How do you explain your design's value to your audience?

1. The Importance of Understanding Your Audience in Design Knowing your audience is the foundation of effective design. Whether presenting to clients, users, or the general public, understanding their unique needs, expectations, and backgrounds allows you to tailor your message. For instance, clients need assurance on budget alignment and brand consistency, while users focus on experience and privacy. Highlighting social good and ethical considerations is key for public presentations. Thorough research and appropriate language use are crucial in resonating with each group.

There are two types of motivation behind every stakeholder. The first one is ‘Business Motivation.’ It’s a group-aligned concept that’s reasonable and balances out the way it enables different people to work together towards the same goal. The second one is ‘Personal Motivation.’ It’s a subjective set of beliefs, perspectives, likes, and dislikes. It’s very human and defines what we love or fear. Hence, you encounter both social and human elements when explaining the value of design. The magic lies in understanding both well enough to navigate these waters.

"By blending aesthetics with functionality, our design speaks directly to your needs and aspirations, creating experiences that are not just seen but felt. It’s about crafting visual stories that resonate, inspire, and drive meaningful engagement."

Understanding your audience involves researching their goals, expectations, and backgrounds. Tailoring your message to their specific needs ensures effective communication. For example, clients focus on problem-solving and budget, users on experience and privacy, and the public on social good and ethics. This approach helps in delivering relevant and impactful messages that resonate with each group.

Bevor du anfängst, dein Design zu erklären oder zu präsentieren, musst du genau wissen, mit wem du sprichst und was ihnen wichtig ist. Jede Gruppe hat ihre eigenen Ziele und Erwartungen. Kunden wollen oft wissen, wie dein Design ihre Probleme löst und ihr Budget nicht sprengt. Benutzer möchten sehen, wie es ihre Erfahrungen verbessert und ihre Privatsphäre respektiert. Die Öffentlichkeit interessiert sich dafür, wie dein Design gesellschaftlich nützt und ethische Fragen behandelt. Recherchiere also gut und rede ihre Sprache, damit sie verstehen, was du sagst.

A value proposition is a clear statement that explains how your product or service solves customers' problems, delivers specific benefits, and why they should choose you over the competition. It’s essential for attracting and retaining customers. Here’s how to define your value proposition: Identify Your Audience's Needs: Understand who your target customers are and what problems they face. Conduct market research and gather customer feedback. Clarify the Benefits: Highlight the key benefits and unique features of your product or service. Focus on what makes your offering distinct and superior.

Communicate the Value: Use clear and concise language to articulate how your product meets the needs of your customers. Emphasize the tangible results and advantages your customers will gain. Differentiate from Competitors: Identify your competitors and analyze what they offer. Clearly state what makes your product different and why customers should choose you.

Defining a value proposition is crucial as it succinctly conveys the unique benefits and significance of your design to your audience. It differentiates your design from others by highlighting its specific, relevant, and compelling advantages. Instead of merely listing features, it focuses on the meaningful outcomes and benefits for users, ensuring your design's appeal and relevance are clear and persuasive.

Consider framing Design as a strategic investment, not a cost. It drives business health at every stage: Early: Boosts conversion and lead generation through intuitive, engaging experiences. Mid: Reduces churn and increases upsells with user-centric products and personalized recommendations. Late: Fosters brand advocacy and maximizes customer lifetime value through loyalty programs and ongoing engagement. Beyond the funnel, design attracts top talent, builds investor confidence, and fuels sustainable growth. In short, design isn't just about aesthetics; it's the heartbeat of a thriving business.

Ein Wertversprechen ist wie eine kurze Zusammenfassung, die erklärt, was an deinem Design besonders ist, warum es anders ist und warum es wichtig ist. Es zeigt, welchen einzigartigen Nutzen dein Design für die Leute hat, die es verwenden. Ein gutes Wertversprechen ist klar und überzeugend. Es hebt hervor, welche Vorteile und Ergebnisse dein Design bringt, nicht nur seine Eigenschaften. Zum Beispiel könntest du sagen: Unser Design ist wie ein persönlicher Trainer auf deinem Handy, der dich motiviert, deine Fitnessziele zu erreichen und deine Fortschritte zu feiern.

