From Client Contact to Design – A Group Interview
About a month ago we were contacted by Ricardo Chiappe (@6omma) with a query to put to the design community. So we sent the question out as a group interview through the channels and we heard back from several designers. We know everyone is busy right now, so we really appreciate those who were able to get back to us with their responses, and we apologize to those who did not have enough time to get them into us. However, after you read the fantastic answers to Ricardo’s wonderful question, please feel free to take a few moments and leave your own answer in the comment section below the post. We would love to hear from other members of the community on this as well. We hope you enjoy the answers provided as much as we did.
The Question
What is your process from the initial project query to starting your design? In essence, what do you do to get yourself organized, what steps you take to get the project into the designer’s hands and rolling?
Brian Yerkes
@brianyerkes | BrianYerkes.com
Let’s say the lead comes in from our website, Brian Joseph Studios, we respond by phone or email (depending on what option they chose in their form submission) . This email thanks them and asks them a few questions about their needs… do they have a current site/logo etc. This email also introduces our company a little more, and tries to build that instant relationship. They are given one person to speak with that will be their project manager throughout the entire project.
The potential client responds with some answers, and we determine whether or not we want to take on the project or not. We have an interview process that we put the client through, and many fail at this step. I think it is extremely important to take on clients that are similar in their professionalism as you and your company.
It can even be down to small things… like if they don’t start an email addressing a name with something like “Hi John…” or anything like that. Small things like that can say a lot about the type of client they will be if you take them on, especially if you understand the truth behind some of the things that clients will say to you!
So, we begin the sales process. If the client is local or somewhat close to our area, we will arrange a meeting in person with them. This gives us the chance to really build a relationship on a personal level, beyond emails and phone calls.
We get to know the client, their business and their needs in detail. We listen to them and we provide solutions. After the meeting, we draw up a proposal outlining the solution for their project.If they like it, we send the contract along and ask them to fax it back. We then invoice 50% of the project total and begin the project once that 50% is received.
The details in the contract, along with any notes taken by the sales person are then put together and loaded into our project management system for the designer to start working on.
Once the project starts, we keep in regular contact with the client, and ensure that they are involved in the design and development process throughout. We ask for feedback at all stages of the development and once they are happy with the final design we invoice the final 50% before we send final production files.
The client pays the final 50%, they receive the final files, (we upload the files to our server if it is a website project) and they are ready to roll with their brand new logo, website, or piece of print design.
After they are finished with the project, we still keep in touch with them regularly to keep that relationship with them and to help them with any needs in the future. This way we build up a strong and loyal client base, and we do not have to take on a huge amount of new clients to pay the bills and project costs.
If you work with 5 loyal, professional clients that have their stuff together, and understand the importance of your services, those 5 clients will always be more profitable than taking on 20 new clients of all different types. Ever heard of the Pareto Principle (80 / 20) rule? It works perfectly and has done for quite some time!
Chris Spooner
@chrisspooner | Blog Spoon Graphics
I guess every lead starts with an email. I try to direct clients to supplying plenty of info, such as project details, budget etc. This all helps give a good indication of what’s involved so I can estimate a number of hours or morning/afternoon sessions that would be required for the job, this is simply multiplied by my hourly rate. After which an estimate document is sent out, that contains an overview of the price and a list of terms. Once accepted an invoice for 50% is supplied, after payment is made it’s down to me to get cracking!
My process starts with some further research into any initial ideas I’ve had, I’ll create a client folder and save various text snippets from their email and images I come across online in a ‘Research’ folder. Next up, I’ll often dig out the pen and notepad to sketch out some ideas. Then things eventually move into Illustrator or Photoshop to continue the design in digital format.
Liam McKay
For me, when I receive a request for a quote I send them a PDF file with costings on. I tend to stick to set prices per project so this makes this part very easy. Anyone who hasn’t been scared off will get in touch, and if they’re with me at this point it tends to be a good sign. Then I ask them for as much information as they think is relevant and can help with with the design, the usual things everything from photos to colour ideas. Anything that has been missed out or is up for discussion is sorted out via email or Gmail. Once I’ve got a clear idea of the direction it’s a quick wire-frame & mood-board to show what’s in my head, and find out if it matches what the client had in mind.
Only once all of these stages are done will I start, it’s really about me being comfortable with the process. I can’t start on something I’ve got doubts or uncertainties with so the process is really about me clearing up things and helping me understand the needs. It’s also worth mentioning I make sure to get a deposit before I start the design, and sometimes before I do a wire-frame.
If I’m working with a client I’ve worked with before I don’t always need to do all of the steps mentioned above as I tend to understand the requirements and expectations without the need for a mood-board etc, and likewise they feel comfortable enough to trust me. But generally this is my process for most new clients and projects.
Jon Phillips
In most cases, for a new client I’ll start by asking questions and try to figure out what the client is looking for. For an existing client, since we have a history and I already have an idea of what they like and dislike, it’s usually faster. I’ll often ask the client to show me some examples of sites they like and what they like (and don’t like) about them. Some clients will also have a design brief which is always helpful.
