Users, Clients, Designers..oh my!

Aligning User Goal, Client Goal, and Designer Goal in Design Projects

For any design project to truly succeed, there are three important aspects that need to be considered — and one of them often gets overlooked.

• Business Goal

• User Goal

• Designer Goal

Let’s break them down.

The business goal is usually the starting point (though not always — that’s a topic for another day). This is what the business wants out of the project. It could be more sales, increased subscriptions, improved visibility, or something else that drives their bottom line.

The user goal is about what the user gets in return. Why should they care? Why would they click, subscribe, or buy? What’s the value for them? Maybe it’s better content, meaningful education, a premium experience, or just something that fits into their lifestyle or solves their problem.

Now comes the often-forgotten piece — the designer goal. What does the designer get out of the project? Most designers don’t think beyond the paycheck. But when you start seeing every project as a chance to grow, that’s when things shift. Your goals as a designer could be better visibility, new challenges, skill-building, reputation, or even just personal satisfaction. When you design not just to fulfill the business and user needs but also to meet your own creative and professional aspirations — that’s when brilliant, fulfilling design work starts to happen.

Now for the elephant dancing in the room- Why It’s Hard to Align All Three?

Let’s set the goals aside for a second and talk about why it’s often so hard to get the client, the user, and the designer on the same page. It mostly comes down to a mismatch between:

• Client preferences

• User vibes

• Designer choices

User vibes are the current trends, aesthetics, and experiences that users are resonating with. Will they connect with this design approach? Will it feel natural and compelling to them?

Client preferences, on the other hand, are often deeply influenced by their own journey and limited exposure. They might like something just because they’ve seen it work in their small bubble — not necessarily because it’s what the user needs.

Designer choices are shaped by the designer’s understanding of trends, usability, industry standards, and a broader global perspective. Most of the time, a designer’s instincts are more aligned with what users expect — but not always with what the client thinks they want.

This is where trust becomes key.

As a designer, it’s your job to earn the client’s trust to a point where they acknowledge the value of your design knowledge. You’re not just pushing pixels; you’re crafting experiences that serve everyone — the user, the business, and yes, yourself.

One of the toughest parts of a design project isn’t the design itself — it’s aligning the client with a direction that serves both the user and the business, even when it challenges their assumptions. Clients often have strong preferences shaped by their own limited exposure — and that’s natural. They’re deeply invested in their product, their story, their brand. But that investment can sometimes cloud objectivity.

It's not easy to kill someone's ego

So how do you get them to trust your creative decisions?

Here’s how.

1. Show That You Understand Their Business Goals

Before you propose a single "dodge and smudge" (courtesy: Maheshinte Prathikaram) , make it clear that you’ve understood the big picture. Speak their language — revenue, growth, conversions, engagement — and map your design approach directly to those outcomes.

When clients feel that you’re not just thinking “pretty screens” but are actually invested in what they’re trying to achieve, they begin to see you as a strategic partner, not just a creative executor. This is the first step in building trust.

2. Explain How Your Design Serves the User

Always connect your design decisions to user behavior and needs. Don’t say, “I made the button blue because it looks nice.” Say, “I made the button blue because that’s the highest-contrast color for accessibility, and it draws attention where we want user action.”

Use simple, logical reasoning. You don’t need design jargon — you need clarity. If the client sees that your choices are rooted in real user thinking, they’ll slowly start letting go of their instinct to micromanage every visual decision.

3. Communicate With Confidence (Not Ego)

Clients pick up on your energy. If you present your work tentatively, they’ll naturally question it. But if you walk them through your thought process with clarity and confidence, even if they disagree initially, they’ll listen.

Confidence doesn’t mean arrogance — it means showing that you’ve done your homework, and that every decision has a reason behind it. Back it with insights. Walk them through your design logic. And when they push back, listen first, then respond with thoughtful reasoning rather than defensiveness.

4. Demonstrate Proof of Impact

Sometimes, talk isn’t enough. You need to show.

This is where your portfolio and track record do the heavy lifting. Bring examples of past work — not just the visuals, but the outcomes. Share metrics if you have them: increased engagement, better conversion rates, improved retention, etc.

And if you don’t have hard numbers? No problem. Use indirect proof:

• Screenshots of positive social media comments about your design work

• LinkedIn recommendations from past collaborators or clients

• Testimonials and appreciation emails

• Design awards, shortlists, or any community recognition

These things may seem subtle, but they build a narrative. A client starts seeing that others have trusted you — and it worked. They see you’re not just designing in isolation, you’re making impact.

This kind of social proof creates a mental shift: from “This is just a designer I hired” to “This is someone who knows what they’re doing — I should listen.”

Getting the client to trust your design instincts is a process. It won’t happen overnight, especially if they’ve been burned before or are used to controlling everything. But with empathy, clarity, confidence, and proof — you can slowly guide them toward the best outcome.

Because when a client starts to believe in your design decisions, not just approve them reluctantly — that’s when the project truly aligns. That’s when the business wins, the user wins, and the designer grows.