When a client needs website design changes — button placement, conversion action highlights, layout adjustments — the team follows a lightweight wireframing process before any development work begins. This keeps designers from being over-burdened, ensures client alignment, and gives developers a clear target.
Use this process for incremental design changes rather than full redesigns. Examples include:
For major redesigns, pull in a designer earlier and plan a more formal design phase.
During a client call or internal review, capture the specific design problem: what's missing, what's underperforming, or what the client wants to change. Note it as a task immediately so it doesn't get lost.
Book a short internal working meeting (30 minutes is usually sufficient) between the account lead and project manager to draft the wireframe together. This avoids bogging down designers on work that can be handled at the strategy level.
Example: After the Shine/A New Dawn call, Sebastian and Melissa scheduled a 30-minute wireframe session for Tuesday at 2:30 PM rather than pulling in a designer immediately.
The wireframe doesn't need to be polished — it should communicate:
Tools can be as simple as a shared doc sketch, Figma frame, or whiteboard screenshot. The goal is a clear visual reference, not a design deliverable.
Send the wireframe to the client for review before any development work begins. This prevents rework and ensures the client has buy-in on the direction.
Once the client approves, pass the wireframe to a developer with clear notes. For minor layout changes, a wireframe alone is often sufficient — no designer involvement required.
If the changes also involve form replacement or CRM integration, loop in the relevant technical context (e.g., which form plugin is in use, whether a CRM like Jane is being adopted) so the developer has full context.
| Role | Responsibility |
|---|---|
| Account Lead | Identifies design need, leads client approval |
| Project Manager / Strategist | Co-creates wireframe in working session |
| Designer | Involved only for larger or more complex changes |
| Developer | Receives approved wireframe and implements |
When a client engagement spans multiple active projects, consider splitting client calls into dedicated 30-minute blocks per project rather than covering everything in one session. Jumping between topics in a single meeting can cause confusion for both the team and the client.
Sebastian noted after the Shine call: "I do think future meetings should be 30 minutes one, 30 minutes other, because I felt like I'd formatted it well, but then when I was actually talking about it, I realized jumping from one to the other was a little confusing."