Understanding and Implementing “Articulating Design Decisions” by Tom Greever: Insights from My Experience

“Communicating about the designs is more important than the designs themselves.” — Tom Greever

The quotes above illustrate the importance of communication skills for a designer.

In my approximately three years of experience as a product designer, the challenge I consistently encounter is obtaining approval for my designs during presentations. Effectively communicating the intent and purpose of our designs is crucial to ensure that every stakeholder understands the design decisions we make. Tom Greever’s book “Articulating Design Decisions” serves as a crucial guide for designers aiming to improve their ability to justify and explain their design choices. This article will provide a concise summary of Greever’s key points and offer practical tips and tricks also example on how to implement these strategies in your work.

Summary of “Articulating Design Decisions”

Tom Greever’s book is centered around the idea that design is not just about creativity and aesthetics, but also about communication and rationale. Here are the core concepts Greever discusses:

1. Understanding the Stakeholders

• Identify Stakeholders: Know who will be affected by your design decisions, including clients, team members, and end-users.
• Understand Their Needs: Recognize the different goals and priorities of each stakeholder to address their concerns effectively.

Every stakeholder speaks different “language”, know who you speaking with.

2. Framing the Conversation

• Set the Stage: Create a context for your design decisions by explaining the problem you are solving.
• Tell a Story: Use storytelling techniques to make your rationale more relatable and understandable.

Share the context is a key, don’t give the design bluntly.

3. Using Data and Research

• Leverage Data: Back up your design decisions with data from user research, analytics, and usability testing.
• Show, Don’t Tell: Use visuals and prototypes to illustrate your points clearly.

Backed up with data and research will help they understand.

4. Presenting with Confidence

• Be Confident: Present your decisions assertively to instill confidence in your audience.
• Be Open to Feedback: Encourage questions and feedback to show that you value others’ input and are willing to adjust your approach if necessary.

Be confident with your design, explain what you do.

5. Handling Objections

• Stay Calm and Respectful: Respond to criticism calmly and respectfully, without becoming defensive.
• Clarify Misunderstandings: Address any misunderstandings by reiterating your key points and providing additional evidence if needed.

Sometimes saying “Okay” , “Sure” , “Yes” is not a sin for designer.

Tips and Tricks for Implementing Greever’s Strategies

1. Preparation is Key

• Do Your Homework: Before any meeting, thoroughly understand your audience and prepare your arguments. Gather all necessary data and examples to support your design decisions.
• Practice Your Pitch: Rehearse your presentation multiple times to ensure clarity and confidence.

2. Effective Storytelling

• Create a Narrative Arc: Structure your presentation with a clear beginning, middle, and end. Start with the problem, move through your process, and conclude with the solution.
• Use Personas: Develop user personas to help stakeholders empathize with the end-users and understand the rationale behind your decisions.

3. Visual Communication

• Create Compelling Visuals: Use high-quality visuals, such as wireframes, mockups, and prototypes, to illustrate your points. Visual aids can make complex ideas more accessible.
• Keep It Simple: Avoid overwhelming your audience with too much information. Focus on the most critical points and explain them clearly.

4. Engage Your Audience

• Ask Questions: Engage your audience by asking questions and encouraging participation. This can help you gauge their understanding and address any concerns in real-time.
• Listen Actively: Pay attention to feedback and be willing to adjust your approach based on the input you receive.

5. Building Credibility

• Use Credible Sources: When referencing data or research, ensure your sources are reputable and relevant. This builds trust and credibility with your audience.
• Show Your Work: Share your design process and the steps you took to arrive at your decisions. Transparency helps build trust and demonstrates your expertise.

Last but not least…

All the guides, tips, and tricks mentioned above are things I have tried to implement in my daily life as a product designer at a company. I have always found reading this book and practicing its advice very helpful, especially since communication is a day-to-day challenge I encounter. However, despite following these steps, we cannot always convince stakeholders. There are many factors not mentioned above that can influence stakeholders’ acceptance of our designs. Ultimately, we must understand that we are dealing with humans, not robots; we may follow these steps but cannot fully expect the same results from every person we encounter.

When you feel you have implemented all the advice above but still struggle to communicate effectively with stakeholders at your workplace, take a step back and reflect. As product designers, our daily routine involves empathizing with human beings (users), and you might apply the same empathy towards your stakeholders. By trying to be more empathetic towards them, you may discover your own art of communication to solve your issues.

Because at the end of the day, your stakeholder is also a human, just like the users and you!

That’s all, and thank you for reading this far. Hope to see you in the next article.

Cheers! 🥂