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now if you have ever presented your case
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studies like this
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or like this
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it's okay though we've all been there
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before
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in this video i want to share with you
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and show you exactly how i present my
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case studies to clients that have paid
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up to a hundred and fifty thousand
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dollars per project now i'm sure there
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are many different and better ways out
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there but this has worked very well for
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me now hopefully you are able to learn a
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thing or two let's get into it oh and by
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the way if you do want access to this
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presentation file make sure to check the
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link in the description it's free it's
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built with figma and it's also
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responsive hi my name is michael better
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known as mizco and i'm the founder of
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the designer ship where we teach
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designers how to become legendary in
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this video i'm going to first present to
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you a case study that was based on a
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true story then i will share with you
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four learnings that i've made that most
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designers don't know and it's the reason
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why their presentations fail so let's
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get right into it guys
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redefining the way that australians buy
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and sell automobiles
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back in 2019 in january a company a
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which was also a fortune 500 company
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which means that they were in the top
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500 largest u.s companies based on
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revenue wanted to expand their product
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offering into australia
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so the problem that we realized was that
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in australia there is no seamless
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experience that handles the end-to-end
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sale of an automobile that customers are
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truly satisfied with
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so through further discussions with
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their team the objective that we defined
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was that we wanted to research
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strategize and design an end-to-end pwa
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in other words progressive web app
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experience to help australians buy and
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sell automobiles with a focus on
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increasing conversion rates by 20
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on the previous mvp
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so i've broken down the project into
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three key phases
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empathize conceptualize and also design
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so in the very first stage of the
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project we really lacked understanding
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in what customers really wanted
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needed and expected from us so there
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were three key questions that we wanted
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answered at the beginning of the project
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in phase one which was current
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frustrations and pain points what do
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they really want and what do they really
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need
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so then we dived into a very intensive
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two week research sprint and we did over
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ten user interviews with ten different
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user user participants we also
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investigated forums public forums reddit
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and also facebook groups and then we
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also mapped out a competitor and swot
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analysis to help us understand what was
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the current product offering that the
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industry was providing our users
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so we dived deep into user research and
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user interviews and there were three key
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takeaways that we learnt from this one
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two and three
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and with our facebook group
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investigations we also discovered some
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really interesting insights which
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included one two and three
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so once we got all the primary research
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done and we had all this data we then
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had to jump into the conceptualization
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of the project we needed to take all
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that data and actually understand it and
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synthesize it
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so in stage two of the project once we
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had all this primary data we were quite
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overwhelmed with all the insights we
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needed to start to prioritize to start
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forming a strategy on what is the actual
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experience that we are going to design
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as a team
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so first we need to understand the key
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pain points wants and needs from our
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customers or potential customers that we
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learnt from these interviews we then
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need to classify all the insights that
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we got gathered we need to be able to
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bucket them into categories where we
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were able to understand the priorities
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of them and then we need to present all
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the synthesis to our stakeholders we
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need to understand the data
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form our strategy and then present it to
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them to get stakeholder buy-in
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so then we just jumped into secondary
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research to really form our product
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strategy and experience so there were
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three key things that we did in this
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stage we created affinity maps to better
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understand our general audience as a
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whole we then also prioritize customer
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pain points once and needs so then that
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would also help us prioritize our very
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own road map and solve the features that
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we want to pack into the second version
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of this product and then we need to
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present all those insights to our
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stakeholders and really document it in a
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way that we were able to get their
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buy-in
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so first thing we did was we jumped into
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an affinity map and there were three key
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takeaways once again that we were able
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to pull out which was one two and three
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we then jumped into a customer journey
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map so we really plotted and really
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understood exactly where were the gaps
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where were the inefficiencies where were
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the areas that we really wanted to focus
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on to take this product to the next
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level and that included one two and
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three
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and then overall because there was so
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much data these were some of the key
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takeaways that we were able to gather
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from this project that really helped us
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redefine the way that australians would
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buy and sell motor vehicles in australia
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and this included one two and three
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so now that we've done all our research
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we've also synthesized all the research
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formed a strategy and also got
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stakeholder buy-in what we wanted to do
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is move into the design phase
