What are the best practices for presenting your web design mockups and prototypes to clients?

In presenting web designs, clarity and detail matter immensely, aiding clients in informed decision-making. Yet, beyond the visuals and details, cultivating a strong client relationship is paramount. Engaging clients, understanding their vision, and building trust streamline the design process, leading to outcomes that resonate closely with their expectations. At the end of the day, while detailed presentations showcase our expertise, it's the rapport we establish that truly driver projects forward.

Each client is unique and has different preferences for how they want to communicate to their demographic. For smaller businesses and individual clients, I find that meeting in person and discussing their goals and expectations is the best way to get a feel for what they are looking for. This allows me to gather a mental model of their desired design and experience, which I can then use to create a prototype or static image mockup. For larger clients, I find it's often helpful to get a written outline of their requirements/desires. However if none is provided, I tend to start with a static image mockup as an easy way to begin the revision process and get to their ideal end-result.

In making a presentation, the focus should be on clarity and impact. Show your clients not just the design but the vision behind it. Walk them through the journey of how each element aligns with their brand identity and goals. It’s not about just showcasing features, but weaving a narrative that connects the dots between design decisions and the client's strategic objectives. Each slide should be a stepping stone, building their understanding and investment in the concept. And remember, it's a two-way street – engage them, seek their thoughts, and refine your design with their input, ensuring a collaborative process that resonates with their principles.

When we present work to executives, the most important thing to get right is the story. Every slide should unpack that story by making one point and leading them through the rationale, data and insights that resulted in the work they are about to see. The goal of the presentation should be to ensure that by the time they get to the prototype or mockup nothing feels surprising. In fact, it should feel inevitable to them.

I prepare my presentations with a preview email letting clients know what our goals are for the call, and key questions to answer. This sets us both up for success by preventing us from getting too deep into the weeds on items we don't need to.

To ensure my clients are fully onboard with the design process, I prioritize clear communication from the get-go. This means setting up meetings, discussing goals, and creating mockups that align with their vision. For larger clients, a structured outline of their requirements guides my initial mockups, ensuring a focused starting point for further refinement. Ultimately, it's the synergy between my design expertise and their unique perspective that leads to a final product that's not just visually appealing but also strategically on target." Remember, it's about merging detailed presentations with a personal touch—our discussions create the framework, and the rapport we build drives the project to its best outcome.

First, remember that feedback sessions are intended to help make the work better. So make clear to the audience what you want feedback on and where work is yet to be done. This will help direct the feedback into the areas you need the most help.

In the follow-up phase, the key is to build upon the feedback given. Express gratitude to your clients for their insights, briefly recap the main points of discussion, and clearly outline the subsequent steps. Then, diligently update your design, adhering to the agreed-upon timeline and consistently involving your clients. This iterative process not only enhances the design but also solidifies client satisfaction and trust, culminating in a successful and high-quality web project delivery.

Be careful with this method of feedback loop. If you have a client who changes their mind after a week (or another stakeholder, such as a V.P. who has very imaginative ideas), getting circular feedback, again and again, will cause bloat in your scope. Feedback is excellent but limit it. Communicate with your Project Manager and make the best judgment when enough feedback has been done.

One thing I have to remind myself is that a criticism of your design is not a criticism of you. When presenting a design in your presentation it's important to remember that all feedback is important and allow yourself to be incorrect 🙂