Dealing With Creative Conflict and Clients
September 15, 2004 | 
27 Comments
Summary: Some tips and lessons learned on how to deal with creative conflict as it relates to clients and stakeholders.
Working with others can be a challenge, especially when you work with opinionated, creative people. As anyone who’s worked with me will attest to. A few weeks back I published a piece about how to deal with creative conflict within a team. Many of you found it to be helpful and I’ve actually referred back to it myself once or twice since then. Now I need to actually heed my own advice.
Teamwork is something you’ve got to work on, and even though it can be rough at times, especially when dealing with creative minds, it usually works out in the end. But what about the times when you’ve got someone one your team that’s not really part of your team?
What about creative conflict with someone like a client or internal stakeholder? Someone who could very well make or break your project. Someone who probably holds way more sway over any design decisions you make than, you the talented Web designer, do.
Dealing with these folks can be a real, sometimes insurmountable, challenge. Again, it’s even harder when they’ve got creative minds and lots of opinions themselves.
A fairly common conversation
The following is an amalgamation / reinterpretation of many such conversations I’ve had over the years and not representative of one particular situation. I’d be willing to be just about everyone reading this has been involved in something similar.
Client: I’ve taken a look at the comps you sent over and I don’t like any of them.
Designer: Oh, ok, why not?
Client: Well, they just weren’t “dynamic / cutting edge / (insert meaningless adjective here)” enough. I was really looking for something, well, different.
Designer: Oookay? Care to elaborate on that? In our initial meetings we talked about what would be best for this site and the design is based on what is outlined in the creative brief.
Client: Yeah, about the brief, I was talking to my niece (she’s a Web designer too) and she recommended we go with something a bit more like this.
Client pulls out a screen shot of 2advanced.
Designer: Hmmm, ok, well, the problem with going in that direction is that it doesn’t suit your audience well. You are selling aluminum siding to department stores…I think it’s best if we stick to the original brief and go with something clean, straightforward and easy to use. There really is no need for something overly fancy.
Client: Are you telling me you can’t do something like this?
Designer: No, not at all, only that it wouldn’t fit well with the content, audience and goals of your site as laid out in our original creative brief—which, by the way, I think was very well representative of what your site should be.
Client: Well, normally I’d agree with you, I don’t really like to use sites like that myself as I find them a bit overbearing, but I really want something “engaging”. Far be it for me to tell a designer like yourself how to design…
Designer (silently): Then shut your f’n trap! Argh!
Client:…but I’d really like to go in a different direction with this. I realize you’ve already spent quite a bit of time on it, but let’s try for something a bit (insert meaningless adjective here.)
I could go on, but I think you get the idea. I’ve had many conversations like this with clients, managers, CEOs and marketing folks. As bad as that one sounds, it’s actually a fairly easy example to work with. What’s the worst is when a client doesn’t like the design, but can’t (or won’t) tell you why in terms that you can use. I don’t know how many times I’ve had to go all the way back to square one because of a stakeholders uneducated or unexplained opinion.
Some general tips
Conflict is unavoidable, recognizing this is the first, and most important, step. When you deal with people who care and are passionate about what they do, you can expect quite a bit of conflict. Avoiding it is usually not a good solution. Learning how to deal with it is best, and it is an ongoing process that must be practiced to get right.
I usually have a good relationship with my clients and stakeholders. In my 10 years as a Web professional I’ve come across just about every kind of creative conflict you could imagine and most have been resolved to the clients satisfaction, which is usually the goal. It has been very rough at times, and I know I’m not the easiest to work with myself, but if you stick with it and stay mostly positive, things tend to work out well.
Not all of these tips will work with every situation or with every client. I work differently, for example and for obvious reasons, with internal stakeholders than I do with my freelance clients. Some of these tips may not work at all, but maybe they’ll give you a starting point from which to begin to resolve your differences.
Before you even begin
- First off, don’t design on spec. It’s a bad idea, read Zeldman for more.
- Start with a creative brief. Make sure, before you begin, that your creative brief (or whatever you use) is in place. A Web project should not even begin with out solid goals, clear roles and a plan for getting it all done.
