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Structure Your Presentation Like a Story

• Nancy Duarte

To win people over, create tension between the status quo and a better way.

After studying hundreds of speeches, I’ve found that the most effective presenters use the same techniques as great storytellers: By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved.

• ND Nancy Duarte is a best-selling author with thirty years of CEO-ing under her belt. She’s driven her firm, Duarte, Inc., to be the global leader behind some of the most influential messages and visuals in business and culture. Duarte, Inc., is the largest design firm in Silicon Valley, as well as one of the top woman-owned businesses in the area. Nancy has written six best-selling books, four have won awards, and her new book, DataStory: Explain Data and Inspire Action Through Story , is available now. Follow Duarte on Twitter: @nancyduarte or LinkedIn .

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The HTML Presentation Framework

Created by Hakim El Hattab and contributors

Hello There

reveal.js enables you to create beautiful interactive slide decks using HTML. This presentation will show you examples of what it can do.

Vertical Slides

Slides can be nested inside of each other.

Use the Space key to navigate through all slides.

Basement Level 1

Nested slides are useful for adding additional detail underneath a high level horizontal slide.

Basement Level 2

That's it, time to go back up.

Not a coder? Not a problem. There's a fully-featured visual editor for authoring these, try it out at https://slides.com .

Pretty Code

Code syntax highlighting courtesy of highlight.js .

Even Prettier Animations

Point of view.

Press ESC to enter the slide overview.

Hold down the alt key ( ctrl in Linux) and click on any element to zoom towards it using zoom.js . Click again to zoom back out.

(NOTE: Use ctrl + click in Linux.)

Auto-Animate

Automatically animate matching elements across slides with Auto-Animate .

Touch Optimized

Presentations look great on touch devices, like mobile phones and tablets. Simply swipe through your slides.

Add the r-fit-text class to auto-size text

Hit the next arrow...

... to step through ...

... a fragmented slide.

Fragment Styles

There's different types of fragments, like:

fade-right, up, down, left

fade-in-then-out

fade-in-then-semi-out

Highlight red blue green

Transition Styles

You can select from different transitions, like: None - Fade - Slide - Convex - Concave - Zoom

Slide Backgrounds

Set data-background="#dddddd" on a slide to change the background color. All CSS color formats are supported.

Image Backgrounds

Tiled backgrounds, video backgrounds, ... and gifs, background transitions.

Different background transitions are available via the backgroundTransition option. This one's called "zoom".

You can override background transitions per-slide.

Iframe Backgrounds

Since reveal.js runs on the web, you can easily embed other web content. Try interacting with the page in the background.

Marvelous List

• No order here

Fantastic Ordered List

• One is smaller than...
• Two is smaller than...

Tabular Tables

Clever quotes.

These guys come in two forms, inline: The nice thing about standards is that there are so many to choose from and block:

“For years there has been a theory that millions of monkeys typing at random on millions of typewriters would reproduce the entire works of Shakespeare. The Internet has proven this theory to be untrue.”

Intergalactic Interconnections

You can link between slides internally, like this .

Speaker View

There's a speaker view . It includes a timer, preview of the upcoming slide as well as your speaker notes.

Press the S key to try it out.

Export to PDF

Presentations can be exported to PDF , here's an example:

Global State

Set data-state="something" on a slide and "something" will be added as a class to the document element when the slide is open. This lets you apply broader style changes, like switching the page background.

State Events

Additionally custom events can be triggered on a per slide basis by binding to the data-state name.

Take a Moment

Press B or . on your keyboard to pause the presentation. This is helpful when you're on stage and want to take distracting slides off the screen.

• Right-to-left support
• Extensive JavaScript API
• Auto-progression
• Parallax backgrounds
• Custom keyboard bindings

- Try the online editor - Source code & documentation

Create Stunning Presentations on the Web

reveal.js is an open source HTML presentation framework. It's a tool that enables anyone with a web browser to create fully-featured and beautiful presentations for free.

Presentations made with reveal.js are built on open web technologies. That means anything you can do on the web, you can do in your presentation. Change styles with CSS, include an external web page using an <iframe> or add your own custom behavior using our JavaScript API .

The framework comes with a broad range of features including nested slides , Markdown support , Auto-Animate , PDF export , speaker notes , LaTeX support and syntax highlighted code .

Ready to Get Started?

It only takes a minute to get set up. Learn how to create your first presentation in the installation instructions !

Online Editor

If you want the benefits of reveal.js without having to write HTML or Markdown try https://slides.com . It's a fully-featured visual editor and platform for reveal.js, by the same creator.

Supporting reveal.js

This project was started and is maintained by @hakimel with the help of many contributions from the community . The best way to support the project is to become a paying member of Slides.com —the reveal.js presentation platform that Hakim is building.

Slides.com — the reveal.js presentation editor.

Become a reveal.js pro in the official video course.

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Virtual presentation framework: Your guide to presenting online

Get your team on prezi – watch this on demand video.

Michael Lee March 01, 2021

By now, virtual presentations are a staple in the way many organizations conduct business. But just because most people are used to presenting online doesn’t mean they’re any good at it. The best virtual presentations require more than just appearing on screen or sharing content. To really connect with your audience, you need to follow the virtual presentation framework : Establish credibility, build trust, and appeal to your audience’s emotions.

This presentation framework serves as an online presentation guide to help you make sense of the most common elements of successful online interactions. As you get more comfortable with all the elements, you’ll be able to use the presentation framework as a digital toolbox of sorts, calling on the right skills at the right time.

It’s important to note that these segments are not mutually exclusive, but should work together. After all, you can be credible without earning trust, and you can be informative without eliciting any emotion. The best online presenters and speakers will apply the presentation framework as a whole to both their content and delivery. Read on for a more detailed look at each segment in the virtual presentation framework. 

Presentation framework: Establish credibility 

Credibility is a measure of how qualified you are (or at least, how qualified you seem) to speak on your topic. Basically, do you look like you know what you’re doing? On virtual presentations, you’ll need to consider:

How you set up your space

It may seem like a minor detail next to everything else you have to do for your presentation, but your home studio setup can greatly impact audience perceptions. If your face is dimly lit or your audience can’t hear you, it’ll make your entire presentation feel less professional. 

Position your light source in front of you (whether it’s a window or a lamp). Also, test out different microphones to find the one with the best audio quality. You’ll also want to avoid distracting your audience with busy backgrounds. Though, don’t be afraid to show more personality than a blank white wall! Even small, inexpensive adjustments can make a big difference. 

Get more tips from Jessica Chen , the founder, and CEO of Soulcast Media and an Emmy Award-winning journalist:

How you present yourself 

Any online presentation guide will tell you that to deliver an engaging presentation, you’ll need to practice. While one of the benefits of virtual presentations is the ability to include presenter notes , you also don’t want to look like you’re reading the entire time. Practice speaking with confidence, paying particular attention to your pacing and volume. Also, try cutting out filler words like “um” and “like.” Lorraine Lee , the Managing Editor here at Prezi, shares how standing while you present and projecting your voice can help:

How well do you know your material?

It can sometimes be painfully obvious when someone speaks on a topic they don’t actually know much about. If you’re giving a virtual presentation, it means you’ve had the time to prepare and pick your topic. Make sure you’re speaking to your subject matter expertise, whether it’s for a keynote, webinar, sales pitch, or just an internal presentation. 

Richard Mulholland , a global speaker and founder of presentation agency Missing Link , highlights the benefits of finding your “area of authority” and then focusing the vast majority of your attention on that subject: 

Presentation framework: Build trust

While trust may seem very similar to credibility, there’s a key difference. Credibility determines if your audience finds you qualified to speak about your topic. However, trust determines whether they’ll actually believe what you say. To build trust with your audience on virtual presentations, you should: 

Appear on the screen 

Body language and facial cues are crucial in conveying meaning, which is why it’s necessary to appear on-screen if you want your audience to trust what you’re saying. This also applies to screen sharing. If your camera’s on, but nobody can see you, then you’re going to lose out on opportunities to connect with your audience. 

Vanessa Van Edwards , a keynote speaker and Lead Investigator at Science of People , explains that hands act as “trust indicators.” That’s why you should use tools like Prezi Video to bring your content on-screen with you, so that you can show your content while still using hand gestures to keep your audience engaged . Watch Vanessa’s video to learn more and to see these principles in action: 

Back up your claims

With enough practice, you can say anything with confidence, but empty promises and hyperbole will only erode your audience’s trust. Make sure you use trusted sources while researching, and present facts and data as necessary. 

For example, see how Brian Xu , a Senior Data Scientist at LinkedIn , uses data to analyze the economic impacts of COVID-19: 

Respect your audience

Don’t forget that while you’re the one presenting, your audience is also investing their time and attention into your content. Make sure your content is tailored and relevant, and be mindful of sticking to your allotted time. 

You may also want to consider employing a more conversational approach to your virtual presentation. In a remote sales pitch , for instance, you don’t have to go through all of your content from start to finish. Instead, find out what your buyers are most interested in and only focus on those topics.

Presentation framework: Appeal to emotions 

Even if your content is well-researched and expertly presented, it ultimately won’t matter if your audience can’t remember any of it. Part of what makes content impactful and memorable is having it resonate on an emotional level. Be sure to include these elements in your virtual presentations: 

Displaying a wall of text on the screen is only going to result in glazed eyes. Use visual communication to help your message resonate with your audience — whenever possible, replace text with images, videos, and charts. 

In this webinar with Tiffani Bova , the Global Growth and Innovation Evangelist at Salesforce , she uses both photos and designed graphics, and clever placement of her visuals, to support her message. When illustrating the divide between sellers and buyers, she puts photos on either side of her screen. This creates a more visceral and memorable message than a bullet point:

Interactivity

Because you’re working with limited screen real estate on virtual presentations, you’ll need to work harder to keep your audience invested and engaged. That means you should avoid becoming a static talking head or hiding behind your screen share. Take advantage of Prezi Video to add some interactivity to your presentation. With Prezi Video, you can point at graphics you want to focus on or emphasize your message with gestures. 

Plus, there are currently a wealth of tools that can help you better connect with your audience. Take advantage of the chat, poll, and Q&A functions on your video conferencing tools, or use third-party apps like Slido to create impactful conversations . 

Storytelling

Stories are still one of the best ways to connect with your audience. They can take complex ideas and recontextualize them in a way that feels relevant and evokes emotions. And, our brains are already wired for stories (which is why they make up two-thirds of our daily conversations). 

Try starting your virtual presentation with a story or anecdote to capture your audience’s attention quickly. Elena Valentine , the CEO, and co-founder of workplace media company Skill Scout Films , explains how stories and anecdotes can make you seem more human instead of just “the expert,” and why that works in your favor:

Using the virtual presentation framework

This virtual presentation framework is by no means comprehensive. However, it can serve as a useful guide to online presentations. As you start putting content together for your next presentation, refer to the framework to pinpoint areas that you’re still missing and start incorporating them. You can also get even more advice and insights from our Virtual Presentation Innovators .

If you’re speaking at an upcoming virtual conference or event , drop us a line at [email protected] for a chance to work together on a virtual presentation that your audience won’t forget.

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Top 9 JavaScript frameworks to create beautiful presentation slides

Presentation frameworks are tools or libraries that can help you create presentations using web technologies that you are familiar with, such as HTML, CSS, JavaScript, Markdown, Vue, React, and more. You’ll have full control over the appearance and layout of your slides.

They allow you to export your slides as HTML files that can be viewed in any modern browser. You don’t need to install any software or plugin to view your slides. You can also share your slides online using platforms such as Slides.com, GitHub Pages, Netlify.

Reveal ( 64.2k ⭐) — An open source HTML presentation framework that allows you to create beautiful and interactive presentations using web technologies. You can use HTML, CSS, JavaScript, Markdown, LaTeX, and more to create stunning slides with animations, transitions, code highlighting, and other features.

Impress ( 37.3k ⭐) — Another open source HTML presentation framework that is similar to reveal.js, but with a different approach, inspired by the idea behind prezi.com. It uses CSS3 3D transforms to create dynamic and spatial presentations that can zoom, rotate, and pan across the slides.

Sli dev ( 27.3k ⭐) — A web-based slides maker and presenter that is designed for developers. It allows you to create beautiful and interactive presentations using Markdown, HTML, Vue components, and other web technologies. You can also use features such as live coding, recording, drawing, LaTeX, diagrams, icons, and more to enhance your slides.

MDX Deck ( 11.1k ⭐) — A library based on MDX that allows you to create presentations using Markdown and React components. You can write your slides in a single MDX file and separate them with --- . You can also import and use any React component in your slides, as well as customize the theme and layout of your presentation.

Spectacle ( 9.5k ⭐) — A React-based library for creating sleek presentations using JSX syntax that gives you the ability to live demo your code, created and maintained by Formidable Labs. You can use it to create beautiful and interactive slides with animations, transitions, code highlighting, and other features.

Code Surfer ( 6.2k ⭐) — A library that allows you to create presentations using Markdown and React components. You can write your slides in a single MDX file and separate them with --- , add code highlighting, code zooming, code scrolling, code focusing, code morphing, and fun to MDX Deck slides.

WebSlides ( 6.1k ⭐) — A library that allows you to create beautiful HTML presentations and websites. Just choose a demo and customize it in minutes. 120+ slides ready to use. You can use HTML, CSS, JavaScript, Markdown, LaTeX, and more to create stunning slides with animations, transitions, code highlighting, and other features.

Fusuma ( 5.3k ⭐) — A tool that allows you to create slides with Markdown easily. You can use HTML, CSS, JavaScript, Markdown, Vue components, and other web technologies to create stunning slides with animations, transitions, code highlighting, and other features.

PptxGenJS ( 2.1k ⭐) — A JavaScript library that allows you to create presentations, compatible with PowerPoint, Keynote, and other applications that support the Open Office XML (OOXML) format. You can use it to generate PPTX files with just a few simple JavaScript commands in any modern desktop and mobile browser. You can also integrate PptxGenJS with Node, Angular, React, and Electron.

