Find Your Client's Value Hierarchy
The Design DNA is a powerful diagnostic process you can use to help the client identify and rank their top 3 values. Most clients come to you a little scattered, this allows you to get them focused on what is important and show them that you can find out what they want, even they do not know themselves.
This tool is great for clarifying, motivating and simplifying. This tool is great for building rapport and showing that you are different than anyone else because you are far more than just another designer.
I'd be using this process as part of the LCC, but you can be creative, you could offer this process as a free workshop to generate leads.
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So this video is in response to something that Kendall Anne did yesterday. She gave us this document, which is her LCC document. It is a great document, but it gets to a point where she talks about return on design. So, what exactly is return on design? Return on design is how the design of your project significantly impacts the return on your investment. This impact can be financial, related to quality of life, the stress of the process, or the happiness of the space. That's good. It could be all these things, but we discussed that it would be beneficial to get more specific about return on design. I went through an example off the top of my head yesterday, but we should break down this concept in detail. Here's how you might run a mini return on design workshop, which is all about value. Return on design is all about the value for the client. That's what they want—they want value. Here’s how I might do it: I might say, “I'm going to give you a menu of different things, and I want you to look at this menu and work out what is most important to you. We are going to work out your design DNA. Your design DNA is the most important things to you in the right order and in the right proportion." "We're going to come up with a design DNA for you, and that is how we are going to give you the most value from this project.” They might still be a little confused at this point, but it sounds good. Then, give them a list of different things that they might consider valuable. You might have a standard list like a menu item: security, status, symbolic representation, comfort, sanctuary, return on investment, higher capital value, higher rent, easy to sell, easy to fill (maybe for a commercial project), history, happiness, connection with history, sense of place, artfulness, storytelling, functionality, productivity, wow factor, energy efficiency, and harmony with the landscape. Ask them to pick three things, then rank them in order and allocate a score out of 100. For example, they might say it needs to be artful, have a sense of story, and be spacious. Rank these in order, and allocate scores: story 50, artfulness 40, spaciousness 10. This helps you understand the most important aspects and their relative importance. Next, define the success criteria. Ask, “How would you know if you'd achieved the story element in this space?” Prompt them if needed: “What would have to be there for you to know that the design incorporated the story?” They might say, “A new person would walk in and pick up the story without being told what it is,” or “It connects with our family history and inspires us.” Write down their answers. Do the same for artfulness and spaciousness: “How would you know if the space is artful?” “What would have to be happening for you to know you’d nailed the artfulness?” “What would you need to see, feel, or hear for spaciousness to be achieved?” You’re collecting their design DNA. Now, use some scripts. Words are important. Memorize short, impactful phrases. Once they share their priorities, say something like, “This design DNA is you. This is your soul on the paper.” Get them using the term "design DNA." Ask them, “How would you feel if every aspect of your design DNA was integrated into your space?” Take notes because you'll use their exact words to reconnect and inspire them throughout the project. Ask, “Would it be worth it to you to have this?” Get them to explain the value to themselves and you. Then, take it away: “How would you feel if you got none of it? If the whole design was done without your design DNA?” Let them express their disappointment, then emphasize that working with their design DNA eliminates other architects who don't use it. Conclude with, “Does the design DNA feel 100% right for you?” If needed, they can make changes. They should feel that the design DNA captures exactly what they want. At the end of the project, find a way to symbolically represent their design DNA. One of our members in Cape Town created a sculpture for clients. You could frame their design DNA and give it to them as a keepsake. This tells a viral story about working with you. Consider offering a design DNA workshop as a standalone session or part of your LCC. It can be a way to attract clients. If everyone who does the design DNA workshop converts into LCC clients, it’s working well. If not, you may need to adjust the process. This design DNA process is about return on design. It could be a standalone “Ask the Expert” session or part of something within the LCC. Think about value for the client. They want the most value they can get. How can you give them more value than finding out exactly what they want and delivering it? Include questions about how they want to feel as they move through the space and what the space means to them. This process helps you find out what they value and shape everything you do for them moving forward. Thank you. |