Get yours up front. Make sure you have a contract in place and that you get some money up front. This not only ensures you aren’t wasting your time if things go south, but puts a bit of incentive into the clients mind to make things work. - Know your role, from the start. Know what your responsibilities are and how much say you have in the final design before you begin. This will make life easier down the road. I don’t know how many times I’ve started a project thinking I had more pull than I did. It can be frustrating.
- Know who “owns” the project, if possible. Make sure you have a clear understanding of who has the final say. And I mean “final”—this is the person you’ll need to please. I also say “if possible” because this is often easier said than done.
- Avoid, if possible, showing unfinished comps. This has gotten me in a lot of trouble. Make sure your comps are complete before going to your stakeholders with them.
When conflict occurs
- Listen. I realize this can be hard, especially when they aren’t listening to you, but the first, and most important step to diffusing this kind of conflict is to listen and really make sure you understand what the client is saying.
- Ask pointed questions. Don’t be afraid to ask tough questions, even if it puts your stakeholders on the defensive. Again, you need to really understand what they’re looking for.
- Reinterate. Dictate back to your clients what they are telling you. Make sure they understand that you’re trying to do what is best for them.
- Educate. If you can educate your clients as to what is best for them, then by all means do so. Many clients come into Web projects not having a solid understanding on what they need or want. Keep in mind you’ve got years of experience on them—leverage that experience if possible.
- Don’t get defensive. This can be very, very hard to do. It’s hard not to take it personal when your designs are being rejected for reasons you may not understand. In the best interest of keeping the project and moving it forward, you should really try and maintain a level head.
- Go back to the brief. If you have a creative brief, or even informal goals and requirements, go back to that. Explain that any changes to the original plan will have repercussions (money, time) on the project as a whole.
When things go FUBAR
There are times when you simply cannot resolve a conflict with a client. At those times it probably best, for all parties, to end the relationship. This can be done many ways, from hiring in outside consultants to simply putting a project on hold for awhile. The only advice I can give here is that if it’s really not working it’s best to step back from it and to try to do so in such a way that is amiable to everyone involved.
Leaving on bad terms should be avoided at all costs. You never know when you’ll need to work with someone again.
As with everything…stay positive.
Dealing with creative conflict is a huge challenge at times, one that can make or easily break a project depending on how it’s done. As a last bit of advice for dealing with any conflict—stay positive, create an atmosphere for work and discussion that’s fun, open and honest and if things get really bad, take yourself out of the situation.
I’d be very interested to see how others deal with creative conflict. I’m by no means an expert and would love to learn from you as well, so please share what’s worked for you.
Filed under: Web Design
Comments
1. Rob Mientjes said:
I’ll bookmark this one, as it’s very handy for me to have, being a trying-to-start designer. I understand how it must be with such a nagging client, but heck, they pay you, so at least let them have a bit of their fun. Not too much - you make it, right? ;)
Posted on September 15, 2004 01:06 PM | #
2. Taco John said:
I wish more of this could be applied to intramural officiating.
Posted on September 15, 2004 01:13 PM | #
3. Jeremy Flint said:
I think we have all had bad client experiences.
Sometimes you just have to show them what they want to see to make them realize it doesn’t work as well.
Always defend your design decisions with a sound backing and you will usually win out.
Posted on September 15, 2004 01:17 PM | #
4. patrick h. lauke said:
as ever, a calm voice of reason in a sea of potentially frustrating turmoil.
Posted on September 15, 2004 01:28 PM | #
5. Roger Johansson said:
I don’t design much these days, but back when I used to, a trick I learned was to insert some obvious flaw in a design comp. That way, the client/manager/boss/whoever would notice it and say they didn’t like it. Then I would just go “Umm. Ok. Guess you’re right.”, make the change, and leave them feeling in charge. After that, there were usually no more (or very few) objections to the design.
Anyway, conflicts. Yep, they can be extremely difficult to handle, especially if you’re a bit hot-headed. If possible, I take a “time-out” - schedule another meeting, go for a walk, or whatever, to get a chance to cool down. Other than that, I have nothing further to add to your excellent tips ;)
Posted on September 15, 2004 01:50 PM | #
6. Joshua Porter said:
Another way to get a point across is to simply create a third party authority. In other words, don’t make it a two party fight between you and the jackass.
