Visual Summary

Michal Maciejewski

University: The Hague University
Student Number: 16055403
Client: Digital Farmers
Project: Create concept of flow of collecting information from clients at the beginning of the design process.

The mission of Digital Farmers is to support small to mid-sized businesses by providing them with a professional and trustworthy presence online. They do this without draining their entire budget and at the same time respecting the highest design standards of today.

HMW design a flow of collecting information from clients at the beginning of the design process?


• has many doubts
• wants to share his vision for website but doesn't know how
• has limited knowledge about technology


• wants to understand clients vision
• wants to limit communication
• wants to resolve client's doubts

Research phase 1
Research phase 2
Concepts and prototypes
Final prototype
Research phase 1
MAIN Research question

What are the best ways/practices of collecting information from clients at the beginning of the design process.


- research of the agency side of the problem
- desktop research
- interviews with designers
- online surveys


- in order to understand the problem from holistic point of view
- to understand business requirements
- to find out the most common techniques used by agencies and designers

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What else happened in phase 1

In the beginning of my internship, my company wanted to have working concept of the form live on the website. That's why I've created different concepts based on technical possibilities. First two concepts were made on Typeform while last one was made in Webflow.

Testing and evaluating

These concepts continuously tested and evaluated with different stakeholders. More over each new concept was made based on the recent data gathered in research.

Change in internship plan

At the end of that phase together with my company mentor and school tutor, we decided to change the initial planning of the internship. First concepts lacked user-centered insights and didn't bring enough value. Decision was to abandon second part of the internship and conduct more user-cetered research and come up with new concepts.

Research phase 1 insights

- most of designers prefer to meet with clients in person
- designers talk with their clients about: services, goals of the project, target group and design style
- 60% of clients don't know exactly which services they need
- in order to understand their clients better some designers (60%) reach out for Design Thinking techniques. Most common are: stakeholders map, Customer Journey Map, MoSCoW Technique

Research phase 2
MAIN Research question

- What clients value in the process of sharing information with digital agency?
- What are clients doubts when they approach digital agency?


- User interviews
- KANO session
- User Tests/co-creation session


- in order to understand the problem from client side
- to discover clients doubts
- to emphasize with end-users

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Research phase 2 insights

- clients have a lot of doubts like budget or understanding their vision
- clients are unfamiliar with design and technology terms like: SEO, layout etc.
- clients expect to be advised
- clients expect to contact agency at least by phone call
- clients see value of techniques like MoSCoW but they need be well exlpained


- Interview Analysis
- KANO analysis
- Personas
- Customer Journey Map
- Requirements Prioritization


- to make use of collected research data
- to structure requirements for next phases
- to define main design challenges

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Define phase Results - prioritized requirements
Form must speak client’s language (form)
Client must be able to give feedback on design before coding (during/after process)
Process/flow explain client’s doubts and unfamiliar terms, like SEO (form)
Client must be able to specify general budget, instead of having fixed prices for each service (form)
Process must be clear with budget (general)
Process should be able to advise clients on services (form)
Client should be able to talk with someone from agency. It can happen by video call or in person (during/after process)
Client should be able to share his vision in one flow (form)
Form, being first contact with agency, shouldn’t make things too serious (for example asking to pay in advance) (form)
Client should have possibility to contact agency via digital communication, only if video or in person communication is present in the process (during/after process)
Form should clearly understand client’s services, goals and target group (form)
Form/process should feel personal (general)
Form could use creative technique to understand client, like MoSCoW (form)
Process should involve meeting/seeing people behind clients website (during/after process)
Form could allow client to talk freely (form)
Process could assure/explain how and why we will interpret client’s vision (to explain the process) (general)
Won't have
Form won’t have fixed price for services (form)
Form cannot make things too serious at the beginning (form)
Form won’t have fixed price for services (form)
Creating concepts

- Brainstorming
- Diverging and converging
- Wireframing


- in order to create new ideas for design challenges
- to explore possible solutions quickly

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Creating concepts result
Final prototype

- Last concept user test and improvements
- Improved clickable prototype
- Suggestions for implementation


- to deliver final prototype that was tested and evaluated
- to define next steps for company
- to reflect on prototype

Go deeper
Clickable final prototype
Suggestions and reflection summary

- concept should be continuously improved by testing and implementing

- for quicker implementation concept could include creative usage of different APIs. For example, mood board could be connected to API of Unsplash to randomly choose images.

- for quicker implementation concept could include creative usage of different APIs and Artificial Intelligence. For example, mood board could be connected to API of Unsplash to randomly choose images with help of Ai.

- it is interesting to research different countries and see if clients doubts and knowledge about technology could affect final product

Research Phase 1
Research Phase 2
Concepts & Prototypes
Final prototype

MoSCoW technique is used among most designers for prioritizing requirements.


MoSCoW session test and validation during interview with clients. Interviewees were asked to define requirements for their website, using MoSCoW technique together with interviewer.


MoSCoW session could be included in the concept, however it must be clearly explained. Metaphors are easily understandable by clients, when explaining MoSCoW technique.

design challange

HMW create a MoSCoW session as an online interface.


It is common for designers that their clients don’t know exactly what they want or they don’t know how to tell it.


Some clients are unfamiliar with web-design terminology. It is their doubt that they will not understand agency.


Form must speak client's language.


Flow must be able to explain terms unfamiliar for client.

design chellange

HMW use terms that are familiar for client and explain the process at the same time.

design chellange

HMW create support to answer client's questions?

Explanation videos and call

Each technique in the workshop is supported by explanatory video which involves language used on a daily basis, to make it more understandable for client. Moreover, agency employee is present during whole flow to answer client's questions. In terms of speaking clients language, for example during MoSCoW session, this name never appears. On the other hand, it's called requirements which is more self-explanatory for the client.


For client budget is a serious topic. Being not sure for what he's being billed and exactly how much is a big doubt.


Most of the clients feel more comfortable working with general budget instead of having fixed price for each service.


Client must be able to specify general budget, instead of having fixed prices for each service.


During whole process budget must be clear.

design Requirement

Slider for choosing general budget for the project.

design chellange

Budget must be visible during whole process.

Design challange

HMW resolve client's doubts about budget.


60% of clients or uncertain about what exactly they
need. It’s a great opportunity for upsels in the form flow.


Clients expect to be advised on services they want as they don't have enough knowledge to be able to specify it themselves.


Process must give possibility to advise clients on services they need.

design Requirement

At the end of the flow, agency employee must be able to advise clients.

design chellange

HMW create an interface for advising clients on their services?


Online form should allow client to talk with designer by online call software or in person.


Client's vision of the website is not structured as it is for designers. Also clients don't know design terminology to describe their needs. It's comfortable for them to share the vision in one flow (conversation) like they would do with their friends.


Client should be able to share his vision in one flow


HMW  design a flow where client can talk about his vision so later it can be used by agency?

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