How to determine project scope, create timelines and keep clients on track
Let's address a significant challenge in design projects: keeping them on schedule.
We've all experienced the frustration when a project that should have taken one month stretches out to three or more.
It's a challenge that can profoundly impact project success. Even in cases where clients encounter delays, such as awaiting logo and illustration design from another designer or not having their content ready despite a six-week gap between contract signing and the start of the project (both happened to me in 1 project).
The client will most likely be upset if you start putting your foot down that the project needs to finish at a certain date if this was not communicated upfront.
Not to mention the ripple effect extended projects can have on others and the long-term consequences for your design studio's sustainability and profitability.
In creative projects, the journey matters as much as the destination. Central to this journey is meticulous planning and transparent communication with the client from the project's outset.
Today, let's explore how you can ensure your business thrives by keeping projects on track while also providing guidance to clients who may be less familiar with working with a designer, ensuring they feel supported throughout the process.
So in this blog, we're breaking this up into three different sections:
Understanding the scope of the design project
Creating the project timeline
Communicating the timeline with clients and keeping them on track
Understanding the scope of the design project
Building the groundwork for effective project management as a designer begins earlier than you might expect. It's not a process reserved for after a consultation call; it starts as soon as a client reaches out through your contact form.
That's why it's essential to include a question not only about the service they're interested in but also about the desired start date and deadlines.
This approach has a dual purpose:
Assessing your availability during their preferred timeframe
Gaining insights into the client's expectations and how realistic they are.
The next step is the consultation call.
A consultation call is often seen as just a means to decide whether to work with a client. While this might be true for a lot of industries when it comes to design projects I don't believe this is the right approach.
The consultation call is your opportunity to get to know the client, understand their business deeply, and clarify their objectives.
This is crucial information that you need to:
Define scope, so that you can determine pricing
Develop a timeline that allows you to plan the project and have something to reference back to when clients are going off track.
Create a personalised design project proposal, that positions you as the designer who's packages are the solutions to your client's struggles and can help them achieve their objectives.
This is not only important when you want to be seen as more than a designer who can create deliverables (You can read more about solving bigger problems for your clients here ).
Without a consultation, you risk:
A limited understanding of your client's objectives can lead to countless revisions
Missing crucial details about the client's business, target audience, and project requirements
Unclear project scope, which can lead to clients introducing new requirements during the project, leading to scope creep.
Inaccurate timelines as you might not be aware of the client's urgency or specific project milestones, which can lead to unrealistic timelines.
Every designer has a unique approach to consultation calls. Some may opt for a quick sales pitch because you don't get paid for consultations, but I believe that investing time in a more in-depth consultation (now as a coach I even have 2 calls, one free mentor or strategy session and a work-with-me call to discuss logistics) is an investment in the partnership. It shows your commitment to understanding the client's needs and speaks volumes about the level of service you provide.
And you can (kind of should) allocate a few hours for this process into your package pricing. In the end, you will get paid for this.
The structure of your consultation call
This may vary, whether you prefer a conversational flow or a more structured interview-style format. The key is to strike a balance between genuine conversation and extracting essential information.
During the consultation call, there are crucial questions that you should ask to gain a comprehensive understanding of your potential client's needs. This will also allow you to craft a personalised design proposal. To learn more about which sections I feel every design proposal needs you can read this article
Let's explore some of these questions for a website design project specifically to determine the scope and timeline:
About the Client's Business:
During your call with the client, aim to extract clear objectives.
What is your primary goal and desired outcome for this design project?
What struggle are you hoping to solve?
Can you describe your target audience or ideal website visitors?
Do you have an existing website, and if so, what aspects do you want to improve or change?
This section is key. The client's problem or pain points play a crucial role in your proposal as it's not enough to simply list the deliverables you'll provide. You need to show that you understand the challenges your client is facing and position yourself as the solution they've been seeking.
Website Objectives:
Clarifying the website's objectives is crucial to define the scope. It's essential to know the main goals of the website and what features are necessary to achieve these objectives.