Common features

Presentation frameworks typically share several common features that aim to enhance the creation and delivery of visually engaging and interactive presentations. Here are some of the common features you can find:

Ease of use : They allow you to use web technologies that you are familiar with, such as HTML, CSS, JavaScript, Markdown, Vue, React, and more. You don’t need to learn a new software or tool to create your slides. You can also use your favorite code editor or IDE to write and edit your slides.

Nested slides : They allow you to create sub-sections or sub-topics within your presentation. You can use nested slides to organize your content, add more details, or create interactive menus.

Markdown support : Markdown is a lightweight markup language that allows you to format text using simple syntax. You can use Markdown to write your slides in a plain text editor and then convert them to HTML. Markdown makes it easy to create headings, lists, links, images, code blocks, and more.

Auto-Animate : A feature that automatically animates the transitions between slides or elements to create smooth and dynamic effects for your presentation, detect the changes between slides and animate them accordingly.

PDF export : You can use PDF export to print your presentation, share it online, or view it offline. PDF export can also preserve the layout, fonts, and images of your presentation.

Speaker notes : You can use speaker notes to prepare your speech, add additional information, or provide references. Speaker notes are usually hidden from the audience but visible to you in a separate window or screen.

LaTeX support : LaTeX is a document preparation system that allows you to create high-quality typesetting for mathematical and scientific expressions. You can use LaTeX to write complex formulas, equations, symbols, and diagrams in your presentation. LaTeX can also handle cross-references, citations, and bibliographies.

Syntax highlighted code : You can use syntax highlighted code to display your source code in your presentation. Syntax highlighted code can make your code more readable, understandable, and attractive.

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Mastering PowerPoint presentation design principles: An expert agency’s guide.

In the realm of professional and educational presentations, PowerPoint stands out as a tool of immense popularity and versatility. However, the effectiveness of a PowerPoint presentation hinges not just on the content , but significantly on the design principles applied. In this comprehensive guide, we delve into the art and science of leveraging design principles to transform your PowerPoint slides from mundane to magnificent.

Understanding and applying these principles is not just about making slides aesthetically pleasing; it’s about enhancing the clarity, impact, and persuasiveness of your message. Whether you’re a seasoned presenter or new to PowerPoint, this guide offers invaluable insights into how design can be your ally in crafting presentations that captivate and communicate effectively.

As we explore the fundamentals of design principles, the effective utilisation of colour and typography, strategic incorporation of visuals and graphics, thoughtful slide layout and spatial arrangement, and purposeful animation, you will gain a toolkit of techniques to elevate your PowerPoint presentations. Each section is designed to build your understanding and skills, enabling you to apply these principles with confidence and creativity.

Embark on this journey with us to master the presentation design principles that will bring your PowerPoint presentations to life, making them not only more engaging but also more memorable and impactful.

Understanding the fundamentals of PowerPoint presentation design principles

When it comes to crafting effective PowerPoint presentations, the role of design principles cannot be overstated. These principles are the cornerstone of creating not only visually appealing slides but also ones that enhance the communication and retention of your message. In this section, we explore the three pivotal presentation design principles: balance, contrast, and alignment, and their application in PowerPoint presentations.

Balance: This principle refers to the distribution of visual elements in a slide. A balanced layout provides stability and structure, making the content easily digestible. In PowerPoint, balance can be achieved through symmetrical or asymmetrical layouts. A symmetrical layout offers a sense of harmony and formality, ideal for corporate presentations. On the other hand, an asymmetrical layout, which uses an uneven distribution of elements, can create a more dynamic and interesting visual appeal, perfect for creative or educational presentations.

Contrast: Contrast is the art of making elements stand out by using opposing characteristics, such as light and dark colours, large and small text, or different textures. In PowerPoint, effective contrast can be employed to draw attention to key points and guide the viewer’s eye through the slide. For example, using a bold colour for important text against a muted background can ensure that your audience focuses on the main message.

Alignment: This principle is about arranging elements in a slide in a way that creates a visual connection between them. Proper alignment in PowerPoint slides not only makes them more professional and polished but also aids in creating a logical flow of information. Aligning text and images along specific axes can help create a clean, organised look, making it easier for your audience to follow along.

Incorporating these fundamental presentation design principles in your PowerPoint presentations can significantly enhance their effectiveness. A well-designed slide not only captures attention but also helps convey your message in a clear, compelling manner. As you progress through your presentation creation process, keep these principles in mind to ensure that your content is not just seen but also remembered.

Effective utilisation of colour and typography

The strategic use of colour and typography is vital in creating engaging and effective PowerPoint presentations. This section delves into how these elements can be utilised to enhance the visual appeal and readability of your slides.

Colour psychology and palette selection: Colours are not just aesthetic choices; they evoke emotions and can significantly impact the perception of your presentation. Understanding colour psychology is crucial. For example, blue often conveys professionalism and trust, making it an excellent choice for business presentations, while green can be associated with growth and health. When selecting a colour palette, aim for a harmonious balance that aligns with the tone and content of your presentation. Tools like the colour wheel can help in choosing complementary colours that enhance visual coherence.

Consistency and brand alignment: Consistency in colour usage helps in creating a cohesive presentation. If your presentation is for a specific brand or organisation, aligning with its colour scheme can reinforce brand identity. This consistency also aids in audience retention as it provides a visually unified journey through your presentation.

Typography matters: The choice of font and text styling plays a crucial role in readability and audience engagement. While selecting fonts, consider the context and tone of your presentation. Serif fonts, like Times New Roman, often suggest formality and are suitable for traditional presentations. Sans-serif fonts, like Arial, offer a modern and clean look, ideal for more contemporary topics. Remember, legibility is key. Avoid overly decorative fonts and maintain a font size that is readable from a distance.

Balancing font styles and sizes: Use different font sizes and styles (like bold or italic) to create a visual hierarchy in your text, guiding the viewer’s attention to the most critical parts of your slide. However, maintain a limit on the number of different fonts used to avoid a cluttered or disjointed appearance.

By thoughtfully combining colours and typography, you can significantly elevate the impact of your PowerPoint slides. These elements, when used effectively, not only grab attention but also make the information more accessible and memorable to your audience.

Incorporating visuals and graphics strategically

Visuals and graphics, when incorporated correctly, can significantly enhance the effectiveness of your PowerPoint presentations. This section will explore how to select and integrate these elements for maximum impact.

The power of visual communication: Visuals can communicate complex information quickly and memorably. The key is to choose images and graphics that are directly relevant to your content. For instance, using a chart to depict statistical data can be far more impactful than simply listing the numbers.

Quality over quantity: Always opt for high-quality images and graphics. Blurry or pixelated visuals can detract from the professionalism of your presentation. However, be mindful of the quantity. Overloading slides with too many visuals can lead to clutter, making it hard for the audience to focus on the essential elements.

Consistency in style: Consistency is as important in visuals as it is in colour and typography. Ensure that all your visuals follow a similar style or theme. This could mean using the same filter for all images, similar illustration styles, or consistent iconography. This uniformity helps in creating a cohesive visual narrative throughout your presentation.

Graphs and charts for data representation: When presenting data, graphs and charts are invaluable. They provide a visual representation that can make complex information more digestible. Ensure these are clearly labelled and easy to understand at a glance. Tools like PowerPoint’s built-in chart features can be very effective for this purpose.

Integrating visuals with text: While visuals are powerful, they need to be balanced with the text. Use visuals to complement or emphasise your written content, not replace it. The text and visuals should work in tandem to convey your message effectively.

Incorporating visuals and graphics thoughtfully into your PowerPoint slides can transform the way your audience interacts with your content. It’s about finding the right balance and ensuring that each visual element serves a purpose in reinforcing your message.

Slide layout and spatial arrangement

The layout and spatial arrangement of elements on your PowerPoint slides play a crucial role in how your message is perceived and understood. This section focuses on strategies for organising content in an aesthetically pleasing and logical manner.

The importance of white space: One of the most overlooked aspects of slide design is the use of white space, or negative space. This space, free from text and graphics, is not wasted. Instead, it helps to reduce clutter and allows your audience to focus on the key elements of your slide. Proper use of white space can bring a sense of elegance and clarity to your presentation.

Logical flow of information: Arrange the elements on your slide in a way that guides the viewer’s eye naturally through the content. This can be achieved by aligning text and visuals in a logical sequence, such as left-to-right or top-to-bottom, following the natural reading pattern. Ensure that the most important information takes precedence both in size and positioning.

Consistent layout across slides: Consistency in the layout across different slides aids in maintaining a coherent narrative. Use a similar structure for each slide, whether it’s the placement of the title, text, or images. This consistency helps your audience to follow the presentation without getting lost or distracted by varying layouts.

Balancing elements: Balance is key in slide design. A slide that is too heavy on one side can feel unbalanced and distracting. Aim for an even distribution of text and visuals, ensuring that each slide feels harmonious and well-composed.

Responsive design for different displays: Keep in mind that your PowerPoint presentation might be viewed on various screens and devices. Ensure that your layout is responsive and looks good on different display sizes. This might mean avoiding overly intricate details that could get lost on smaller screens.

A well-thought-out slide layout and spatial arrangement can significantly enhance the effectiveness of your presentation. It’s not just about making slides look good; it’s about using design to guide and reinforce your message.

Animating with purpose

Animations and transitions in PowerPoint can be powerful tools when used purposefully. This section explores how to use these features to add value to your presentation without overcomplicating or distracting from the main message.

Selective use of animations: The key to effective use of animations is moderation. Choose animations that serve a specific purpose, such as emphasising a key point, illustrating a process, or showing changes over time. Avoid using animations merely for decorative purposes as they can distract from the content.

Consistency and subtlety: Maintain a consistent style of animations throughout your presentation. Using too many different types of animations can create a disjointed experience for your audience. Opt for subtle animations that complement the content rather than overpower it.

Timing is crucial: The timing of animations can significantly impact the flow of your presentation. Animations that are too slow can drag the pace, while too fast animations might confuse the audience. Adjust the timing to match the rhythm of your speech and ensure that each animation is synchronized with what you are saying.

Transitions between slides: Just like animations within slides, transitions between slides should also be used judiciously. Choose transitions that match the tone of your presentation and use them consistently. For most professional presentations, simple transitions like ‘Fade’ or ‘Push’ are preferable as they are less distracting.

Testing on different devices: Before finalising your presentation, test the animations on different devices and screens to ensure they work smoothly. This is especially important if you are presenting in a setting where you are not using your own device.

Using animations and transitions thoughtfully in PowerPoint can enhance the storytelling aspect of your presentation, making it more dynamic and engaging. Remember, the goal is to aid in the communication of your message, not to overshadow it.

In the world of PowerPoint presentations, presentation design principles are more than just guidelines; they are the framework that breathes life into your slides. Throughout this guide, we’ve explored the essentials of design—from the fundamental principles of balance, contrast, and alignment, to the nuanced use of colour, typography, visuals, and animations. Each element plays a pivotal role in transforming standard presentations into extraordinary visual narratives.

Remember, the goal of applying these design principles is not merely to create aesthetically pleasing slides, but to enhance the communication and impact of your message. A well-designed PowerPoint slide can captivate your audience, simplify complex information, and leave a lasting impression.

As you embark on your next PowerPoint project, keep these principles in mind. Experiment with balance, play with colours, choose your typography wisely, strategically place your visuals, and animate with purpose. With practice and attention to these guidelines, you’ll be able to craft presentations that are not only visually stunning but also effective in conveying your message.

In the dynamic landscape of presentation design, continuous learning and adaptation are key. Stay updated with the latest trends, technologies, and best practices in PowerPoint design to keep your presentations fresh and engaging. Remember, the best presentations are those that connect, communicate, and resonate with the audience.

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Top 10 Design Framework Examples With Samples and Templates

Lakshya Khurana

On its own, a business project is an unstructured, random mess of tasks, people, and deadlines. Even when you manage to complete it, you find that you have gone (massively) over budget and just run roughshod over many deadlines. This is a terrible outcome that can be prevented if you use a Design Framework to give the project a structure.

A structured project, supported by a simple, visual design framework, organizes people with their tasks and deadlines. However, if you start to create a design framework presentation from scratch, you are essentially back to square one.

To help with this problem, which really is a vicious circle, SlideTeam has curated the Top 10 Design Framework Examples , which do the work for you and give shape to the project as well as information to your team.

Let’s explore these miracles of unparalleled convenience for you!

Template 1: Design Thinking Framework Analysis Inspirational Service Innovation

This PPT Deck consists of slides to explain and execute a design framework. Use this template to understand the framework for catalyst innovation and design thinking, qualitative predictive analysis, key business perspectives, prototyping, etc. The visuals are perfect for easing comprehension. Download now.

DOWNLOAD NOW

Template 2: Flat Versus Hierarchical Network Design Framework

This PowerPoint Slide is a tool to help your audience understand the difference between a flat and hierarchical layout and make their own decisions. It represents the nature and construction of both layouts with visuals and some text. Download this template to help your audience decide which style is best for them.

CLICK HERE TO DOWNLOAD

Template 3: Organizational Design Framework With Drivers

This PPT Theme depicts a schematic scheme for the company’s design framework and showcases key drivers within. It presents major components of the framework, including design components, organizational attributes, organization design guiding principles, and more. Download now to present a neat visual of the company.

GET IT HERE

Template 4: CX Management Design Framework With Key Elements

Customer experience is crucial to business success. With this PPT Slide, present and use the customer design and implementation model and the customer experience model. Preview steps, such as understanding the user experience and customer perspectives, measuring customer satisfaction, etc. Download now.

Template 5: Top Software Providers For Designing Knowledge Management Framework

This PowerPoint Preset is perfect for planning your software development projects and their features. Some of these features presented in a table are controlling access, content management, data security, automation of features, and more. Keep track of your progress in projects and present it to stakeholders with a download of this PPT Template.

Template 6: Marketing Team Structure Framework With Designations

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FAQs on Design Framework

How do you write a design framework.