Instead, use well-known sites that they might know: ones who used something similar to what you’re using. For example, you could say “Back in 2002 Wired.com used something similar to this when they redesigned with standards”. Or “Seth Godin talks about this in his book Purple Cow”. Sometimes, it doesn’t even matter that they know who you’re talking about. It’s the deferment to authority that counts.
Or use the best authority of all: users.
Posted on September 15, 2004 02:11 PM | #
7. Dutch Driver said:
There are a method to drill down on this phenomenon down a bit.
One is a to conducted a modified side-by-side SWOT Analysis. Strengths, Weaknesses, Opportunities and Threats. By using active listening techniques to guide your client through the each of SWOT quadrants for each repective design you should be able reconcile the differences–without having to start from square one.
See SWOT Analysis for more detail. I am sure you will get the picture on how it works.
Great Optimism,
Posted on September 15, 2004 02:25 PM | #
8. M. said:
In a first meeting with any prospect (I think of this as a “chemistry” meeting more than anything else), I let the prospect know up front that if they choose our team, they can count on knowing what we think in clear, concise terms. “After all,” I say, “one of the reasons you’re talking with us is that you know we’ve been around for a while… we’ve built lots of sites (or applications or whatever)… we understand how people work online…” and so on. I end with, “Way I figure it, you WANT to know what we think. So if you choose us, I promise to be up front with you, give you candid and honest advice and input, and ask that you promise to do the same.” I *always* ask if that philosophy works for them. (I’ve never had anyone say no.)
Granted, this doesn’t prevent conflict. But at least it gives me something to point back to if it arises. On more than one occasion, I’ve said, “Remember when we first talked, I promised to give you clear, honest input? This is one of those times.” I proceed to lay out, as unemotionally as I can, what’s wrong, what the repercussions could be, and so on. I invariably end with, “That’s my feedback, anyway. But you’re the client, and you get to decide.”
This hasn’t worked every time. But it *has* been successful more than once.
Posted on September 15, 2004 02:35 PM | #
9. Mike said:
I use a very simple method for trying to please the customer as well as myself.
I tell the customer to list examples of sites they like that they think would fit their business, personal style, etc. I then list sites that I think would fit their business, personal style, etc. We then compare these sites and see what on each site we like and we don’t like and try to come to a understanding before a creative brief is ever written and the first line of code is ever typed.
Posted on September 15, 2004 02:47 PM | #
10. Thomas Baekdal said:
Ohh… I am getting a sense of Deja-vu :)
I have experienced my share of conflicts in terms I am making a usable site - whereas the client wants “entertainment” (they must be thinking that the web is like a 30 minutes TV-advertisement - and that your users have some way lost the remote, and therefore suddenly like to see these things⦡mp;#x20AC;?).
I have also at a few occasions chosen to stop the project - and recommending that the client should use whatever niece they happen to know instead (most of the times with disastrous results for the client).
The problem, as I see it, is really that the clients do not see their website as “a tool for their customers”, but instead as a “fancy advertisement”. The phrase I hear most often is that “it needs to attract attention, so that they will stay longer on our site”. But, completely fail to recognize that the best websites around are those who do not make you spend time - but instead those who make you save time.
Fast in - fast out, is they key to a successful website.
Like this site: I received a news feed that this article is up, I start reading it, and decide that I have something to say, so I hit “comments” and add a comment. All done with me having to spend time digging trough the site, or getting distracted from my goal. The result - I am going to visit the site again and again).
My advice to keep the client on track; is to establish the specific website-goals very early in the process (preferably within the first hour). Then you can always evaluate what you or the client is doing vs. these goals.
Posted on September 15, 2004 03:23 PM | #
11. Marc Hemeon said:
I have always resolved any creative conflict by asking the question “What is best for the customer/user/audience”
As wonderful and educated we designers are, in the end our opinions, and the clients opinions, don’t really matter - the only opinions that matter belong to the customer/user/audience.
