Communicating design results

From WikID

This article is part of the Bachelor design guide; the original version can be found at page 216.

In product design, communicating the results of a design process is unmistakably a very important part of the work of a designer. There is a wide variety of means designers use to communicate their design results. It depends on the purpose of the communication which means are suitable to apply. E.g. when you have to convince a client and you want the clients’ commitment for a next step in the product development process, you will need other presentation techniques then when discussing a production plan to a production engineer.

Contents 1 What are possibilities for communicating design results? 2 Elements of successful communication 2.1 Objective 2.2 Target group 2.3 Context 2.4 Means 2.5 Feasibility 3 Oral presentation 3.1 Appreciations 3.2 Annoyances 3.3 Guidelines for an oral presentation 3.3.1 Content and structure 3.3.2 Presentation techniques 4 Written report 4.1 Guidelines for writing a report 4.1.1 Structure 4.1.2 Content 4.1.3 Layout 4.1.4 Visualisation 5 Technical documentation 6 Literature

What are possibilities for communicating design results?

The way of communication depends on your purpose or objectives e.g. to convince, to explain, to instruct, to document or to discuss design results and to whom; the target group e.g. the audience. It is also important to know how much time you have to prepare and how much time the audience would like to spend. When you communicate your design result, conveying the content of your story is most efficient when paying extra attention to the form and structure of your communication. Consider what main points and minor points you want to make, and in what order; Communication of design result can have the following forms:

An oral presentation 

e.g. using digital text and images projected with video projector, on a laptop or flat screen; poster(s) on a wall; 3D models.

A written report 

e.g. text and drawings, an executive summary for quick readers, annexes for detailed information.

Technical documentation 

e.g. total assembly, mono drawings, 3D renderings.

Elements of successful communication

The most important aspects that should be distinguished and questions that should be answered before working on a mean to communicate design results are:

Objective

What is the purpose of the communication? E.g. to convince, to inform, to instruct an idea, a concept, a product-user interaction.

In informative presentations you present only the facts, often because your audience needs that information to make a decision or form and opinion. In persuasive presentations you present evidence to underpin and stress your own opinion. In instructive presentations your aim is to increase the audience skills in a particular field.

Target group

Who will be the audience and what is the interest of the audience? E.g. a client, engineers, financial manager, a large group or a single person, culture.

The more uniform your audience is, the easier it is to adjust your presentation. If you have a mixed audience, they will have less in common and share a smaller common frame of reference.

Context

What is the location and how much time and which means are available? E.g. a studio with tables, a congress hall, a chair in a waiting room at the airport, 1 hour, minutes…

Means

Which means are appropriate? E.g. posters, 3D models, beamer, role-play, movie, sound, collages, design drawings, technical documents, report…

Feasibility

What is possible to realize within the time, means etc. that are available?

Oral presentation

Designers often have to do oral design presentations for small groups, e.g. a client (e.g. a team with project manager, marketing manager, R&D employee and an assistant).

When listening to oral presentations people have some general preferences.

Appreciations

• Clear structure
• To the point content
• Telling gripping
• Enthusiasm
• Sense of humour
• 3D objects

Annoyances

• Unclear structure
• Difficult to hear
• Bad slides
• Reading from a written text
• Lack of humour or enthusiasm

Guidelines for an oral presentation

See also: Elements of successful communication

Content and structure

• Make explicitly clear the objective of the presentation
• Make and use high quality visual and oral means
• Prepare a good introduction (how to get the attention of the audience?)
• Prepare a clear structure of the content
• Prepare a good closing of the presentation (e.g. summary or message)

Presentation techniques

• Keep good contact with the audience
• Use good speaking skills (practice)
• Listen to your voice: the right volume, intonation, articulation, speed
• Use suitable body language (for a big audience large gestures)
• Show involvement, enthusiasm
• Use the right means at the right place

Written report

Designers often have to present their work in the form of a document or a report. In the setting of a study, reporting on the process and the progress of the design is very important in order to receive constructive criticism from coaches and teachers.

A written report can have the objective of explaining a design (process) or convincing an audience of the value and quality of a design. When explaining the process of design, a chronological order is suitable. When aiming to convince your audience the structure of a report can be different; e.g. in a logical order.

Guidelines for writing a report

Structure

Every report contains an introduction, a body and a conclusion.

Content

The content of the report serves the purpose. When explaining a design process, one should pay attention to the relevant stages of the design process. Make sure that you write to the point.

Layout

By paying attention to the layout of a report, one contributes to the readability and appeal of the report.

Visualisation

When explaining a design, make sure to use self-explaining, clear visuals (2D and 3D sketches and renderings). Do not forget to explain how the intended users in the intended context will use your design.

Technical documentation

The most important objective of technical drawings is unambiguous recording of a design in order to:

1. Evaluate the design result (discussing with yourself and other parties)
2. Explain the production of the product, including assemblies (to production engineers)
3. Control dimensions/measurements
4. Calculate and discuss sales e.g. quotation)
5. Communicate maintenance and disassembly
6. Certify the product

In order to be understood by all parties involved the technical documents have to meet the international norms for technical documentation; there are conventions for:

1. The way of drawing
2. The representation of parts
3. The recording of parts

There are 4 types of drawings to distinguish:

1. Total assembly (according to conventions!)
2. Mono drawings (according to conventions!)
3. 3D renderings
4. Animations

Literature

• Laaken, M. and Laaken, B. Presentations Techniques. Coutinho Publishers, Bussum 2007.
• Dictaat Technisch Documenteren, Dictaat TecDoc, A.P. Bremer et al (2004)
• Technisch Documenteren op Blackboard, Bert Deen (2008), de TecDoc site
• Technisch Documenteren WeBLOG, Bert Deen (2009), de TecDoc Blog