A design framework is a set of guidelines, principles, and practices that aid in creating create structured projects. Some steps to writing a design framework are:

• Define the purpose: What problem is the framework trying to solve, and what goals does it aim to achieve?
• Identify the target audience: Who will be using the framework, and what are their needs?
• Determine the framework’s key components: These could be design principles, buyer personas, user flows, prototypes, and other elements.
• Develop the framework: Use the information gathered in the first three steps to outline a set of guidelines.
• Test and refine the framework: Use the framework on a real project to see how it works in practice. Use the feedback to improve the framework.
• Communicate the framework to your team: Ensure that everyone who will be using the framework understands how to apply it to their work.

What is a framework in product design?

In product design, a framework is a set of guidelines, principles, and practices that aid in creating create customer-centered products. It provides a structured approach that helps designers consider the needs and goals of the user at every stage of the design process.

A product design framework typically includes design principles, buyer personas, user flows, wireframes, and other components. It can be used to guide the design of a single product or a series of related products. The is to ensure that the products being designed are usable, effective, and desirable for the end user.

What are the key components of a work design framework?

There are varied components that can be included in a work design framework, but some common ones include:

• Design principles: These are guiding principles that help design decisions align with the goals and values of the company or organization.
• User personas: These are representations of the target users of the product, including their goals, motivations, and needs.
• User flows: These diagrams show the steps a user will take to complete a specific task using the product.
• Wireframes: These are visual representations of the user interface of a product, showing its layout, structure, and functionality
• Prototypes: These are early product versions that allow designers to test and iterate to improve on the design.
• Style guide: This is a set of guidelines that defines the visual design elements of the product, such as typography, color scheme, and iconography.
• Testing plan: This outlines how the design will be tested and evaluated so that it meets the needs and goals of the user.
• Collaboration tools: These are tools and processes that facilitate communication and collaboration in your design team.

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Table of contents

Section 1: frontpage, section 2: executive summary, section 3: body of slides, section 4: conclusion/recommendation, section 5: appendix.

This article covers the structure of a McKinsey presentation, its key elements, and formatting tips and tricks. The principles are nearly identical to those found at BCG, Bain, or other top consultancies, although there are differences in terms of design and style.

As a note, the type of presentations we are covering in this post are what you would call ‘corporate’ or ‘management consulting’ presentations. These types of presentations are typically longer, data-heavy slide decks that serve as the foundation for complex decisions and recommendations. We are not referring to decks for keynotes, college projects, or design presentations.

The structure of a McKinsey presentation

A complete consulting presentation typically contains the following five overall sections: 

• Executive summary 
• Body of slides
• Recommendation / Next steps

Let's dive into each section one by one.

The front page consists of a few simple elements: a title, a sub-headline, name of company, date and time . The title is usually less than 8 words long. A sub-headline is an optional second description line, used for further elaboration.

In consulting the 'name of company' and the template theme typically depends on whether the client wants to position the work as internal or external. If the client wants to position the work as external, then the front page will have McKinsey’s name and use its signature design template and color scheme. Vice versa, if positioned as internal work, the slides will be branded with the client organization's logo and design.

The executive summary, sometimes called 'At A Glance', is the presentation's first slide and usually the single slide that takes the most time to write and perfect. 

The executive summary summarizes the key arguments, storyline, and supporting evidence of the body slides. This helps the reader get a quick overview of the presentation and take away the most important insights and recommendations.

Executive summaries written by McKinsey, Bain, and BCG usually follow the Situation-Complication-Resolution (SCR) Framework , which is a straightforward and effective approach to communicating the complete storyline of your slide deck .

See our post on How to Write an Effective Executive Summary for tips and tricks.

This is the central section of the presentation. This section often contains 50+ slides filled with quantitative and qualitative content. To avoid 'death-by-powerpoint', it is crucial to structure both the overall storyline and individual slides in a clear and engaging way. 

Let’s start by taking a look at the way McKinsey consultants create individual slides.

The anatomy of a slide  

At its most basic form, each slide must consist of 3 main parts:

(a) Action title - a sentence that articulates the key implication or insight    (b) Subheadings - what data are you using to prove the insight?   (c) Slide body - the actual data used to prove the insight (text, numbers, visuals, footer).

As a rule of thumb, there should be nothing in the action title that's not in the slide body, and nothing in the slide body that is irrelevant to the action title.

a) Action title

When you become a management consultant, one of the first things you are taught is that the title of a slide should always be an 'action title' that articulates the key takeaway or 'so-what' of the slide.

Often presentations are read by busy executives. Action titles make your slides easier to understand because your reader doesn't have to dive into the detail of the slide body to understand the key takeaway of that slide.

As an example, imagine you are creating a slide showing yearly development in revenue and costs for a business unit.

A passive title for that slide could be:  "Historical development in Revenue and Costs".  As a reader, you need to study the chart to deduct the 'so-what' of the slide.

An action title would be:  "Over the last 5 years, costs have grown 10% per year, which is double revenue growth" As a reader, you immediately understand the message of the slide. You can now choose to look at the data on the slide more closely, if you want the details.

See our blog post on Action Titles for a more comprehensive guide.

(b) Subheadings

Subheadings are meant to give a clear summary of the data used to prove the insight in the action title, or alternatively add some nuance to the main takeaway. Keep it crisp and short.

Here are a few examples:

• Sales of personal luxury goods, US Market, $ billions
• Forecasted evolution of battery cell costs by 2030 ($/kWh)

(c) Slide body

A clear and concise slide body is essential for effectively communicating insights to an audience. The slide's main insight, articulated in the action title, should be supported by all relevant information presented in the simplest possible way.  You have likely done a lot of research, and it is tempting to include all the interesting data you have found. Avoid this. Instead, try and remove all facts and figures not directly supporting your key insight stated in the title.  

Here is an example: 

In this case, the title is clear, and the content of the slide only serves to prove and support the slide's main insight.  

When building your slide, you may only sometimes start with the title and then fill in the data to support it. Often it is more of an iterative process where you try out different titles to capture the data you have collected and the flow of the overall storyline.

Now that we have covered the building blocks of individual slides, let’s move on to how McKinsey, BCG, and Bain consultants construct a storyline.

Horizontal flow: The structure of a storyline

‘Storyline’ refers to the way the slide deck is built up or in other words the ‘flow’ of slides. The exact storyline created by McKinsey, Bain, and BCG consultants is typically tailored to that specific use case. But in general consulting storylines follow an SCR (situation-complication-resolution) framework.

The SCR framework is a way of structuring your findings in a clear and concise way that is engaging and intuitive. Here is what each part of the framework means:

• Situation: The situation is the starting point or context of the problem or issue you're addressing. It might include information about the current state of affairs, the background of the problem, or any other relevant details that help set the stage. The situation can also focus more narrowly on a specific opportunity or threat.  
• Complication: The complication is the specific challenge or problem that has arisen within the situation. It might be a roadblock, an unexpected development, or a major hurdle that needs to be overcome. It can also refer to gaps in capabilities needed to capture an opportunity.  
• Resolution: The resolution is the proposed solution to the complication or problem. It should be a clear and actionable plan for moving forward and overcoming the challenge. This might involve specific steps to be taken, resources needed, or other details that help ensure success. We cover this in more detail in the next section.

Your storyline should be clear at the slide title level, which is why action titles are so important. Your audience should be able to read only your action titles all the way through the presentation and a) understand what the main conclusions are and b) understand how you got to those main conclusions through analysis. In other words, your action titles should flow like a story and be readable on their own.

In practice, when starting a new deck it can be helpful to sketch out your overarching sections on paper. Then follow them up with empty slides using just action titles (or fill in the slides with rough notes on which analysis or sub-conclusion goes on that slide). Print out your slides and lay them on a table or put your slides in ‘Slide Sorter’ mode in PowerPoint and see if the flow of slides makes sense.

You can also choose to write your entire storyline in a word document focusing first on the action titles of each slide and then supplementing the action titles with underlying bullets describing the data or information that will go on the slide to support that action title.

McKinsey consultants have a library of old cases to use, which helps create a skeleton or inspire a new deck and allows them to make better presentations in much less time. Build your own library by saving excellent presentations you come across in grouped categories and creating an ongoing general PowerPoint where you collect good slides to reuse.

Take a look at our templates to find specific storylines to match your needs , complete with multiple real client examples.

A crucial part of any consulting presentation is the conclusion/recommendation section. These slides outline the actions or responses required to address the situation and complication you've covered earlier in your slide deck. They often also include a suggested implementation plan and immediate next steps.

While there is generally flexibility in how you lay out your conclusion/recommendation slides, the following three guidelines will help you create effective recommendations that are easy to understand and follow:

• Groups: Group your recommendations into categories to make your reader's understanding easier.  
• Labeling: Label or number your groups and/or individual recommendations to help your reader follow the structure when you discuss your recommendations across multiple slides.  
• Active voice: Write your recommendations in active voice starting with 'action words' (verbs), such as "Grow...", "Minimize…", "Improve…", "Increase…", "Target…", "Increase…", etc.

Here are a few examples of recommendation slides from McKinsey, BCG, and Bain:

It is not uncommon for the appendix, also called backup pages, to be significantly longer than the main deck. The main deck tells the story, and the appendix contains details and all supporting evidence that might be relevant but is beyond the scope of the main storyline.

In other words, keep the storyline of the main deck as crisp and clear as possible and move all supporting documentation and details to the appendix. Here they will be out of the way but available for reference. 

Formatting tips

Presentations from top consulting firms like McKinsey, Bain, and BCG tend to feel very different and convincing compared to other corporate presentations. A part of this is the ability to effectively structure both individual slides and the full deck, which we have talked about in this post. But another part is the rigorous training in slide design and formatting details that ensure the output is of the highest quality.

Below we have gathered some common formatting tips for designing compelling and consistent slides:

Color: Color matters. Keep the color pallet simple and use bright colors selectively to draw attention to key data or insights. Create a color hierarchy and apply it consistently across your deck.  

Fonts: Pick one (or two) font types and stick to it. BCG only uses the font 'Trebuchet MS'. McKinsey’s new 2020 template uses 'Arial' for slide body content and 'Georgia' for titles and select visual elements.

Margins: Never go outside of the slide margins. Use 'Powerpoint Guides' to clearly view margins when in design view.

Titles: All titles throughout the presentation should be two lines or less and use the same font size.

Lists: Only used numbered lists if the numbers themselves are relevant (e.g. if you are ranking items). In most cases, use bullets instead of numbers.

Icons: Icons are simple but can completely transform a boring text slide when used correctly. Replace bullets with icons that represent the bullet item if your slide is otherwise relatively simple. Ideally, use icons in places where the icons ‘have meaning’ and can be used later in the presentation when referring back to or going into detail around a certain topic. Use icons in the same style and boldness. Buy access to a large premium icon set like Streamline Light or Streamline Regular if you can. https://www.streamlinehq.com/icons/streamline-light .

Align, align, align: Content on all slides should be aligned. Titles and subheadings should have the same exact position across all slides. When you flip through your slides, the position of the headline should not move, and the font size should not change. This also goes for other common repeated elements (logo, source, page number etc.), as well as similar items on a slide (column headers, graphs etc.) Using a well-designed master template is the easiest way to keep alignment accuracy.

Animations: Refrain from using fancy graphics and animations in the slides.

Slide number and source: Each slide should also have a slide number and a source in the bottom section that provides the source of the data used.

Text: Review the text on each slide to ensure that it is clear, concise, and well-structured. Eliminate unnecessary words and sentences. Keep it as simple and short as possible.

Visuals: Ensure that visuals in the form of graphs, charts, diagrams, tables, and images are high quality and add value. Add call-outs, highlights or similar wherever it makes sense to make the so-what of that visual more clear. Colors, fonts, and layout should be consistent with the rest of the presentation.

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Home Blog Design How to Plan Your Presentation Using the 4W1H & 5W1H Framework

How to Plan Your Presentation Using the 4W1H & 5W1H Framework

Planning the structure of a presentation is similar to creating a roadmap for meaningful communication. It is the organization of key points in a proper manner. This gives clarity to the audience and helps the speaker stay on track and focused. Tools like 4W1Hs and 5W1Hs make this process easier. By understanding the applications of their essential elements, speakers improve their presentations.

Table of Contents

4W1H + Why = 5W1H

• Historical Context and Evolution of this Framework

How to Integrate the 4W1H & 5W1H Framework into Presentation Planning

How to tailor the 4w1h & 5w1h framework to your specific presentation goals, how to structure a presentation using 4w1h & 5w1h, common mistakes to avoid when using 4w1h & 5w1h in presentations, application of the 4w1h & 5w1h framework in marketing presentations, application of the 4w1h & 5w1h framework in business presentations, application of the 4w1h & 5w1h framework in educational presentations, executive-level presentations: adapting the 5w1h framework for executives, combining 4w1h & 5w1h with other presentation techniques, recommended powerpoint & google slides templates to use the 4w1h/5w1h framework, what is 4w1h & 5w1h.

The 4W1H covers What, Who, Where, When, and How, giving a whole structure for addressing any subject. However, the 5W1H extends it by adding “Why” to the framework. Thus, with this addition, the 5Ws can evaluate more in-depth information [6] . Therefore, these frameworks are powerful tools for extracting, organizing, and presenting crucial details.

Who: It denotes an individual, group, or institution involved in an action.

What: It indicates people, things, or concepts changing due to an action.

When:   It refers to the timeframe or schedule of an action. The notion of time would be days, weeks, or months. It also highlights observations before or after an action.

Where:   This element points out the location or context. Locations are not just physical places but also abstract ones.

How: This element describes the way an action is carried out. It is the presentation of the method or process.

Why: It highlights the cause behind an action [1] .

Historical Context and Evolution

The roots of 4W1H and 5W1H can be traced to ancient rhetorical practices in the Mediterranean region [3] . However, in 2010, it was found that Aristotle’s Nicomachean Ethics was the basis of 5W1H. It was used as a structure to assess a moral action [2] . The elements give a theoretical framework for interpreting an action and its circumstances. Over time, these frameworks evolved and used communication in various disciplines [4] . In the current era,  they are used for problem-solving and information dissemination in multiple fields [4] .