I freelance and frankly, hate loosing jobs (although I read somewhere if you are priced right you should loose 2 out of every 5 bids) - I have a healthy dose of ego like many designers I know - and of course I ALWAYS know what is best regardless of some short sited client (j/k).
But the truth is, I have many times simply kept my mouth shut and done exactly what the client wants (with a bit of creative spin to make it bearable) - for me, I want to keep my customer happy, which means leaving my ego at the door and letting the client “Win”.
The downside with this strategy is I have done a few sites here and there that I would NEVER put on my portfolio due to the “interesting” outcome of poor creative direction/dictatorship of an unalterable client.
Posted on September 15, 2004 05:48 PM | #
12. Meitar Moscovitz said:
Absolutely wonderful advice.
Posted on September 15, 2004 05:56 PM | #
13. Jorge Chandra said:
Nice reading. Another source of good advice to better deal with similar situations are discussed in the article “Challenges and Responses for UI Designers” from Boxes & Arrows.
Posted on September 16, 2004 03:18 AM | #
14. Yannick L. said:
Keith, excellent post (as are many of your posts ;) ). I’m currently working with a client and though we have yet to experience any conflicts, this article will help me to better handle it if it does arise or if any arises with future clients.
Also positive thinking is definitely something one needs to do.
All the best Keith. Thanks.
Posted on September 16, 2004 05:23 AM | #
15. lee said:
Couldn’t be more timely with this one.
I had an extremely similar conversation (including silent asides) with a client recently. They were shifting between styles, and couldn’t seem to make up their mind from draft to draft concerning key elements.
To resolve this, I began tracking their “new” (post creative brief) ideas, and logging them as an addendum to the contract. After several more weeks of back and forth, I showed the list, and the billable hours associated. Upon seeing the time spent on these changes, the client sided with my recommendations, and the project was back on track with many apologies.
Posted on September 16, 2004 05:53 AM | #
16. eric scheid said:
I’ve had to deal with a few clients that proposed a design direction that didn’t fit the brief. Once I figured out that they are intent on that direction I then explain that since the current brief doesn’t fit, we have to negotiate a new brief, one which fits the direction they want to go. Of course, with a new brief comes new terms and budget. If that doesn’t scare them off then the process of trying to fit a brief to their design, including noting any compromises necessary, usually convinces them that the direction really isn’t such a good idea.
Once though, we did come up with a new brief, budget, and terms … and then we declined.
Posted on September 16, 2004 07:38 AM | #
17. -b- said:
man this reminds me of the PBS Sacred Ground, which was just amazing to watch. We’ve all lived that, but for these guys the stakes were huge. SVN posted on it as well.
Posted on September 16, 2004 08:04 AM | #
18. beerzie boy said:
Great article. I’ve bookmarked this, too.
Posted on September 16, 2004 10:47 AM | #
19. Ryan Saghir said:
HAHA! I love the 2advanced screenshot. So true.
Gone are the days (sorta) when every client wanted an intro movie and mouse-chasers because they were what was considered �€œdynamic / cutting edge / (insert meaningless adjective here)�€ by their snotty, pimple-faced nephew.
Today, it’s complex interfaces, shiney buttons, and the latest trend: a corporate (read: meaningless) blog.
It’s a never ending battle. My solution for when things go totally FUBAR is to give the client exactly what they want. You want an intro movie? No problem, here’s a ridiculous one. You want a complex interface? Sure! You got it. Oh, and by the way, here’s the bill. Have a nice day. :)
Posted on September 16, 2004 10:49 AM | #
20. Brian Andersen said:
Oh god I know it all too bloody well.
I’ve had clients completely collapse after them first saying a few general things about the upcoming site, me working out a proposal, then have them go:
“I’m not liking this, have it be more like http://www.dudal.dk/” (actual example of page linked to me, the site is a portfolio page for a webdesigner - I was making a site for a thaiboxing gym)
Then there’s the people who already have an offline brochure, and want everything exactly as it is on the brochure.
