Every designer has had to justify designs to non-designers, yet most lack the ability to explain themselves in a way that is compelling and fosters agreement. The ability to effectively articulate design decisions is critical to the success of a project, because the most articulate person often wins. Our discussion will include principles, tactics, and actionable methods for talking about designs with executives, developers, or other stakeholders who have influence over the project with the goal of winning them over and creating the best user experience.

1. @tomgreever
Articulating Design
Decisions
Communicate with stakeholders,
keep your sanity, and deliver the
best user experience.

2. @tomgreever
“simplicity”
“good use of space”
“When you can’t remove anything else…”

3. @tomgreever
We are terrible at talking
about design

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1. Solves a problem
2. Easy for users
3. Supported by everyone

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Great designer =
great communicator

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Why?
UX has gone mainstream

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The CEO Button
An unusual or otherwise unexpected
request from an executive to add a
feature that completely destroys the
balance of a project and undermines the
very purpose of a designer’s existence

8. @tomgreever
Homepage Syndrome
A condition whereby the home screen of an
application or website becomes a catch-all for
everything, creating a garage-sale of links,
buttons, and banner ads that unravels the
fabric of usability, causing designers to cry
themselves to sleep.

9. @tomgreever
Approaching
1. What problem does this solve?
2. How does this affect the user?
3. Why is it better than the alternative?

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Understanding
1. See their perspective
2. Remove distractions

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12. @tomgreever
Understanding
1. See their perspective
2. Remove distractions
3. Anticipate reactions

13. @tomgreever
Listening
1. Let them talk
2. Hear what they’re not saying

14. @tomgreever
― Peter Drucker, author & management consultant
“The most important thing
in communication is to hear
what isn't being said.”

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17. @tomgreever
Listening
1. Let them talk
2. Hear what they’re not saying
3. Uncover the (real) problem
4. Convert “Likes” into “Works”
5. Ask for examples

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19. @tomgreever
Responding
1. Give up control
2. Lead with a YES!
The first step to recovery is
admitting you’re not in control

20. @tomgreever
Tactics
•Appeal to a nobler
motive*
•Show a comparison
* Dale Carnegie, How to Win Friends and Influence People, 1936

21. @tomgreever

22. @tomgreever
Tactics
•Appeal to a nobler
motive*
•Show a comparison
•Propose an alternative
•Give them a choice
•Postpone the decision

23. @tomgreever
Common explanations
• Facilitates a primary use
case
• Follows a common design
pattern
• Meets a particular goal
• Data supports it
• Complies with a standard
• Limited by technology
• Draws the user’s
attention
• Creates a flow for the
user
• Establishes branding

24. @tomgreever
1. What problem does this solve?
2. How does this affect the user?
3. Why is it better than the alternative?

25. @tomgreever
Painting a Duck

26. @tomgreever
Slides: bitovi.com/ux