What specific actions do you want website visitors to take (e.g., make a purchase, fill out a contact form, sign up for a newsletter)?
Are there any particular features or functionalities you envision for the website (e.g., e-commerce, blog, booking system)?
Features impact the project scope and timeline. For example, implementing e-commerce functionality will extend the project timeline.
Content and Branding:
Content and branding elements can significantly influence the start date of the project.
Do you have content ready for the website (text, images, videos), or when do you think you can have this done?
Do you have branding guidelines or existing brand elements (logo, colour schemes) that should be incorporated into the design?
Explain the importance of having the content and imagery ready before the start of the project or within the 2-week timeframe you include for this in your projects. As well as the consequences to the timeline if this is not ready or what happens with the scope when there are additions to branding elements (like I had when illustrations needed to be added while the website was ready and these were never considered in the design phase).
Scope and Deliverables:
Clearly defining deliverables and expectations helps keep the project on track and avoid scope creep.
Address any initial ideas or expectations that may extend beyond the agreed scope.
What pages or sections do you envision for the website (e.g., homepage, about us, services, contact)?
Are there any additional design assets required, such as custom graphics or illustrations? If so, discuss the quantity and complexity
Do you need assistance with website hosting and domain registration?
Make sure you mention that the scope as discussed now will be included in your proposal and that once this is signed, the scope is locked in. As well as what will count as an extension of the scope, how you will determine extra costs (what has a flat fee and what kind of tasks need to be quoted separately)
Timeline and Deadlines:
Try to determine the project's timeline (or at least a broad outline) during the consultation. When does the client need the project to be completed? Are there any specific milestones or deadlines?
What is your desired timeline for completing the website project?
Are there any fixed launch dates or events that the website needs to be ready for?
It's important to remember that when discussing timelines, it's best not to place the entire responsibility on your client.
For example, stating that a typical website design takes six weeks but may extend if the client requires more time for feedback can unintentionally convey the idea that there's no fixed deadline.
This might lead the client to believe that the only result of a delay is a longer project duration, rather than understanding your commitment to sticking to the timeline and the potential contractual consequences involved.
Budget and Payment Terms:
Inquire about the client's budget early in the conversation. What financial resources are they willing to allocate to this project? Ensure it aligns with your expectations based on the scope you've discussed so far.
Client's Involvement:
Ask how much time the client has each week to dedicate to the project. Explain the importance of this and that you need to be notified when your client's schedule changes so much they can not commit to submitting feedback within the allotted time frame.
Creating the project timeline
To continue with setting clear expectations I would recommend adding a detailed timeline to your proposal that outlines key milestones, deadlines, deliverables, and the project's end date. This not only helps you stay organised but also ensures everyone is on the same page.
So how do you create one?
Divide the project into phases: Begin by breaking down your project into manageable phases. This division can align with design phases, such as creative direction, account setup, development, SEO, testing, and handover. For each phase, define what needs to be achieved at each stage. Clearly stating project milestones from the outset is invaluable, as they serve as progress markers for both you and the client.
Estimate time requirements: In each phase, estimate the time required for completion, as well as the number of days needed for client feedback. The approach may vary depending on your process. Some designers prefer to develop the entire site before seeking feedback, allowing for two rounds of revisions. Others choose to develop on a per-page basis, incorporating feedback and revisions for each page.
Consider dependencies: Think about any dependencies between phases. Are there tasks that must be completed before others can start? This helps in sequencing your work effectively.
Create a detailed timeline: With your phase breakdown, time estimates, and dependency insights, you can create a detailed project timeline. Start by assigning weeks to each phase to determine the activities for each week (week 1, week 2). Then, specify the due dates for this particular project. This timeline should provide a clear view of when each phase begins and ends.
Add buffer time: When setting deadlines, it's wise to include some buffer time to accommodate unexpected delays from both your side and the client's side. This allows you to manage unforeseen circumstances without jeopardising the project timeline. Maintaining a healthy balance ensures you can serve your clients effectively while not compromising future projects. My rule of thumb was to add 1 week for every 3 weeks.
