THE THING WE BUILT:

Moodboarder

So you’re in a discovery call. You ask the client what websites they like.

Awkward silence…

“Um... I'll send you some examples later?”

Narrator voice: They did not send examples later.

Our clients aren’t website collectors like we are. They don’t have a Pinterest board of their favorite nav menus. And honestly, why should they? That’s why they hire us.

So…we built a thing.
A thing that gets us to actual design conversations faster.

How it works:

• We show you a select number of carefully curated websites that could inspire your design.

• For each site, you tell us what elements you love (or don’t love) - colors, fonts, layout, photography, motion, etc.

• You rate each site on a scale of 1-5

Things we learned from the thing:

1. Getting specific feedback early lets us demonstrate we understand what clients actually want, not what we think they want.

2. It’s a step beyond the moodboard! We’ve used moodboards forever, but they don’t capture what makes something magical like the perfect animation, that subtle motion you fall in love with. A static moodboard doesn’t always cut it anymore.

3. Real design conversations build trust. When a client tells us they hate a particular navigation style, that’s golden. Now we’re talking about concrete choices, not abstract concepts.

4. Showing beats telling. Instead of asking clients to describe their dream website, we’re letting them react to real examples. It’s like staging a house — giving people a concrete starting point unlocks better conversations.

5. Simple choices work better than open questions. Rather than “What do you like about this site?”, we give specific elements to consider: colors, fonts, layout, etc. It helps clients articulate their preferences more precisely. And if they don’t have an answer to a question because they don’t have an opinion on it, that’s a signal too!

6. Sometimes the best way to start working together is to... start working together. A tool like this gives both sides a chance to see how the other thinks about design.

Built with ❤️ by Township

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