- At the beginning of a project, you've discussed goals
with your client.
Together, you've determined what the best outcome would be.
Once a project is completed and released,
it's time to decide whether it reached the goals,
fell short, or met unexpected ones.
Hard line metrics are difficult with design.
Since so many parts are involved with the success
of a client or product, it's tricky to say
that was due to the design.
But you can determine issues such as perception,
sales increases, and audience reaction.
Did it help people see it in a new and more positive light?
Were there any discernible changes in sales?
Did the solution lead to a younger audience?
Even though other factors might be involved,
you need to identify them and make sure your client
and potential clients know that the solution succeeded.
The most important part of the puzzle for the client
is the bottom line.
Did the project increase revenue or profit,
the return on investment, or did it add value
to the brand, the return on equity.
We'd like to think they loved it because
it turned out beautifully.
They might appreciate that, but that doesn't buy bread.
If you can't find access to numbers, get feedback
from the potential audience or employees.
The client was involved in the process
and has a sense of ownership.
When someone tells you, "Wow, what a big difference,"
pass the comment on to your client.
If he has a boss, he'll pass it along and look good.
If she's the boss, she'll be validated
that you were the right choice.
Even though the value is far less than actual hard cash,
I let my clients know if a project wins a prize
or is in an exhibition.
I get an extra certificate for him or her.
It seems like a small gesture, but I'm always astonished
at how appreciative the client is.
The most important idea here is that the job isn't over
when it's been delivered.
The real job is your relationship with the client
and building that.
Projects come and go, but good clients last.
Make it the last phase of a project
and put it on your calendar.
One month from now, I'm checking in with any information
I have about the project's success.