The presentation planning stage is the initial phase of making a presentation . This phase basically includes three to four steps to prepare for a presentation [5] . Using the Five Ws can greatly help in planning for a successful presentation.

Step 01. Audience Analysis

The first step of presentation planning is learning about the audience. The presenter must identify their audience’s demographics, including age, profession, and interests. It helps to understand what the audience might expect from the presentation [5] . Using 4W1H and 5W1H, analyze their expectations and what they hope to gain from your presentation.

The presenter should identify;

Who : Who is the target audience?

What: What are their interests and expectations?

Why: Why is understanding the audience crucial?

How: How will the presenter tailor the content to connect with them?

Step 02. Topic Selection

Topic selection usually depends on either the presenter’s or audience’s interests. If there is confusion about finalizing a topic, brainstorming with a few elements of the 5W1H questioning technique will help.

The presenter should know the following.

What : What topics align with the presenter’s expertise and audience interests?

Why: Why is it crucial to choose a relevant and engaging topic?

How: How will the chosen topic resonate with the audience?

Step 03. Define the Objectives of the Presentation

Once a topic is selected, finalize the objectives of the presentation. The objective specifies what exactly an audience expects or learns from the presentation [5] . The presenter can clearly articulate what they want to achieve by the end of the presentation. The specific goals are outlined, whether to inform, persuade, or inspire [5] . Objectives should align with both the presenter’s goal and the audience’s expectations.

This can be done by asking;

What:   What is the primary message I want the audience to take away from my presentation?

Why: Why is it crucial to clearly articulate the objectives of the presentation?

Where: Where can I incorporate the objectives to ensure they align with the presentation?

When: When will I evaluate whether the audience communicated and understood the objectives effectively?

Who: Who will benefit the most from the information or messages I plan to deliver?

How: How can the objectives cater to both the audience’s expectations and my own goals as a presenter?

Step 04. Gather Information

Now, the presenter has to gather the relevant information. The presenter will research thoroughly using reputable sources to collect the data. A balance of facts, statistics, and examples is a must to support the key message.

What: What specific data and examples support your key messages?

Where: Where is the information coming from?

When: When was the information published or last updated?

Who: Who is the information provider? An author, researcher, market analyst, or blogger?

How: How will you ensure the information is balanced and credible?

While planning your presentation, you need to focus more on developing your specific presentation goal. The good thing about 4W1H & 5W1H is that these frameworks can help you define your specific presentation goal and improve your presentation skills .

It is also important to acknowledge the specific audience for each goal, such as marketing team members, the board of directors, the project team, and executives. Their roles, interests, and level of expertise must be considered [7] . The presenter will modify the presentation content to match the audience’s expertise level. Using jargon that may be too advanced or too basic for their understanding should be avoided. 

For instance, the goal is to inform about a product launch. The speaker will engage marketing team members and key stakeholders. He will also understand their familiarity with marketing strategies and industry trends.

It is about tailoring the content to each goal, including product launch details, budget increase justification, project milestones, and financial insights. It includes highlighting key project milestones that demonstrate progress and achievements. 

It assists in scheduling presentations strategically, considering team meetings, board sessions, strategic planning, and dedicated training periods. It ensures that the information is disseminated efficiently and aligns with ongoing discussions. The presentation time is arranged based on the audience’s availability and engagement levels.

This element will guide you in choosing an appropriate venue, like meeting rooms, boardrooms, and conference halls, to match the nature of each presentation. It is about considering the physical or virtual environment that best suits the content and interaction requirements. 

This element helps emphasize the importance of each goal, whether it is aligning the team, influencing decisions, inspiring motivation, or fostering skill development. It clearly articulates the purpose and significance of the presentation.

This element describes the methods, tools, and techniques used to convey information and engage the audience effectively. Presenters can use different methods, such as interactive elements, clear visuals, persuasive language, success stories, and Q&A sessions to achieve each specific presentation goal. 

The structure of a presentation is divided into three parts, including an introduction, body, and conclusion [8] . However, using 5W1H can help arrange information in each part effectively.

Introduction

When starting your presentation , clearly state the objective or purpose of your presentation [8] . For that, you will use the “What” element to address the purpose.  

What & Why: In the initial part of the present, you will elaborate on your objectives. Addressing the “What” and emphasizing the “Why” will support your main point. 

Where & When: Adding more information, you will provide contextual details and timelines for key events or actions.

How: Meanwhile, in the body part, you will also discuss the methodologies, processes, or steps involved in achieving the presentation objective.

Who: In some presentations, you will also add the “Who” element in the body. Where you will define the key stakeholders, emphasizing their roles and involvement.

Use visuals such as charts, graphs, or diagrams corresponding to each W and H. Visual aids enhance clarity and engagement [9] .

With the conclusion, you will end your presentation .  You will revise the main points covered under each W and H, reinforcing the significance of your message. 

Vague “Why” Statements

The audience may struggle to connect with the presentation when the “Why” aspect lacks specificity or is not articulated clearly. It causes disinterest and a lack of engagement. Presenters need to provide clear reasons to keep the audience invested.

Overloading Slides with Information (How, What)

 Another common mistake is including too much data on slides without proper organization. It makes it difficult for the audience to focus on key points. Presenters should ensure each slide conveys a concise and impactful message.

Assuming Homogeneous Audiences (Who)

Treating the entire audience as a single, uniform group is problematic. It can result in a lack of resonance. Presenters should consider their audience segments’ varied interests, backgrounds, and needs while presenting the information.

Incomplete Information Gathering (What, Who)

Another mistake could be making assumptions about the answers without proper verification. Relying on incomplete or biased sources for information diminishes the presenter’s credibility. Failing to address one or more of the 5Ws also causes incomplete information. Thorough research using reliable sources is essential for a well-rounded and trustworthy presentation.

Ignoring Audience Feedback (How, Why)

Failing to address audience feedback limits the interactive nature of the presentation. Presenters should encourage questions and feedback. They can use feedback as an opportunity to enhance clarity and engagement.

Real-Life Applications of the 4W1H & 5W1H Framework in Presentation

In this section, we will present a series of examples of how to implement the 4WH1 & 5W1H Framework for specific presentation niches.

The marketing team is launching a new fitness tracker called “ActivePulse,” targeting health-conscious individuals. The team presents the product launch idea to key stakeholders, including investors, partners, and internal teams. They decide to use the 5W1H Framework to structure their presentation.

Introduction: What

Introducing ActivePulse

Description of ActivePulse as a fantastic fitness tracker.

Features highlighted: real-time heart rate monitoring, activity tracking, sleep analysis.

Why: Purpose and Unique Selling Propositions

Clear articulation of ActivePulse’s purpose: empowering individuals to lead healthier lives.

Identification of unique selling propositions: advanced health tracking, user-friendly design, and long battery life.

Where: Market and Distribution Channels

Analysis of the target market: health-conscious regions, fitness-focused demographics.

Overview of distribution channels: online platforms, retail partnerships, fitness centers.

Maps or graphics illustrating the reach of the product.

When: Strategic Timing

Discussion of the timing for marketing campaigns and product launches.

Consideration of fitness events, New Year resolutions, and seasonal trends.

A timeline illustrating the planned milestones leading up to the launch.

Who: Target Audience and Stakeholders

Definition of the target audience: health enthusiasts, fitness communities, tech-savvy individuals.

Identification of key stakeholders: investors, strategic partners, internal teams.

How: Advertising and Promotion Strategies

Outline of advertising channels: social media campaigns, fitness influencers, and tech publications.

Strategies for promotion: pre-launch discounts, influencer partnerships, and launch events.

Visual mock-ups of planned advertisements or promotional materials.

A company, TechEvolve, is undergoing a significant rebranding and restructuring initiative to enhance competitiveness in the tech industry. The leadership team presents the details of this transformation to key stakeholders, including employees, investors, and partners, and the brainstorming process that led to that presentation (the 5W1H framework).

What: Business Goals and Objectives

A clear outline of the business goals and objectives driving the restructuring.

Emphasis on increased market share, improved customer satisfaction, and technological leadership.

Who: Roles and Responsibilities

Definition of the roles and responsibilities of key personnel.

Where: Geographical Locations and Expansions

Identification of current geographical locations of operations.

Overview of planned expansions or strategic shifts.

Maps or graphics illustrating the global reach after restructuring.

When: Timelines for Project Implementations

Establishment of clear timelines for various project implementations.

Milestones for brand rollout, system upgrades, and operational changes.

A timeline graphic illustrating the phased approach to the restructuring.

How: Operational Processes and Methodologies

Development of operational processes, workflows, and methodologies.

Explanation of new technologies, tools, and workflows being introduced.

Why: Strategic Decisions and Changes

Detailed specification of the reasons behind strategic decisions or changes.

Clarification on market trends, competitive landscape, and the need for innovation.

Visuals illustrating market research insights and competitive analyses.

Extra Iteration – What: Q&A and Feedback

Encouragement for questions and feedback.

Contact information for further inquiries.

A prestigious university, AcademiaX, is unveiling a new online course to expand its reach and provide high-quality education in the digital space. The university leadership plans to present the details of this innovative online course using Five Ws.

What: Introduction

Learning Objectives and Curriculum

Overview of the curriculum, highlighting key topics and modules.

Why: Significance and Goals

Explanation of the significance of introducing the online course.

Clear articulation of the goals.

Where: Learning Delivery Locations and Platforms

Identification of the online platforms or learning management systems used.

Explanation of how the course caters to global learners.

Graphics representing the accessibility and reach of the online course.

When: Schedule and Duration

Establishment of the course schedule, including start dates and session durations.

Overview of any flexible learning options or self-paced modules.

A timeline graphic illustrating key milestones and sessions.

Who: Target Audience and Educators

Specification of the target audience: professionals seeking further education, remote learners, etc.

Introduction of the esteemed educators and faculty involved in the online course.

How: Teaching Methods, Materials, and Assessments

Detailed explanation of the teaching methods employed, such as live lectures, discussion forums, and multimedia content.

Showcase learning materials, including e-books, videos, and interactive tools.

Overview of assessments, quizzes, and projects to gauge student understanding.

Recap of key points from the presentation.

A call-to-action, such as registering for the course or spreading the word.

In this executive briefing, the presenter presents a strategic vision for organizational growth and market expansion, using the 5W1H.

What: (Intro & Strategic Objectives)

It briefly overviews the presentation’s purpose.

Statement about the importance of strategic objectives for organizational success.

The presenter defines the organization’s strategic goals, outlining key performance indicators.

Who: Identifying Key Partners

Identify key industry leaders, potential collaborators, and regulatory bodies.

Where & When: Geographical Expansion

It discusses geographical expansions and market-entry timelines.

The presenter will focus on high-level strategies, focusing on innovative approaches and partnerships.

Timeline indicating market-entry plans.

Why: Emphasizing Market Impact

Clearly articulate the impact of your strategies on key business metrics such as market share, profitability, and long-term sustainability. Use infographics to visually communicate positive outcomes, making it easy for executives to grasp the benefits of your initiatives.

How: High-Level Strategies

Outline the innovative approaches and strategic partnerships that will drive your market expansion. Use visuals such as icons or illustrations to represent these strategies.

Applying 4W1H & 5W1H in Six Sigma Implementation

The implementation becomes more structured by incorporating 4W1H and 5W1H at each stage of the Six Sigma methodology . It will address key aspects essential for successful process improvement.

Define (What):

Clearly define the project scope, objectives, and customer requirements. What is the project about? Why is it important? Who are the key stakeholders?

Measure (How & When):

Determine how data will be collected, measured, and analyzed. How will measurements be taken? When is the data collection timeframe?

Analyze (Why & How):

Understand why variations occur and how they impact the process. Why is the process not meeting expectations? How can it be improved?

Improve (What & How):

Develop and implement solutions to address identified issues. What changes will be made? How will these changes be implemented?

Control (Who & When):

Establish control measures and protocols to sustain improvements. Who will be responsible for monitoring? When will reviews occur?

Applying 4W1H & 5W1H with Pyramid Principle in Presentation

The Pyramid Principle is a communication technique that advocates for hierarchically organizing information. It gradually expands to supporting details, starting with the most critical points at the top.

Pyramid Principle Structure

What: Organize the main message at the top of the pyramid.

Who, Why, Where & When, How: Ensure the interconnectedness of these elements, placing “Who” at the pinnacle and influencing the understanding of all other aspects.

Prioritize Information (All Ws & H)

Who: Prioritize information focusing on key stakeholders.

What: Outline the main message or central theme.

Where & When: Address the context and timing of the presentation.

How: Introduce the approach or methodology.

Why: Emphasize the importance of the message.

Supporting Points Below

What: Present supporting points contributing to the main message.

How: Elaborate on the methodology or approach.

Where & When: Provide additional context or timing details.

Further Details and Examples

What & How: Expand with specific information and examples reinforcing the main message and methodology.

Why: Reiterate the importance of the message.

Applying 4W1H & 5W1H in Problem-Solution Format

Let’s apply the 4W1H and 5W1H frameworks within the context of a problem-solution presentation. Assume the problem is a decline in employee engagement within a company, and the goal is to present a solution to improve overall employee satisfaction and motivation.