I use my own folder-based system on my computer to keep track of client infos, files, images, screenshots and inspiration material. When both me and the client are ready to move forward with the project I’ll send a quote and ask for 50% in advance (and the remaining 50% when project is complete)
Then when everything is good, I’ll grab my Moleskine notebook and start drawing wireframes and I’ll brainstorm some ideas focussed on the branding and the audience. My process will also be very different whether I’m working on a blog or on a small business website.
Once I’m getting somewhere with my wireframing I’ll open up Adobe Fireworks (I prefer Fireworks over Photoshop for website mock-ups) and start working on different layouts and grids. Then it’s just a matter of doing a couple more mock-ups, coding and voila! :)
Franz Jeitz
@fudgegraphics | Fudge Graphics
The initial design process depends on factors such as type of project and location of the client. If possible I try to meet up with the client over a cup of coffee to discuss the project. Prior to the meeting I will have compiled a list of questions to ask. It is important to get as much information as possible. Furthermore I’ll present some examples to show the client. This enables me to get an idea of what they like and dislike. For non-local clients this will all be done via e-mail or Skype. Once the ground outlines of the job have been set I will give them a quote. Upon approval I will start with the actual design work.
Now It’s Your Turn
Don’t forget to take a few minutes, if you feel like it, and tell us about your process in the comments.
Rob is the talented author and graphic designer, celebrated podcaster and poet, who is now the co-editor and imaginative co-contributor of Fuel Your Creativity. With a background working through most areas of the arts, Rob works from a creative wellspring that shows no signs of running dry.
Grab the Feed
How do you NOT scare away clients with 50% payment and a contract up front? If anyone can provide some clarity, it would be greatly appreciated.
Hey DP,
If they’re getting scared at 50%, then chances are they will be an enormous headache. When I deal w/ projects over 5k, I often give them the option to pay in thirds. 1/3 on quote approval, 1/3 on design approval, 1/3 on soft launch.
50% is standard practice from what I’ve seen. The entrepreneur in me says to get a feel for the situation and work with people whose budgets are not immediately great, but the business man always says cash is king.
Hope that helps.
Adam
Great idea for a post Rob, as well as a great chance to see how how some familiar faces in the design community work behind the scenes. I follow much the same process as those above, having a questionnaire template focused on the various services i offer has also helped make the process more efficient and effective.
@DP I’ve never had a single client scared away by the 50% deposit up front. Without a deposit you are essentially working on spec or extending credit, with only the hope of being paid once the work is delivered – which is obviously quite a dangerous way to do business. The client also benefits as they can spread the payments rather than one huge payment at the end of a job, it also ensures that the design process and final delivery don’t get delayed due to outstanding payments. I hope I’ve helped provide some clarity :-)
Read this post with great interest. Good to read all the different approaches. The hardest part I find regarding potential new clients is that often their 1st question is about price, not process. Still dumb-founded when some ask for spec work – NO! Many times they’re calling around price shopping/comparison. Understandably many clients want flat fee vs. hourly fee.
I was curious @chrisspooner approach about asking client what their budget is. I’ve asked this question and have never got a real number.
I also use an interview process via phone or in-person as it necessary to see which clients are truly serious about a project.
I agree with @brianyerkes that its better to work/keep with loyal clients than new ones.
@dp That has got to be one of THE most important steps in beginning any project whether you work for an agency or whether you are a freelancer. It is just a policy you stick by with exceptions for clients you trust or have worked with before. If a new client isn’t willing to invest at least that much before you start a project, they are probably not worth working with. It is one of the only ways to protect yourself in the event a client decides to bail on a project. Otherwise you’ve done a bunch of work for free and have nothing to show for it.
With that said, we start with a 50% deposit before any work is done, including formal info gathering or the client interview, move to IA & wireframing, next is our design phase which if moodboards are included we will develop those prior to the design comps and send each of these documents to the client for review. The number of iterations depends on the size and complexity of the project. After design is complete and approved we build out our CSS/HTML templates send for review to client and from there begin building out the site if included in the scope.
When you say 50% deposit. Why do you call it a deposit? Will they get that money back if they are not satisfied? please clarify. thanks guys -dp
@dp Technically, to protect yourself you should refer to it as a retainer, unless you do plan to give it back which I would think you don’t ;0)
I’ve never used contracts. Although I have not been burned, I have had clients extend projects a little. But the point is , contracts give you piece of mind. I am right now drawing up a contract to use with all future clients.
Of course, if you are hired by an agency to come in and work by the hour, you can’t give them a contract to sign can you?
Be sure to read Brian Hoff’s post What to Include In Your Design Contracts.
http://www.thedesigncubicle.com/2009/07/what-to-include-in-your-design-contracts/ Good info and comments.
Some great responses to the question, and makes me feel more confident about my own process, since I only freelance occasionally. I’m curious if other designers ever show clients sketches? I’ve always wanted to involve the client more, but the times I’ve tried, I either got little feedback, or it was too hard for them to visual something based on a sketch.
@dp You use per-project contracts with freelance clients only. An agency or as-needed yearly contract isn’t the same thing. The only time I wouldn’t use a deposit and contract or might be lazier about it would be with a repeat client.
