{"id":13567,"date":"2016-04-06T14:55:06","date_gmt":"2016-04-06T22:55:06","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=13567"},"modified":"2024-05-20T21:37:17","modified_gmt":"2024-05-21T04:37:17","slug":"getting-to-yes-presenting-and-defending-design","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/getting-to-yes-presenting-and-defending-design\/","title":{"rendered":"Getting to Yes: Presenting and Defending Design"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The sales team might sell the job, but the design team sells the product. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s frustrating to compromise on usability or experience because stakeholders request changes, it\u2019s part of our job as designers to ensure that only happens when a positive outcome is in store.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When working together on a design project, nudge gently and respectfully to persuade clients, stakeholders, and\/or coworkers to your line of thinking. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few tactics for gaining buy-in the next time you share a design with clients or team members. First, learn how to best present your work and the ideas behind it, and then learn to defend your decisions in a productive way.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Presenting Design<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The first half of \u201cgetting to yes\u201d with clients or stakeholders is presenting your work\u2014and no one can sell design like a passionate designer. Here\u2019s how to take advantage of that.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Present only one option\u2014the right option<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We learned this early at <\/span><a href=\"http:\/\/brolik.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Brolik<\/span><\/a><span style=\"font-weight: 400;\">. It was commonplace at that time for advertising agencies to show multiple mockups to clients in a pitch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We noticed that one mockup would always be a clear favorite internally, while the others just filled out the pitch. But clients seemed to never choose our favorite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We challenged the status quo at the time and started showing a single, strong solution instead of multiple mockups. We explained why we only had one design and why we arrived where we did, and then we listened to feedback. The results were instantly better.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13568\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-1024x579.png\" alt=\"image00\" width=\"660\" height=\"373\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-1024x579.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-530x300.png 530w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-768x434.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1.png 1915w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Due to the current <\/span><span style=\"font-weight: 400;\">Lean and Agile movement<\/span><span style=\"font-weight: 400;\">, multiple high-fidelity mockups are thankfully going away, but it\u2019s worth noting a few things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Multiple choice means more second guessing. That\u2019s bad.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Spending time on a \u201csecond choice\u201d design means time isn\u2019t spent on the best option.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Design is about problem solving, not opinion. There\u2019s ultimately only one right answer.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Explain the why<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In good design, there\u2019s thought behind every decision, and sometimes clients just need to know that. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">They might not know what goes into the <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">design process<\/span><\/a><span style=\"font-weight: 400;\">, but if they feel like you\u2019re glazing over the details, it can lead to distrust\u2014and that\u2019s an intangible expense you want to avoid. People also like to debate specific reasoning and design decisions, which is perfectly helpful and should be encouraged. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they don\u2019t agree, don\u2019t fight it; just make sure you get your \u201cwhy\u201d on the table to frame the discussion. Be straightforward, relating all your points back to hard usability data and business goals. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the below example from the <\/span><a href=\"https:\/\/www.uxpin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">UXPin<\/span><\/a><span style=\"font-weight: 400;\">\u00a0 team, notice how Marcin Treder opens up his first comment by immediately referencing user research. Since he\u2019s already set the precedent for evidence-based design, he can cite that same research when responding to further comments down the chain.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13569\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01.png\" alt=\"image01\" width=\"714\" height=\"446\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01.png 714w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-480x300.png 480w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-290x180.png 290w\" sizes=\"auto, (max-width: 714px) 100vw, 714px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">3. Be passionate but honest<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At a client or stakeholder meeting, it might feel inappropriate to be honest about bumps in the process or to admit that your assumptions were wrong, but a little vulnerability goes a long way. