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Our industry loves great design detail. Websites. Apps. Nuances. Dazzling our audience.
Great functional works of art. But what about our client experience?

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You already have a business experience.
It’s the impression you made on your last client.
It’s started with the promises you gave them.

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The business experience IS THE DIFFERENCE OR

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THE SIMILARITY between the promises you started with, and the product and service you
delivered.

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If you don’t design your business experience, your client’s experience of your business will
be dictated by your wavering energy

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First step is easy for freelancers, businesses, write it down, knapkin, get started.

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In 2002, I had just ended a series of bad relationships

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Then I met Amy. Friend, challenging, good fit.
Why am I telling you this? Direct correlation to the first step in designing the business
experience.

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My first start in business was littered with the same failed relationships. I had clients who I
was sick of, and some who were sick of me.

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I started watching Jon, Veerle, Elliot...
Heroes. They had good brands.

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Why should I know my strengths? How will it help me design by business experience? Help
my clients?

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Why should I know my preferences? How will it help me design by business experience? Help
my clients?

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Determination, staring at dogs to talk

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Determination, staring at dogs to talk

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Determination won’t help me with spreadsheets or project management

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I’m scared of numbers. Knowing my weakness helped me get help.

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Jamin is not afraid of numbers and can manage the hell out of a project. Literally, imagine
hell running from a project.

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You know yourself, you know your strengths and weaknesses, but now it’s time to point
them.

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You know yourself, you know your strengths and weaknesses, but now it’s time to point
them.

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Or you’ll end up somewhere else.

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Mapping, planning, scoping, calendars, times, specifics

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Mapping, planning, scoping, calendars, times, specifics

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Get the big picture, get out of the details and into your dreams

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Go big, see what’s not there, see what you COULD be.

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Why should I screen my clients? How will it help me with better business experience? New-
Age-Hippy-Erotica website.

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Why should I screen my clients? How will it help me with better business experience? New-
Age-Hippy-Erotica website.

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Entertained some wacky ideas

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Story time. Has anyone ever sat down to listen to your real story? Your heart?

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Really a good time where someone listened to you.
I’m NOT talking blurting the story about that tryst you had with the belgian blonde at the bar.

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Ooops, Not this belgian blond,

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THIS belgian blonde. Just like you need this story telling time.
You’re client needs you’re listening. The more you know them, their strengths, preferences,
weaknesses, and preferred future, the better decisions you’ll make for them.

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Know themselves, strengths and preferences

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Weaknesses and won’ts

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Preferred future

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You’ve laid the foundation for defining what you do. Now it’s time to know HOW you do it.
Planning your project process is crucial. It’s the stuff that happens while you’re juggling
everything else.

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Planning your project process is crucial. It’s the stuff that happens while you’re juggling
everything else.

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After the RFP. Lazy registration. Give them a product they can get their hands on. Welcome
them.

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Who are you? Who is the client?

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How you handle this interaction defines how you are viewed by this business and their peers.
Wufoo cancellation, E-Music. /// Thanks! We’ll earn it.

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Amy, when I’m overseas. A call. empathy. NOT basecamp.
Design your communication for your client and you.

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Dad’s workshop. Plan, Procedure, Project Management, Personalities, map.

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Lead this dance. Welcome to this client call.

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BOOM! Every project has conflict. If you don’t see it, you’re blind. Plan to deal with it and
you’ll find your client feels the peace of being taken care of. Don’t depend on your natural
abilities.

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Booyah! The project’s over, I’m outta here! -- or not.
Plan to see the project through. Celebration is a great way to seal the project. Good
marketing.

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(Know yourself, Strengths, Weaknesses, Preferences, Preferred future)
(Know your clients, Strengths, Weaknesses, Preferences, Preferred future)
(Know your process)
Meal metaphor

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A great meal. Meat, Veggies, a bread, and maybe some sauce to tie it all together. You’re
good, that’s really good. But could it be better?

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Oh, wow, throw in a fine belgian ale. Nuance and care. Joy and surprise. Mechanic story.
Capital One story. Starbucks. Papa at Old Chicago’s. New Belgium with environmental stuff.

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It’s your job to seek these out and hunt them down. You and your client can feast on them
together.

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Any conversation. Any presentation. Show them you’re listening.

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What’s your style. Enhance who you are.

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Tricky, but effective.

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We Fucked Up talk at SXSW. Fed Ex story.

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Overview. We think through design and function so carefully. It’s time to take care of our
clients and design the business experience.
Progressive enhancement.

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A few brief thx.

72. www.patterntap.com
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73. www.alpha.patterntap.com
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