Ever since I started out in the design industry workforce with minimum experience, I always struggle trying to explain and rationalise my design choices. This is especially so working in a consultancy where references of leading principles and design thinking are spearheaded.
Slowly as I gained numerous opportunities to work on multiple client projects, I thought it would be beneficial to help any fellow graduates or even seasoned designers to guide them through the 6 stages I usually go through in my head on how to articulate and present my design decisions, ranging from Level 1 to Level 6, with Level 1 being the most powerful in terms of communicating sound reasoning.
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Level 1: Addressing client's concern & objectives
The first most impactful method to validate your design decision is always to tie back to client's demand or what they requested. This core fundamental purpose of the design project should always be emphasised whenever possible to align the scope of the project.
Level 2: Voice out user's needs
When client are still not convinced, you may start relying on any feedback and research findings previously done to support your design decisions. It is best to always try to find ways to conduct quick testing with end-users or even with people among your office.
Level 3: Highlighting constraints
Not all design concepts are feasible. This is where limitations from tech/business/development constraints come into play. Pick out these constraints to share with the client on why the design that you have landed on is the best possible construct that is fit for the purpose.
Level 4: Show multiple variations
In the case where it is hard to fully understand the constraints unless you are working closely with an in-house team, is to show that you have tried various iterations. Many times, we as designers work with a lot of assumptions and allowing for comparison helps in the decision making process better.
Level 5: Reference to industry best practices
Sometimes it's easier to convince when you show to clients similar design references to support your own design decisions. This provide visibility for clients to know what has already worked well or has failed.
Level 6: Bring in design principles
The last option is to make use of common rules, behaviours, guidelines or heuristics to support your design claims. However, do make sure to avoid any personal biases or use of jargons that non-design trained clients might not be able to understand.
Of course, it is not always important to be defensive with your design, but also to hear from client's point of view and react accordingly depending on the project needs and constraints.
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