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talk openly about frustrations. You\u2019ll usually get some laughs, and in the process, everyone in the room will be better aligned with your solution. Also talk about your favorite part(s) of a design, pointing out areas where you went the extra mile and feel proud of the results. If you show that you own the work, stakeholders will instinctively trust you more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At <\/span><a href=\"http:\/\/brolik.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Brolik<\/span><\/a><span style=\"font-weight: 400;\">, we act and speak passionately when we present our work, and it\u2019s been a success with clients. For example, we might openly tell a client, \u201cWe\u2019ve never done a site like this, but it\u2019s the best website we\u2019ve ever built\u201d (if that\u2019s the case). The honesty goes a long way to opening positive lines of communication. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Defending Design<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The second half of getting to yes is defending your ideas after you\u2019ve presented them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not always easy to graciously accept critique of your work, especially when it\u2019s dismissive, but here\u2019s how to do it in a productive way that ultimately helps achieve your goals as a designer.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Counter opinion-based comments with logic<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whenever a project stakeholder suggests a change, ask them why. Keep peeling back layers of \u201cwhy\u201d until you\u2019ve gotten to the core of the client\u2019s issue. Since it would be annoying to repeatedly ask \u201cwhy\u201d (like a three year old), we frame the question in useful and non-condescending ways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One method is to ask for facts or statistics to back up someone\u2019s opinion. As you can see in the comments in a recent project from the <\/span><a href=\"https:\/\/www.uxpin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">UXPin<\/span><\/a><span style=\"font-weight: 400;\">\u00a0team below, the dialogue needs to be a helpful exercise, not a personal challenge. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It should be something like: \u201cThat\u2019s an interesting perspective. Have you seen any data that brought you to that conclusion or is it more of a gut instinct?\u201d When they say it\u2019s a gut instinct, you can reframe their situation from a user\u2019s perspective: \u201cWhile that makes sense, as a user, if I were going to X, I\u2019d most likely need Y and Z to happen first. I\u2019ve seen case studies that back this thinking up, as well. I\u2019m happy to send over those if you\u2019d like.\u201d<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-13570\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02.png\" alt=\"image02\" width=\"631\" height=\"419\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02.png 626w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-451x300.png 451w\" sizes=\"auto, (max-width: 631px) 100vw, 631px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s harder to argue with logic. Some clients let their egos get the best of them in the moment, but I\u2019ve found that good logic backed by <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-usability-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">user testing<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/blog\/the-practical-beginners-guide-to-user-research\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">user research<\/span><\/a><span style=\"font-weight: 400;\"> will usually set in with time and eventually win out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve found the easiest way to present user data is to let the facts speak for themselves and empathize with clients or other team members whose assumptions were wrong. The second an \u201cI told you so\u201d attitude creeps in, everyone will shut down. Instead, I like to take the stance of \u201cI\u2019m just as surprised as you are. Data is a crazy thing. It\u2019s a good thing we did this testing, though!\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Back up decisions with articles<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your clients are not usually up on the latest industry research and information. So share it with them! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Starting on the same page and aligning assumptions goes a long way toward reaching a happy conclusion. And industry knowledge is also useful for helping to back up your original decisions. Sometimes just showing that an article exists is enough to convince a client of your argument. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">I think <\/span><a href=\"http:\/\/alistapart.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">A List Apart<\/span><\/i><\/a><span style=\"font-weight: 400;\"> is a great source for articles that demonstrate the level of thought that goes into design decisions, and usually in a way that doesn\u2019t bore non-designers. <\/span><a href=\"https:\/\/www.smashingmagazine.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">Smashing Magazine<\/span><\/i><\/a><span style=\"font-weight: 400;\"> is another great resource that gives credibility to the work we do. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m convinced that the actual content you share with clients is of less importance than the \u00a0simple act of sharing. Sharing shows you\u2019re passionate and thoughtful, and it also shows that our industry is nuanced, well-educated, and professional (as opposed to the classic \u201cmy nephew can do my website\u201d view).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Filter comments for their true meaning<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When someone else critiques your design, they\u2019ll usually frame their critique in a solution. Your job is to find the core problem hiding in that feedback.