Communicating the timeline with clients and keeping them on track
When you craft your project timeline, it's easy to focus solely on processes and deliverables. However, it's essential to remember that it's not just about the deliverables themselves. It's about the transformation you'll bring to their brand or website and how your expertise will help them achieve the goals you discussed during the consultation call.
When including the scope and timeline in your proposal, consider starting with something like this:
"Our collaboration will include a comprehensive brand discovery, a visually stunning website, and engaging marketing collateral. We'll work closely together over the next eight weeks to ensure every aspect reflects your unique brand personality and resonates with your target audience."
Then introduce the different sections of your offering. For example;
Brand Discovery - 90-minute Zoom session
During the brand discovery phase, we'll immerse ourselves in your business to uncover its essence. Through an in-depth exploration of your goals, target audience, positioning, and competition, we'll craft a brand identity that authentically represents your unique value proposition. This crucial step lays the foundation for a captivating brand experience.
When describing each piece of the larger deliverable, emphasise the unique value and tangible benefits they'll experience. But leave no room for misinterpretation—be specific about what they can expect at each stage of the project. And be transparent about what falls outside the scope of your work.
You could say;
"While I'm an expert in design, I want to ensure clarity on certain elements that are not within my purview. This includes copywriting and imagery. Rest assured, though—I'll be there to guide and provide recommendations to seamlessly align these elements with your exceptional design."
Don't forget to emphasise the importance of client involvement and collaboration throughout the project to stick to timelines. Explain how you will work together, gather feedback, and make revisions to ensure the final outcome aligns with their vision.
Keeping clients on track.
As mentioned in the consultation call section, you aren't merely asking questions to define the scope and timeline; this is where you start to communicate the importance of all this and the consequences when they cannot adhere to it.
But don't stop there!
Continue to reiterate this valuable information throughout the workflow:
Add it to your proposals.
Establish clear policies in your contracts (include everything discussed in your consultation call regarding feedback deadlines, consequences of scope changes, etc., in your contract, or you cannot enforce them).
Reinforce the timeline and deadlines in your welcome emails or packs.
Send friendly reminder emails a few days before critical deadlines.
Improve your feedback process by communicating expectations up front, asking specific questions, presenting your design rationale and providing clients with feedback guidelines.
If you want to know more about how you can make the feedback process easier and less daunting, continue reading this previous newsletter.
Effective communication and timeliness go hand in hand when it comes to client satisfaction. By prioritising these aspects in your client workflows, you're setting yourself up for a more sustainable business.
Be clear on the consequences: What happens when a client misses a deadline? It's essential to establish clear consequences for missed milestones. Enforcing these policies might be challenging, but it's important to prevent clients from taking advantage of leniency. You know from experience that giving an inch often leads to clients taking a mile. So, set boundaries and maintain them firmly when you have to.
Regular progress assessments: Regularly assess the progress of your project to ensure it stays on track. This sounds very logical, but when you don't have a timeline confirmed upfront, there is nothing to help you gauge if you're on track or not. This proactive approach allows you to identify any bottlenecks or issues early on and take corrective action promptly. By staying on top of things, you minimise the risk of falling behind schedule and build a reputation as a reliable and professional designer.
Provide Regular Progress Updates:
Regularly update your client on the project's progress. These updates help manage expectations by showing how the project is advancing in line with the agreed-upon timeline and milestones.
And there you have it…
The success of your web design projects hinges on effective planning and clear scopes and timelines. Without these crucial elements, projects can become mired in confusion, delays, and unforeseen challenges.
But with a proactive approach to project management and planning, you not only ensure smoother workflows but also foster satisfied clients who are more likely to return and refer others.
So, I encourage you to take action. Start by incorporating these best practices into your design projects, and witness the transformation they bring to your business.
You've got this!
Stephanie
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