It’s every designer’s dream: a client who hands over the perfect brief, brimming with clear goals and actionable insights. But let’s be real—most briefs are more "Pinterest mood board meets vague wish list" than actionable direction. The challenge is turning these mythical ideas into solutions that work for real humans, not imaginary "perfect" users. Here's how to bring the fantasy back down to earth.

Unicorns vs. Humans: Spotting the Difference

Clients often describe their target audience like they’re mythical creatures. “Our users are tech-savvy, love innovation, and are willing to explore something completely new.” Sounds amazing, right? But in reality, their users are probably rushing through the app while waiting for a coffee or juggling ten tabs during a lunch break.

This disconnect can lead to overcomplicated designs that look great on paper but flop in the wild. I once worked on a project where the client insisted users would "discover" hidden features if we made the interface more minimalist. Guess what? They didn’t. People just got frustrated and left.

Key takeaway: Design for how people actually behave, not how clients wish they would.

Start With Empathy, Not Assumptions

Empathy is the foundation of good design. It means stepping into the shoes of the people who will use your product—not the ones the client imagines. Here’s how to keep things grounded:

• User Research: Conduct interviews, run surveys, or dig into analytics to understand what users really need. Even a handful of insights can steer the design in the right direction.

• Journey Mapping: Map out the user’s typical day or journey with the product. Where are their pain points? Where are they likely to drop off? These insights are gold.

• Test Early, Test Often: Don’t wait until the design is polished to get user feedback. A rough wireframe tested with three real users is better than hours of perfecting an idea in isolation.

Pro Tip: When presenting research to clients, frame it as “helping us design the best experience for your users.” It shifts the focus from what they think their users want to what the users actually need.

Translating Vague Feedback Into Actionable Designs

Clients love to dream big, and that’s not a bad thing—unless their dreams are too abstract to execute. Here’s how to translate their visions into something tangible:

• Ask Specific Questions: Instead of “What do you want the design to do?” ask “What action do you want the user to take here?” or “What’s the most important information to highlight?”

• Simplify the Vision: Break down their big ideas into smaller, more manageable goals. For example, if they want an app that "changes how people book travel," focus on improving one key step, like a seamless checkout flow.

• Show, Don’t Just Tell: Sketch out quick ideas or mockups to demonstrate how their concepts might work in the real world. Visual examples help align expectations.

Case in Point: On one project, a client wanted their website to feel “cutting-edge yet approachable, like a Tesla showroom.” I translated this into a clean, grid-based layout with subtle animations and warm imagery. Once they saw it, they loved it—and it actually worked for their audience.

Avoiding the Unicorn Trap

It’s easy to get carried away chasing trends or adding features that no one asked for. Stay focused on these principles:

• Keep It Intuitive: If someone can’t figure out how to use your design in 10 seconds, it’s too complicated.

• Prioritize Accessibility: Real people come with real challenges—like poor vision, limited internet access, or using their phone with one hand while holding a baby. Design for inclusivity.

• Cut the Fluff: Every element should serve a purpose. If it doesn’t improve usability or the experience, it’s got to go.

Selling Human-Centric Design to Clients

Sometimes, the biggest challenge isn’t designing for humans—it’s convincing the client to prioritize them. Here’s how to sell the idea:

• Frame It as ROI: Explain how a user-friendly design leads to more conversions, higher retention, or better reviews.

• Show Data: Use stats and examples to back up your recommendations. For instance, “Sites that load in under three seconds see 50% more engagement.”

• Speak Their Language: Instead of talking about “usability,” say “Let’s make it easier for your customers to find what they need.”

Final Thoughts

Designing for humans means meeting users where they are, not where we wish they’d be. It’s about turning vague ideas into actionable solutions that work for real people, whether they’re hurried commuters, distracted parents, or just someone trying to figure out how to use your app.

Remember: unicorns are fun to dream about, but humans are the ones who’ll actually use your designs. So, let’s keep it real.

Ever had to bring a client’s mythical vision back down to reality? Share your stories—I’m all ears.