A presentation at Project Management Zagreb Meetup in in Zagreb, Croatia by Nela Dunato
Design Speak NELA DUNATO
MAKE THE LOGO BIGGER!
MAKE IT POP!
WE WANT IT TO LOOK LIKE APPLE.
Constructive and thoughtful feedback makes design better.
Designers are humans, and we have blindspots.
Client Designer Project manager
Client Designer Project manager
Client Designer Project manager
You can’t have a design conversation without a designer in the room.
The more information you have in advance, the lesser the need for feedback.
Encourage designers to ask more questions.
The person who created the design proposal should be the one presenting it.
hi@neladunato.com http://neladunato.com KLIJENT: Robert Basan PROJEKT: MATDAT vizualni identitet VERZIJA: 01 DATUM: 22.02.2017. Inspiracija Kao polazišnu točku za vizuale odabrala sam slike koje na neki način simbolički ili doslovno prezentiraju temu MATDAT sustava i atmosferu koju se želi komunicirati. Oblici koji se često pojavljuju su heksagoni, kubične mreže i krugovi. hi@neladunato.com http://neladunato.com KLIJENT: Robert Basan PROJEKT: MATDAT vizualni identitet VERZIJA: 01 DATUM: 22.02.2017. Razvoj znaka Oblik logotipa baziran je na heksagonu, a obojene površine sugeriraju trodimenzionalnu kocku. Oblici se međusobno nadopunjuju poput slagalice, a negativni prostor među njima ocrtava slovo M. MATDAT M Zabranjeno je korištenje rješenja izloženih u ovome dokumentu ili njihovo javno objavljivanje bez dozvole autora. Stranica 2 MATDAT Zabranjeno je korištenje rješenja izloženih u ovome dokumentu ili njihovo javno objavljivanje bez dozvole autora. Stranica 3 MATDAT Material Science Tools
In person presentation makes the best impact.
Give the client an opportunity to think about the proposal for a while.
Teach your clients how to give useful feedback.
WEBSITE DESIGN WELCOME GUIDE WHAT GOOD FEEDBACK SOUNDS LIKE I’ve included examples of poor quality feedback alongside good quality feedback. Compare from which point of view they’re made of, and the reasoning they provide. Not so useful feedback What’s wrong? Useful feedback “I don’t like the colors.” • Subjective • Not specific “I believe the colors might clash with some of our product photos. Here are some product photos, so you can test for yourself.” “I don’t like the photo in the header.” • Subjective • Not specific • Not relating to the target market “I’m afraid the photo in the header wouldn’t engage our clients, because they associate themselves with a more hippy, nature loving vibe, and less with minimalist, professional spaces.” “My wife doesn’t like it.” • Subjective • Not specific • Not relating to the target market “I showed the concept to a focus group of people in my target market, and they didn’t understand it very well.” “I want it to look more ‘designed’.” • Not specific “I realize that when I originally asked for a simple, minimalist design, I had something else in mind. Please feel free to add more visual interest.” “Please change the menu bar background to blue.” • Prescriptive “I think the menu bar isn’t visible enough and that people might miss it. Can you propose a different solution?” I hope this clarifies what I mean by good quality feedback and poor quality feedback. If you have any questions, feel free to ask. 30
My feedback guidelines (THE SHORT VERSION)
“I don’t like the colors.” Subjective Not specific Useful feedback: “These colors might clash with some of our product photos. Here are a few, so you can test for yourself.”
“I don’t like the photo in the header.” Subjective Not specific Not relating to target audience Useful feedback: “I don’t think the photo in the header would engage our clients, because they associate themselves with a more hippy, nature loving vibe, and less with minimalist, professional spaces.”
“My wife doesn’t like it.” Subjective Not specific Not relating to target audience Useful feedback: “I showed the concept to a focus group of people in my target market, and they didn’t understand it very well.”
“I want it to look more ‘designed’.” Not specific Useful feedback: “I realize that when I originally asked for a simple, minimalist design, I had something else in mind. Please feel free to add more visual interest.”
“Please change the menu bar background to blue.” Prescriptive Useful feedback: “I think the menu bar isn’t visible enough and that people might miss it. Can you propose a different solution?”
Receiving feedback DOS & DON’TS
Listen carefully and pay attention to what they may not be saying.
Ask follow-up questions.
Don’t argue, get defensive, or make it about you.
Use data and examples to prove your point.
Explain design terms in plain language.
Be patient and answer people’s questions.
Teach clients about design.
Write a feedback summary and get the client to confirm in writing
neladunato.com hi@neladunato.com @nelchee PRESENTATION SLIDES: bit.ly/designspeak
Tired of hearing things like "make my logo bigger" or "I don't like that blue color" from your clients? Here's what designers and project managers can do to encourage constructive and useful feedback that will make your designs better.
for free. You
can too.