We’ve burnt our hands too! We’ve designed & redesigned, and there still have been continual  edits from the client’s end. While this happens for a host of reasons, one pattern we’ve  identified is that designers don’t have enough clarity on a client’s core requirements and  expectations before starting the process. To design a functional product, it is crucial to be  armed with information (and context) right before you start.

While there are tonnes of things to prep for, here are 6 crucial things we make sure we know  from the client, before opening a single file on our design software (& we’re all about asking  questions, our logo spells that out loud and clear)

1. What are the client’s expectations of the design/ redesign?

Kicking off with this, we first understand what the client wants. Why are they doing this  project in the first place? What do they hope will happen as a result? How will they  measure the success of the project? What is a rough timeline they had in mind? These  types of questions give us a bird’s-eye view of the client’s expectations, which helps set  the tone for the rest of the project.

2. What are the fundamental aspects and USP of their business?

Whether it is a Fintech product or a delivery app, each business comes with its own  nuances. They have overheads, costs, issues, concerns, regulations – all that you, as a  designer, will not know. Ask them about rules and regulations, challenging aspects of  the business, and how you can tackle them in the digital universe. What separates their  company from the competition?

3. Who is their target audience?

We get it! This point has been made before, and will be made AGAIN (emphases  please…) Who are you designing for? While it is common to tackle this in the persona  phase, it will be helpful to understand, even at a high level, the details of the TA. There  is so much more to just the name & age of your TA. Ask about their income bracket, preferred language or even their level of comfort with technology. It’s about getting  underneath the skin of your user which will help you envision the usability of your  design, and what they would require from it.

4. What is the state of their current product?

Redesigning (as it literally suggests) is about evolving the older version(s)! It’s crucial to  recognize & understand what worked & didn’t work in the first phase of their product. Get answers to these questions: What product features were liked & disliked? What part  of the product drew them closer to ROI? What was a recurring complaint their users/ management had about the product? And how do they want to solve that? By knowing  the product’s history, charting the solution type is going to be much clearer (and might  have a better chance of getting approved)

5. What is their “direct” competition doing?

It is important to understand what is out there before you start designing. You need to  bifurcate, across competitors, who is doing something differently, and how that impacts  your client’s expectations? What are the key features that competition is including?  Does the client want it too? What features CAN be added vs SHOULD be added? Are you  taking away or adding value with those additional features (you don’t want a khichdi the one-pot recipe) These questions not only help you design your product better, but  also help you think more in line with the client’s business universe.

6. UI Preferences

UI is subjective. You like yellow, we may like black. While some people get stuck in the  details, the visual styling is more of a concept, an area in which certain designers shine.  If they say they like a particular app, for example Apple, probe further. What about  Apple? The colours? The minimalism? Ask them for a few others they like. Once you go  through 3-4 choices, you might see a common theme emerging (one that the client  themself may not be able to verbalize) Now, you have a much clearer understanding of  the UI approach.

Takeaway: 

While it may take an hour to go over these questions with the client, this will save you time  from endless discussions in the future. Upfront, you will know why a design may or may not  work, and will have a lot more background context. Asking these questions will get you clarity  & this clarity will make you question your work, much before the client.

A Better Version 1 for your client = Potentially lesser re-designs #ObjectiveAchieved

So the next time a brief meeting is aligned, set aside some time to discuss these questions with  the client, and let us know how it goes!