In einer guten Geschichte über dein Design geht es nicht nur um das Endergebnis, sondern auch um den Weg, den du genommen hast, um dorthin zu gelangen. Indem du zeigst, wie du gedacht und geforscht hast, kannst du erklären, warum dein Design so ist, wie es ist. Du kannst zum Beispiel erzählen, wie du deine Benutzer verstanden hast, wie du das Problem analysiert und Ideen entwickelt hast. Tests und Prototypen haben dir geholfen, dein Design zu verbessern. So kannst du zeigen, dass deine Entscheidungen gut durchdacht sind und dein Design echt ist.

From my experience, showcasing the design process is vital. It reveals the depth of thought, research, and testing behind the final product, validating decisions and assumptions. Sharing this journey demonstrates how user needs were identified, problems framed, solutions prototyped, and feedback integrated. This transparency builds trust, justifies choices, and highlights the impact and effectiveness of the design, and, in most of cases, amazes the client.

Similar to how you can tailor your value proposition to various audiences, the same could be applied to explaining the process and providing evidence that it's great. At Spotify, we often framed it as part of the broader product lifecycle, highlighting collaboration points with cross-functional teams. We also emphasized impact by defining our process as the sum of Strategy + Discovery + Iteration. Strategy: What problem are we solving? Discovery: How might we solve it? Iteration: How do we make it even better?

A good design narrative is not just about the final product, but also about the journey that led to it. Showing your process and evidence can help you demonstrate your design thinking, research, testing, and iteration, and how they informed your decisions and solutions. It can also help you validate your assumptions, address feedback, and justify your choices. For example, you could show how you identified and empathized with your users, how you defined and framed the problem, how you ideated and prototyped possible solutions, how you evaluated and refined your design, and how you measured and communicated your impact.

Transparência no processo de design é fundamental. Compartilhar as etapas do desenvolvimento, desde a pesquisa inicial até os testes de usabilidade, demonstra o rigor e a dedicação investidos. Evidências, como dados de pesquisa, feedback dos usuários e melhorias iterativas, reforçam a eficácia do design e constroem confiança com os stakeholders.

Storytelling is crucial for engaging and connecting with the audience. It frames the design within a larger context and human need, making it more relatable and impactful. I usually illustrate its value and evoke emotions by sharing scenarios where my design helped users overcome challenges or achieve goals. This narrative approach makes my presentations more compelling, memorable, and understandable from the client/user point of view.

Eine Geschichte kann echt beeindrucken und erklären, was dein Design so besonders macht. Es verbindet dein Design mit einem größeren Thema oder einer eigenen Erfahrung, die echt bedeutsam ist. Durch eine klare Struktur mit Hauptfigur, Konflikt und Lösung kann die Geschichte dein Publikum richtig mitnehmen und Emotionen wecken. Du könntest zum Beispiel erzählen, wie dein Design jemandem wirklich geholfen hat, ein Problem zu lösen oder ein großes Ziel zu erreichen.

Avoid making your story sound too one-dimensional. Craft a compelling narrative that takes your audience on a personal, dynamic design journey. Weave in the ideas that didn't work, the unexpected detours that led to breakthroughs, and details on collaboration with your team (your story's minor characters). This vulnerability demonstrates your ability to adapt and learn. It will not only gain sympathy with your audience but also powerfully demonstrate the unique value you bring as a designer.

A story is a powerful way to engage your audience, convey your message, and evoke emotions. A story can help you connect your design to a larger context, a human need, or a personal experience. It can also help you illustrate your design's value through scenarios, examples, or testimonials. A story should have a clear structure, a main character, a conflict, and a resolution. For example, you could tell a story of how your design helped a user overcome a challenge, achieve a goal, or make a difference.

Hot take: Strong narratives eat data for breakfast. And while I'm not advocating for leaving data out of your story, to tell a captivating story, focus on three key aspects: Be authentic: Share your personal experiences and emotions to forge a genuine connection with your audience. Craft a clear narrative: Introduce a compelling conflict, build tension, and offer resolution or a meaningful takeaway. Have a purpose: Ensure your story has a message or universal theme that resonates with audience, leaving a lasting impact.

From my perspective, using visuals and data is essential to enhancing my design narrative. They attract attention, simplify complex information, and provide tangible evidence of my design's effectiveness. Visuals like mockups and videos show the design in action, and drive the look and feel of my design, while data through charts and statistics validates its performance. Together, they complement my explanations, making my presentations clearer and more compelling.

