Key question
How do you persuade with design?
A good idea does not catch on by itself. It has to be presented in a way that helps the client understand why it achieves the goal.
Learning objective: You will be able to structure a presentation, justify designs, and respond to objections.
An idea that no one understands will not be implemented.
7.1 / Structure
From problem to solution.
A compelling presentation tells the story of the journey to the solution, not just the outcome:
01
Initial Situation
What is the task, and what have we understood?
02
Idea
The central idea in one sentence.
03
Justification
Why does the solution achieve the objective?
Those who present the problem and the insight first make the solution comprehensible.
First the problem, then the solution.
7.2 / Plan the process
Time is short, structure helps.
For a ten-minute presentation, a clear structure pays off: spend little time on the initial situation, and plenty of time demonstrating the solution using concrete applications.
Designs work better in context: on a poster at the train station, on a mobile phone, on packaging.
Show, don't just explain.
7.3 / Objections
Objections are questions in disguise.
Objections highlight areas where things are still unclear. Rather than being defensive, it helps to ask questions, take the objection seriously, and respond with the goal in mind.
If you present several options, you should make a recommendation and explain your reasoning. This makes the decision easier for the customer.
Recommend rather than just show.
Exercise
Presenting in ten minutes
Task: Present a project of your own in ten minutes.
STEP 1
Plan the process using the tool.
STEP 2
Displays the designs on at least two applications.
STEP 3
Present to the class and face three objections.
STEP 4
Ask the audience what the key idea was.
Evaluation: Was the audience able to state the key idea in a single sentence?