The Identity of these Designers
You may look at that 64% figure thinking, “Surely, I don’t fall under that category; I’m not like those designers.” However, odds are you might be closer to that group than you’d prefer. Searching for some background on who these poor communicators were, we also questioned our participants on how they discovered their designers. Here’s what the data told us:
Online marketplaces are the leading source for finding designers at 34%, which sheds light on some of the clients’ issues. Marketplaces allow virtually anyone to put up a portfolio and seek design work, heightening risks for clients. Nonetheless, personal recommendations, including friends and family connections, reign supreme, representing nearly 45% of design sources according to our responses. This reveals a couple of important points:
- Despite online marketplaces gaining popularity, recommendations and personal networks still take the lead in connecting designers with clients;
- A pre-existing personal tie with a client doesn’t guarantee seamless collaboration—in fact, poor communication isn’t something easily fixed by familiarity.
The Frustrations of Collaborating With a Designer
To grant our survey participants free rein to voice their issues, we provided an open-ended question format. They could provide lengthy or brief responses, many of which fell into one or more of these seven notorious categories—the seven deadly designer sins:
- Ineffective communication;
- Unmet deadlines;
- Challenges in establishing trust with the designer;
- A limit on design revisions;
- Ignores business-specific needs;
- Expensive rates;
- Client doesn’t feel valued or prioritized.
After compiling these grievances, it becomes clear that ineffective communication stands out as the primary problem, mentioned by 64% of clients. Although other issues tied to communication also emerged, such as “Ignores business-specific needs” (15%), “Challenges in trust” (15%), and “Client doesn’t feel valued” (6%). These other complaints heavily suggest that proficient communication could resolve many of these concerns. While “Unmet deadlines” (17%), “A limit on design revisions” (15%), and “Expensive rates” (14%) are notable concerns, focusing solely on the speed, frequency, and cost of deliverables doesn’t encapsulate the entirety of the problem. The core issue most clients have with designers isn’t a question of their technical abilities—it’s about the quality of their interpersonal skills. This may seem obvious, especially for designers who have endured lengthy email threads over minor alterations and client directives that are anything but clear. But complacency isn’t an option, particularly with the rise of AI-driven design capabilities.
Designers vs. AI: The Human Touch
In recent years, AI and computer-assisted design have made significant strides, revolutionizing the creation of products ranging from golf clubs to websites. AI’s inherent advantages in cost, the promise of endless revisions, and impeccable deadline adherence are areas where human designers cannot compete. Nevertheless, these aspects account for only a fraction of client grievances. For designers vying for relevance amidst the tide of AI alternatives, it’s imperative to put serious emphasis on client relations. In the battle against AI, your human-centric approach becomes your unique selling proposition.
Enhancing Your Design Game (No New Skills Required)
Still not convinced about the value of polished communication abilities? Let’s look at another survey result, which answers: What is the most meaningful element of a designer-client working relationship? Directly from clients, the message is unambiguous: communication is paramount, even more than technical ability. Returning to the topic of client frustrations, our analysis found common communication-linked problems that designers can rectify with relative ease.
Committing to Improved Dialogue
Complaint: “It’s difficult to convey our vision in such a manner that the designer understands and can develop a logo that aligns with our requirements and aspirations.” Solution: During initial consultations, resist hurrying through. Clients may lack the professional design lexicon, so spend time elucidating how you can materialize their concept. Bridge the communication gap from the outset and maintain regular progress updates. The more vividly you articulate your process, the more involved clients will feel with the resulting design.
Cultivating Trust
Complaint: “It was challenging to trust the designer enough to let them have autonomy in decision-making. Learning to heed external input was a steep curve for us.” Solution: Often, trust is a derivative of communication quality. Can you demonstrate comprehensive understanding of their project aspirations and prove that your primary concern is outstanding delivery? Show a personal investment in your client’s enterprise and how your design contributes to their objectives. Although you’re not on their staff roster, adopting an in-house employee’s dedication will help clients confide in your decisions, especially when hard choices arise.
Accounting for Commercial Realities
Complaint: “The impression was he prioritized what would enhance his portfolio over what our business really needed.” Solution: It’s natural to want to craft designs that gratify your portfolio, but client designs shouldn’t serve your interests first. Invest effort in grasping the essence of a project, the achievements a client seeks, industry trends, the intended demographic, and envisioned outcomes. As AI in design becomes more influential, your dual role as a consultant and a designer can give you a competitive edge.
Ensuring Clients Feel Significant
Complaint: “Since my designer was juggling multiple projects, we didn’t always feel like a priority.” Solution: Juggling multiple assignments is a reality, but it isn’t something your clients need to be aware of. Whether you’re conversing over the phone, in a meeting, or replying to emails, offer them undivided attention. You might not be available around the clock, yet demonstrating interest and enthusiasm during interactions reassures clients of your commitment to their project.
Moving Beyond Design Transgressions
If you’ve reached this point in our discourse, you’re evidently prepared to mend your ways and enhance service to your clientele. Yet, even with the most meticulous efforts, some client complaints are inevitable—that’s simply human nature. As you strive to improve designer-client relations with a more personal touch, you can maintain a competitive stance against other designers—human or AI alike. Feature image courtesy of Unsplash.
