Design is easy to praise and hard to price. We try to make it easy to price, because work that can show its return gets funded again.
Pick one number first
Before a project starts we agree a single figure with the client: revenue per visitor, qualified leads, hours of manual work removed. Everything we make is judged against it, including the parts we are proudest of.
Instrument before you redesign
Half of proving an improvement is knowing where you began. We set up measurement in week one so the old site gets a fair baseline and the new one gets an honest comparison.
When the number does not move
Sometimes it does not. Then we say so in the monthly review, change the approach and keep the client’s trust, which is worth more than a flattering chart.
