This presentation is about helping our clients make the right design decisions. This is important because Design decisions are not the type of decisions they are used to making. That's why they decide on aesthetics, the competition or other non-design criteria. But ultimately, Design decisions are Business decisions. So helping our clients make the right design decisions is a win/win/win for clients, designers and users. In this presentation I go through 3 business cases where we had to help clients make different types of design decisions.