Your next design project won’t fail if you ban this word first.

I've noticed a common issue in web design that really needs to be addressed.

When a web development agency brings in a new designer, they usually hand over a project brief that outlines what they expect from the designer.

But one thing that often gets left out is a clear definition of what “good work” looks like. This vague understanding can lead to a lot of headaches down the line.

Because of this uncertainty, we often end up with:

- Endless revisions: Designers might submit drafts that don’t quite hit the mark because there weren’t clear guidelines on what "good" really is.

- Slack messages filled with "almost there": Feedback can become really unclear, leading to frustration for everyone involved.

- Frustration: This isn’t typically about the designer’s skills; it’s more about the lack of clarity over what "good" means.

Without a solid definition, “good” ends up being a moving target, making it hard to nail down expectations.

Some Questions To Think About

To avoid these situations, it’s essential to clarify what everyone expects before bringing someone onto a project.

Here are some questions to think about:

- What does good design look like for this project? This could mean specifics about aesthetics, functionality, or user experience.

- Is there a style guide? A solid style guide can help by detailing things like color schemes, typography, and layout.

- Are there reference sites? Showing examples of designs that fit the style you're going for can really help clarify what you’re aiming for.

- Do we need to prioritize mobile users? With everyone browsing on phones these days, it’s important to decide whether a mobile-first approach is needed.

- What does success look like? Knowing how to measure success is key to assessing how well the design works.

The term “good” is pretty subjective, and without setting this context, agencies run the risk of wasting time trying to clarify what everyone means.

Few Steps I Recommend You Follow

To help agencies nail down what "good" looks like, here are a few strategies:

1. Use measurable goals instead of vague terms.

Avoid phrases like "make it modern" or "ensure a clean design." Ambiguity can divert projects off track.

Instead, focus on clear, measurable goals like "reduce the homepage bounce rate by 15%" or "deliver three responsive design options by next week."

Using Key Performance Indicators (KPIs) or SMART goals (Specific, Measurable, Achievable, Relevant, Time-based) can help establish easy-to-understand expectations.

2. Implement the OKRs framework.

Start with a clear objective, like "Deliver a user-friendly, mobile-first website."

Then outline key results, such as "Get a score of 90+ on Google PageSpeed for mobile" or "Aim for an average user feedback score of 4.5 out of 5 for design appeal."

Regularly checking in on these objectives keeps the definition of "good" clear and concrete, minimizing any confusion.

3. Document and share standards.

Create a detailed style guide and gather reference sites or sample deliverables to act as benchmarks. Everyone involved should have access to these resources to agree on what "good" looks like before any work starts.

4. Communicate early and often.

Good communication is crucial. During the kickoff meeting, make sure to align everyone on the project goals and metrics.

Regular check-ins throughout the project help keep everyone on the same page and allow for adjustments when necessary.

Final Note

By using these strategies, you'll create smoother project workflows and cut down on unnecessary back and forth.

Before bringing a new designer on board, take some time to clearly define what "good" means. This turns vague expectations into concrete results, setting the stage for successful teamwork.