• What: Decline in Employee Engagement
• Why: Low morale, lack of motivation, and decreased productivity
• Who: All employees across different departments and levels
• When: Ongoing issue affecting daily operations
• Where: Company-wide, impacting various workspaces and teams
• How: Identified through surveys, feedback sessions, and performance indicators

Solution Presentation

• Explain how low morale and motivation can impact productivity, innovation, and overall company success.
• Use storytelling to share anecdotes or data highlighting the current situation’s negative consequences.
• Discuss the methods employed to assess the current state, including surveys, focus groups, and performance metrics.
• Address each group’s specific concerns and interests, emphasizing how the solution benefits them directly.
• Detail the specific steps and actions that will be taken to implement the solution.
• Use the Minto Pyramid Principle to structure the information, placing the most critical elements at the top for clarity.
• Highlight key milestones and iterations, applying agile principles to showcase adaptability and responsiveness to feedback.
• Schedule regular check-ins or progress updates to inform the audience about the implementation process.
• Consider both physical and virtual environments, using appropriate venues for team meetings, town halls, and online platforms for remote or dispersed teams.
• Connect these benefits to the overall success of the company and its strategic objectives, aligning the solution with the broader organizational goals.
• Use audience engagement techniques like surveys or interactive sessions to encourage ongoing communication and collaboration.
• Incorporate hands-on training sessions, workshops, or resources to ensure a smooth transition.
• Conclude with a persuasive call-to-action, inspiring the audience to support and actively participate in the solution implementation.

Training and Development Sessions: Adapting the 5W1H Framework for HR and Training Managers

In tailoring the presentation for HR and Training Managers, the 5W1H framework serves as a guiding principle. The focus is on enhancing employee development and aligning with new HR policies. The presenter defines clear training objectives, identifies target employee groups, and presents a well-structured schedule.

Define the employee development program’s objectives and training content.

Showcase new HR policies and procedures relevant to training initiatives.

Identify target employee groups for training, considering different departments and job roles.

Highlight key stakeholders involved in the implementation of HR policies.

Present a training schedule, considering team meetings, onboarding sessions, and ongoing development opportunities.

Discuss the timing of policy rollouts and training sessions to align with organizational needs.

Choose appropriate training venues, including physical spaces for on-site sessions and virtual platforms for remote teams.

Consider the accessibility and comfort of the training environment for effective learning.

Emphasize the importance of employee development in enhancing skills and job satisfaction.

Communicate the rationale behind new HR policies, linking them to positively impacting workplace culture and employee engagement.

Illustrate the training methodologies, incorporating interactive elements, workshops, and e-learning modules.

Demonstrate the tools and resources available to support HR policies and facilitate effective training.

1. 4W1H PowerPoint Template

With a vivid color layout, this template allows us to present the 4W1H model in a one-pager format or work layer by layer answering each question. Customize this template now!

Use This Template

2. 5W1H Framework PowerPoint Diagram

Framing the 5W1H Method in a hexagon figure, we can represent the questions in a graphic-clear format that’s also an infographic for your presentation. Easy to customize and compatible with any kind of PNG icon of your choice.

3. 5W1H Problem Solving PowerPoint Template

If you aim for a clean layout with focus on problem-solving strategies, this template helps you represent both the 4W1H & 5W1H methods. You can work layer by layer, creating a stack of slides for your presentation or work in a one-pager format.

4. 5W1H PowerPoint Template

This template is the 5W1H version of the first one listed in this recommended section, featuring the Five Ws. Icons and color layout are the same, so you can edit any area of this presentation template to suit the needs of your projects.

Structuring a presentation is crucial for effective communication, and the 5Ws offer a simple yet powerful framework. This approach ensures the presenter addresses the fundamental questions, producing a well-organized message. By following this structure, presenters can deliver information in a logical sequence. The 5Ws act as a guide, helping to maintain relevance, completeness, and clarity throughout the presentation.

[1] Chakma, K., Das, A. and Debbarma, S., 2019. Deep semantic role labeling for tweets using 5W1H: Who, What, When, Where, Why and How. Computación y Sistemas , 23 (3), pp.751-763. https://www.scielo.org.mx/scielo.php?pid=S1405-55462019000300751&script=sci_arttext&tlng=en

[2] Sloan, M.C., 2010. Aristotle’s nicomachean ethics as the original locus for the septem circumstantiae. Classical Philology , 105 (3), pp.236-251. http://www.jstor.org/stable/10.1086/656196 .

[3] Bešker, I., 2022. „The Roots of the 5 Ws “. Dostupno na: https://hrcak. srce. hr/file/61689, datum pristupa , 5 .

[4] Fauziah, Y., Putri, E.Y., Susmita, A. and Purba, H.H. 2021, A Systematic Literature Review Of 5w1h In Manufacturing And Services Industries. 3rd Mercu Buana Conference on Industrial Engineering-MBCIE 2021.

[5] Steps in Preparing a Presentation. Online learning tutorials for essential college skills . Available at: https://pennstatelearning.psu.edu/istudy_tutorials/oralpresentations/oralpresentations3.html  

[6]  Using the 5Ws to Evaluate Information. https://crc.losrios.edu/crc/main/doc/services/library/5ws-evaluation-worksheet.pdf

[7]  Understanding Your Audience. Fundamentals Of Engineering Technical Communications. https://ohiostate.pressbooks.pub/feptechcomm/chapter/2-audience/

[8] Structuring your presentation (2023)  Australian National University. https://www.anu.edu.au/students/academic-skills/writing-assessment/presentations/structuring-your-presentation#:~:text=Just%20like%20other%20forms%20of,the%20significance%20of%20your%20talk

[9] Designing Effective Presentation Materials. Effective Presentation Skills Tutorial. https://www.niu.edu/presentations/design/index.shtml

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3 Great Examples of Slide Structure from McKinsey, Bain, and BCG

By Paul Moss

Consulting firms all around the world consistently rely on the pyramid principle to build high-quality presentations with proper slide structure..

Consulting firms like McKinsey, Bain, and BCG rely on proper slide structure to communicate insights to their clients. In this post, I’ll show you exactly how they use the Pyramid Principle to structure their slides, and why it makes such a big difference in the clarity of their presentations.  

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Table of Contents

What is the Pyramid Principle?

Put simply, the Pyramid Principle is just a structured way of communicating your ideas where you  start with your main point and then work your way through the supporting details of that main point.  It is represented pretty well with a pyramid because you start right at the top of the Pyramid and then move down to the bottom with more supporting details and data.

Let’s say I am trying to communicate the idea that LeBron James is my favorite player. I would first start with the main point, and then provide my three key arguments for why he is my favorite player. Then below that, I could provide supporting details for each key argument. 

In this visualization,  each idea is meant to summarize all the ideas below it.  For example, the idea that Lebron James scores a lot of points summarizes the two supporting details about his career average of 27 points per game, and him being the 3rd highest all-time scorer. 

This style of top-down communication works really well in a variety of settings, including email, face-to-face communication, and of course, PowerPoint presentations — which is what I’m going to focus on here. 

BCG Example

The first example on our list is BCG . The slide is an excellent example of the Pyramid Principle because it is well-structured and clear. The slide title says “Melbourne seen as a cultural and creative city”, which is the main point the slide creator is trying to communicate (which is why it sits at the top of the slide in bold green letters).

Then they’ve split the main point into two key arguments: “Melbourne perceived by Australians as the country’s leading cultural city” and, “International travelers also perceive Melbourne as a creative city”. Then below each subtitle, there are four supporting points that are meant to provide support. 

“Melbourne as a Global Cultural Destination” BCG

In this example the Pyramid Principle is quite easy to see. The title of the slide is the main point, the subtitles of the slide represent the key arguments, and the bullet points below that make up the supporting details and data. Each aspect of the slide fits into one of these three layers, and  everything on the slide has a purpose.

By structuring the information in this way,  BCG makes it easy for the audience to process the contents of the slide quickly and easily.  There’s no question about what they’re trying to say, or why they’re trying to say it.

With data-heavy slides like this, it can be easy for the audience to get lost — especially if they’re trying to listen to a live speaker, read the words on the slide, and think critically about the slide’s message. Even for a smart person, this can be cognitive overload.  Organizing the slide into digestible bites significantly reduces the mental load on the audience. 

McKinsey Example 

The next slide from McKinsey is also reasonably straightforward. It’s from a deck about high-growth emerging economies, which they refer to as “outperforming economies”.

The title of the slide says “A pro growth agenda of productivity, income, and demand propelled the outperforming economies”, and the slide itself shows the three areas that have propelled the growth for these emerging economies: productivity, growth, and demand. 

“Outperformers: High-growth emerging economies and the companies that propel them” McKinsey, October 2018

There’s a few data points on the slide and a nice visual in the middle to break down the three main categories, making it pretty easy to spot the different layers in the Pyramid. So obviously, just like in our last slide, the main point will be represented by the title. That is what they want us to understand and take away from the slide first.

Then next the key argument level is also pretty clear with “higher productivity”, “boosting demand”, and “strong and inclusive growth” shown in bold text within each bracket (and also mentioned in the title). Then lastly, the bottom layer of the pyramid is represented by the various bullet points within each bracket (below the key arguments).

Altogether, it makes for  a well structured slide with a clear message and clear supporting points.  Despite not be organized visually in the same way as the BCG slide, the slide is very well structured and easy to understand. 

Bain Example

Then lastly, we have a slide from Bain , and this one is slightly more complicated than the first two. The title says “Greater than 60% of growth in 2011 continues to come from new customers. However, share from existing customers improved.” The slide is all about the luxury goods market in China, and more specifically, they’re trying to show where the growth in the market is coming from.

 “China Luxury Market Study” Bain & Company, December 2011

The BCG slide was organized neatly into the left and right sections of the slide, and in the McKinsey slide they were bolded with bullet points underneath. What’s tricky about this slide however, is that  the Pyramid Principle is not clearly visible at first glance. 

The title of the slide still represents the main point, and the key arguments are not emphasized visually, but logically they’re still present. The first key argument is that growth is coming from new customers, and the second key argument is that growth is coming from existing customers. Then if you look through the body of the slide,  you’ll notice that everything falls into one of these two categories. 

In the waterfall chart for example, notice how it is split into these two categories: new customers (as represented by the red columns), and then existing customers (as represented by the dark grey columns). Then on the right hand side of the slide, each of the bullet points can fit into one of the two categories. 

For example, the first bullet says “China market is still supply driven; new store openings create new demand.” This clearly fits into the key argument about growth coming (in part) from new customers. Combined with the key argument about growth coming from existing customers,  these two provide solid logical support for the main point. 

So despite not having an easy visual layout like the previous two examples, this slide is well organized logically, and provides a nice structure that helps the audience clearly understand the main message, as well as the support for that main message. 

You can watch a video version of this article on YouTube .

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Design Thinking (DT)

What is design thinking (dt).

Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. It is most useful to tackle ill-defined or unknown problems and involves five phases: Empathize, Define, Ideate, Prototype and Test.

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Why Is Design Thinking so Important?

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

— Tim Brown, CEO of IDEO

Design thinking fosters innovation . Companies must innovate to survive and remain competitive in a rapidly changing environment. In design thinking, cross-functional teams work together to understand user needs and create solutions that address those needs. Moreover, the design thinking process helps unearth creative solutions.

Design teams use design thinking to tackle ill-defined/unknown problems (aka wicked problems ). Alan Dix, Professor of Human-Computer Interaction, explains what wicked problems are in this video.

Wicked problems demand teams to think outside the box, take action immediately, and constantly iterate—all hallmarks of design thinking.

Don Norman, a pioneer of user experience design, explains why the designer’s way of thinking is so powerful when it comes to such complex problems.

Design thinking offers practical methods and tools that major companies like Google, Apple and Airbnb use to drive innovation. From architecture and engineering to technology and services, companies across industries have embraced the methodology to drive innovation and address complex problems. 

The End Goal of Design Thinking: Be Desirable, Feasible and Viable

The design thinking process aims to satisfy three criteria: desirability (what do people desire?), feasibility (is it technically possible to build the solution?) and viability (can the company profit from the solution?). Teams begin with desirability and then bring in the other two lenses.

© Interaction Design Foundation, CC BY-SA 4.0

Desirability: Meet People’s Needs

The design thinking process starts by looking at the needs, dreams and behaviors of people—the end users. The team listens with empathy to understand what people want, not what the organization thinks they want or need. The team then thinks about solutions to satisfy these needs from the end user’s point of view.

Feasibility: Be Technologically Possible

Once the team identifies one or more solutions, they determine whether the organization can implement them. In theory, any solution is feasible if the organization has infinite resources and time to develop the solution. However, given the team’s current (or future resources), the team evaluates if the solution is worth pursuing. The team may iterate on the solution to make it more feasible or plan to increase its resources (say, hire more people or acquire specialized machinery).

At the beginning of the design thinking process, teams should not get too caught up in the technical implementation. If teams begin with technical constraints, they might restrict innovation.

Viability: Generate Profits

A desirable and technically feasible product isn’t enough. The organization must be able to generate revenues and profits from the solution. The viability lens is essential not only for commercial organizations but also for non-profits. 

Traditionally, companies begin with feasibility or viability and then try to find a problem to fit the solution and push it to the market. Design thinking reverses this process and advocates that teams begin with desirability and bring in the other two lenses later.

The Five Stages of Design Thinking

Stanford University’s Hasso Plattner Institute of Design, commonly known as the d.school, is renowned for its pioneering approach to design thinking. Their design process has five phases: Empathize, Define, Ideate, Prototype, and Test. These stages are not always sequential. Teams often run them in parallel, out of order, and repeat them as needed.

Stage 1: Empathize —Research Users' Needs

The team aims to understand the problem, typically through user research. Empathy is crucial to design thinking because it allows designers to set aside your assumptions about the world and gain insight into users and their needs.

Stage 2: Define—State Users' Needs and Problems

Once the team accumulates the information, they analyze the observations and synthesize them to define the core problems. These definitions are called problem statements . The team may create personas to help keep efforts human-centered.

Stage 3: Ideate—Challenge Assumptions and Create Ideas

With the foundation ready, teams gear up to “think outside the box.” They brainstorm alternative ways to view the problem and identify innovative solutions to the problem statement.

Stage 4: Prototype—Start to Create Solutions

This is an experimental phase. The aim is to identify the best possible solution for each problem. The team produces inexpensive, scaled-down versions of the product (or specific features found within the product) to investigate the ideas. This may be as simple as paper prototypes .

Stage 5: Test—Try the Solutions Out

The team tests these prototypes with real users to evaluate if they solve the problem. The test might throw up new insights, based on which the team might refine the prototype or even go back to the Define stage to revisit the problem.

