Clients need to see mock-ups, they don’t care about your design process

Don’t become a blocker by shoving a design process down the client’s throat. They paid for the outcome, and they want to see results.

It would be a pity if the customer at a bakery needs to go through a tedious process of watching the flour being kneaded and rolled. Give me the damn croissant already!

Clients often crave tangible results, gravitating towards outcomes rather than understanding the intricate design process. As designers, it’s important to understand what the clients are looking for. Design is an act of balancing client expectations while staying true to the essence of design.

Understanding the client’s perspective is key. Many clients struggle to articulate their feedback effectively, yearning for a medium to express their thoughts. Not all clients understand information architecture or can make out anything looking at paper prototypes.

For metered projects, it becomes even important to show them something tangible early in the process so they feel they’re getting something for what they’re paying for. Presenting hi-fidelity mockups, even if they deviate from the final product, serves as a catalyst for dialogue. These visual representations serve as touch-points for clients to voice their opinions, initiating a constructive exchange that propels the design process forward.

Not all clients “understand” the process

Because not everyone who is a client is expected to understand design, or the design process. A lot of the times, I have seen clients look at designs and not understand flows or UI components, and instead comment on what’s written on the page (content).

It’s important you understand and acknowledge that it’s not their job to understand design. Look at this scenario:

The client has worked 30 years in manufacturing, but is not a tech-savvy person. They know their job inside out, but they’re unable to tell you what their ideal digitally-transformed manufacturing app should do. But if you show them a mockup that shows a table of batch availability percentages of different raw materials in the assembly line — they will immediately be able to say “No, it should show the following information than what you have in your mockup.”

Not all clients come prepared for discovery

The initial phase of discovery can be perplexing for uninitiated clients. Accustomed to instant gratification, they may wonder why tangible designs aren’t materializing sooner. Educating clients about the significance of this abstract step is paramount. It lays the foundation for the design journey, ensuring that subsequent phases are grounded in a thorough understanding of the project’s objectives and user needs.

Advancements in design tools have revolutionized the creative landscape, empowering designers to craft pixel-perfect, high-fidelity designs swiftly. Modern tools like Figma facilitate the seamless transition from ideation to execution, enabling designers to present polished visuals early in the process. This expedites client feedback loops, fostering a collaborative environment where ideas flourish and evolve organically.

Flexibility is the cornerstone of a client-centric design process

No design process is written in stone. The beauty of any process is its ability to adapt to the circumstances. Consider this:

The client has an important investor meeting in 3 weeks. They need something to show to the investor. They don’t need the entire flow. They just need the screens that highlight the unique selling point of their idea.

Recognizing that each client brings a unique background and set of needs to the table, designers must tailor their approach accordingly. Whether it entails accelerating the design process to meet tight deadlines or adopting a more deliberate pace to accommodate a client’s timeline, adaptability is key.

Keeping a flexible mindset extends beyond the temporal aspects of the design process. It encompasses a willingness to adapt to diverse communication styles, technical proficiency, and aesthetic preferences. By aligning the design process with the client’s worldview, designers can forge meaningful connections and cultivate trust, laying the groundwork for collaborative success.

Fostering open communication channels is paramount.

Encouraging clients to voice their concerns, aspirations, and constraints empowers them to become active participants in the design journey. This inclusive approach not only enriches the final outcome but also cultivates a sense of ownership and investment in the project.

Working with a client requires a delicate balance of empathy, expertise, and adaptability. By leveraging tangible mockups, demystifying the discovery phase, harnessing modern design tools, and embracing flexibility, designers can orchestrate a seamless journey that transcends mere transactions, culminating in transformative design experiences.