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Identifying the root issue takes practice and skill, but the first step is to ask them why. Dustin Curtis\u2019 <\/span><a href=\"http:\/\/dcurt.is\/three-questions\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">3 question rule<\/span><\/a><span style=\"font-weight: 400;\"> is a great investigative tactic. In the below <\/span><span style=\"font-weight: 400;\">example<\/span><span style=\"font-weight: 400;\">, you can see how to apply this tactic to close out comments faster. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-13571\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03.png\" alt=\"image03\" width=\"676\" height=\"442\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03.png 935w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-459x300.png 459w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-768x502.png 768w\" sizes=\"auto, (max-width: 676px) 100vw, 676px\" \/><\/p>\n<p>Photo credit:\u00a0Recent project by <a href=\"https:\/\/www.uxpin.com\" target=\"_blank\" rel=\"noopener noreferrer\">UXPin<\/a> product team<\/p>\n<p><span style=\"font-weight: 400;\">In the same way that presenting why is important, it\u2019s equally important to require someone with an opinion to explain their own why. \u00a0Asking that simple question is often enough for someone to really think about what they\u2019re fighting for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they still push, the next step is to present alternatives in a non-threatening way. By that I mean, \u201cI see where you\u2019re coming from, but I\u2019ve seen other sites do X, Y, and Z.\u201d If you\u2019re comfortable enough, follow with: \u201cWill your idea be more effective than those solutions?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We can\u2019t always reach decisions this way, and at some point, it comes down to who\u2019s paying the bills. That\u2019s one reason I believe in the single decision maker philosophy. Every decision should <\/span><a href=\"http:\/\/firstround.com\/review\/square-defangs-difficult-decisions-with-this-system-heres-how\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">always come down to one person<\/span><\/a><span style=\"font-weight: 400;\">. If we establish this ahead of time, we can avoid the dreaded pitfall of <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/blog\/how-to-survive-design-by-committee\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">design by committee<\/span><\/a><span style=\"font-weight: 400;\">. The decision maker can take everyone\u2019s opinions into consideration and make the final call, which is typically a productive compromise based on everyone\u2019s feedback.<\/span><\/p>\n<p>Ultimately, though, being open to compromise is half the battle. Designing for clients (or for your boss) isn\u2019t a win or lose contest. There\u2019s almost always a way to give someone what they need without completely catering to their wants. It may require creative thinking, but the result is a more informed final product.<\/p>\n<h2><span style=\"font-weight: 400;\">Get comfortable with not always being right<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most importantly, realize you\u2019re not always right. No two design or business problems are exactly the same. Clients know their business and audience, so they\u2019re a valuable resource for solving their specific design challenges. Remember to listen to them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also remember that it\u2019s not a \u201cright or wrong\u201d contest. It\u2019s easy to let our egos make it into one, but in design, we\u2019re all on the same team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t own or run the business, remember that, too. You can only do so much. It\u2019s a designer&#8217;s responsibility to do our best job and offer the best solution, even if that means fighting for it, at times.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the end of the day, don\u2019t kill yourself over the small battles; just remember that the more we pay attention to how we\u2019re presenting and reacting to feedback, the easier it will be to get to yes for the decisions that matter.<\/span><\/p>\n<p><em>\u00a0If you found this article useful, check out the free 100+ page e-book <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Design Process Best Practices<\/a>.<\/em><\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/tw-promo-11.png\" alt=\"\" width=\"720\" height=\"360\" \/><\/a><\/p>\n<p><em>Feature photo credit: Nitesh Jain via <a href=\"https:\/\/www.sumologic.com\/2015\/12\/17\/designing-like-a-sumo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sumo Logic<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creative Director Drew Thomas explains how to get faster buy-in for design decisions. <\/p>\n","protected":false},"author":46,"featured_media":13573,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,17,18,6],"tags":[],"class_list":["post-13567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-collaboration-2","category-process","category-ux-design"],"yoast_title":"","yoast_metadesc":"Creative Director Drew Thomas explains how to get faster buy-in for design decisions.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Getting to Yes: Presenting and Defending Design | UXPin<\/title>\n<meta name=\"description\" content=\"Creative Director Drew Thomas explains how to get faster buy-in for design decisions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uxpin.com\/studio\/blog\/getting-to-yes-presenting-and-defending-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Getting to Yes: Presenting and Defending Design\" \/>\n<meta property=\"og:description\" content=\"Creative Director Drew Thomas explains how to get faster buy-in for design decisions.\" \/>\n<meta property=\"og:url\" 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