Do you guarantee that we’ll like the design?

Clients often ask:
Do you guarantee that we’ll like the website design?

To answer this question, it’s important to explain how design is created and which approach will help avoid endless revisions while turning the design into an effective sales tool, not just something visually appealing. Brew some coffee — this is going to be a long read…

1. Brief.

When a client comes to me with a request to design a website, the first step is to clarify their goals and objectives. I ask them to tell me about their business, product, or service, as well as about their customers and competitors.

I then draft a brief that outlines everything we discussed, including all the client’s preferences and requirements for the website. This gives us a clear understanding of what we’re building, why, and how.

It’s important not to send the client an empty questionnaire with confusing text and diagrams saying, “Please fill out the brief.” In a professional studio, it’s the designer who fills out the brief and then agrees upon it with the client. So, the brief is ready, but this is just the beginning…

2. References.

Once the brief is agreed upon, the next step is gathering references. References are examples of websites, interfaces, or other visual solutions that the client likes or that match the spirit of their project. These could be competitor websites or completely different resources that capture certain aesthetic or functional aspects.

It’s crucial for the client to provide a few examples they like. This helps us understand their taste preferences and create a design that resonates with them. I also offer my own suggestions, which I believe could suit the project. From these references, we build a shared vision of the project’s visual style.

3. Wireframe and Prototype.

After defining the references and agreeing on the visual expectations, I move on to creating a wireframe — the “skeleton” of the website. At this stage, I plan out the layout of all elements: text blocks, images, buttons, forms, and other interface components. This step is essential for understanding how the content will be structured and how users will interact with the site.

Once the wireframe is approved, it’s time to create an interactive prototype. This is more than just a gray mockup; it’s something more tangible. The prototype shows how animations, page transitions, and other dynamic elements will work. This phase helps avoid misunderstandings later, as the client can already see how the site will function before the design is finalized.

4. Design Concept.

Now that we have a clear understanding of the site’s structure and functionality, we move on to the most exciting part — creating the design concept. At this stage, I bring all the wireframe and prototype elements into a full-fledged visual style. This is where color schemes, typography, imagery, and other visual components come to life, making the website unique and memorable.

I usually present one or two design concepts to the client to avoid overwhelming them with choices, but still provide a range of approaches to consider. After receiving feedback, we refine the details, adjust specific elements, and move toward the final version.

5. Revision Phase.

After the design concept is approved, we enter the revision phase. This is an important step that allows us to fine-tune the design to perfection. The key to success here is clear and constructive feedback from the client. We aim to avoid endless revisions by agreeing in advance on the number of iterations allowed and identifying which changes are critical. This way, the project continues to move forward rather than getting stuck.

In conclusion, each stage of the website design process involves close collaboration with the client and constant validation of ideas. Our goal is not just to create a beautiful website but to build a tool that solves specific business problems.