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As a product designer, you’re not just a creator of beautiful interfaces or functional layouts. You’re also a guide, a trusted advisor who helps clients navigate the complex world of digital product design. The truth is, that not all of your clients will have a clear vision of what they want. They might know their business and their market, but the specifics of designing a user-friendly product? That’s your area of expertise.
Your role is to steer them through the process, just like you would guide users during interviews to uncover valuable insights. It's about shaping their ideas into functional designs that solve real problems. This post will walk you through techniques to effectively guide your clients, ensuring the project stays on track and meets their expectations.
Before diving into design work, take a step back. The discovery phase is your chance to gather as much information as possible about your client’s needs, goals, and pain points. It’s similar to conducting user research, but instead of understanding the end-user’s experience, you’re aiming to understand your client's business landscape.
• Ask open-ended questions like, "What problems are you trying to solve?" or "Who are your target users, and what are their biggest challenges?" This helps you get a sense of their overall vision, without limiting the discussion to specific features or design elements.
• Explore their market and competition. Understanding the industry trends, competitors' strengths and weaknesses, and what makes the client's offering unique can guide your design decisions.
• Identify key metrics for success. How will your client measure the effectiveness of the design? Is it user engagement, conversion rates, or something else? Knowing this from the start will help align your efforts with their business objectives.
Remember, the goal here is not to get a detailed list of features but to understand the bigger picture. You’re setting the foundation for a design that aligns with the client’s business strategy and user needs.
One of the most crucial aspects of guiding clients is education. Clients often come with preconceived ideas about design, based on personal preferences rather than solid UX principles. Your job is to help them see beyond their preferences and understand what truly benefits the user.
• Explain the 'why' behind your design decisions. Don’t just say, “We should use a hamburger menu.” Instead, explain how it benefits the navigation for mobile users and keeps the interface clean. This kind of transparency builds trust and demonstrates your expertise.
• Show real-world examples. Point to successful products that use similar design elements and explain why those elements work. For instance, talk about why Airbnb's minimalist approach helps users find accommodations quickly or how Slack's onboarding process enhances user retention.
• Provide data to back up your recommendations. Numbers don’t lie. Use analytics, heatmaps, or A/B testing results to illustrate why certain design choices are effective. When clients see evidence supporting your suggestions, they’re more likely to buy into your approach.
The goal is to build a collaborative relationship where the client feels involved and informed, rather than simply dictating what you think is best.
Clients may struggle to understand abstract design concepts, which can lead to misaligned expectations. Visual aids like wireframes, sketches, or low-fidelity prototypes can help bridge the gap between your ideas and the client’s understanding.
• Wireframes for layout clarity. Start with wireframes to outline the structure of the page or application without getting caught up in aesthetics. This helps focus the discussion on layout and functionality first.
• Prototypes for interactive feedback. Early stage prototypes allow clients to experience the product's flow and interactions firsthand. Even a basic clickable mockup can help illustrate how users will move through the app or website.
• Sketches for brainstorming. Sometimes, simple sketches are the best way to get everyone on the same page. They’re quick to create and easy to modify, making them perfect for early-stage discussions.
The idea is to get client feedback early and often, minimizing the risk of significant changes further down the line. Visual aids turn abstract ideas into something concrete, making it easier for clients to provide useful feedback.
A project without clear milestones is like a journey without a map. When guiding clients, it’s essential to establish a roadmap with defined stages and expectations for each phase. This not only keeps the project on track but also ensures that both you and the client are aligned on what success looks like at every step.
• Break down the project into phases. For example, phase one might involve user research and wireframing, phase two could be high fidelity design, and phase three might focus on usability testing and iteration.
• Communicate what’s expected at each milestone. Whether it’s feedback, approval, or content delivery, let your client know what’s needed from them at each stage. This helps avoid bottlenecks and keeps the momentum going.
• Set realistic timelines. Be honest about how long each phase will take, and account for potential delays. It’s better to under promise and overdeliver than to set unrealistic expectations.
Milestones give your client a sense of progress and help them feel engaged throughout the process, rather than left in the dark until the final product is unveiled.
The best design outcomes are achieved when clients feel like they’re part of the journey, not just bystanders waiting for updates. Involving them in the design process ensures their input is considered, while also guiding them to think more critically about their requirements.
• Ask specific questions during reviews. Instead of asking, “Do you like it?” guide the conversation by asking, “How do you think this layout will work for your users?” or “Do you see any potential friction points here?” This encourages feedback that’s focused on user needs, not personal taste.
• Hold regular check-ins. Weekly or biweekly meetings can help keep the client in the loop and provide opportunities to address concerns early. This also reduces the chances of scope creep by continuously aligning expectations.
• Encourage feedback on iterations, not final versions. By seeking input on drafts and early designs, you can catch any potential issues before they become bigger problems. It’s easier to adjust a prototype than to rework a finished product.
Involving clients doesn't mean handing over the design process to them, it means guiding them to contribute effectively, with your expertise steering the direction.
Being a product designer isn’t just about producing beautiful visuals; it’s about leading clients toward the best outcomes. Your role is to translate their ideas into functional designs that meet user needs and align with business goals. By guiding clients through discovery, educating them on best practices, using visual aids, setting clear milestones, and involving them in the process, you’re not just designing products—you’re creating partnerships.
Ultimately, guiding clients is about balancing their vision with user needs and your own expertise. It’s not about delivering a 'perfect' design in the first attempt; it’s about leading them through a process that brings out the best solution. If you’re able to guide effectively, your clients will not only get a great product but also develop a deeper appreciation for the design process.
Have your own techniques for guiding clients? Share them in the comments below!
