to anyone. Matt Przegietka Read more Ability to sell your
design to stakeholders
is often more
important than the
design itself.
Here are some storytelling techniques
I use to successfully get buy-ins,
all the time.
Before the presentation
Research your audience
Review the backgrounds, roles, and key interests of each
stakeholder attending.
Prepare and practice your presentation
Rehearse your presentation multiple times, ideally in front of
colleagues for feedback.
Anticipate questions
Brainstorm potential questions and prepare clear, concise
answers.
Gather and organize supporting materials
Compile relevant user research data, competitive analysis,
and prototype demonstrations.
Prepare a concise executive summary
Create a one-page document highlighting key points of your
presentation. Storytelling Technique #1
Compelling hook Begin your presentation with a powerful statement or question that highlights the transformation your design brings. Make it vivid and directly related to stakeholders' interests.
"Imagine a world where our
customers complete their purchases twice as fast and with half the frustration. That's the world our new design creates."
It immediately captures attention and sets the stage for
your solution's impact. Storytelling Technique #2
Before-After-Bridge Clearly describe the current situation, then the ideal future state. Finally, explain how your design bridges this gap. Use concrete details and metrics where possible.
"Before, users struggled with a
cluttered interface. After implementing our solution, they breeze through tasks effortlessly. Here's how we bridged that gap." This technique clearly illustrates the transformation your design brings, making the value proposition tangible. Storytelling Technique #3
A hero's journey Create a persona representing your typical user. Narrate their struggles with the current system and how your design helps them overcome these challenges. Use specific scenarios to make it realistic.
“Our user, Sarah, faced countless
obstacles with our old system. Let me show you how she overcomes these challenges and emerges victorious with our new design.” Hero’s journey creates an emotional connection and makes the problem and solution relatable through a character stakeholders can root for. Storytelling Technique #4
Problem-Agitate-Solve framework Start by stating the problem clearly. Then, emphasize its negative impacts to create tension. Finally, present your solution as the remedy, focusing on how it addresses the agitated problem.
"Users are abandoning our app. It's
costing us millions in lost revenue and damaging our brand. Our redesign solves this by streamlining the experience." This technique heightens the urgency of the problem before presenting your solution as the clear answer. Storytelling Technique #5
Analogies and metaphors
Think of a familiar concept that shares characteristics with your design problem or solution. Use this analogy consistently throughout your presentation to explain different aspects of your design.
"Our current design is like a maze,
confusing and frustrating users. Our new design is a clear, well-lit path guiding users to their destination." This simplifies complex concepts and makes your solution more memorable and understandable. Storytelling Technique #6
Suspense and revelation
Introduce a mystery or unanswered question early in your presentation. Gradually reveal clues or insights, building up to a key revelation that ties into your design solution.
"We were puzzled by the high
dropout rate until we discovered a surprising insight from our user research. Let me reveal what we found and how it shaped our solution." This technique builds curiosity and keeps stakeholders engaged throughout your presentation. Storytelling Technique #7
Contrast for emphasis
Directly compare your solution to alternatives
or the current state. Use visual aids or demos to make
the contrast clear and impactful.
"While our competitors' solutions
require users to navigate through five screens, ours accomplishes the same task in just two clicks. Let me demonstrate the difference." Contrast highlights your solution's advantages and makes its benefits more apparent. Storytelling Technique #8
Sensory details Describe your design using language that evokes multiple senses. Help stakeholders imagine using the product by painting a detailed sensory picture.
"Imagine the smooth glide of your
finger across the screen, the satisfying 'ping' of a completed action, the calm blue palette soothing your eyes as you effortlessly navigate our new interface." Sensory description makes your design more vivid and immersive, helping stakeholders envision the user experience. Storytelling Technique #9
"Nested Loops" technique
Structure your presentation as a main story (your overall design process) with smaller, related stories nested within it. Ensure each nested story supports your main narrative.
Start with the overarching story of your design process,
then nest within it stories of user struggles, team breakthroughs, and finally, the successful outcome.
This technique creates a rich, layered narrative that keeps
stakeholders engaged while reinforcing your main message. Storytelling Technique #10
Vision of the future
Conclude by extending the impact of your design beyond immediate benefits. Paint a picture of future possibilities enabled by your solution, tying it to long-term company goals or industry trends.
"By implementing this design, we're
not just solving today's problems. We're paving the way for future innovations that will keep us ahead of the curve. Imagine where we'll be in five years with this foundation in place." Inspire stakeholders to think long-term and see your design as an investment in the company's future. Comment Found