You don’t have to do a full 50% up front. I do 35% up front after contract has been signed (before work has been started on), and I know of other designers who do anywhere between 30% and 50%. I use contracts because it keeps me from getting burned. I’d rather not spend hours on a project, present it to a client, then have them change their mind. The whole point of contracts/deposit (other than it being fairly standard in freelance design) is to scare away non-paying/non-serious clients. They can go to Craigs List or Crowdspring for that. :)
There’s a good discussion developing here. Like Grace, I follow a similar set of steps to those outlined by everyone featured in the post. I take a payment up front: 50%, or 35% if the quoted amount is higher than $1,500 in which case I will arrange in the contract for three staged payments instead of two. But some of my clients prefer two payments no regardless of the quoted amount for the work.
What about stipulating a start date and (more importantly) an end date to the project in the contract? Does anyone have an example of a contract with start/end date?
@dp After speaking with the client, I give them the contract with a design brief. The design brief is a summary of what I will and will not be providing in detail, as well as a timeline for all proofs, when they should return the proof back to me, and when the project will be completed. I do this so that when they sign the contract, they know exactly my impressions of what I will be providing them. I am open about changing the brief/contract if there is something in it that I misinterpreted.
It does take more time (1–2 hours for me, typically, to write it up), but I like to make sure I am on the same page as the client. I also have a note in the contract that says if they miss a date on the timeline (or if I am unable to make a date on the timeline due to illness or something major) that timeline will need to be modified. Any time a date is missed (which happens typically on their end with giving feedback/changes), I modify the timeline and send it to them again so that we are always on the same page as far as when the project will be completed.
There are some good design contracts online if you dig around. :)
my concern is that the project does not go past a certain date so that I can my plans to take on projects after that date. The problem is that I don’t know how to write it into the contract. I’ve sifted through a lot of contracts but can’t find one that clearly defines a start and end date in a comprehensive way.
I appreciate everyone taking the time to respond to my queries.
Every designer is different, and it’s really up to you and your process. I send the client a 1-page brief, a 1-page contract and a 1-page project estimate. I do mostly print work, but I’ll modify my brief as I start picking up more web.
For the contract, I based mine heavily on this one: http://jefffisherlogomotives.blogspot.com/2008/07/signing-on-dotted-line.html
This is how I outline my brief. I always drop a CD of final work in the mail (along with e-mailing the files) so that I can send along my business card and invoice.
Project Title/Description
Overview
Deliverables Needed
Primary Audiences
Tone and Image
Process
Schedule
Date—Project Agreement returned, deposit received at latest to stay on schedule.
Date—Initial logos/concepts e-mailed to point of contact.
Date—Logo chosen. 1st set of revisions to chosen design e-mailed to designer.
Date—2nd logo e-mailed to point of contact.
Date—2nd set of revisions e-mailed to designer.
Date—3rd logo e-mailed to point of contact.
Date—3rd set of revisions e-mailed to designer.
Date—Final logo e-mailed to to point of contact. CD-ROM dropped in mail.
OK, I see. you really spell it out for them right from the start. That’s probably how I will do it with my contract. Thank you so much Cindy. :)
This is a great discussion, indeed! So much helpful information being shared, it truly is inspiring.
@dp – I think, like you pointed out with Cindy’s contract. the more information you can work into the contract will not only further protect you (in the sense of the dates in this case) but also helps put the client’s mind at ease. The fewer questions that anyone has once the contract is in place, is naturally better for all those involved. It will also show a mark of professionalism to have such a detailed and mapped out approach.
Yes, Jeff Fisher’s contract with dates added for each set of revisions and client sign-offs seems like a good way to go. Of course, not matter how tightly you design your contract, a bad client will always find and exploit some kind of loophole. For instance, a client that wants drastic changes and claims that it is a set of revisions. I can give more examples but you guys get the point I’m sure. -dp
PS- the market seems to be picking up. Anyone else getting that impression? (off topic I know, but I was wondering)
Our company specializes in website design search engine optimization. The early stages of our process are very similar to yours. One thing we do before starting the project is interview the client with specific design-related questions in order to nail down their exact needs. In an article of ours, we’ve listed some of the questions that we ask the client before starting a redesign: http://www.pilotfishseo.com/website-design-questions.asp
An important part of our SEO process is doing keyword research, which helps determine which keywords users will type into search engines to find what they are looking for on the Internet.
Heather, you guys are making a BIG mistake with all those design specific questions. You’re practically telling the client to design the site themselves. What the hell do they know about colors and layout? A better process is to give them adjectives to describe how they want their brand to be perceived. BIG, BIG mistake on your part. Waaaaay too many questions. You guys are obviously on the development side of things. Rethink your process!!!! Get a creative Director or creative consultant on board.
I’ve Had fun reading your post… I’ve had really helpful tips!!!
And thank You so much!!! :)
Realy Great!!!
Hey guys this is really great! The post itself is inspiring and the discussion has really answered all the questions I had. Thanks and continue the great work all of you!
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