40 Key questions

When you are offering a service to clients, knowing that if they are satisfied or not is not enough. You need to know the ‘Why’ behind that too. For that you need to ask questions to dig into the pains and to get you to the facts. Thus, you need to master the art of questioning.

Before getting into development

The phase between client approaching an agency and agency actually starting building the client requirements is crucial for you as well as your clients. As, clients need to explain what they want and you need to understand what is desired and why it is desired. Having a checklist of what all need to be asked always helps as it ensures you that you have all the necessary information before they start off.

Never assume you know it, Just ask for it.

  • Understanding clients and end user needs
  • Understanding client’s business modal
  • Understanding challenges(discovery,competition,delivery, time constraints)
  • Understanding how client visualises the finished product(any prior thoughts, likes or dislikes)
  • What is the problem statement and what pain points are being addressed?
  • How you client is different from its competitors? Anything unique he is offering to the users?If not anything different then ask for how is your client better than others in the market?Do they provide cheaper deals, better customer services or anything else that effects end user decisions.
  • Who is the target audience?Do ask for Specifications like age-group, gender, occupation etc.
  • What features your clients expect : responsive design, multilingual support, cross browser support, social media integrations etc.
  • What discovery channels (where their user can find their product) your client is planning to use?
  • What are the biggest challenges your clients see in terms of resources, distribution and ROI?
  • What is the expected time to market and why?
  • Who is the closest competitor in terms of popularity as well as market share?
  • What are your client’s immediate goals?Is it to spread awareness about the product/service, is it getting visitors’ contact details for cold email marketing or for setting up a demo etc.
  • What are the long term goals that your clients wish to accomplish?What they are expecting to achieve in future?
  • What budget do they have in mind?
  • What would be the client side approval workflow? Who are the decision makers? Generally how long your client takes to decide?
  • Is there anything they would like to see in the finished product? and also the things the clients would not like to see in the finished product?
  • How are the clients planning to measure the project success? Do they wish to setup google analytics, some CMS or helpdesk service?

During Development

I’m sure you would have heard of plenty of vague feedback comments from your clients during different iterations of development cycle. Like : ‘I don’t like this, but I don’t know why’, ‘It is good but can you make it better’, ‘ Can you Photoshop it’…But such feedback from clients never helps you. Let me say that too — It’s not your client’s mistake, they are not doing it deliberately. The problem is that the clients don’t understand design the way you do. So, to get meaningful feedback from clients you need to ask for specific and to the point design questions.

  • To get insights into user experience.
  • To know — Are clients able to communicate with the end users.
  • To get confidence in the concept.
  • Is the CTA clear and loud? Can your client focus at the right place?
  • Is the Navigation easy?Does your client get to know where to click next?
  • What is it that your client remembers after viewing the design?
  • Is the color scheme suiting target audience interests?
  • Does the white spaces soothes your client or makes them feel something is missing?
  • Is the copy giving enough details, too much details or too less details?
  • Does the copy cover all elements that need to be highlighted? Is it reflecting all the use cases and scenarios.
  • Are your clients able to understand what it is trying to sell?
  • Can you client provide an example of something similar they are looking for?
  • Is user onboarding correct or too noisy/distracting?
  • Is there anything that irritates your client or makes him feel confused?
  • Is there anything extra which is not required, which can be removed?
  • Is the copy text readable in terms of fonts as well as in terms of visibility with respect to the background.
  • It it giving too much information too quick?

Post development

To have lasting relations with clients, you need to make them feel you care about them and they matter a lot to you. You need to make your clients comfortable enough to share their genuine feedback about their experience, your processes, skills your team might need to improve at.This lets you know where you can improve to serve your clients better in future.

  • To know the client experience during their journey with you.
  • To know if the workflow and collaboration processes are up-to the mark or not.
  • To know if you need to add any skill to you skill set or if you need to catch up to some upcoming trend.
  • Are the clients satisfied?
  • What the clients liked and disliked the most?
  • What you could have done which they didn’t ?
  • Ask clients to rate the process for each phase?
  • Were the clients informed about each development in time or the collaboration needs to be worked upon?
  • Have we delivered what we promised?
  • Would your clients like to work with you again?
  • How likely would your clients refer you?


There is no magic template to guaranteed success. It’s when you do it, you get to know how to improve on it. What you need to remember is — ask for right questions at the right time. Asking questions from clients help agencies to understand what is to be made, for whom it is made, how to make it, what to do, what not to do etc. On the other hand it helps clients to prepare better specification documents for agencies, communicate their insights at right time and understand their product better.

Client feedback is a crucial for delivering projects faster. zipBoard makes it easy to manage and track all this feedback so that your team can collaborate better. Annotate on designs, live websites and HTML prototypes, add comments, track changes, get everyone in sync on your team. Be it a designer, developer or manager, zipBoard is easy enough and useful for everyone.

Collaborate visually with your clients

Sign up and start collaborating with your team! No credit card required.

Related Post