Arguing Design Decisions: Articulating the rationale behind decisions in a way that resonates with stakeholders
Written by Oleg Safranov
Illustration – Milad Fakurian
Convincing stakeholders of the validity of design choices is an art form that every designer must master. This complex task involves not just a deep understanding of design principles but also the ability to communicate the value of these choices to non-designers. Here's how to navigate these conversations with confidence and effectiveness.
Embrace Standards and Guidelines as Your Allies
Leverage widely recognized design standards and guidelines to anchor your decisions in a framework that's respected across the industry.
This includes not only the well-known principles from giants like Google and Apple but also accessibility standards, heuristics, and the design systems specific to your project. These references serve as a solid foundation, demonstrating that your choices are grounded in best practices.
Leverage Data and Research to Strengthen Your Case
Utilize data from user research, analytics, and UX testing as concrete evidence to support your design decisions. This objective data can effectively counter subjective opinions by showcasing how your design aligns with user needs and behaviors.
Be prepared to discuss how your choices are informed by this data, reinforcing the connection between design decisions and user-centric outcomes.
Analyze Competitors and Market Leaders for Context
Drawing parallels to successful designs in the market can provide persuasive context for your decisions. Conduct a thorough analysis of competitors and industry leaders, focusing on how similar challenges were addressed.
This not only demonstrates your awareness of the industry landscape but also positions your choices as aligned with successful trends, albeit with a critical eye towards avoiding common pitfalls like survivorship bias.
Capitalize on Your Experience
Oh no, we’re not talking about bragging! With experience comes a unique perspective that can be incredibly persuasive. Use your professional background to draw parallels to past successes or lessons learned, especially when you've navigated similar challenges successfully.
While junior designers might lean more heavily on the first three strategies, seasoned professionals can confidently use their experience as a compelling argument for their design decisions.
Tailor Your Approach to Your Audience
Understanding the interests, roles, and potential biases of your stakeholders allows you to customize your presentation to their concerns. This might mean highlighting certain aspects of your design to appeal to specific individuals or preparing data points that resonate with the analytical minds in the room.
Adapt your language to suit your audience, avoiding technical jargon that might obscure your message. Instead, use clear, accessible language that makes your design decisions understandable and relatable to all stakeholders, regardless of their design background.
Craft a Compelling Narrative
Your presentation should tell a story, with your design decisions driving the plot towards a satisfying conclusion. Begin by setting the scene with the problem you're addressing, followed by how your design choices offer a solution.
Structure your presentation for impact, ensuring each point builds on the last and contributes to a coherent narrative.
Arguing for design decisions is about more than just defending your creative choices; it's about clearly articulating the rationale behind each decision in a way that resonates with stakeholders. By grounding your arguments in standards, data, and research, contextualizing your decisions within the broader industry landscape, drawing on your personal experience, and tailoring your presentation to your audience, you can effectively communicate the value of your design decisions and foster a collaborative environment that values constructive feedback and shared goals.