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How to present a project to a customer who does not understand your work?

So you made a website design, drew a logo or wrote a text for a landing page and discounted the result to the client. But your work did not seem to him a brilliant revelation, like you. Ludicrous comments begin (what he carries), inappropriate changes are made (I won’t even add this to the portfolio), and relations may be broken (I don’t work with this inadequate anymore). To avoid misunderstanding and correctly convey ideas, follow the plan from the article.

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Usually we impatiently show work immediately and wait for a backlash. But if the client understands in your area a little less than nothing, then he will not be able to appreciate the flight of your thoughts. He will make corrections in order to recapture the money paid for the work, and not get the desired result. And his assessment will be in the categories “like-dislike.” In order for the customer to evaluate the project in the context of the task and understand your decisions, recall the input data.

Remind about the product
Before showing the solution, tell us about the conditions and the task. Remind the input from the brief: advantages and differences of the product, as well as the goals that stood before the project. This will help to remember why he was needed at all. The customer most likely will not offer to introduce additional functionality or add details that do not fulfill the goals and were not originally planned.

To illustrate my points, hereinafter I will give an example of slides from the presentation of names for a residential complex.

Describe competitors
Do not show a spherical project in a vacuum. Describe the competitive environment in which it will exist. By immersing the customer in the context of the market, you give him an understanding of how your work helps to be different from the rest.

Tell us about the audience.
Work is not required to please the client and meet his preferences. He should like your solution to his problem. After all, a businessman who owns a women’s cosmetics store does not drive a pink Land Cruiser to match the color of his site. And, most likely, he personally does not like his online store – for him this is a tool for making money. Therefore, tell who will read your text or use the application, and why your decisions will appeal to the audience.

Project demonstration
Start with Insight
Briefly tell what idea is behind your project. The reason you made that decision. Usually this can be formulated in several sentences.

Showcase the project
Now is the time to show your project and tell how it performs the tasks in the context of the audience and the market. Describe the advantage of your solution: how it helps the business attract new customers or distance itself from competitors.

Show the project in life
Describe how the project will work in reality and how it can be developed in the future to convince the customer of its viability. Visualization works well here: imagine the logo on the mockups of products, signs, transport or documentation, animate the layout of the site, show how you can beat the name in advertising campaigns, write examples of its use, choose domains or come up with a possible slogan.

Show the work process
When people hire workers to build a house, they know that building a house is a difficult task. It is necessary to fill the foundation, lay brickwork, cover the roof, lay communications.

But unfortunately, not everyone is aware of how difficult it is to come up with a good name, draw a beautiful layout or write interesting text. You work all day in isolation, and unlike builders, your final product usually fits on one slide. It may seem to a stranger to the process that you have completed this project in 20 minutes.

For the customer to understand that you have done a great job and offer the best result, show the intermediate steps. Tell us what other options and ideas were, demonstrate the sketches and sketches that you came up with and drew before reaching the final version.

The most effective way to demonstrate the stages of work in design. Therefore, for example, take the “Lebedev Studio.” They are often reproached for overpricing, not understanding the scale of the work. A good argument in defense is the description of the process in the portfolio with all the options and sketches of the logos.

Objection processing
Even with a perfectly thought-out presentation, you will not please everyone. Therefore, edits and comments will remain, but they will be many times less, and they will be more informed. Therefore, now the main thing is to properly protect the project. If the customer proposes changes that worsen the result, provide arguments in his language. Try to take the place of the client and think about how these edits interfere with the tasks of his business.

To prove your point, refer to statistics, studies, polls. Arguments can be posts on the forum with the target audience, metrics, and webview entries.

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