I think the problem for many relatively new and young designers (ahem, like myself) is that going up to a client and asking for them to make a creative brief, money up front, not to mention avoid suddenly being appointed copywriter, can be very hard indeed. And spec work? Damn yes we’ve all done it to get a foot in the door. Sometimes it works (I’m currently in a steady design job because of a lucky shot on some spec work) and sometimes it blows up in your face.
You’re right, absolutely right, but often I find the reality of these things much more difficult to handle :-)
Posted on September 16, 2004 02:00 PM | #
21. Lea said:
What I notice that I’ve done, and perhaps other people have done, is accept “defeat” easily – that is, just blindly agreeing to what the client wants despite your reservations.
The moment I noticed I started doing that, I gave myself a backbone and surprised myself when I asserted myself professionally, clients tended to agree with me and let me continue the way I believed was right for them. And at the same time, I further legitimize my service for them, because I don’t just blindly follow orders–I contribute to the project in a positive way.
My $0.02 CAN.
Posted on September 16, 2004 02:54 PM | #
22. Darrel said:
It helps to sit with a client like this and have them show you the sites they frequent often and ask them WHY they visit said sites. It puts them in the perspective of being an actual web user, and, hopefully, gives them some insight into how their own customers may want their site to behave.
Posted on September 16, 2004 04:06 PM | #
23. Keith said:
Lea – $0.02 CAN?? That’s not worth a whole lot! ;) Just kidding. Of course I think many designers do the exact same thing and I think talking to clients openly, honestly and asserting your know-how will win them over quite often.
Darrel – That is another thing I really like to do, it often comes out that the client doesn’t want what they think they want – so to speak.
Posted on September 16, 2004 04:46 PM | #
24. Tom A. Haugen said:
“create an atmosphere for work and discussion thats fun, open and honest”
this applies everywhere in work, bring a smile, and chances for succeeding and getting the client to understand and trust you more gets way higher than if you snort them in the face whenever they question your decisions and comments
Posted on September 19, 2004 12:52 AM | #
25. Cam said:
This is great advice; not only does it cover damage control when things go wrong, but it offers pro-active solutions that most of us take years to come to realise.
I think a lot of people come to the web design profession without the benefit of a traditional design-school education. This isn’t to say that a lot of people who are self-taught are inferior designers… but they may be isolated from the design profession and some of its more useful standard practices.
It’s a coincidence, as I just mentioned this in an unrelated comment thread over on Mezzoblue, but I really, really, can’t recommend Hillman Curtis’s “Making the Invisible Visible” highly enough for designers…. there is a long, great section on how to avoid problems with clients that goes into a lot of detail…
Posted on September 23, 2004 12:55 AM | #
26. patrick said:
the client is always right????
well in most cases yes, but i did a project for a client that went pretty sour. all was going well right up to the sign of on the concept which was a collaborative process, which upon presenting the final concept the client decided they didnt like it (even thought they had helped me in producing it).
Another thing was the biz cards, i had shown the client the proportions of a sample card and had presented the artwork in the same size and proportions electronically, client ok’ed final artwork,sizing etc and went to print. so i signed proofs (i never normally do, but from client couldnt etc and had to get cards done asap) big mistake. the client then decided they didnt like the cards even though they approved the artwork and samples.
i stood my ground with the site, as the client had signed off so they had to go with it, the cards in the end i had to pay for since i signed off on the proofs. but i argued pretty heavily with them and the relationship ended pretty quickly.
points:
- if you know you are right dont let clients walk all over you (as i have heard this client do in the past).
- never sign off anything yourself ;-)
- always clarify things with them, confirm with them that you are on the right track.
- keep them in the loop, that way if things go off track, things can quickly be corrected.
- make sure the client understands what they are going to be getting up front.
- some people are just aholes that have a habbit of making the process very hard. make a decision up front - dont work with aholes….
Posted on October 4, 2004 10:07 PM | #
27. jim said:
I always say to clients at the first meeting
“after all, its not really your site is it? its your customers…”
let them think on that for a while, the smart ones tend to get it pretty quickly, the stupid ones? well, there is always another client…
Posted on October 6, 2004 03:32 AM | #
Comments are now closed