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Clients often approach designers with a problem that they would like us to help them solve. Often, they ask us to build them a website or produce a special graphic or illustration. The purpose of these projects is typically to help them sell a product or service, or reach out to a particular audience. Designers, look at these sorts project through a special lens. We ask questions like “Who is the user?” “What is the best design for this project?” “What is the proper context for this project?” This lecture from Allan Chochinov at a Creative Mornings event in New York City talks about some of the questions that go through a designers mind when speaking to clients about a particular project.>