Client centric web design

We can design and code a great website, but a truly
effective site requires knowledge only the client
has. They have years of experience working within the
organisation giving them a unique perspective we
cannot hope to match with our researches.
White Ducky | Client Centric Web Design
CLIENT CENTRIC WEB DESIGN LEADS TO
BETTER WEBSITES.
We have to focus not only on the
end-user but also on the person
who commissioned the website.
Ecommerce stores have to
balance user and business
needs all the time.

Most clients are constantly interacting with their
customers. As a result they understand:
? What their customers are trying to do?
? What problems they experience?
? What kind of people they are and what motivates them?
CLIENT KNOWS HIS CUSTOMER BETTER

The Clients who enjoyed working with you will come
back asking for more. Especially because you have
educated them about ways their site could be
improved. As a client becomes more educated they
inevitably see more of the potential the web offers.
HE WILL COME BACK FOR MORE

The most obvious benefit is that a happy client who
has enjoyed working with you is much more likely to
recommend you to others. Also if they feel a sense of
ownership over the website (because they were
personally involved in it) they will tell the world how
great it is.
RECOMMENDATIONS

Regular communication with clients is a fundamental
part of the job and it is as important as coding and
design.
● For most clients a website is a major investment.
They are under considerable pressure to make sure it
is delivered on time and in budget.
● The less they know the more they want control.
● Anxiety can lead to micromanagement.
● Regular communication demonstrate you are in
control and that progress is being made - that will
reduce anxiety.
● You're protected from double job, you know
instantly that the client wants to change something
in the design.
COMMUNICATE

● Emails or others short messages are natural for us -
web designers, not for the clients and they do not aid
clear and personal communication.
● You should rather speak over the phone and simply
meet from time to time (milestones)
● Each phone call or a meeting should be followed
with an email with the key points - you have the
record in case of potential misunderstanding
● Speak the client's language. Too often we fall back on
acronyms and jargon.
HOW TO COMMUNICATE?

Communicate problems before they arise. Better to please
a client by overcoming a potential problem you have warned
them about than surprising them with a sudden crisis.
We need to have the courage of our convictions and
talk honestly with our clients (or prospective clients) about
what is possible. This might mean losing work, but
sometimes things don’t match up and we should walk away.
BE HONEST!

Client has to be sure that your
opinion is credible.
If you are not an expert you have to
find other ways to justify your
position:
● statistics, research - they add to
your credibility by association
● be known as a friend of experts
(posts on facebook,
conferences)
● speak with confidence and be
proud of your realisations - it
will build a client’s confidence
in our abilities
BECOME AN EXPERT

When you are wrong - admit it.
Tell clients if their ideas are better than yours or that you
need a second opinion on an issue you are not confident
about.
You can build your credibility by:
● proven process (from initial sketches to final website)
● project history (you solved a familiar problem)
● presentation (the way you present solutions is
crutial)
BECOME AN EXPERT - but do not show off

Urge clients to express their ideas and make it clear
that no idea is stupid. When a client has a good idea
you should embrace it wholeheartedly and make sure
they receive the credit.
When a client suggests an idea that is not so good,
avoid criticising and attempt to move the conversation
on.
(Same as kids, praise the client when he does
well and play down his failures)
REWARD AND PUNISHMENT RULE

Projects often stall because the client is not available to
sign-off a design or provide content. This can prove
frustrating for the designer and client alike. Explaining
to the client that they need to be available for certain
milestones avoids finger-pointing if the project slips.
EXPLAIN YOUR NEEDS

Not the needs of the project but their personal needs.
For example, will this project help them secure a
promotion, does it solve a problem they have in their
job or perhaps they are new to the company and need
to make their mark.
UNDERSTAND THEIR NEEDS

Understanding how knowledgeable a client is about
the web design process is crucial. Have they run a web
design project before? If so, did that experience give
them a good understanding or a bad experience.
You also need to understand their knowledge about
web design technology and terminology. A client may
sit quietly while you talk about responsive design or
database schemas.
ESTIME THEIR KNOWLEDGE

But this is not just about saying no.
Educate him about the consequences of his ideas.
* The client feels that you are including him in the
process and taking his contribution seriously.
* The best way to educate a client is to ask questions
that prompts him to think through the consequences
of his ideas:
- I want to make my logo bigger.
- Ok, but why? What elements should be removed to
accommodate the bigger logo or what can be pushed
further down the page?
CLIENT IS NOT ALWAYS RIGHT!

