The designer’s guide to improving agency-client relationships
Providing design solutions as a third party to clients (large or small) is a daunting task, and more often than not, this isn’t simply because of the challenge of the design, but instead a myriad of other factors.
These factors, although not all purely design, have a strong consequence on how the client-agency relationship grows and consequently how well the design is received and implemented.
Here are a few thoughts to take as you move ahead with a new or existing client.
1. The goal of design should be more than simply ticking off tasks
Being a designer entails problem-solving; however, better solutions will come if the designer is thinking about the need instead of designing for the sake of ticking a checkbox. The designer should have bigger goals, it should motivate them to dive deep into the problem, maybe talk to some users and find out the root cause. Designers will be evaluated on how they problem solve and their design thinking instead of whether they completed the task or not. It’s crucial the designer values strong craftsmanship and not just strategy. The passion designers put in their work can be seen in the results.
2. Establishing expectations early helps keep things positive
There shouldn’t be any surprises on what the expectations are throughout the process. That is not a place any designer wants to be. Designers should make sure to share their plans with their clients, allowing them to form reasonable expectations. This will ensure designers can stay on track and prevent running out of time. It is always better to underpromise and overdeliver than vice versa.
3. Share knowledge — stay transparent wherever possible
What may be evident to the designer may not be apparent to the client. The worst thing any designer can do is assume the client understands. Sometimes, over-communicating will save future confusion. When designers try to explain all the details to their clients, it builds trust and confidence. It’s a good practice to describe what changes were made and their reasoning to allow the client to feel confident about the designer’s decisions.
4. Craftsmanship and proactiveness indicate reliability
Give your clients options (within reasonable amounts). More often than not, your client is not a designer, and thus, they may not know how to visualize what they need. Demonstrate how your design is meant to work, down to the smallest details. This will allow you to build a great reputation as an independent professional and inform people that you can put in the extra effort.
Additionally, besides simple design, identification of problems and new tasks to get to should be something contemporary designers take on as a task. It’s crucial to be proactive and not wait for clients to pose the problems. Being proactive means filling the gaps and creating a clear pathway linking the problem and solution or at least making it easier to get there.
5. Willingness to learn can help improve the product
Designers must be honest with their clients. This means letting the client know that the software is unfamiliar; however, they are willing to learn and put in the work as best they can. Clients will be more appreciative of the honesty and lower their expectations allowing the designer to exceed them. Designers will be rewarded for the genuineness they portray and will help in building strong connections. The willingness to learn can sometimes be more rewarding than knowing everything in the first place.
6. Don’t wait too long to address concerns
Designers do not need to wait for meetings to keep their clients in the loop. A quick email or text informing the client of your progress or queries will enhance the trust. Immediate feedback more frequently ensures designers can stay on track and avoid going back to rework the project based on the new iterations. Waiting until the larger meetings may require significant changes wasting both the designer and clients’ time.
7. Establish roles effectively for better work output
Designers visualize results. It’s their job to apply their strategy and creativity to the project. They need to be able to defend their design and deal with pushback tactically. It’s critical that the designer prevent any trust deficit that could otherwise muddy the design and strategic process.
8. Anticipate client needs to instil trust
Part of collaboration is forming human connections. The benefit of creating human connections is the ability to install reassurance in your client. It automatically strengthens the relationship and allows both the client and designer to be truthful about a project. Designers should anticipate what may not be working and fix it despite the client not voicing their concerns. When clients are not designers, it can be intimidating to give feedback on work; it is the designer’s job to build that relationship and fill in the gaps.
9. Good conversations can improve working relationships
Working relationships between agencies and organisations boil down to the humans involved on either side. Thus good conversation becomes a cornerstone of healthy professional communication.
10. Revamping work processes over time can help improve output
Collaboration in any workspace is vital as people have varying strengths and perspectives to share. When clients are familiar with the people they are working with; projects can be handed over to other teams within the company, allowing for an expansion of knowledge and input. Switching up methods and approaches to the design process can keep it fresh and effective, along with highlighting new areas to focus on. It is always good to have a structure in the way designers work; however, the structure needs revamping from time to time.
11. Third-party inputs can improve the client workplace
The benefit of a third-party designer is their one-arm distance away from the company. They have a whole new perspective with fresh eyes looking into the agency as an external party. Thus, they can identify issues or ways of improvement within the workspace. For full-time employees on the client-side, these issues can become habitual and maybe even background noise. Figuring out the art of shedding light on issues as an agency without hurting the sensibilities of the client can reap profound rewards.
Some closing thoughts
Maintaining a strong relationship with a client not only builds a good working culture but also opens up the floor for strong design and development execution.
With stronger execution and relationships, you’ll find yourself opening a lot more doors for your team be it new clients, a more confident team or at the most simple, a more smooth working life.
The Canvs Editorial team comprises of: Editorial Writer and Researcher- Paridhi Agrawal and Anjali Baliga, the Editor’s Desk- Aalhad Joshi and Debprotim Roy, and Content Operations- Abin Rajan
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