These stages are different modes that contribute to the entire design project rather than sequential steps. The goal is to gain a deep understanding of the users and their ideal solution/product.

Design Thinking Frameworks

There is no single definition or process for design thinking. The five-stage design thinking methodology described above is just one of several frameworks.

Hasso-Platner Institute Panorama

Ludwig Wilhelm Wall, CC BY-SA 3.0 , via Wikimedia Commons

Innovation doesn’t follow a linear path or have a clear-cut formula. Global design leaders and consultants have interpreted the abstract design process in different ways and have proposed other frameworks of design thinking.

Head, Heart and Hand by the American Institution of Graphic Arts (AIGA)

The Head, Heart, and Hand approach by AIGA (American Institute of Graphic Arts) is a holistic perspective on design. It integrates the intellectual, emotional, and practical aspects of the creative process.

More than a process, the Head, Heart and Hand framework outlines the different roles that designers must perform to create great results.

© American Institute of Graphic Arts, Fair Use

“ Head ” symbolizes the intellectual component. The team focuses on strategic thinking, problem-solving and the cognitive aspects of design. It involves research and analytical thinking to ensure that design decisions are purposeful.

“ Heart ” represents the emotional dimension. It emphasizes empathy, passion, and human-centeredness. This aspect is crucial in understanding the users’ needs, desires, and experiences to ensure that designs resonate on a deeper, more personal level.

“ Hand ” signifies the practical execution of ideas, the craftsmanship, and the skills necessary to turn concepts into tangible solutions. This includes the mastery of tools, techniques, and materials, as well as the ability to implement and execute design ideas effectively.

Inspire, Ideate, Implement by IDEO

IDEO is a leading design consultancy and has developed its own version of the design thinking framework.

IDEO’s design thinking process is a cyclical three-step process that involves Inspiration, Ideation and Implementation.

© IDEO, Public License

In the “ Inspire ” phase, the team focuses on understanding users’ needs, behaviors, and motivations. The team empathizes with people through observation and user interviews to gather deep insights.

In the “ Ideate ” phase, the team synthesizes the insights gained to brainstorm a wide array of creative solutions. This stage encourages divergent thinking, where teams focus on quantity and variety of ideas over immediate practicality. The goal is to explore as many possibilities as possible without constraints.

In the “ Implement ” phase, the team brings these ideas to life through prototypes. The team tests, iterates and refines these ideas based on user feedback. This stage is crucial for translating abstract concepts into tangible, viable products, services, or experiences.

The methodology emphasizes collaboration and a multidisciplinary approach throughout each phase to ensure solutions are innovative and deeply rooted in real human needs and contexts.

The Double Diamond by the Design Council

In the book Designing Social Systems in a Changing World , Béla Heinrich Bánáthy, Professor at San Jose State University and UC Berkeley, created a “divergence-convergence model” diagram. The British Design Council interpreted this diagram to create the Double Diamond design process model.

As the name suggests, the double diamond model consists of two diamonds—one for the problem space and the other for the solution space. The model uses diamonds to represent the alternating diverging and converging activities.

© Design Council, CC BY 4.0

In the diverging “ Discover ” phase, designers gather insights and empathize with users’ needs. The team then converges in the “ Define ” phase to identify the problem.

The second, solution-related diamond, begins with “ Develop ,” where the team brainstorms ideas. The final stage is “ Deliver ,” where the team tests the concepts and implements the most viable solution.

This model balances expansive thinking with focused execution to ensure that design solutions are both creative and practical. It underscores the importance of understanding the problem thoroughly and carefully crafting the solution, making it a staple in many design and innovation processes.

With the widespread adoption of the double diamond framework, Design Council’s simple visual evolved.

In this expanded and annotated version, the framework emphasizes four design principles:

Be people-centered.

Communicate (visually and inclusively).

Collaborate and co-create.

Iterate, iterate, iterate!

The updated version also highlights the importance of leadership (to create an environment that allows innovation) and engagement (to connect with different stakeholders and involve them in the design process).

Common Elements of Design Thinking Frameworks

On the surface, design thinking frameworks look very different—they use alternative names and have different numbers of steps. However, at a fundamental level, they share several common traits.

Start with empathy . Focus on the people to come up with solutions that work best for individuals, business, and society.

Reframe the problem or challenge at hand . Don’t rush into a solution. Explore the problem space and look at the issue through multiple perspectives to gain a more holistic, nuanced understanding.

Initially, employ a divergent style of thinking (analyze) . In the problem space, gather as many insights as possible. In the solution space, encourage team members to generate and explore as many solutions as possible in an open, judgment-free ideation space.

Later, employ a convergent style of thinking (synthesize) . In the problem space, synthesize all data points to define the problem. In the solution space, whittle down all the ideas—isolate, combine and refine potential solutions to create more mature ideas.

Create and test prototypes . Solutions that make it through the previous stages get tested further to remove potential issues.

Iterate . As the team progresses through the various stages, they revisit different stages and may redefine the challenge based on new insights.

Design thinking is a non-linear process. For example, teams may jump from the test stage to the define stage if the tests reveal insights that redefine the problem. Or, a prototype might spark a new idea, prompting the team to step back into the ideate stage. Tests may also create new ideas for projects or reveal insights about users.

Design Thinking Mindsets: More than a Process

A mindset is a characteristic mental attitude that determines how one interprets and responds to situations . Design thinking mindsets are how individuals think , feel and express themselves during design thinking activities. It includes people’s expectations and orientations during a design project.

Without the right mindset, it can be very challenging to change how we work and think.

The key mindsets that ensure a team can successfully implement design thinking are.

Be empathetic: Empathy is the ability to place yourself, your thinking and feelings in another person’s shoes. Design thinking begins from a deep understanding of the needs and motivations of people—the parents, neighbors, children, colleagues, and strangers who make up a community. 

Be collaborative: No one person is responsible for the outcome when you work in a team. Several great minds are always stronger than just one. Design thinking benefits from the views of multiple perspectives and lets others’ creativity bolster your own.

Be optimistic: Be confident about achieving favorable outcomes. Design thinking is the fundamental belief that we can all create change—no matter how big a problem, how little time, or how small a budget. Designing can be a powerful process no matter what constraints exist around you.

Embrace ambiguity: Get comfortable with ambiguous and complex situations. If you expect perfection, it is difficult to take risks, which limits your ability to create radical change. Design thinking is all about experimenting and learning by doing. It gives you the confidence to believe that new, better things are possible and that you can help make them a reality. 

Be curious: Be open to different ideas. Recognize that you are not the user.

Reframe: Challenge and reframe assumptions associated with a given situation or problem. Don’t take problems at face value. Humans are primed to look for patterns. The unfortunate side effect of these patterns is that we form (often false and sometimes dangerous) stereotypes and assumptions. Design thinking aims to help you break through any preconceived notions and biases and reframe challenges.

Embrace diversity: Work with and engage people with different cultural backgrounds, experiences, and ways of thinking and working. Everyone brings a unique perspective to the team. When you include diverse voices in a team, you learn from each other’s experiences, further helping you break through your assumptions.

Make tangible: When you make ideas tangible, it is faster and easier for everyone on the team to be on the same page. For example, sketching an idea or enacting a scenario is far more convenient and easy to interpret than an elaborate presentation or document.

Take action: Run experiments and learn from them.

Design Thinking vs Agile Methodology

Teams often use design thinking and agile methodologies in project management, product development, and software development. These methodologies have distinct approaches but share some common principles.

Similarities between Design Thinking and Agile

Iterative process.

Both methodologies emphasize iterative development. In design thinking, teams may jump from one phase to another, not necessarily in a set cyclical or linear order. For example, on testing a prototype, teams may discover something new about their users and realize that they must redefine the problem. Agile teams iterate through development sprints.

User-Centered

The agile and design thinking methodologies focus on the end user. All design thinking activities—from empathizing to prototyping and testing—keep the end users front and center. Agile teams continually integrate user feedback into development cycles.

Collaboration and Teamwork

Both methodologies rely heavily on collaboration among cross-functional teams and encourage diverse perspectives and expertise.

Flexibility and Adaptability

With its focus on user research, prototyping and testing, design thinking ensures teams remain in touch with users and get continuous feedback. Similarly, agile teams monitor user feedback and refine the product in a reasonably quick time.

In this video, Laura Klein, author of Build Better Products , describes a typical challenge designers face on agile teams. She encourages designers to get comfortable with the idea of a design not being perfect. Notice the many parallels between Laura’s advice for designers on agile teams and the mindsets of design thinking.

Differences between Design Thinking and Agile

While design thinking and agile teams share principles like iteration, user focus, and collaboration, they are neither interchangeable nor mutually exclusive. A team can apply both methodologies without any conflict.

From a user experience design perspective, design thinking applies to the more abstract elements of strategy and scope. At the same time, agile is more relevant to the more concrete elements of UX: structure, skeleton and surface. For quick reference, here’s an overview of the five elements of user experience.

Design thinking is more about exploring and defining the right problem and solution, whereas agile is about efficiently executing and delivering a product.

Here are the key differences between design thinking and agile.

Design Sprint: A Condensed Version of Design Thinking

A design sprint is a 5-day intensive workshop where cross-functional teams aim to develop innovative solutions.

The design sprint is a very structured version of design thinking that fits into the timeline of a sprint (a sprint is a short timeframe in which agile teams work to produce deliverables). Developed by Google Ventures, the design sprint seeks to fast-track innovation.

In this video, user researcher Ditte Hvas Mortensen explains the design sprint in detail.

Learn More about Design Thinking

Design consultancy IDEO’s designkit is an excellent repository of design thinking tools and case studies.

To keep up with recent developments in design thinking, read IDEO CEO Tim Brown’s blog .

Enroll in our course Design Thinking: The Ultimate Guide —an excellent guide to get you started on your design thinking projects.

Questions related to Design Thinking

You don’t need any certification to practice design thinking. However, learning about the nuances of the methodology can help you:

Pick the appropriate methods and tailor the process to suit the unique needs of your project.

Avoid common pitfalls when you apply the methods.

Better lead a team and facilitate workshops.

Increase the chances of coming up with innovative solutions.

IxDF has a comprehensive course to help you gain the most from the methodology: Design Thinking: The Ultimate Guide .

Anyone can apply design thinking to solve problems. Despite what the name suggests, non-designers can use the methodology in non-design-related scenarios. The methodology helps you think about problems from the end user’s perspective. Some areas where you can apply this process:

Develop new products with greater chances of success.

Address community-related issues (such as education, healthcare and environment) to improve society and living standards.

Innovate/enhance existing products to gain an advantage over the competition.

Achieve greater efficiencies in operations and reduce costs.

Use the Design Thinking: The Ultimate Guide course to apply design thinking to your context today.

A framework is the basic structure underlying a system, concept, or text. There are several design thinking frameworks with slight differences. However, all the frameworks share some traits. Each framework: 

Begins with empathy.

Reframes the problem or challenge at hand.

Initially employs divergent styles of thinking to generate ideas.

Later, it employs convergent styles of thinking to narrow down the best ideas,

Creates and tests prototypes.

Iterates based on the tests.

Some of the design thinking frameworks are:

5-stage design process by d.school

7-step early traditional design process by Herbert Simon

The 5-Stage DeepDive™ by IDEO

The “Double Diamond” Design Process Model by the Design Council

Collective Action Toolkit (CAT) by Frog Design

The LUMA System of Innovation by LUMA Institute

For details about each of these frameworks, see 10 Insightful Design Thinking Frameworks: A Quick Overview .

IDEO’s 3-Stage Design Thinking Process consists of inspiration, ideation and implementation:

Inspire : The problem or opportunity inspires and motivates the search for a solution.

Ideate : A process of synthesis distills insights which can lead to solutions or opportunities for change.

Implement : The best ideas are turned into a concrete, fully conceived action plan.

IDEO is a leader in applying design thinking and has developed many frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

Design Council's Double Diamond diagram depicts the divergent and convergent stages of the design process.

Béla H. Bánáthy, founder of the White Stag Leadership Development Program, created the “divergence-convergence” model in 1996. In the mid-2000s, the British Design Council made this famous as the Double Diamond model.

The Double Diamond diagram graphically represents a design thinking process. It highlights the divergent and convergent styles of thinking in the design process. It has four distinct phases:

Discover: Initial idea or inspiration based on user needs.

Define: Interpret user needs and align them with business objectives.

Develop: Develop, iterate and test design-led solutions.

Deliver: Finalize and launch the end product into the market.

Double Diamond is one of several design thinking frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

There are several design thinking methods that you can choose from, depending on what stage of the process you’re in. Here are a few common design thinking methods:

User Interviews: to understand user needs, pain points, attitudes and behaviors.

5 Whys Method: to dig deeper into problems to diagnose the root cause.

User Observations: to understand how users behave in real life (as opposed to what they say they do).

Affinity Diagramming: to organize research findings.

Empathy Mapping: to empathize with users based on research insights.

Journey Mapping: to visualize a user’s experience as they solve a problem.

6 Thinking Hats: to encourage a group to think about a problem or solution from multiple perspectives.

Brainstorming: to generate ideas.

Prototyping: to make abstract ideas more tangible and test them.

Dot Voting: to select ideas.

Start applying these methods to your work today with the Design Thinking template bundle .

For most of the design thinking process, you will need basic office stationery:

Pen and paper

Sticky notes

Whiteboard and markers

Print-outs of templates and canvases as needed (such as empathy maps, journey maps, feedback capture grid etc.) You can also draw these out manually.

Prototyping materials such as UI stencils, string, clay, Lego bricks, sticky tapes, scissors and glue.

A space to work in.

You can conduct design thinking workshops remotely by:

Using collaborative software to simulate the whiteboard and sticky notes.

Using digital templates instead of printed canvases.

Download print-ready templates you can share with your team to practice design thinking today.

Design thinking is a problem-solving methodology that helps teams better identify, understand, and solve business and customer problems.

