Storytelling for Designers 2
The cherry on top of your design cake
You can also check out my first story about storytelling, it’s been read by over 1k people!
Let’s imagine I walk up to you and say “In the ten years since I got my first job, I’ve never been fired from a company”. That is, in fact, true. What is also true, though, is that more often than not, companies were not interested in hiring me in the first place, so I have actually been rejected far more times than I’ve ever been hired.
The first sentence portrays me as a great professional, one that companies wouldn’t want to spare. The second sentence shows that actually, most companies don’t find me exceptional enough to bother hiring me.
Which of these two versions of the same reality would you say make a better impression on recruiters?
This is your first lesson in storytelling:
Find a perspective that benefits your story
No matter what you are presenting, if it’s an interview, a pitch, or research, be fully aware of what you are trying to achieve and shape your storytelling accordingly.
Do I need to tell a recruiter about all the jobs I have ever had?
Do I need to show irrelevant details about my research?
Do I need to report every single idea and doubt I had along the way?
No, no, and no.
Leaving out information that is not relevant to what you are trying to convey will help you make the impression you need to make. And I’m not saying you should omit “whatever works against your project”, but leave only what is related to the topic you are presenting, so your audience doesn’t get distracted or confused by any extra information.
This brings me to point number two:
Everyone needs an intro to the topic
Don’t ever assume people know what you are talking about. If you are worried people will be annoyed that you are explaining something too basic, start by saying “I’m just going to contextualize first, in case not everybody knows what I’m talking about”. Not only it helps level the information everyone has about the topic, but it also shows respect to whoever took the time to hear you talk.
Once everybody has been presented with a little bit of context, be sure to clarify
- the problem you found and why it exists (has it always been there? were there other attempts at solving it? did they work? why is this a relevant thing to look at right now?)
- who is affected by it (try to find as many people as possible who would benefit from this problem being solved. Is it the client? Is it the team? Is it the company? How could this resolution increase the company’s ROI, for example?)
- what alternatives are there to solve it (what would an ideal scenario look like? are there other possibilities? do they have a difference in cost? can they all be put into practice within the same time frame? how much effort from the team is needed in each one of them?)
Once all that is sorted, it is time to present your idea for a solution.
Make it visual
I cannot stress this enough. Make a graphic, a diagram, a mock-up. Anything that would help people understand what you are proposing makes it easier to convince them that your idea is a good one. Remember not everybody has the same ability to think abstractly, so actually showing the impact you intend to have leaves little room for misunderstandings.
It is especially powerful when you can make a before and after comparison, showing the current reality versus what it could become.
It can either show
- the current user flow x an ideal user flow
- a list of steps it takes to achieve something x a smaller list showing what it could be like
- a diagram showing how many teams are needed to do a certain task x how many would be needed if it were made in a different way
Show your idea is scalable and adaptable
Your pitch will be more successful if it not only solves the issue you are focusing on right now but also embraces future updates the company might want to look at later on.
Let's say you are proposing a new checkout flux for physical products, but in the next few months, the company will start selling digital goods as well. How will the new checkout experience be adapted to the new reality once it is presented? Will the team have to rethink everything? Or does your idea embrace possible future developments and maintenance?
So far you have presented a very compelling case, but keep in mind it is equally important to:
Be clear about what will not be solved
More often than not, the problems we focus on in product design can only be partially solved. Be open about any details that will remain unsolved even if, for the most part, the solution works.
When you are clear about the blind spots of the project, you avoid being asked uncomfortable questions or having your research be seen as poorly made. Be confident about the value your solution already brings, without feeling it missed out on something.
And last but not least:
Propose an agenda
I’m not saying you are the one to decide what will actually be done and in what order, but presenting an agenda shows you know how to divide big tasks into smaller achievable milestones.
It is also easier to convince someone of your project when you come up with an action plan, especially if every step of it already adds value to the company or product.
And that’s it! Good storytelling will engage whoever is listening to it and make them more open to accepting what is being proposed. Don’t overlook it, no matter how small your project might seem. It will take your ideas above and beyond!
