Presenting Effective Case Studies

Introduction

• Presenter: Michael (Mizko), founder of The Designership
• Focus: Effective presentation of case studies to clients, particularly those paying high amounts (up to $150,000 per project)
• Tools & Resources: Presentation file available via Figma; responsive design
• Objective: Share a proven method of presenting case studies and four common pitfalls to avoid

Case Study: Redefining Car Sales in Australia (2019)

Overview

• Client: Fortune 500 Company expanding to Australia
• Problem: Lack of seamless end-to-end automobile sales experience in Australia
• Objective: Research, strategize, and design a Progressive Web App (PWA) to improve conversion rates by 20%

Project Phases

1. Empathize

   • Purpose: Understand customer needs and expectations
   • Key Questions: Current frustrations/pain points, wants, and needs
   • Methods:
     • 10 user interviews
     • Investigation of public forums (Reddit, Facebook)
     • Competitor and SWOT analysis
   • Insights: Three key takeaways from interviews and Facebook investigations (details not specified)

2. Conceptualize

   • Purpose: Synthesize data and form strategy
   • Tasks:
     • Classify insights into categories
     • Present findings to stakeholders for buy-in
     • Conduct secondary research
   • Methods:
     • Affinity maps: Understand audience
     • Customer journey maps: Identify and address gaps/inefficiencies
   • Insights: Three key takeaways from affinity maps and journey maps (details not specified)

3. Design

   • Situation: Tight deadline, developers need to start soon
   • Key Questions:
     • Should design be mobile-first? (Yes, based on user behavior)
     • Need for a design system ASAP?
     • Adapt visual design language from US market?
   • Actions:
     • Built a design system for efficient dev handover
     • Focused on mobile-first design
     • Prioritized home page and funnel design for stakeholder approval
   • Insights: Three key takeaways from building the design system and feature design (details not specified)

Outcomes

• Successful launch within three months
• Results:
  • 90,000+ car listings in the first three months
  • Conversion rate increased by 30%
  • Product acquired by eBay Classifieds

Presenting to Clients or Employers: Four Key Learnings

1. Narrative Over Process

   • Importance of storytelling: Challenges faced and steps taken
   • Focus on mindset, problem-solving, connecting insights and solutions

2. Three-Act Structure

   • Elements: Setup, confrontation, resolution
   • Goal: Make the story engaging and illustrate problem-solving
   • Origin: Model created by Sid Field in 1979, used in screenwriting

3. Avoid Overwhelming Your Audience

   • Use the Rule of Thirds: Break down information into sets of three
   • Benefit: Keeps the audience focused and engaged

4. Make the Story Interesting

   • Insights should be impactful and memorable
   • Use compelling key insights to grab attention

Conclusion

• Resources: Free presentation template available (link in description)
• Further Learning: Visit thedesignship.com for more design tips and resources
• Engagement: Questions and interaction encouraged in comments