"A couple of years ago in my first role as a UI designer out of college, my team was tasked with coming up with a very short notice proposal for a potential high end customer. With a week turnaround time, I set right to spending my time gathering information on the company to build a mock design. When the proposal was submitted, I found out that the potential customer scoffed at my idea and the customer went with another organization's proposal for their use. The biggest piece of feedback that I got was that the UI design just wasn't conducive to the type of customers they were expecting. From that point forward, whether it has been with short notice or long-term products, I take the time to communicate with key decision makers from clients to gather information for making my design as user friendly as possible."