Three Questions I Ask Before Every Design Project

Starting a design project without context is like writing a novel with no plot. Over the years, I’ve found that asking three key questions upfront leads to clearer outcomes, fewer revisions, and stronger client relationships:

1. What are you trying to change?
Are you improving something, solving a pain point, or introducing something new? This helps me understand your intent beyond aesthetics.

2. Who is this really for?
Knowing the audience, not just demographics, but context, motivation and constraints, is what lets us design something truly usable.

3. What do you want someone to do next?
Good design drives action. Whether it’s clicking, learning, or changing a behaviour, we align visual hierarchy and interaction design around that goal.

These questions aren’t just for clients, they’re for anyone working with a designer. They help frame design as a strategic tool, not just decoration.