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Alumni Success Story

Laine Nickl, Penny Laine Creative

Tell me about yourself. Who are you and what do you do?

I'm a brand & web designer. I'm currently working as part of a team that shapes the brand story & foundation before I craft the brand identity and web experience. I'm also shaping the brand foundation for my own brand, as I realized my old brand wasn't reflective of me and what I was doing (and what I hope to do).

What were you struggling with before Designing to Delight?

Before Designing to Delight, I was struggling with a consistent web design process, which made projects take way longer than necessary, and made me feel like I was constantly re-inventing the wheel.

And I'm sure it didn't come off as professional as it should have from a client perspective. I also used to design in the browser, but I quickly realized that inhibited my creativity (since I'm a designer with development being a secondary skill) – but I wasn't sure how else to shape my process.

I dabbled in using style tiles (with mixed success) previously but it wasn't until I adopted the Designing to Delight process of wireframes > style tile > mockups, along with clear instructions for clients (SO crucial!), that my process really started to take shape.

Now I can focus on the design rather than getting caught up in the process.

Why did you signup?

Ultimately I knew that I needed to bring order to my process if I ever wanted to have a successful web design business, and after following Christine/Designing to Delight and learning quite a bit from just her email list and free offerings, I realized I could learn a lot from her. I actually signed up for the Content Bottlenecks course first (which is totally worth its weight in gold) so following up with Designing to Delight was a no-brainer.

What was your biggest takeaway from the course?

Finally solidifying and mapping out my full process, including organizing templates and scripts for easy access.

This allowed me to easily guide the client through the process, making for a better client experience, as well as a less hectic experience on my part, which allows me to focus on the design. Before the course, it was all a little chaotic.

How has Designing to Delight helped your business?

The course has definitely increased my confidence, as I'm able to clearly articulate my process, as well as help guide clients through the process. I've also gained so much more time since I'm no longer wasting time creating systems as I go, or re-typing the same emails to clients (scripts are such a game-changer!).

How do you feel about your design process now?

I feel really great about my process. I know it'll always be something I'm fine-tuning, but now I have a solid foundation from which to grow – which is so crucial for a business.

What would you say to someone who's thinking about taking the course?

This course is absolutely worth the investment for any web designer who hasn't quite figured out a process that works both for them and for their clients.


Ready to translate clients' ideas into strategic designs they love? Learn more about Designing to Delight below!