Visuelle Sachen wie Skizzen und Diagramme sind super wichtig, um deine Geschichte über dein Design spannender zu machen. Sie zeigen, wie dein Design wirklich funktioniert und wie du darauf gekommen bist. Dazu kommen noch Daten wie Zahlen und Grafiken, die deutlich machen, wie gut dein Design ist. Alles sollte klar und passend sein, damit es deine Erklärung unterstützt und nicht komplizierter macht.

Visuals and data can transform your design value narrative for leadership teams. They capture attention, simplify complexity, and leave a lasting impact. For example, present a case study of a design-led initiative. Use before-and-after visuals and metrics to highlight its impact. Did a redesigned landing page increase conversions? Did a user-friendly product reduce churn? Show it visually, and the data becomes a compelling story, demonstrating the tangible value design brings to your company's bottom line.

Os elementos visuais têm o poder de capturar a atenção e transmitir mensagens complexas de forma rápida e eficaz. Em um projeto recente, incorporamos infográficos e visualizações de dados claras para ilustrar insights complexos sobre o desempenho de um produto. Isso não só tornou a informação mais acessível, mas também facilitou a tomada de decisões informadas. O uso inteligente de dados é fundamental. Ao analisar o comportamento dos usuários e feedbacks através de análises detalhadas, pudemos ajustar o design para melhor atender às necessidades reais dos nossos clientes. Essa abordagem baseada em dados garantiu que cada elemento do design fosse estrategicamente pensado para maximizar o impacto e a usabilidade.

Visuals and data can help you support your design narrative, attract attention, and simplify complex information. Visuals can include sketches, diagrams, screenshots, mockups, photos, videos, or animations that show your design in action, your process, or your impact. Data can include statistics, charts, graphs, or quotes that show your design's performance, effectiveness, or feedback. Visuals and data should be relevant, clear, and consistent with your design's style and tone. They should also complement, not replace, your verbal or written explanation.

Practice makes perfect! Rehearse your explanation until you feel confident and comfortable. This applies to writing a report, crafting a pitch, or giving a presentation. Seek feedback from trusted advisors and incorporate their insights. Practice your delivery in front of a mirror, camera, or even a friend. Pay attention to your language, tone, and body language. The more you refine your design narrative, the stronger your communication skills become, ensuring you effectively convey your design's value to any audience.

Der letzte Punkt ist, dass du deine Designgeschichte richtig übst und verbessert, bis du dich sicher fühlst. Egal, ob du einen Bericht schreibst, einen Pitch hältst oder eine Präsentation machst, kontrolliere gut, was du sagst und wie du es präsentierst. Hol dir Feedback von anderen, wie Kollegen oder Experten, und nimm ihre Tipps an, um besser zu werden. Üb vor einem Spiegel oder einer Filmkamera, um deine Sprache, Stimme und Körperhaltung zu verbessern. Je mehr du übst, desto besser wirst du darin, anderen zu zeigen, warum dein Design so wertvoll ist.

What works for me is recording Loom videos. Seriously, try presenting your thoughts, pitch, or ideas this way. You’d be surprised how much you can improve. Another way is to add a pinch of social pressure. Do a demo for your friends, or ask someone from your network to be your sounding board. Don’t keep everything in your head.

Es ist wichtig, dass jeder die grundlegenden Designprinzipien kennt, die unser Projekt beeinflussen. Das umfasst Dinge wie Aussehen, wie gut es funktioniert, wie benutzerfreundlich es ist und wie bequem es ist. Wenn Sie diese Grundlagen verstehen, können Sie besser verstehen, warum wir bestimmte Entscheidungen getroffen haben und wie unser Projekt darauf abzielt, bestimmte Ziele zu erreichen und Bedürfnisse zu erfüllen.

Watch Paula Scher on Abstract on Netflix. She talks through a client presentation where she shows the idea to the client and the graph of appreciation rises, then the client has to say something because they are paying and the graph begins to fall. She comments why it's good and works and then she says a great designer stops the meeting before the graph falls further. Genius!

Before starting with a design, it is important to determine if it is for an existing brand or if it is intended to visualize a new brand. If it’s the latter, the strategy behind the brand should be created first. Only then does it make sense to develop a design that will build the brand’s values and image. A brand provides an emotional added value that makes the design and product unique and differentiating. There are already so many products and apps out there, so what is the justification for another design or app? Without a clear justification, it will be difficult to be successful. Many new designs and apps disappear shortly after launch because they are not relevant or not marketed well enough. A brand offers differentiation.