What Clients Don't Know (… And Why It's Your Fault)

When in-house or external clients go out in search of design they often have no idea how to describe what they need, measure what they're looking for, or evaluate who they might work for and subsequently, the work that's produced. As designers it's our job to help site owners and stakeholders figure these things out and to give them the tools and knowledge they need to evaluate whether what we do is what they need. Without that insight clients have nothing to go on but good instinct and subjectivity. Learn how to give your clients and stakeholders the mental tools and vocabulary they need to help you create more successful sites.