When businesses prioritize and empathize with customers, they can create solutions catering to their needs. Happier customers are more likely to be loyal and organically advocate for the product.

Design thinking helps businesses develop innovative solutions that give them a competitive advantage.

Gain a competitive advantage in your business with Design Thinking: The Ultimate Guide .

The evolution of Design Thinking can be summarised in 8 key events from the 1960s to 2004.

© Interaction Design Foundation, CC BY-SA 4.0.

Herbert Simon’s 1969 book, "The Sciences of the Artificial," has one of the earliest references to design thinking. David Kelley, founder of the design consultancy IDEO, coined the term “design thinking” and helped make it popular.

For a more comprehensive discussion on the origins of design thinking, see The History of Design Thinking .

Some organizations that have employed design thinking successfully are:

Airbnb: Airbnb used design thinking to create a platform for people to rent out their homes to travelers. The company focused on the needs of both hosts and guests . The result was a user-friendly platform to help people find and book accommodations.

PillPack: PillPack is a prescription home-delivery system. The company focused on the needs of people who take multiple medications and created a system that organizes pills by date and time. Amazon bought PillPack in 2018 for $1 billion .

Google Creative Lab: Google Creative Lab collaborated with IDEO to discover how kids physically play and learn. The team used design thinking to create Project Bloks . The project helps children develop foundational problem-solving skills "through coding experiences that are playful, tactile and collaborative.”

See more examples of design thinking and learn practical methods in Design Thinking: The Ultimate Guide .

Innovation essentially means a new idea. Design thinking is a problem-solving methodology that helps teams develop new ideas. In other words, design thinking can lead to innovation.

Human-Centered Design is a newer term for User-Centered Design

“Human-centred design is an approach to interactive systems development that aims to make systems usable and useful by focusing on the users, their needs and requirements, and by applying human factors/ergonomics, and usability knowledge and techniques. This approach enhances effectiveness and efficiency, improves human well-being, user satisfaction, accessibility and sustainability; and counteracts possible adverse effects of use on human health, safety and performance.”

— ISO 9241-210:2019(en), ISO (the International Organization for Standardization)  

User experience expert Don Norman describes human-centered design (HCD) as a more evolved form of user-centered design (UCD). The word "users" removes their importance and treats them more like objects than people. By replacing “user” with “human,” designers can empathize better with the people for whom they are designing. Don Norman takes HCD a step further and prefers the term People-Centered Design.

Design thinking has a broader scope and takes HCD beyond the design discipline to drive innovation.

People sometimes use design thinking and human-centered design to mean the same thing. However, they are not the same. HCD is a formal discipline with a specific process used only by designers and usability engineers to design products. Design thinking borrows the design methods and applies them to problems in general.

Design Sprint condenses design thinking into a 1-week structured workshop

Google Ventures condensed the design thinking framework into a time-constrained 5-day workshop format called the Design Sprint. The sprint follows one step per day of the week:

Monday: Unpack

Tuesday: Sketch

Wednesday: Decide

Thursday: Prototype

Friday: Test

Learn more about the design sprint in Make Your UX Design Process Agile Using Google’s Methodology .

Systems Thinking is a distinct discipline with a broader approach to problem-solving

“Systems thinking is a way of exploring and developing effective action by looking at connected wholes rather than separate parts.”

— Introduction to Systems thinking, Report of GSE and GORS seminar, Civil Service Live

Both HCD and Systems Thinking are formal disciplines. Designers and usability engineers primarily use HCD. Systems thinking has applications in various fields, such as medical, environmental, political, economic, human resources, and educational systems.

HCD has a much narrower focus and aims to create and improve products. Systems thinking looks at the larger picture and aims to change entire systems.

Don Norman encourages designers to incorporate systems thinking in their work. Instead of looking at people and problems in isolation, designers must look at them from a systems point of view.

In summary, UCD and HCD refer to the same field, with the latter being a preferred phrase.

Design thinking is a broader framework that borrows methods from human-centered design to approach problems beyond the design discipline. It encourages people with different backgrounds and expertise to work together and apply the designer’s way of thinking to generate innovative solutions to problems.

Systems thinking is another approach to problem-solving that looks at the big picture instead of specific problems in isolation.

The design sprint is Google Ventures’ version of the design thinking process, structured to fit the design process in 1 week.

There are multiple design thinking frameworks, each with a different number of steps and phase names. One of the most popular frameworks is the Stanford d.School 5-stage process.

Design thinking is an iterative and non-linear process. It contains five phases: 1. Empathize, 2. Define, 3. Ideate, 4. Prototype and 5. Test. It is important to note the five stages of design thinking are not always sequential. They do not have to follow a specific order, and they can often occur in parallel or be repeated iteratively. The stages should be understood as different modes which contribute to the entire design project, rather than sequential steps.

For more details, see The 5 Stages in the Design Thinking Process .

IDEO is a leading design consultancy and has developed its own version of the design thinking framework and adds the dimension of implementation in the process.

IDEO’s framework uses slightly different terms than d.school’s design thinking process and adds an extra dimension of implementation. The steps in the DeepDive™ Methodology are: Understand, Observe, Visualize, Evaluate and Implement.

IDEO’s DeepDive™ Methodology includes the following steps:

Understand: Conduct research and identify what the client needs and the market landscape

Observe: Similar to the Empathize step, teams observe people in live scenarios and conduct user research to identify their needs and pain points.

Visualize: In this step, the team visualizes new concepts. Similar to the Ideate phase, teams focus on creative, out-of-the-box and novel ideas.

Evaluate: The team prototypes ideas and evaluates them. After refining the prototypes, the team picks the most suitable one.

Implement: The team then sets about to develop the new concept for commercial use.

IDEO’s DeepDive™ is one of several design thinking frameworks. Find out more in 10 Insightful Design Thinking Frameworks: A Quick Overview .

Literature on Design Thinking (DT)

Here’s the entire UX literature on Design Thinking (DT) by the Interaction Design Foundation, collated in one place:

Learn more about Design Thinking (DT)

Take a deep dive into Design Thinking (DT) with our course Design Thinking: The Ultimate Guide .

Some of the world’s leading brands, such as Apple, Google, Samsung, and General Electric, have rapidly adopted the design thinking approach, and design thinking is being taught at leading universities around the world, including Stanford d.school, Harvard, and MIT. What is design thinking, and why is it so popular and effective?

Design Thinking is not exclusive to designers —all great innovators in literature, art, music, science, engineering and business have practiced it. So, why call it Design Thinking? Well, that’s because design work processes help us systematically extract, teach, learn and apply human-centered techniques to solve problems in a creative and innovative way—in our designs, businesses, countries and lives. And that’s what makes it so special.

The overall goal of this design thinking course is to help you design better products, services, processes, strategies, spaces, architecture, and experiences. Design thinking helps you and your team develop practical and innovative solutions for your problems. It is a human-focused , prototype-driven , innovative design process . Through this course, you will develop a solid understanding of the fundamental phases and methods in design thinking, and you will learn how to implement your newfound knowledge in your professional work life. We will give you lots of examples; we will go into case studies, videos, and other useful material, all of which will help you dive further into design thinking. In fact, this course also includes exclusive video content that we've produced in partnership with design leaders like Alan Dix, William Hudson and Frank Spillers!

This course contains a series of practical exercises that build on one another to create a complete design thinking project. The exercises are optional, but you’ll get invaluable hands-on experience with the methods you encounter in this course if you complete them, because they will teach you to take your first steps as a design thinking practitioner. What’s equally important is you can use your work as a case study for your portfolio to showcase your abilities to future employers! A portfolio is essential if you want to step into or move ahead in a career in the world of human-centered design.

Design thinking methods and strategies belong at every level of the design process . However, design thinking is not an exclusive property of designers—all great innovators in literature, art, music, science, engineering, and business have practiced it. What’s special about design thinking is that designers and designers’ work processes can help us systematically extract, teach, learn, and apply these human-centered techniques in solving problems in a creative and innovative way—in our designs, in our businesses, in our countries, and in our lives.

That means that design thinking is not only for designers but also for creative employees , freelancers , and business leaders . It’s for anyone who seeks to infuse an approach to innovation that is powerful, effective and broadly accessible, one that can be integrated into every level of an organization, product, or service so as to drive new alternatives for businesses and society.

You earn a verifiable and industry-trusted Course Certificate once you complete the course. You can highlight them on your resume, CV, LinkedIn profile or your website .

All open-source articles on Design Thinking (DT)

What is design thinking and why is it so popular.

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Personas – A Simple Introduction

• 1.5k shares

Stage 2 in the Design Thinking Process: Define the Problem and Interpret the Results

• 1.3k shares

What is Ideation – and How to Prepare for Ideation Sessions

• 1.2k shares

Stage 3 in the Design Thinking Process: Ideate

• 4 years ago

Affinity Diagrams: How to Cluster Your Ideas and Reveal Insights

Stage 4 in the Design Thinking Process: Prototype

• 3 years ago

Stage 1 in the Design Thinking Process: Empathise with Your Users

Empathy Map – Why and How to Use It

What Is Empathy and Why Is It So Important in Design Thinking?

10 Insightful Design Thinking Frameworks: A Quick Overview

Define and Frame Your Design Challenge by Creating Your Point Of View and Ask “How Might We”

• 1.1k shares

Design Thinking: Get Started with Prototyping

5 Common Low-Fidelity Prototypes and Their Best Practices

Design Thinking: New Innovative Thinking for New Problems

Test Your Prototypes: How to Gather Feedback and Maximize Learning

The History of Design Thinking

The Ultimate Guide to Understanding UX Roles and Which One You Should Go For

Stage 5 in the Design Thinking Process: Test

What Are Wicked Problems and How Might We Solve Them?

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Conceptual design: Definition, step-by-step breakdown

Delving into the realms of product design reveals a meticulous journey comprising distinct stages, each playing a crucial role in transforming an initial spark into a tangible masterpiece. At the heart of this creative process lies the pivotal phase of “conceptual design.”

In this article, we embark on a comprehensive exploration of what conceptual design entails, how it shapes the foundation of successful projects, and its profound impact on user experience and product development. Join me as I illuminate the steps that give rise to innovative and captivating designs.

The importance of process and documentation for conceptual design

The first sketches are minimalistic — what do we do.

• Identifying the problem or service required
• Internal analysis: To understand the client, its brand, and audience
• External analysis: Examining competitors
• Creative thinking methods for Conceptual Design
• Sketching concept drafts
• Develop your prototype

What is conceptual design?

Conceptual design creates a framework for an idea before actualizing it as a design. The core duty of a conceptual designer is to creatively manifest a client’s ideas. Concept design constitutes the foundational phase of the creative product design process, encompassing initial stages where designers lay the groundwork for the entire project (production-ready design).

An idea serves as inspiration, while the design process functions as a tool. Transforming a basic idea into a tangible product is a complex endeavor. Although it’s tempting to envision a scenario where a mere idea magically results in a complete design, this approach often spawns more questions than answers. Bugs and inconsistencies can abound due to missing steps that underpin the product itself. These steps include:

• Understanding the product, its ideas, and goals
• Identifying advantages and weaknesses to competitors through market research
• Defining the target user (user persona)
• Outlining tasks the product should accomplish and its responses to user actions (acceptance criteria)
• Considering monetization strategies
• Determining the number of features for the MVP and subsequent launches within a reasonable timeframe
• Crafting information architecture and user flows for various scenarios

Conceptualization comes into play as we approach the creation of the first wireframes. Here, we make decisions regarding whether to build upon existing frameworks or start from scratch. Each of these stages holds significance, instilling confidence in the designer that all aspects have been accounted for.

Can we omit the concept design phase and directly create the final product? No, it’s not possible to bypass one for the other. The conceptual design phase is pivotal because it’s during this stage that truly original, creative ideas emerge. Essentially, a concept serves as a blueprint, which is evaluated by the team responsible for executing product design, leading to the realization of a final product.

Throughout various design stages, challenges and obstacles surface. Armed with a well-laid plan, you’re better equipped to face these obstacles head-on. Time often elapses before initial design drafts, and clients may grow impatient, believing they’re paying for idle time. It’s essential to articulate the need for preparatory work as the foundation for a solid structure.

Based on the information they gather, the designer constructs an information architecture. Following the path of “product idea > user persona needs > solutions > successful implementation > goal achievement,” the designer incorporates all scenarios and acceptance criteria. With a foundational understanding of basic product functions, the transition to initial wireframes is viable.

And now we come to the second stage, with its pitfalls and difficulties.

Various types of design sketches exist, but during the creation of initial sketches, the emphasis isn’t on UI design but rather user experience. While you can refine the visual aspect indefinitely, releasing a product with poor UX guarantees failure.

In today’s world, users possess limited patience. Particularly for new products vying for a share of the market, clarity is vital. As users grow ever more discerning, the product should meet needs swiftly, effortlessly. While technologies like AI and personal assistants aid this, they don’t negate the importance of UX design.

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This is where the role of a UX designer becomes paramount. They orchestrate the logic, define inputs and outputs for various scenarios, and establish hints for users along with system responses to diverse actions. Maximizing user engagement with minimal actions and swift, effective issue resolution is the goal.

This paves the way for discussing conceptual design in greater detail and sequence.

The stages of conceptual design

Visualize this design process as a tool utilized by the team to articulate key design ideas and their visual expression. Conceptual design aids in determining the desired UI design sought by the client; envisioning the final product’s appearance; and gathering feedback from the target audience.

For UX designers, conceptual design offers a gateway to delve into abstract concepts, proficiently communicate ideas, and evoke emotions in the audience. A production-ready design is one that users will interact with.

Conceptual design embodies an exploration phase wherein designers generate and cultivate abstract ideas that shape the project’s trajectory. Across various design disciplines, it lays the foundation for a product’s aesthetics, functionality, and user experience. By presenting a comprehensive and succinct concept design definition, it enhances SEO and draws the appropriate audience to the work.

Achieving success in conceptual design hinges on comprehending the design’s intent and vision. It entails defining core principles, aesthetics, and goals that steer the entire design process.

