Who drives design decisions?

Getting stakeholders on board with your designs can often feel more challenging than the creative process itself. While designers immerse themselves in the details, stakeholders rarely have the time to fully understand every aspect of our strategic execution. So, how can we win their support?

Hi, Kocha here—welcome to part four of my review of Tom Greever’s book Articulating Design Decisions. In the last episode, we explored when designers often miss opportunities. Today, we’ll uncover how to secure stakeholder support for your work. Let’s dive in.

‍

‍

Build support before the meeting

Winning over stakeholders doesn’t start in the meeting—it begins well beforehand. One of the best strategies? Bring allies who already support your decisions. Your team is an obvious starting point—they’ve been part of the design process and can back you up.

But don’t stop there. Schedule one-on-one conversations with key influencers among your stakeholders. These individuals often shape the direction of meetings, so understanding their concerns and priorities in advance gives you a significant advantage. This preparation also helps you plan your agenda and anticipate how discussions will unfold.

‍

Understand stakeholder behaviour

“Personality + role + values + observed reactions = predictable behaviour.”

—Tom Greever, Articulating Design Decisions

Stakeholders’ personalities, roles, and values significantly shape their reactions. Recognising these patterns enables you to predict whether they’ll support or challenge your ideas. The goal isn’t to argue over personal preferences—it’s to focus on what works and why in the context of project goals.

‍

Anchor decisions to goals and use cases

Tie your design decisions to the project’s objectives, user needs, or application metrics. Don’t just present your solution—show how it addresses a specific problem.

💡 Pro tip: Use storytelling to explain your design. For example, describe how a particular user benefits from your solution. Stories build empathy and make your case more compelling.

‍

Navigate pushback with the IDEAL framework

When you face resistance, use the IDEAL framework to guide your response:

1. Identify the problem: What issue is your design solving? Example: “Users drop off because the next steps aren’t clear.”
2. Describe your solution: Explain how it addresses the issue. Example: “We’ve added a progress indicator and simplified the call-to-action.”
3. Empathise with the user: Acknowledge their frustrations or needs. Example: “This aligns with user feedback about feeling stuck.”
4. Appeal to the business: Highlight the value for the organisation. Example: “We anticipate a 15% increase in conversions.”
5. Lock in agreement: Secure clear stakeholder buy-in. Example: “Does this approach address your concerns?”

‍

Keep conversations productive

If a discussion starts to derail, use these tactics to regain focus:

• Show comparisons to clarify why your design works best.
• Offer a refined alternative, if appropriate.
• Present options to give stakeholders a sense of control.
• Invite allies to lend their support.
• Postpone decisions if more data or feedback is needed.

‍

Use data thoughtfully

Avoid the trap of focusing on the “what” (e.g., high drop-off rates) without addressing the “why” (e.g., user frustration). Use data as a supporting tool, not the sole foundation of your argument.

‍

Drive decisions forward

At times, being direct is essential. Highlight the risks of inaction or the benefits of moving forward. Clear, confident communication often leads to alignment and decisive action.

‍

Key takeaways

Winning over stakeholders isn’t just about presenting your designs—it’s about building trust, understanding their motivations, and communicating effectively. By tying your decisions to goals and using frameworks like IDEAL, you can transform doubt into confidence. After all, great designers don’t just create—they inspire belief in their work.

In the next episode, we’ll explore the power of follow-up after a meeting and how it strengthens your influence as a designer.

Thanks for reading—chat soon! ✌🏼

‍

...

‍

Book summary episodes from Tom Greever’s “Articulating Design Decisions”

Ep.1: What makes good design good?

What makes good design good? It’s not just solving problems or being user-friendly—it’s ensuring your design is supported by everyone: your product team, your company, and your customers. The secret to gaining that support? Effective communication!

Ep.2: The secret to better communication

Improving communication with stakeholders isn’t about fancy presentations or endless updates. It’s about building genuine relationships and understanding what drives the people who influence your project.

Ep.3: When do designers miss opportunities most?

Never assume your design will speak for itself—design the narrative too. Meetings are your opportunity to convey your vision clearly and inspire buy-in. With well-designed meetings, you’ll avoid missed opportunities and turn stakeholders into advocates for your work.

Ep.4: Who drives design decisions

It’s not just designers who shape the outcome—it’s stakeholders, users, and the broader organisation. By tying your decisions to goals and using frameworks like IDEAL, you can transform doubt into confidence.

EP.5: Are you truly heard, or just nodded at?

Meetings don’t end when people leave the room. This episode highlights how to capitalise on post-meeting moments to clarify decisions, build trust, and keep momentum moving forward.