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It really depends how strong the client brand is and how competent the client staff are that you’re working with. But the important thing is to take an evidenc

It really depends how strong the client brand is and how competent the client staff are that you’re working with. But the important thing is to take an evidence-based approach. A good idea is to keep it low fidelity for as long as possible until the UX is worked out and tested. Then high-fi it along the brand guidelines. Then test test test, again. The best way of getting a good result for your client is to take an evidence-based approach where the initial product is set up as an experimental baseline and further improvements are tested against that baseline, be that through automated A-B testing or focus groups of representative users. Focus on getting something small to market as soon as possible and adding/improving features in an evidence-based way. If the client has feedback you don’t like, test it anyway and charge them. They might be right. Focus group testing should take place before presenting to clients. Use paper prototypes with paper cutouts or using an app such as POP. Don’t guess! Test! As a rule when doing UX you want three possible designs (one of which should be a bit “out there”) and you should test each design with representative users. You learn a lot more from in person research than from A/B testing. A/B testing should always be used to verify changes or features. But you need to focus group at the design stage.

seanwilson 4y ago
I agree with this but I was more thinking about the jump from low to high fidelity mockups for the MVP landing page scenario where there isn't strong branding yet and multiple phases of user testing for many design choices isn't in budget either. Even when the branding is strong, it's still useful to brainstorm with the client over work in progress for early feedback too. As an aside, what do you do when clients are resistant to doing user testing?
- mrcartmeneses 4y ago
  I think it needs to be right up there in your pitch from the start. Position yourself as an “evidence based” supplier. But for current clients, loss aversion is always the best way to get people to change their behaviour. What I mean by that is you have to quantify the value of lost customers. Sometimes that means doing some user testing anyway (perhaps on some other area of their product) and showing how many people are getting frustrated and/or giving up. User testing doesn’t have to be expensive, just find 3 representative people (even if one is your SO or the boss’s PA) and sit with them while they use the product. If you can tell a client this is costing you x million a year, and fixing it only costs x thousand then you’re pretty much there. But like I said you’ve got to lead with evidence based approaches to get the clients you want.

seanwilson 4y ago

I agree with this but I was more thinking about the jump from low to high fidelity mockups for the MVP landing page scenario where there isn't strong branding yet and multiple phases of user testing for many design choices isn't in budget either. Even when the branding is strong, it's still useful to brainstorm with the client over work in progress for early feedback too. As an aside, what do you do when clients are resistant to doing user testing?

mrcartmeneses 4y ago
I think it needs to be right up there in your pitch from the start. Position yourself as an “evidence based” supplier. But for current clients, loss aversion is always the best way to get people to change their behaviour. What I mean by that is you have to quantify the value of lost customers. Sometimes that means doing some user testing anyway (perhaps on some other area of their product) and showing how many people are getting frustrated and/or giving up. User testing doesn’t have to be expensive, just find 3 representative people (even if one is your SO or the boss’s PA) and sit with them while they use the product. If you can tell a client this is costing you x million a year, and fixing it only costs x thousand then you’re pretty much there. But like I said you’ve got to lead with evidence based approaches to get the clients you want.