the formal process is documenting it. While documenting, you should make it very clear, that each deliverable is broken into fragments and presented as an independent element. The documentation should be made deliberately lucid in order to ensure both the parties are able to comprehend each other’s work.

2. Make decisions based on experiments and data.

If you keep taking sides in each argument between your programmers and your designers, you will end up pulling your hair every single time. Instead of taking an arbitrary decision, let the data and consumers decide what works the best.

Whenever possible, conduct an A/B test or go through industry data or white papers to find out what has been a more preferable choice in similar situations. This way, not only are you ending the clashes professionally, but ensuring that your organizational culture is that of meritocracy and not senseless tussles. Even for something as fundamental as PSD to HTML transforming process, this can do wonders.

3. Know your priorities as a product manager or a business operator.

There would be situations, when even after having had established a meritocracy, you will not be able to decide what works and what doesn’t. Then, you will have to make a decision using your business strategy as a benchmark – what makes more cohesive sense towards your business strategy.

For instance, if you are running a lean operation, you should focus on efficiency and optimal utilization of resources – that’s it. That said, if you have just started focusing on customer centricity and brand awareness, there might be some additional requirements of having aesthetics in place. So, look at what your business leads on a first principle basis and make the decision accordingly.

4. Focus on the forest, not the trees.

Sometimes picking one side’s argument over the other will not actually help the cause. You will end up making a logical decision, but pulling down the morale of one crucial side of the team. In such scenarios, it becomes important for a manger to ensure that her/his side understands the objective reality.

All you have to convince the team that has not garnered your support this time is a simple fact – that they should focus on the big picture. Ultimately, no matter what amount of arguments are brought in by both the sides, they are working towards the same goal – increasing revenues and profits.

In Conclusion

Sometimes it become important to conduct an intervention and remind everyone at the organization that they might be working for different bosses, but they all have the same end goal – to make the business grow in a healthy and sustainable way. You cannot let personal issues get in the way of business growth. Hence, when it comes to something as crucial as PSD to email HTML conversion and your design and programming teams are ready to lock the horns, make sure only one side wins – the business.


Ravi comes from a technical and creative background and understands client operation management very well. He has functional and technical expertise in email design, development and email marketing concepts, Also helps clients with go to market email strategies.



1933 N Meacham Road,Suite 501,, Schaumburg, IL 60173