Jauregui

One of the biggest fallacies for a lot of architects and designers is expecting the client to provide the extensive detail and specificity that will translate into the new home of their dreams.  In actuality, what the client really needs and ultimately wants from the architect is guidance and leadership through the design process, which can be particularly daunting and overwhelming to the client. 

Achieving a thorough understanding of the design program is imperative.  Rather than assign homework to the client via a multi-page questionnaire, allocate an hour or two to thoroughly discuss the client’s lifestyle, their likes and dislikes, and how they live in their home.  Take them out for drinks or dinner to put them at ease and delve further into the project.  As the expert, you know what you need to know in order to profile your client properly. 

Engage the client in the big picture and leave the minutia for the design table and your experienced design sensibilities.  While clients will most often find a comfort zone talking about the small details, it’s important to focus the conversation on broader issues.  Gather essential program criteria; keep the meeting short and the client fresh. 

It’s up to you to create design momentum to move the project forward.  I have found over the years that the sooner you can bring thoughtful design solutions back to the client, you will be rewarded with quick, well targeted feedback and have fewer redesign issues.  The overall experience will be more satisfactory to everyone and bring you closer to project construction. 

I think that sometimes architects and designers take on the role of information processors, connecting the dots rather than optimizing function or enhancing aesthetics.  When clients bring pictures and clippings of what they like, the easy approach is to take things literally.  Rather, create a general profile and express a greater aesthetic.  It’s not about the specific front door or the tub in the picture, but the creation of a unique, individual statement. 

Don’t ask your clients where they want to keep their everyday dishes, or how they prefer to store their tooth brush.  You know best how to organize a functional kitchen and bath and things of that nature.  While I exaggerate my point, we architects bring the expertise and professional maturity to resolve these questions.  Be the guide, and also be prepared to address conflicting issues.  If a material or feature is way beyond project budget, it’s better addressed early in design rather than after construction documents are completed. 

I don’t mean to advocate arrogance from architects, far from it.  We should not feel like it’s our way or the highway, or that it’s our mission to tell clients how to live.  Rather, the process is all about good communication.  Empathize with your client.  Actively dialogue and seek specific information.  Listen carefully to what is said and sharpen your skills at reading between the lines.  Provide sage advise and alternative solutions. 

The epitome of this is reflected in a Kohler advertisement, when a client steps into an architect’s office and flops a sink faucet on the table and says the simple words, “Design me a house around this.” The folks at Kohler had a different agenda in their message but this really encapsulates what an architect should do.  Develop an edge that, with enough information and intuition, enables you to design a house that they haven’t yet imagined. 

I have found in my experience that fewer than 10% of my clients have the personality or inclination to direct the design process, much less arrive ready to tell me what they want.  The majority of clients are coming to our office for guidance on how to get from A to Z.  For those few clients who want to take charge, be patient and remain flexible.  Many times these personalities come full circle back to your leadership.  If you’re getting more than 10% of these clients, there’s something you’re doing to encourage these clients and you need to evaluate your approach. 

Good design requires a higher level of complexity than our clients comprehend.  It’s as much about the client’s agenda and lifestyle as it is about professional guidance and knowledge.  We are our client’s advocate, providing solutions within a vernacular that resonates with them and, hopefully, remains true to our own design tenets.  And, as they say, “That’s why they pay us the big bucks”.