The stated goal of nearly every digital project is to deliver an outstanding digital experience. We often then jump from the brief directly to UX design work. There are a couple of big gaps present in that approach. First, overtly developing a common understanding of what is meant by “outstanding digital experience” can lead you to a good or even great outcome. Secondly and more fundamentally, understanding the client’s state of mind going into the project can get you to an even better outcome and a higher likelihood of repeat business; namely, what’s really their objective beyond the one that’s been shared with you? Who’s been assigned to this project? Morag Johnston will share some client insights and management techniques that she wishes she’d known when she started out.