As a UX expert, when I hear or see the letters ‘UX,’ I envision a flawless, accurate, and enjoyable user experience built on a trustworthy relationship between the end-user and the digital platform/service/brand.
However, I’ve realized that these initials accompany us through every interaction with friends, parents, relationships, and clients. In all these cases, the architecture of a reliable connection is paramount.
In this article, I want to move away from the standard UX process of focusing on the digital product and instead focus and implement it on our clients, specifically on how we can convince them that we have their best interests and their target audience at heart.
So if our user is our client, How can we validate our work and tell them a story that makes them not only say YES but also believe in us?
Here are my 9 guidelines for a healthy, trustworthy client experience:
#1 Research
We should always know our audience. As UX designers, this is one of the most crucial steps to a positive digital experience.
So how can you better understand the person to whom you will give your professional advice and expertise? All you have to do is make a quick Google search and learn the following:
Their interests,
Their hobbies,
Their favorite books or podcasts.
We do it all the time for job interviews, new friendships, or desirable potential investments; we do our research and prepare ourselves. The same thing goes when we research personas as the target audience for a new UX project. Think about it this way: In this first encounter, your personas are your client and their brand! This isn’t a trick; you must know your audience.
#2 Leaders VS Doers
Remember, as an expert you are in the lead, your client counts on you to separate the wheat from the chaff.
The fine difference between a leader and a doer can be found in the smallest gestures:
Preparing for a meeting in advance.
Mapping out your objectives for every meeting and deciding on those engagements’ primary and secondary goals.
If you take your interactions with your clients as seriously as you do your UX, I assure you that you will achieve your objectives in every interaction.
#3 Visibility
Remember my first guideline? It usually goes both ways. You need to be ready because your client knows as much about you as you do about them.
When was the last time you Googled yourself? Now is the time to give it a go! (Well, not now, but as soon as you finish reading this! 😉 )
You might be asking yourself, “why bother”? They are already a paying customer, but you also need to remember that the sale is never really over. During your project and your relationship with your client, you will meet their vendors, advisors, colleagues, and superiors. Not all of them will appreciate you, but they need to respect you.
Your digital footprint will probably be their first impression of you. Make sure you are out there in all your professional glory. It’s time to update your LinkedIn, FB, website, and all your digital jazz!
#4 Comprehensible at first sight
First impression matters! We invest all of our deepest thoughts and thorough research in our user’s first sight. Our client should have the same treatment.
Be presentable, articulate, and prepared to validate your thoughts and opinions with comprehensive resources.
Map out all the upcoming questions and be ready with the appropriate answers based on research and benchmarks, not your feelings.
#5 Consistency
One of the monumental building blocks of trust is consistency, and for you to master this rule, you must stick to your plan and be flexible enough to adjust it to upcoming bumps in the road.
No matter what, lead them to the right destination, even if there are roadblocks on your journey.
Never be afraid to say ‘NO; This is the “wrong” way.’ But always be armed with the alternative ‘right.’
#6 Controllability
In UX, we all know the user has the power; the same goes for your client. We don’t just say what needs to be done; we need to explain the whys and what will happen if it isn’t done. Your client needs to feel like you are their partner, not just another vendor!
Educate them, let them in, share your thoughts, and ask for theirs. Remember, you are establishing a relationship; they need to know you are there for them in the long run.
#7 Efficiency
As UX designers or PMs, we have 360° professional knowledge and the night vision that comes with this superpower. Our most important task is to organize the chaos.
Efficiency can be proven in the most inconsequential email meeting summary, Gantt chart, or occasional ‘Done’ message.
I recommend that you check out the following tools; they will help you stay on point and be super-efficient:
Miro — A simple-to-use online whiteboard built to help you collaborate with others any time, anywhere
Figma — By far the best tool for collaborative design and efficient workflow
Monday — All in one project management software
Hotjar — User Recordings, Heatmaps, Events, Funnels & more for your website
Heurio — A browser extension to make comments and collaborate directly on any live website. Great for QA.
Canva — Use it to create social media posts, presentations, posters, videos, logos, and more.
#8 Effectivity via Continuity
How can we prove our effectiveness? First, our job is never really done. Even after the product is launched, we don’t press pause; we need to keep going.
We always need to know the data: Does it work? Did our client reach their business goals? If not, how can we improve it?
A good and healthy relationship should be revised from time to time. We need to analyze the process, identify what’s not working, and suggest alternatives. As a UX expert, you’d offer AB testing if the flow were bugged. Your client should receive the same treatment. This way, they know you are there for them, open-minded, and ready to optimize your work and relationship.
#9 Empathy
Last but not least, always remember that your client is a person. Be attentive, compassionate, and caring, not just for their brand and assets but for the human behind these things.
You’re welcome!