You're My Favorite Client

1. Design is problem-solving, not art or magic

Design is how we communicate what an object does, or its function, through its shape or form.

Design as a craft. Design is a systematic approach to solving problems within constraints, not a mysterious artistic process. It involves research, strategy, and execution to create solutions that meet specific goals. Good designers are skilled professionals who use analytical and creative skills to solve business problems, not artists expressing themselves.

Value of design. Well-designed products and services can significantly impact a business's success by improving user experience, increasing conversions, and differentiating from competitors. Examples:

• Nest Thermostat: Revolutionized a mundane product through thoughtful design
• Apple products: Consistent success through design-led approach
• Successful websites: Prioritize content and user needs over visual flair

2. Hire designers based on their process and problem-solving skills

A designer who can't explain their rationale is useless—open to the whims and desires of everyone around them.

Evaluating designers. Look for:

• Strong problem-solving skills
• Ability to explain their design decisions
• Experience working in teams
• Diverse portfolio showing adaptability
• Clear communication skills

Red flags:

• Only showing personal projects or student work
• Inability to explain design rationale
• Lack of real-world client experience
• Unwillingness to challenge client assumptions

When hiring, focus on finding someone who can articulate their thought process and demonstrate how they've solved similar problems in the past. A good designer should be able to walk you through their portfolio, explaining the challenges they faced and how their solutions addressed specific business goals.

3. Set clear goals and expectations for the design project

Design is the rendering of intent.

Define project goals. Before starting any design work, clearly articulate:

• Business objectives
• User needs
• Success metrics
• Project constraints (budget, timeline, resources)

Establish roles and responsibilities. Clearly define:

• Decision-makers
• Approval process
• Communication channels
• Deadlines and milestones

Setting clear expectations from the outset helps prevent misunderstandings and ensures everyone is working towards the same objectives. This alignment is crucial for the project's success and helps the designer create solutions that truly address your business needs.

4. Trust your designer and resist the urge to micromanage

You hire designers to solve problems, not carry out your wishes.

Empower your designer. Give them the authority to make decisions within their expertise. Avoid prescriptive feedback like "make the logo bigger" or "move this button here." Instead, focus on communicating problems or concerns you have with the current solution.

Respect the process. Good design takes time and iteration. Trust that your designer's process – including research, strategy, and testing – will lead to better outcomes. Resist the urge to jump to visual solutions before the underlying problems are fully understood.

Benefits of trust:

• Encourages innovation and creative problem-solving
• Allows designers to leverage their full expertise
• Results in more effective solutions that meet business goals

5. Provide constructive feedback focused on objectives, not personal preferences

Your personal tastes are not a success metric.

Objective feedback. When evaluating design work, focus on how well it meets the project's goals and user needs, rather than personal aesthetic preferences. Ask questions like:

• Does this solve the problem we identified?
• Will this help us achieve our business objectives?
• Is this aligned with our users' needs and behaviors?

Avoid subjective language. Instead of saying "I don't like it" or "Make it pop," provide specific, goal-oriented feedback:

• "This layout doesn't emphasize our call-to-action enough."
• "The current design doesn't reflect our brand's professional tone."
• "Users might struggle to find the most important information quickly."

By focusing on objectives rather than personal taste, you'll help your designer create more effective solutions and avoid unproductive revisions based on subjective preferences.

6. Effective communication is crucial throughout the design process

Clear, honest communication is the best way to keep a project healthy.

Regular check-ins. Establish a rhythm of communication with your design team:

• Daily or weekly status updates
• Milestone reviews
• Informal conversations to address concerns early

Be transparent. Share relevant information about your business, including:

• Company goals and strategy
• User data and insights
• Internal constraints or challenges

Encourage open dialogue. Create an environment where team members feel comfortable:

• Asking questions
• Challenging assumptions
• Admitting mistakes
• Sharing concerns

Good communication helps prevent misunderstandings, keeps the project on track, and allows for timely course corrections when needed.

7. Evaluate design based on how well it meets project goals

The right question isn't "Do I like it?" but "Does this meet our goals?"

Define success metrics. Establish clear, measurable criteria for evaluating design success, such as:

• Increased conversions
• Improved user engagement
• Reduced support requests
• Higher customer satisfaction scores

Test with real users. Whenever possible, validate design decisions through:

• User testing sessions
• A/B testing
• Analytics data
• Customer feedback

Align with business objectives. Ensure that design choices support your overall business strategy and brand positioning. Ask:

• Does this design differentiate us from competitors?
• Will this solution scale as our business grows?
• Is this consistent with our brand values and voice?

By focusing on objective measures of success, you can make more informed decisions about design direction and avoid getting caught up in subjective debates.

8. Be prepared to handle conflicts and mistakes professionally

Mistakes happen on every single project, at every point during the project. You can't avoid them. You shouldn't even try.

Address issues promptly. When problems arise:

• Communicate concerns clearly and calmly
• Focus on finding solutions, not assigning blame
• Be willing to compromise when appropriate

Learn from mistakes. Use setbacks as opportunities to:

• Improve processes
• Strengthen communication
• Refine project goals

Know when to escalate. If issues persist or significantly impact the project:

• Have a "come-to-Jesus" meeting to reset expectations
• Be prepared to make tough decisions, including ending the relationship if necessary

Handling conflicts professionally helps maintain a positive working relationship and can often lead to stronger outcomes as challenges are overcome together.

9. Recognize signs of a successful design project

You know how I can tell when a project is going smoothly? When I see someone on my team and yours joking around on Twitter.

Positive indicators:

• Regular, open communication
• Meeting deadlines consistently
• Asking thoughtful questions
• Forming good working relationships
• Gradual improvement in design quality
• Constructive debates and discussions
• Willingness to admit and learn from mistakes

Team dynamics. Look for:

• Excitement about the project
• Collaborative problem-solving
• Trust between team members

Results-oriented progress. Observe:

• Clear path to project completion
• Alignment with business goals
• Positive user feedback or testing results

Recognizing these signs helps you appreciate when things are going well and identify areas for improvement in future projects.

10. Know when and how to end a failing design relationship

Getting fired should never come as a surprise.

Recognize unrecoverable situations:

• Loss of trust between parties
• Consistent failure to meet objectives
• Inability to communicate effectively
• Repeated missed deadlines or budget overruns

Professional separation:

• Communicate issues clearly and give opportunities to improve
• If improvement doesn't occur, be direct about ending the relationship
• Follow contractual obligations and company policies
• Provide honest, constructive feedback about why the relationship didn't work

Learn and move forward:

• Analyze what went wrong to avoid similar issues in the future
• Use the experience to refine your hiring and management processes
• Stay professional and avoid burning bridges unnecessarily

While ending a design relationship is never easy, doing so professionally and learning from the experience can lead to better outcomes in future projects.

Last updated: November 6, 2024