Asking the Right Questions: the ever-evolving conundrum

So, let's pick this up from last week's post.  

In getting to the bottom of what you need to know about your client and their products/services, I suggest you view it as information gathering that starts with you “not even knowing what you need to know.”

YET.

Answers: Well, in my opinion, there’s no single solution my friend. Try to avoid a single “templatized” set of questions you should ask the client.  The may be a few you regularly ask. For me though, determining design context has been more about determining and asking the right questions, and not the same ones every time, depending on circumstances, of course. Here are some suggestions, and remember, there is no single way to interact with clients, it’s simply having a methodology and a process that is most important. You’ll fine tune it over time, because “you are you,” and you bring something unique to the table, so you need to value your personal approach just as much as what may be important to the client.  

• When interacting with clients, your ability to ask questions (and ask the right ones) is just as critical as your ability to listen. If you’re always thinking about your next question while they’re talking, you may not actually hear them, and truly hearing someone is an art form. Try to be an open conduit for receiving a fuller spectrum of information; this attitude will take you far. You’ve done some research and know a lot about them, so now let them give you their take on the company.
• Ask the necessary close-ended questions that require a “yes,” a “no” or a few words in reply. These often address quantitative aspects of the project: “Yes, this is s a first-time delivery of the product.” ALSO ask open-ended questions that encourage a wider range of potentially important information that may not have even been something previously on your radar. When working with new clients, I especially find this helpful, because if you can give them a few open questions, you give them the opportunity to talk about subjects like: themselves, their company, the history of their company, and… “Their story.” You need to know their story. In some ways, what they choose to say, as well as how they say it, can both be very valuable information! 
• What will the full range of user experience involve, from first hearing about the product, to purchasing and using the product, and coming back again to renew interest? What products/services out there compete?
• Your client may LOVE the color red, and want you to include it in all your designs, but is this the best color to use for a relaxation product? Identify and define differences that may exist between your actual client, and the ultimate users of their product/service. Know the differences, account for them in your designs, and be prepared to defend your findings/solutions with the client.
• Talk to multiple stakeholders whenever possible. Sometimes focusing on one stakeholder or client can bring a little too much subjectivity to the table—this is quite human and normal.

This is not meant to be an all-inclusive list, but it’s a good starting point. Design responsibility can entail establishing a much bigger picture for your client. Of course, they probably have immediate needs (they almost always do in consulting), but you ultimately create much greater value for them by paying attention to their story, even if this is your approach “under the hood” and in less visible ways, it’s your guiding intention. 

For example, creating a timeless logo, and longer-term solutions, start with you knowing where they have been, where they are now, and more importantly where they may want to go. Beg for their patience as you engage in the process, and take the time to fully understand, as best as possible, how you can partner to help define them, and their organization. I know I appreciate learning, as well as fine-tuning my ever-evolving process and methodology, and I wish you luck on your path as well.

So, in wrapping up this post, I ask you:  On a past, present or future project, what 2-3 open-ended questions might you have asked, did ask, or will ask, that would be most useful to you, and how might they be most valuable (for the short or long-term) needs of your client? 


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