In some cases implementing a client’s idea is not
possible because of budget or timescales. Although
these are more sensitive areas, we should apply the
same principle of discussing consequences.
Limiting iterations sets the wrong tone for the
relationship - if you will lead the process correctly
there will be no need to make them.
CLIENT IS NOT ALWAYS RIGHT!

1. Discuss personality of a brand.
Is your brand “friendly” or “formal”?
Is it “irreverent” or “professional”?
If your organisation was a famous person, who would it be?
By establishing keywords that represent the organisation, you
get a better sense of the tone that should be struck by the site
aesthetics.
2. Moodboards with colour palette, typography
(don't spend more than hour on each!)
3. Picture the functionalities on the reference websites
4. Wireframe
5. Layout
PROCESS OF CREATING A WEBSITE

MOODBOARDS

The tendency of designers especially is to make things look
appealing from the beginning of the process.
But this should be avoided completely at the wireframing
stage, because that would distract from the purpose of the
wireframe, which is to decide where things should go, not
what font size to use or what color the navigation should be.
WIREFRAMES

? Why do you have a website?
? What do we want the website to do?
(“increase sales leads” is different from “increase the
number of quality sales leads”)
? What do we want users to do on our site?
? How are we going to measure its
success?
ASK QUESTIONS!
Speak to as many stakeholders as possible (content
manager, sales manager) always individually, the
opinion should remain anonymous.

Flash test - Users are shown the design for a few seconds
and then asked to recall what they have seen. If the logo is
mentioned, you can be sure it is prominent.
Have people representing the target audience test the
website. You do not have to spend a lot of money on it,
ask your mother/sister/friend.
Verify app (http://verifyapp.com/) free trial
TESTING

You should never send designs by email.
How you present design and request
feedback makes a huge difference to the
comments you receive.
Think about how Steve Jobs announced
new products. Before he revealed them he
talked through their benefits and the
process that went into their creation.
During the presentation do not avoid to
mention some issues hoping the client
won't bring them up - prevent them!
(The size of logo is... Because...)
PRESENTATION

Asking a client ‘what they think’ of a design focuses
them on their personal opinion. Ask more specific
questions:
? Do you believe the aesthetics will appeal to the target
audience?
? Does the website help the business achieve its
objectives?
? Will the target audience be able to easily complete their
tasks?
? Are the calls to action clearly visible and do they
encourage action?
PRESENTATION

Break the process into stages that the client can
understand and contribute to.
A client may reject a design because it displays the
wrong content, visual hierarchy, layout and information
architecture can be cast aside because the client has a
problem with the colour. Present these components
individually!
When you do present the design the client will react
differently because they have seen the separate elements
first. The final design will not come as a surprise and so
their reaction will be more measured.
DESIGN METHODOLOGY

Don't let the client micromanage the design process.
You design websites and you are an expert.
Focus your clients on ‘problems’ and not ‘solutions.’
DEFINE ROLES

Give the client the freedom to contribute ideas and
don’t criticise their participation. Add ideas to a wish
list and introduce the idea of phased development.
Talking about phases makes it clear that a website
is an ongoing commitment requiring regular
development and investment.
Suggesting that an idea is implemented in phase
two is a gentler way of saying that the idea is good
but is not covered by the current contract.
PHASED DEVELOPMENT

● Swallow your pride - accept when client has good
ideas
● Disagree with the client when you are sure of your
position, explain the consequences
● Ask why (not solutions but problems, I want it pink,
but why, because teenage girls will like it, why won't
we use...)
DEALING WITH DISAGREEMENTS

● be positive
● go the extra mile for your client
● get excited about their ideas
● frank and honest conversation
CRISIS

Client centric web design

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