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My Mom Doesn't Like the Font—Applying UX to Design Presentations for Better Client Feedback

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Designers are often faced with the tough task of presenting their work to clients, both internal and external. What do you do when the best feedback you get back is from secret stakeholders (like their mom) or is focused on the small details (like the size of the logo) rather than the larger design?

First of all, don't panic. Senior designer Sarah Mills, from Atlantic Media Strategies, has been in this situation before, and will share her personal experience and tips for applying UX thinking to getting meaningful feedback from stakeholders. Learn how to make the most of your client presentations and not get bummed out by comments from your client's mom.

Published in: Design
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My Mom Doesn't Like the Font—Applying UX to Design Presentations for Better Client Feedback

  1. 1. MYMOM DOESN'TLIKE THEFONT
  2. 2. SARAHMILLS @starsoup7 “Selfie Inception” Ayesha Badhwar
  3. 3. Feedback  What has and hasn’t worked for you?  What wasn’t covered that you had expected to be?  What metrics can we use to quantify success?  What’s the craziest feedback you’ve ever gotten?
  4. 4. MYMOM DOESN'TLIKE THEFONT
  5. 5. Notusefulfeedback • My mom doesn't like the font • I don’t love it • Play with it, I’ll know it when I see it • Why is this wireframe so gray • Make that button blue = Taskfailure • High bounce rate • No email sign-ups • High cart abandonment • Low social sharing • High site search usage
  6. 6. Yourclientisauser ofyourservice.
  7. 7.  Defining goals  User Journey  Personas  Accessibility  Content strategy  Interface structure  Testing and Feedback Thistalkisstructuredaround itemsinaUXtoolkit:
  8. 8. Success: youwantnotjustapproval, butmeaningfulfeedbackthat improvestheworkandallowsit tobestmeetgoals  GOAL DEFINITION
  9. 9. Tobeabletocompletethetask (giveusefulfeedback)clients mustunderstand:  strategy  design principles in use  context  unique problems being solved  common misconceptions  GOAL DEFINITION
  10. 10. Hiring Process StrategyDiscovery Competitive Landscape User Research Wireframes/ Prototypes Branding/ Moodboard/ Styletile clientA idealuserjourney  USER JOURNEY
  11. 11. Hiring Process StrategyDiscovery Competitive Landscape User Research Wireframes/ Prototypes Branding/ Moodboard/ Styletile clientA reality clientB clientC’smother Debbieinaccounting clientC  USER JOURNEY
  12. 12. Clientstateofmind, goalsandmotivations “Welcome to the world of internal dysfunction. Bob is your client and Bob is in a power struggle with Mary, but you need to get information from Mary to do the job, but Bob doesn’t want you to talk to Mary because he’s afraid he’ll look weak, or he doesn’t want Mary to know what’s going on. There’s no way this ends well.” — Mike Monteiro, Design is a Job  PERSONAS
  13. 13. technicalandenvironmental constraints=accessibility  ACCESSIBILITY
  14. 14. #FFB81C Helpthemtoremember andshare Desert Orange • storytelling • bite size content • “thingyness"  CONTENT STRATEGY
  15. 15. “We’re using progressive disclosure to maximize influencer engagement against KPIs, through a core set of CTAs defined in the MVP. We feel that the atomic approach to your dynamic v. evergreen content will allow us to double down strategically on the audience centric rivers that will drive user pathing through side door traffic. Do we need to talk with HQ about this or go useaconsistent vocabulary butavoidjargon  CONTENT STRATEGY
  16. 16. errorhandling  CONTENT STRATEGY
  17. 17. “Thanks for your initial comments. I had some specific questions that I wanted feedback on.” “That’sgreathigh-levelfeedback,butcanwego throughthedesignpointbypointsoIcanget yourinputoneachofthedecisionswemade?” “Ok. Now pretend you’re a user of the system and walk me through how you would accomplish the most important tasks.” — Dan M. Brown, Designing Together  CONTENT STRATEGY
  18. 18. don’tforget,YOUaretheprimary elementoftheexperience  INTERFACE STRUCTURE
  19. 19. presentationtools  INTERFACE STRUCTURE
  20. 20. becontextual  INTERFACE STRUCTURE
  21. 21. review strategyand goals  INTERFACE STRUCTURE
  22. 22. defineterms, guideevaluation, andhighlight critiquepoints  INTERFACE STRUCTURE
  23. 23. beexplicit aboutwhat greatfeedback lookslike https://wonderfulfeedback.com/client/  INTERFACE STRUCTURE
  24. 24. explainhow yousolvethe problem  INTERFACE STRUCTURE
  25. 25. highlight relevantdesign principles  INTERFACE STRUCTURE
  26. 26. describe common misconceptions, beforethey comeup  INTERFACE STRUCTURE
  27. 27. showdesignin context putnotesand description inthesame screen  INTERFACE STRUCTURE
  28. 28. testandpracticethe presentation “Like building muscle memory, repetition is important here. Problem solving skills are cumulatively learned. We want to keep practicing. As we critique each other’s techniques, saying what we like about them, we can incorporate them into our own and get better with practice.” — Jared M. Spool, Developing a UX Practice of Practicing  TESTING AND FEEDBACK
  29. 29. thequestionsyouask Asking “Do you like it?” …The client didn’t hire you to make something they liked, and something they like may not be the thing that leads to their success. So do not conflate the two…And nowhere is this message more undermined than using language that leads them down a subjective path. —Mike Monteiro, 13 Ways Designers Screw Up Client Presentations  TESTING AND FEEDBACK
  30. 30. AFTERTHE PRESENTATION  TESTING AND FEEDBACK
  31. 31. MYMOM DOESN'TLIKE THEFONT thinks the typeface doesn't have enough contrast to be legible to older readers
  32. 32. specialthanksto Nguyet Maggie Joshua
  33. 33.  What has and hasn’t worked for you?  What wasn’t covered that you had expected to be?  What metrics can we use to quantify success?  What’s the craziest feedback you’ve ever gotten? THANKS!  starsoup7@gmail.com  @starsoup7

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