Communicating Design Decisions

Great designers don’t just craft solutions to problems—they also excel at articulating how their designs solve those problems. The ability to effectively communicate your design decisions is the differentiator between being merely competent and being exceptional. A great designer doesn't just present a solution; they narrate a story. They explain not only what the solution is, but also why it works and how it benefits the users and the business. This skill fosters agreement and secures the support needed to move forward in the design process.

It's not just about presenting a visually compelling design but about making a compelling argument for that design. Can you explain why this solution works? Can you speak confidently about how it solves the user’s pain points and aligns with business objectives? If so, you’re on your way to becoming not just a good designer, but a great one.

The art of communication

Good communication is often the unsung hero of a successful design project. In fact, being a good communicator is essential to your success as a designer. Understanding the message you want to communicate is only half of the equation. The other half is understanding what kind of response you want to provoke from your audience. This dual awareness—of both the message and the desired response—makes all the difference in your ability to persuade and influence others.

Articulating your design decisions in a way that’s both clear and compelling is crucial for getting buy-in from stakeholders, team members, and clients. By crafting your message with care, you can influence the direction of the project and help others see your vision.

Solving problems, being easy for users, and garnering support

For a design to be truly successful, it must meet three critical criteria:

• It must solve a problem.

• It must be easy for users.

• It must be supported by everyone involved.

When communicating your design decisions, always reference these three elements. Make it clear how your solution addresses the problem, how it will improve the user experience, and how it aligns with business goals. If you fail to communicate one of these elements, your design might fall short in some critical area, making it harder to gain the support needed to move the project forward.

Answer key questions to ensure clarity

When presenting your design, be prepared to answer three crucial questions:

1. What problem does it solve? Be specific and clear about the issue you're addressing. Is it a usability problem? A technical challenge? A business need?

2. How does it affect the user? Demonstrating empathy for the user’s needs is critical. Explain how your design will improve their experience, simplify their tasks, or reduce pain points.

3. Why is it better than the alternative? Show how your design outperforms other options, whether they’re existing solutions or competing ideas. Provide evidence, data, or reasoning to justify why your approach is the best.

Answering these questions not only provides clarity but also builds trust. If you can address these core concerns, you’re more likely to get the approval and support necessary to proceed.

Set the context for effective meetings

When presenting your designs, setting the right context is key to a successful discussion. Before jumping into your design solution, clearly define the purpose of the meeting, summarize previous discussions, and share the timeline of the project. This helps your stakeholders understand where they are in the process and what’s expected of them.

It’s also helpful to explicitly state the feedback you need. Are you looking for validation? Approval? Specific input on usability? By being clear about your needs, you avoid confusion and keep the meeting focused. Remember to state the meeting goal at the beginning and again at the end to ensure alignment.

Bring evidence and alternatives

In any design discussion, you want to show that you’ve explored multiple options and have a thoughtful rationale for your choice. During meetings, have alternative designs on hand—whether they were discarded ideas or other approaches you’ve considered. Present these alternatives along with your proposed design to demonstrate that you’ve thought critically about the problem and solution space.

Stakeholders want to see that you’ve weighed different options and understand why the chosen solution is the most effective. Being able to present alternatives shows that you’re open-minded and capable of pivoting if necessary. It also strengthens your position by making it clear that your design is the result of careful thought and consideration.

Know what to expect in meetings

Part of being a good communicator is anticipating how stakeholders will react to your designs. Write down the potential responses you might receive—both positive and negative—and prepare your responses. You should also bring any relevant data, research, or user testing results that support your design decisions.

Anticipating objections or questions can help you stay calm and focused during the meeting. By being prepared, you’ll also feel more confident articulating your design rationale and addressing any concerns that arise.

Facilitate conversations, don’t just present

As a designer, your role in meetings is not just to present your design work but to guide the conversation. You’re there to lead a discussion about solutions, not to force your design down others' throats. This mindset is crucial for fostering productive discussions and creating an environment where everyone feels heard and valued.

Rather than merely presenting your design, facilitate a conversation where everyone can contribute. Listen to feedback, ask questions to clarify, and work together to refine the solution. Remember, your design can evolve through feedback, and the best solutions often emerge from collaborative efforts.

Appeal to a nobler motive

Whenever possible, attach your design decisions to a higher goal or metric. Whether it’s solving a user pain point, improving conversion rates, or increasing user satisfaction, framing your design within a larger context makes it more compelling. It helps stakeholders see the bigger picture and understand how your design contributes to broader business objectives.

For example, instead of simply saying, “This design improves usability,” you might say, “This design reduces user friction, which will help us meet our goal of increasing user retention by 20%.” Connecting your design to a nobler motive gives it purpose and helps stakeholders align with your vision.

Be ready to listen and clarify

Effective communication is not just about speaking; it’s also about listening. When receiving feedback, listen attentively to your stakeholders, allow them to talk without interruption, and pay attention to what’s not being said. Sometimes, what people don’t say is just as important as what they do say.

After hearing feedback, take a moment to process it and then ask questions to clarify. Repeat and rephrase what was said to ensure you’re all on the same page. This not only helps to confirm your understanding but also shows that you’re actively engaged in the conversation.

Communicating design decisions is a skill

Mastering the art of communicating your design decisions takes practice, preparation, and empathy. By setting clear goals for meetings, answering key questions, presenting alternatives, anticipating feedback, and connecting your design to larger objectives, you can effectively convey the value of your work. Ultimately, great communication fosters collaboration, strengthens your position, and ensures your design solutions have the support they need to succeed.