Design ladder mapping
Design ladders are used globally. They map the stages of client engagement from transactional design to full integration.
Clients move through a maturity spectrum. Your role is to identify where they are—and guide them upwards.
Your challenge: analyse your client base, understand their maturity, and apply strategies to move them up the ladder.
Most design agencies have a mix of clients at different levels of design maturity. Some clients see design as mere decoration, while others integrate it into their strategic decision-making. The difference in value these clients place on design — and what they’re willing to pay for it — is dramatic.
Each step up increases potential fees and reduces competition.
Your job is to help clients evolve.
The client design ladder: moving clients from styling to strategy
Understanding where your clients sit on the design ladder not only helps service them better, it makes it easier to strategically nudge them towards a more valuable relationship.
Five levels of client design maturity
Level 1: Design as style
Clients view design as purely cosmetic—”making things pretty.”
They:
- focus primarily on price
- provide prescriptive briefs with little room for exploration
- see design as a cost rather than an investment
- frequently request multiple revisions based on personal preference.
Level 2: Design as process
Clients acknowledge good design requires a process, but focus on outputs rather than outcomes.
They:
- accept the need for research / exploration
- allow more time for development
- understand basic design principles
- still drive the brief rather than seeking strategic input.
Clients respect the process but see design more as implementation than strategy.
Level 3: Design as strategy
Clients begin to value the problem solving – the design thinking as much as design execution.
They:
- focus on outcomes rather than outputs
- involve designers earlier in projects
- share business objectives, not just design requirements
- value research insights and strategic recommendations
It’s about solving problems, not just fulfilling orders.
Level 4: Design as change
Clients integrate design into their business operations and use it to drive innovation.
They:
- involve designers in development
- seek ongoing collaboration
- measure design’s impact on business metrics
- value co-creation and iterative development
The relationship feels like true partnership. Designers have a seat at the table when they’re planning new initiatives, not just implementing ready-made decisions.
Level 5: Design as culture
Design becomes integral
to how the organisation operates.
They:
- build design thinking into their culture
- invest in design systems and governance
- measure design’s contribution to business impact
- engage designers as strategic consultants.
These clients don’t just have design projects—they have design programs. Design becomes part of their operating system rather than an occasional service
How to move clients up the design ladder
Moving clients up the evolution ladder requires a deliberate approach that combines education, demonstration, and strategic relationship management.
From Level 1 to Level 2:
Introduce process value
- Document your process and explain its business benefits.
- Include research phases in your proposals, even small ones.
- Share insights that informed your design decisions.
- Demonstrate how process reduces revisions and improves outcomes.
Including a half-day discovery workshop with every project is a small step that will help clients see the value of process without a big commitment.
From Level 2 to Level 3:
Connect design to business outcomes
- Ask about business objectives, not just design requirements.
- Present concepts within the context of business challenges.
- Measure and report on performance, not just delivery.
- Introduce strategic thinking in manageable increments..
Instead of just presenting design, start by restating the business challenge and explaining how the approach addresses it.
From Level 3 to Level 4: Demonstrate innovation value
- Propose proactive ideas beyond the current brief.
- Share relevant case studies showing innovation impact.
- Introduce design thinking workshops for client teams.
- Suggest pilot projects to demonstrate new approaches.
From Level 4 to Level 5:
Integrate with client operations
- Develop design systems that scale across the organisation.
- Create governance frameworks and training programs.
- Connect design metrics to business KPIs.
- Position yourself as a strategic advisor, not just a service provider.
The value of the design ladder
Understanding where your clients sit on the design ladder helps you set expectations, price your services correctly, and strategically develop relationships toward higher-value work.
The most successful studios don’t just wait for clients to evolve, they actively guide them up the ladder through education, demonstration, and incremental expansion of services.
It’s a win:win. Clients receive increasing value from design, while agencies enjoy more strategic work, higher fees, and longer-term relationships