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June 4, 2021

The value of presentation and documentation

Introduction

Show the client the research completed, the conclusions established, the content determined to be important, and the implementation of those decisions in how a visual product will engage the target audience through presentation and documentation.

Current market

Design is an ever changing process of styles and approaches. How people designed 10 years ago is no longer the same for how they design nowadays. Especially as consumer markets flood with new options companies are hiring new talent to figure out new strategies and approaches to stand out against the competition. As opposed to previously, where designers created visually appealing designs in the hope of captivating the audience, companies of today rely on statistics and market research for their designs, eliminating the game of chance whether their product succeeds in garnering attention or not.

Demonstrate reasoning

The best way to demonstrate the market research in design is on the product itself. When a product prototype has been completed, don't be afraid to take the product and dissect every portion and why that section adds a benefit for the given task. Whether the task be an effortless user experience, an appealing branding that stands out from competition, or a graphic that appeals to the user’s emotions. Each element should be able to have an explanation on the thought process behind it, the reasoning behind the specific location placement, and the predicted results it will have. It is also beneficial to add competition comparisons, both successes and failures, as well as common practices so the client is better aware of what the user expects naturally.


A presentation with all the necessary information shows the client the research completed, the conclusions established, the content determined to be important, and the implementation of those decisions in a visual product that will engage the target audience.


Fallback

A presentation quickly becomes your friend in the case the client begins to doubt or question the agreed upon decisions as the product progresses. Having a research and fact based booklet or powerpoint to fall back upon when in doubt and personal biases are getting in the way is perfect for these scenarios. Rather than spend hours rehearsing the research already made and points determined, a well documented study can be forwarded to any shareholder or skeptical manager that affirms the direction of the design and eliminates wasting resources on creating new not agreed upon designs, entering renegotiations that would put the client over budget, and possibly tainting the relationship with the client because of their belief that a diligent job was not done from the very beginning.

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