Branding and UX design is arguably most successful when the client is most happy which arguably happens when the client’s users are most happy. How the heck would you know how to do that unless you dive deep into a qualitative conversation? So many helpful hints can be gathered when you find out what the client and client’s users like and don’t like, and your client can give you that info, for free.

Why such little love for moodboarding?

Based on the very small amount of designers we see using moodboarding we are left thinking moodboarding is not getting a fair shake in most people’s opinion. There are many creative briefs or style guide conversation templates we have heard of that basically attempt to do what a great moodboarding conversation with the client can do. Not every conversation will solve all of your problems, but if you approach moodboarding as an opportunity to narrow the focus and demonstrate your expertise you can’t lose.

The best pros get it right because they know what the client and user want

As a branding pro or UX designer your success is based on how happy the client and the client’s users are. So, why not use a process that qualitatively and efficiently gets you on the same page as the client? This way you create work that is strategically on brand right away, and your clients will appreciate the effort. The conversation will likely demonstrate how much of an expert you are which could turn into more work.