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so now that we're in the design phase we
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actually realized we were very we're on
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a very tight deadline and developers
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need to start building very soon so
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three of the main questions that we
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really need to answer before we start
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design was first should we design mobile
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first and this was a learning and an
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insight from our research that a lot of
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people and most people would be taking
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photos of their vehicles with their
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mobile and what that meant was that
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could be an opportunity for us to
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seamlessly transition them into our
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experience simply from their phone so we
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wanted to make sure that the mobile
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experience was really top-notch second
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do we need to design a design system
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right now we really need to understand
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efficiency and we also want to make sure
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when we build this product it was done
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right from day one so we need to
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understand did we need the design system
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right now and also what was our overall
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visual design language because this was
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an american company a us-based company
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coming into australia were we utilizing
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the exact same design language that they
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were using based in the states
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so once those questions were answered we
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pretty much jumped straight into design
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because we were on a very tight deadline
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so we built a design system as a
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priority to make sure that the design to
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development handover was very efficient
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we also moved forward with a mobile
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first approach and we really focused on
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building the home page and the funnel
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first to get stakeholder buy-in and once
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the overall design language was approved
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we were able to scale out the operation
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and design all the subsequent screens
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very quickly so here is a glimpse into
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our design system and there were three
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key takeaways that was very interesting
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while we were building out a scalable
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design system for this project which
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included one two and three now also as
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we were designing specific features and
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flows for this project there were also
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some very interesting insights as well
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including one two and three now overall
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with all the designs that we created all
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the different flows all the different
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devices that we really focused on the
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interesting insights included one two
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and three
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now that leads us over to the outcomes
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we successfully launched this project
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three months later and we celebrated at
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a rooftop bar with the entire company a
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team
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now these which were also facts we
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actually gained over 90 000 car listings
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within the first three months we
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increased the conversion rate by 30
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percent based on their previous mvp
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and ultimately this product was also
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acquired by ebay classifieds in i
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believe 2019 so that wraps it up for
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this case study over to you guys for any
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questions or any concerns or anything
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that you want to dive deeper into you
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can also read the full case study at
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thedesignship.com
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gently smash the like button now here
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are four things that you probably didn't
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know when you were presenting your work
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to potential clients or even potential
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employers now the first one is it's not
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about your design process
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it's not that you started with research
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you went into wireframes and then uh
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design it's about the narrative
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what were the challenges that you were
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facing and why did you take those next
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steps that you did
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an employer is not assessing you whether
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or not you remember the design process
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that you taught in the boot camp or that
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you read online they are really
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assessing you on your mindset the way
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that you think the way you solve
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problems and how you form relationships
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between insights and solutions and the
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way you communicate those ideas
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now the second thing is it's about the
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narrative now there's a thing called the
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three act structure which is a model
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that divides the story into three parts
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set up confrontation and resolution
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without going too much detail the goal
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is to set up the story build the
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confrontation which are the challenges
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linked with the solutions and then the
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resolution where everyone lives happily
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ever after now this model was created by
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sid field in his 1979 book screenplay
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and has been adopted by world-leading
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script writers movie producers and so
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much more as a designer we can
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definitely learn from this and make our
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own case studies more interesting by
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contrasting the problems that we face
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with the solutions that we form now the
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third key takeaway is don't overwhelm
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your audience if the person on the other
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end loses concentration or is
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overwhelmed you've lost that opportunity
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already now obviously there's a lot you
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need to cover in a case study but when
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it comes to presenting i always lean on
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the concept of the rule of thirds if you
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noticed everything i was explaining to
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you were in threes three stages three
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key insights three examples and if you
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notice that let me know in the comments
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below
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i personally find three is a perfect
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number it's neither too little or too
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overwhelming now last but not least the
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story needs to be interesting those key
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insights that i kept repeating
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throughout the presentation those need
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to turn heads now i obviously couldn't
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publicly share all the insights from
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this case study because they were quite
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confidential but these need to wow your
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potential employer or client so
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hopefully you found a lot of value in
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this video make sure to download the
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free template link is also in the
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description if you want to level up as a
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designer head over to thedesignship.com
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and i will see you in the next video
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very soon
