The Revision Spiral

Endless Revisions? Here’s Why Your Design Process Might Be Broken

Mar 21, 2025

We’ve all been there before. We’re deep into a design project, the client approved the direction, and you’ve created something that you think looks awesome and that aligns with the client’s vision/chosen mood board. But then—the revision spiral begins.

First, it’s tiny tweaks. Then, bigger changes. Before you know it, they want to switch directions completely. You make the changes (because, at this point, you just want it done), but they still aren’t happy. And now? They’re ghosting you.

So, what went wrong? Was it just a bad client, or is there a deeper issue?

When Clients Are Unhappy, It’s Usually a Process Issue

When projects go off the rails like this, it’s rarely because the client is difficult. More often, it’s because the process didn’t set them up for success.

Clients don’t always know what they want until they see it. If they aren’t confident in the design, it’s usually because they never fully understood the strategy behind it.

Where the Process Breaks Down

Skipping the Discovery Phase
Jumping straight into design without digging into the problem first is a recipe for endless revisions. A solid discovery phase aligns you and the client before any actual design work starts.

Not Setting Clear Revision Expectations
A project should have a structured feedback process—not an unlimited back-and-forth. Without clear boundaries, revisions can turn into redesigns, making you responsible for a vision the client hasn’t clearly defined.

Clients Who Don’t Understand the Process
Most clients think design is just about making things look good. If they don’t understand that it’s a strategic problem-solving process, they’ll second-guess everything. And that leads to—yep—more revisions.

How a Strong Design Process Fixes This

A solid process doesn’t just protect you as the designer. It also keeps the client feeling aligned and confident from the start.

1. Strategy First, Always!!

Before you even think about designing, get crystal clear on what the client actually needs. Don’t assume. Ask.

Start with a questionnaire, then get on a strategy call and listen—really listen. What’s their biggest struggle? What’s their dream outcome? Design isn’t just about making things look pretty, it’s about solving problems. If you skip this step, you’re basically designing in the dark.

Here are a few must-ask questions:

Who is the target audience? (Because a design that works for Gen Z won’t work for CEOs.)

Who are the competitors? (So we don’t make you look like everyone else.)

What is the project’s main goal? (e.g., more sales, brand awareness, engagement)

How will success be measured?

For brand designers, this phase should go even deeper. You need to uncover the “why” behind the brand before you even think about visuals. A strategy document outlining audience insights, brand positioning, and messaging helps make sure you and the client are on the same page.

*Brand Strategy Document I present to my clients*

2. Research & Ideation

Once the strategy is locked in, it’s time to explore ideas, but this should be based on research, not personal taste.

Research the audience, competitors, and market trends.

Use word maps or mind maps to find unexpected angles.

Gather visual inspiration from design platforms or even outside of design.

Curate 2-3 mood boards that reflect different strategic directions.

Most importantly, document your thinking. Clients don’t always see what we see. If they understand why certain choices were made, they’re less likely to request random changes later.

Instead of just presenting visuals, connect every design choice back to the strategy. When clients see the logic behind it, they’re less likely to push for changes that don’t align with their goals.

*Mood Board: Concept 1 for Seven Farms with detailed notes.*

3. Educate the client.

Clients aren’t designers, so don’t expect them to just “get it.” Over-communicate your thought process and explain your choices in a way that makes sense to them.

When presenting your concepts:

Walk them through your mood boards and explain how each one aligns with their goals.

Justify your decisions. Don’t just say, “I picked blue because it looks nice.” Say, “Blue builds trust, which is key for your audience. Plus, it differentiates you from competitors.” Explain how the colour psychology reinforces their brand message.

Show how your design solves their problem. If they understand the impact of your choices, they’re more likely to trust your expertise.

Frame feedback the right way. Instead of “Do you like it?” ask, “Does this align with the goals we set?” That small shift changes everything.

By the time you start designing, the client should feel confident in the direction. And that means way fewer last-minute changes.

4. Set Boundaries (And Actually Stick to Them)

To prevent revision chaos, your process should include:

A set number of revision rounds (e.g., two to three, max)

Boundaries for major changes (if the scope shifts, the price does too)

Deadlines for client feedback to keep the project on track

If a client suddenly wants to change everything after approving the direction, that’s not a revision. That’s a new scope. And that means a new invoice.

A Smarter, Smoother Design Process

If you’re stuck in a cycle of never-ending revisions, ghosting, and last-minute changes, it’s not just the client—it’s the process.

A strong strategy + clear communication + firm boundaries = a smoother project, a happier client, and way less stress for you.

Because great design isn’t about guessing—it’s about creating with purpose.

Have you ever had a client completely change direction after approving a concept? What happened, and how did you handle it? I would love to hear your thoughts.