Tips for designers: upgrading communication with clients and stakeholders
By: Jenny Segal
Tags: Stakeholder Management, Design, Client Relationship

Communication (Jenny Segal)

As designers, we’ve all experienced the frustration of rejected designs, unhelpful feedback, and convoluted requests. Instead of getting stuck in counterproductive loops, wouldn’t it be nice if we could collaborate effectively with those assessing our work?

It’s easy to blame these cycles on “needy/demanding/difficult” stakeholders. However, most of the time communication is a two-way street. So what can designers do to help improve interactions with clients and stakeholders? Here are a few tips for upgrading communication — and overall relationships —throughout the design process:

1. Establish objectives for the project first.

A great way to spearhead a productive stakeholder relationship is to get clear on their objectives for the project right at kick-off. Make time to ask questions like: What do you want to achieve? What are your goals for this project? Which ones are most important for you/the business?

Make sure to clarify and document these objectives as you go along. Share with your stakeholders that you’ll refer back to their objectives throughout the project to ensure that you’re working in the right direction so it’s important that you are thorough.

If stakeholder requests pop up in the design process that undermine any of the objectives, now you have the ability to check in about that conflict, in terms that make sense. Start by clarifying the request’s potential implications, then give some potential alternative solutions. Empower your stakeholders with the ability to make an informed decision — and then let them make it.

Trust is a two-way street. By making the first move and showing that you trust and respect their decision after sharing all the necessary information, you lay the groundwork for mutual trust and respect moving forward in the relationship (and reduce the risk of micro-management).

2. Give options.

Present the pros and cons of each option, as well as your opinion on which ones best achieve the stakeholder’s stated priorities. Just make sure you don’t go overboard; pick the top 3 or 4 choices to avoid analysis paralysis.

Giving options for your stakeholders to look at is not only helpful for clarifying ambiguity — it also shows that you’re willing to consider different possibilities. An attitude of flexibility tends to open up the design process’ naturally collaborative qualities, which for stakeholders used to combative interactions can be a real game-changer.

3. Get a better understanding of where a request is coming from.

It’s important to direct your attention to the needs underlying any stakeholder request. This is particularly helpful when navigating vague or seemingly contradictory requests. Use the moment as an opportunity to get clearer on your stakeholder’s needs and goals.

Maybe their objectives have changed since the project started, or maybe they left something out when they shared their project objectives with you earlier on in the process. It’s ok; these things happen. Check in to get clear on what may or may not have changed or got left out, and adjust accordingly.

Throughout the design process, treating stakeholders similar to users in a user interview tends to serve well. It’s all about getting a better understanding of who they are, what their needs and goals are, and why.

In short:

When you present from a place of empathy, trust, and respect, and share the most viable options aligning with stakeholders’ needs and goals, you’re more likely to have a productive, synergistic relationship that moves the project forward.

Ultimately, every product needs to have a solid balance of both user and business needs. By prioritizing a stakeholder’s business perspective while also clearly communicating the users’ challenges, designers can help bring much-needed harmony to the table.