The Perceived Value of Good Design.
No one appreciates things on the same level.
We all know design is important. It can determine how successful a rebrand will be and how the brand resonates with us on a deeper level. It influences how we navigate a confusing app, and how a product feels in our hands. However, helping a startup to invest value in good design can feel like running up on an escalator.
The problem? Value is a subjective beast. What’s a game-changing website redesign for you might be a “meh” to your client. Their priorities might be laser-focused on short-term sales figures, while you see the long-term brand impact of a cohesive design. This disconnect can leave you feeling like you’re speaking different languages.
The “Just Fine” Trap and Its Sneaky Sidekicks
Imagine this: you present a website redesign that wows the client. They love the layout, the user experience, the entire show… but then, crickets. Radio silence. You follow up, only to be met with a vague, “It’s just… fine.”
This “just fine” purgatory is where many design projects go to die. The client acknowledges the design’s merit but doesn’t quite tip the scales toward a budgetary green light. Here’s why:
- Urgency Blues: Let’s face it, sometimes fixing leaky faucets takes priority over a sleek new kitchen. If a company isn’t experiencing immediate, burning problems with its current design, a redesign might fall under the “nice-to-have” category. They might be hitting their sales targets and see no reason to rock the boat, even if it is a little leaky (and losing potential customers in the process).
- Shiny Object Syndrome: Maybe your client just saw a competitor’s flashy new marketing campaign, and design improvements have become their sole design inspiration. Their current design might be perfectly functional, but it lacks the “wow” factor of the new competitor. Suddenly, your well-considered, user-centered design feels a little…beige in comparison.
- The Fear of the Unknown: Change can be scary, especially for businesses. A design overhaul, however necessary, can be seen as disruptive and potentially risky. They might envision a website redesign turning into a months-long, budget-busting nightmare (and let’s be honest, sometimes those fears aren’t entirely unfounded).
Bridging the Value Gap: From Product Designer to Growth Partner
So, how do you bridge this gap between your design expertise and the client’s perception of value? Here are some suggestions:
- Speak Their Language: Don’t just talk about aesthetics and user experience. Frame your design solutions in terms of the client’s bottom line. Can your design increase sales conversions by 15%? Reduce customer support calls by 20%. Speak their language of ROI (Return on Investment). Show them real-world examples of how similar design improvements led to increased sales for competitors.
- Data is Your Friend: Don’t just pitch, show and tell. Back up your claims with data. Data visualization tools can turn complex information into easily digestible charts and graphs that resonate with even the most numbers-focused client.
- The “Problem-Solution” Punch: It’s not enough to present a pretty website. Clearly identify the specific problems the current design creates. Is their website confusing and driving customers away? Are their marketing materials failing to connect with their target audience? Then, showcase how your solution directly addresses those issues.
- The Empathy Edge: Put yourself in the client’s shoes. What are their fears and concerns? Address them head-on. Maybe they’re worried about the cost or the disruption a redesign might cause. Offer flexible solutions and phased implementation plans, or highlight the long-term cost savings good design can bring (think reduced maintenance needs for a well-designed website).
- The Power of Storytelling: Facts and figures are important, but stories resonate. Craft a compelling narrative that showcases the transformative power of good design. Use case studies or client testimonials to illustrate how design has helped other businesses achieve their goals.
Remember: You’re not selling snake oil. You’re not CONvincing the client to get something they just don’t need. Good design is a strategic investment, not a frivolous expense. By reframing the conversation around value, data, and clear problem-solving, you can turn design from a want-to-have to a powerful driver of success for your clients and your business. After all, a well-designed solution can breathe new life into a business, just like the right tools can turn a skeptic into a believer.
