Christa  Stehr

Christa Stehr


How Do You Sell UX Design to a Client?

Selling design work isn’t an easy feat. Selling user experience work might be even trickier. Like all expertise, user experience work (and user-centered design work) takes time and time costs money, and few companies have unlimited funds in today’s increasingly globalized marketplace.

As the craft of UX design isn’t as established or well understood as marketing, sales, or other parts of running a business, it’s easily done to cut back on it. After all, if your client doesn’t understand the value of what you do, why wouldn’t they save their money and spend it on something they do understand and know works?

So, what does this mean for you, the UX designer?

It means that you have to learn how to sell your work by explaining the benefits of implementing a UX process. Let’s get to work.

The Benefits of UX Design

In my experience, there are two main benefits clients focus on. Return on investment, and a more efficient production process. That’s it.

But let’s dig into it a bit more so you know how to present your case for the next client.

A Product that Meets Your Users’ Needs

Things change so fast nowadays, we’ll soon have generations growing up completely oblivious to what Blockbuster Video was. This incredibly successful company that dominated the world of movie rentals only a few years ago. Why did they disappear?

Blockbuster didn’t stop to consider whether they were still meeting their users’ needs. They kept focusing on physical stores renting out physical DVDs and Blu-Rays, and couldn’t fathom that perhaps their customers no longer wanted that experience.

When Netflix launched its streaming service, allowing everyone the chance to have a massive selection of movies available at an instant, and from home, Blockbuster didn’t stand a chance. You could watch as much as you wanted, you didn’t have to decide what to watch until the very minute you hit the couch, and you had no deadline for returning a physical item or receive a penalty fee.

Nothing about Blockbuster’s business idea was relevant to their customers anymore, and instead of adapting, they turned a blind eye to it and decided that since they had always been successful, they’d remain so without having to change.

And so they lost chunk after chunk of their previous customers until they eventually vanished completely.

Product-market fit is key if you want to sell something. A product that doesn’t meet the needs of its intended users will never be a success. And a product that used to meet the needs of its users might no longer do so. UX design (and user research) can help your client create a product that their users actually need, by simply making them involved in the process at key moments. If users have a say in what problems they face and need help solving, you can build it for them and they’ll want to use your product. This in turn means that you’re more likely to have something commercially viable immediately upon launch and won’t have to rework your product when user feedback comes in.

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How Do You Sell UX Design to a Client?

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