Articulating Design Value
Dive into how one can effectively articulate the value of design, especially when explaining it to non-designers. This is structured approach to help one develop this skill.
1. Understand Your Audience
Identify who you’re speaking to — whether they’re stakeholders, clients, developers, or even friends. Grasping their background and priorities is essential. For instance, business stakeholders might prioritize how design impacts revenue, while developers might focus on how it enhances efficiency.
2. Use Simple, Relatable Language
Avoid Jargon: Replace technical terms like “UI,” “UX,” “heuristics,” or “affordances” with everyday language. For example, instead of saying “user interface,” you could say “the screens and buttons people interact with.”
3. Explain the Role of Design
Design as Problem-Solving: Start by explaining that design is fundamentally about solving problems. For instance, “Good design makes a product or service easier to use, ensuring a positive experience.”
Design Adds Value: Emphasize that design isn’t just about aesthetics; it’s about functionality. For example, “A well-designed app not only looks appealing but also helps users find what they need quickly and easily.”
4. Use Real-World Examples
Example 1: Simplifying a Complex Process
- Scenario: Employees struggle with a complicated expense reporting system.
- Design Solution: A designer creates an intuitive interface that guides employees step-by-step.
- Outcome: Employees complete reports faster, saving the company time and money.
- How to Explain: “We streamlined the expense report process, making it quicker for employees, which saved the company time and resources.”
Example 2: Enhancing User Experience to Boost Sales
- Scenario: A retail website experiences a high cart abandonment rate.
- Design Solution: The designer simplifies the checkout process.
- Outcome: More users complete purchases, leading to increased sales.
- How to Explain: “By making the checkout process easier, we saw a direct increase in completed purchases, boosting sales.”
5. Quantify the Impact When Possible
Numbers Speak Louder: Whenever possible, support your explanations with data. For example, “After redesigning the app, user engagement increased by 30%, and customer support requests dropped by 20%.”
Relatable Metrics: Focus on metrics that resonate with your audience, such as revenue growth, cost savings, or customer satisfaction.
6. Link Design to Business Goals
Align with Objectives: Show how design aligns with broader business goals. For instance, “Improving the user experience not only enhances aesthetics but also boosts customer satisfaction, leading to higher retention rates.”
7. Practice Scenarios
Mock Conversations: Practice explaining these concepts with a colleague or friend who isn’t a designer. Ask for feedback on clarity.
Real-World Examples: Reflect on past projects where design solved a problem or added value. Practice explaining these examples as if you were speaking to a non-designer.
8. Engage with Questions
Invite Questions: After your explanation, encourage questions. This ensures your audience understood your points and provides an opportunity to clarify further.
Be Patient and Encouraging: Recognize that non-designers might need time to grasp certain concepts. Be patient and ready to explain things differently if necessary.
Example Practice Scenario:
- Scenario: You redesigned a mobile app for a financial service that was difficult for users to navigate.
- Explanation: “The original app frustrated many users because they couldn’t easily find the information they needed. We redesigned it to be more intuitive, allowing users to access key features with just a few taps. This improved user satisfaction and led to a 25% increase in customer retention because users were happier and continued using the app.”