Let’s get into these principles so you can better understand the conceptual design process.

1. Identifying the problem or service required

In the realm of conceptual design, the initial steps lay the groundwork for innovative and purpose-driven solutions. This phase revolves around identifying the specific challenges that need addressing and defining the project’s purpose and objectives. A series of fundamental questions guide this process:

• Why is this project needed? (The design process begins by uncovering the motivations and driving forces behind the project)
• What is the purpose of the project? (Each project has a distinct purpose, whether it’s enhancing user experiences, solving a particular problem, or introducing new functionalities)
• What problem is it intended to solve? (By pinpointing the challenges and obstacles to overcome, designers can formulate innovative solutions that directly address the issues at hand)

It is very important to define the problem your design is supposed to solve or the specific goals it wants to achieve.

A concrete example

Imagine a scenario where a client is a company specializing in creating laser-equipped guns for paintball events. When a player hits a target, laser beams create hit marks and tally points on a specialized “target” vest.

However, the company faces a dilemma. While paintball appeals to various age groups, it is often associated with images of violence, which clashes with the company’s aim to cater to a broad, family friendly audience. The company maintains a brand identity that steers clear of violence-related imagery.

In this context, the problem statement crystallizes:

Paintball, a sport with diverse forms and equipment, attracts participants from different age groups. However, its association with violent imagery is incongruent with the company’s inclusive approach, especially when catering to youth. The challenge is to redefine the image of paintball, highlighting the excitement and strategy it offers without perpetuating negative associations.

The role of a concept designer in this scenario is pivotal. They are tasked with crafting a website concept that not only effectively promotes paintball equipment but also addresses the company’s branding concerns, ensuring an inclusive and appealing tone.

By grasping the essence of the problem and aligning it with the brand’s values, the concept designer sets the stage for a design solution that not only meets functional needs but also resonates with the desired audience.

2. Internal analysis: To understand the client, its brand, and audience

Once you formulate a problem statement, define the customer, brand, and audience. Address the following questions:

• Who is your customer? (brand story)
• What is the mission? (brand personality communicated to the industry or market)
• Who is the target audience?
• What does the target audience expect in the design?
• What innovative ideas will distinguish the brand?

Grasping these elements facilitates the conceptualization process, aiding in the exploration of concept design possibilities while highlighting potential limitations. It is the duty of the conceptual designer to integrate client branding effectively to meet both the client’s and their audience’s expectations.

3. External analysis: Examining competitors

The foundation of concept design rests on research and inspiration. Designers must collect data and study precedents to craft their concepts. There’s a trove of information in what has come before; competitors can teach you what does and doesn’t work.

You need to address queries such as:

• Which strategies are competitors employing?
• How are they attaining their objectives?
• Which features and functionalities differentiate them from you?
• What do your competitors possess that you don’t?

Carrying out internal user tests on competitors’ apps and assessing which ones prove most effective is crucial. Investigating competitors also yields insights into industry norms. This empowers you to identify areas lacking effectiveness and to implement optimal strategies for your client’s business.

An indispensable tool for competitive analysis is the moodboard. As you transition from concept to final design, these sources of inspiration will guide your entire team in realizing your vision.

4. Verbal presentation or brainstorming

Transforming a concept into meaningful substance necessitates defining your concept, putting it into words. This phase is commonly referred to as brainstorming, during which you articulate your concept verbally. Organize your thoughts and ideas within a structure that can be utilized to evolve your concepts. This step encompasses brainstorming, mind mapping, free association, and delving into analogies. You’ve probably given all of these a try at some point!

Creative thinking methods for conceptual design

Brainstorming.

Brainstorming stands as a creative technique harnessed to spawn a plethora of ideas and concepts pertaining to a specific topic or issue. Foundational brainstorming techniques include:

• Classic brainstorming : a collective of participants convene, offering unfettered ideas on a designated subject
• Brainwriting : participants jot down ideas on paper or digitally, sharing these records for further additions
• Reverse brainstorming : participants try to magnify or forge a problem. Subsequently, these issues are appraised as a source of ideas for potential solutions
• SCAMPER : this is an acronym that can help generate new ideas based on existing concepts. Substitute, combine, adapt, modify, put to another use, eliminate, reverse
• 6-3-5 brainwriting : six contributors each record three ideas on paper, subsequently passing on these sheets to successive participants who further refine or expand on the notions posited by prior contributors. This cycle repeats six times

Mind mapping

Mind mapping is a method for visually representing an idea in diagrammatic form. The central notion is positioned at the core, while related concepts are positioned on branching limbs, culminating in a tree-like structure. Designers frequently employ this in the initial design stages. This technique catalyzes idea generation, concept organization, visualization, and a comprehension of relationships and data arrangement before delving into more intricate design phases.

Free association

Free association represents a method of unimpeded associative thought, permitting designers to generate ideas grounded in personal connections and the subconscious. Initiated by a central word or phrase, this approach involves enumerating words linked to it either as a list or branching off the main term (mind map).

The objective of this technique is to aggregate interconnected thoughts into a unified entity. This method proves valuable in crafting logos and product names. By avoiding excessive analysis, you continually record significant words that surface until you have a full list.

For instance, if you choose “game,” it could be followed by terms like “excitement,” “competition,” “smile,” and “laughter.” From a design perspective, you can use these words through vibrant color combinations, bold fonts, and maximalist design approaches.

Furthermore, the construction of words can serve as a catalyst for generating design attributes (for the subsequent step) that mirror the essence of the concept.

Ultimately, it proves advantageous to consolidate these interrelated ideas into a coherent sentence or phrase that encapsulates the concept and its objectives. This practice bolsters the concept’s cohesion throughout the design journey.

Exploring analogies

Exploring analogies constitutes a technique for deriving inspiration and comprehension by dissecting and linking akin or comparable objects, processes, or ideas.

• This necessitates exploring other products, interfaces, or processes that might share similarities with the project at hand
• Gain insights into how these entities tackle challenges, offer usability, and generate appeal
• Scrutinize their successful facets, identifying avenues for enhancements applicable to your own interface

5. Sketching concept drafts

The evolution of concepts from abstract ideas to tangible design elements is a crucial process. We employ techniques like:

• Storyboarding
• Prototyping
• Crafting moodboards

Once you’ve comprehended the project’s goals and necessary features, it’s time to give form to your ideas. Begin by outlining your concepts, sketching out layouts. Low-fidelity sketching on paper is a straightforward way to bring your ideas to life. Consider multiple options and arrangements (ideally three variations).A tried-and-true approach involves generating several smaller thumbnails that fit on a single page for effortless comparison and analysis.

Visual research serves as the graphical counterpart to verbal research and brainstorming. At this juncture, detailed refinement of initial sketches isn’t necessary. The primary objective is to visualize your concepts effectively.

This stage is pivotal because even though you might feel you possess a clear mental image of your concept, its appearance on paper is the ultimate test of its viability. Once you have a couple of sketches that resonate with you, transform them into more comprehensive, detailed renditions.

6. Develop your prototype

Designers are tasked with crafting designs that evoke specific emotions and heighten user experiences. This involves acquiring a deep understanding of diverse design elements such as:

• Texture and lighting
• Experimentation with varied design techniques and materials

Concept design affords the opportunity to experiment with diverse design facets like proportions, layouts, and user engagement, culminating in a harmonious whole. Striking a balance between bold concepts and feasibility ensures that your conceptual designs are primed for transformation into tangible products.

Once you’ve etched out initial sketches, it’s time to produce a more intricate representation of your design. This is where prototypes or mockups come into play — models that can be scrutinized and critiqued by others. Perfection isn’t a prerequisite; these are blueprints, not final products. However, they should offer your client a clear grasp of the eventual design’s appearance.

Prototypes undergo testing by real users, and the ensuing feedback is pivotal in refining the interface and identifying potential issues. If the feedback is less than favorable, revisiting previous steps to devise improved solutions is par for the course. This iterative process is characteristic of the conceptual design journey, though it may necessitate several rounds of iteration.

Conceptual design is a dynamic process, demanding continuous refinement grounded in user and stakeholder feedback. Seek feedback early and consistently to guide design choices throughout the entire process.

In conclusion, conceptual design stands as the cornerstone upon which triumphant projects are erected. Employ research and creativity to master the art of concept design, thereby enhancing your product development process.

Efficient communication and presentation of concept designs play a pivotal role in garnering support and comprehension from stakeholders. Design compelling presentations, employ storytelling techniques, and harness the power of visual storytelling to effectively convey your ideas.

The conceptual design process constitutes a pivotal juncture within the product design and development trajectory. For UX and UI designers, the conceptual model serves as the maiden step in articulating the system’s intended functionalities to users.

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Blog – Creative Presentations Ideas

infoDiagram visual slide examples, PowerPoint diagrams & icons , PPT tricks & guides

7 Visual Frameworks for Strategy Analysis Presentation

Last Updated on March 4, 2024 by Rosemary

There are dozens of frameworks you can use for strategy analysis, from the classical SWOT model to the BCG matrix. The question is which one to choose and how to illustrate the strategy engagingly and understandably for your audience. As usual, the simplest way is the best 🙂

Transform your business presentations with our expert resources. Discover more on our business performance presentations webpage.

Frameworks for Strategy Analysis and Planning

Below is the list of key tools used for strategic management. Starting with techniques for analyzing the current business situation and market opportunities and finishing with methods for planning the next company moves:

• SWOT analysis
• Porter’s Five Forces
• Business Review
• PEST and PESTEL analysis
• SMART goals
• Roadmaps for strategy planning

Choose the strategy model that fits your market and situation. We used those models in our business, however, we are not management consultants ourselves. But as presentation designers, we can advise you on how to present the selected model using simple diagrams .

Check out those books for entrepreneurs and managers , they will help you define the strategy you need and the tools to use.

In this article, you will find various ways to show and illustrate these strategy frameworks.

1. Business Review – visual summarizing KPIs and results

Have you ever thought that financial data can be interesting and not boring? 🙂 There is a way to make financial results more interesting, show sales, production, accounting data, and other KPIs in eye-catching visual form. What is more, the solution is simple: just add a few simple shapes and change plain numbers to colorful, simple infographics. Example of  business review visual slides

If you want to find more inspiration on making similar diagrams, check this blog article “ How to Make Attractive Annual Company Review “.

2. SWOT Analysis – diagrams for understanding strong and weak points

A SWOT analysis is a useful tool for brainstorming and strategic planning. You’ll get more value from a SWOT analysis if you conduct it with a specific objective or question in mind. The crucial step is to move away from usually busy SWOT findings notes to clean and eye-catchy slides presenting all SWOT areas. Illustration of  SWOT one-pager 

Do you need to add more details to your SWOT presentation? Reuse the same graphics. A slide costs you nothing so don’t be afraid to split busy slides into several ones. You can assign a color and symbol to each of the 4 SWOT areas to identify them in your presentation.

For more inspiration on using SWOT check this article with examples of how to grab attention to all issues of SWOT presentation.  If you prefer conducting your SWOT analysis online, there are also a bunch of mobile and cloud apps for personal or company SWOT as well.

3. PEST Analysis – testing your external environment

PEST analysis is commonly used in strategic and marketing planning or product development. If you are looking for more PEST visualizations, read our article on How to create a great PEST slide or presentation.

4. Porter’s Five Forces – a framework for identifying a company’s environment

Porter’s Five Forces is a simple but powerful tool for understanding where power lies in a business situation. This model helps you understand both the strength of your current competitive position and the strength of a position you’re considering moving into.

Here are some ideas on how to present Porter’s 5 forces creatively . You may also search for a more detailed explanation of how to analyze the competitive environment in this  article.

5. BCG Matrix – identifying customer segments

BCG matrix is designed to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, discontinue, or develop products. More ideas on how to present the BCG matrix.

6. SMART Goals – ensuring  your objectives are clear and reachable

To set effective goals, use the S.M.A.R.T. method of defining them. If you present the goals in nice eye-catching ways, you can reach better engagement by your audience. Design templates of  SMART goals  benchmark tables

If you write your plans and targets in text only, people will not be eager to read and remind them often. On the other side, if you present them in a clear aesthetic way, people will remember them longer (we wrote more about it in this blog How to make SMART goals visually engaging).

7. Roadmaps – presenting a long-term vision

A well-designed strategic roadmap is like a GPS for your business . It’s one of the best tools to lift the fog and make your vision clear for everyone on the team.

Roadmap slide deck illustration for project planning

I recommend using those five steps  (Forbes article) to create an effective long-term or short-term strategy:

• Check where you are
• Prioritize what’s important
• What to achieve
• Who will do it, who’s accountable

Once you have it, it’s time to pack it into a nice engaging presentation design. See the blog  Three Creative Ways to Do a Roadmap slide .

Whatever your planning level and context are, the visual roadmap can be one of the best weapons in your communication arsenal.

Those are seven essential tools for strategic planning and implementation. Check specific framework graphics in the infoDiagram business diagrams collection to find what you need.

You may want to create your own slides and use more models than we suggested. For this purpose, we recently created an infographics do-it-yourself collection:  Flat Infographic Presentation Templates.

For more inspiration, subscribe to our YouTube channel:

Explore our blog to get ideas for Strategic Planning Presentations.

Conclusion – Make Your Strategy Visual

As you can see, all those strategy tools can be pretty easily visualized. Even if using plain simple PowerPoint shapes – 4 colorful rectangles for the matrix or a wide arrow for roadmaps.

Here’s what a professional management consultancy principal told us about using such visual frameworks in her work:

“As a management consultant, it is important for me to visually display my slides in a way that not only appeals to my clients, but also sets the quality of my work apart and gives more life to my message.”

Astrid Malval-Beharry from StratMaven Operations Consulting Firm

Stay updated

Get new presentation ideas and updates sent directly to you! Plus, if you sign up for our free newsletter now, you’ll receive a  Creative slide design guide  for free, as well as hand-drawn shapes you can start using right now.

What tool do you use the most in the strategic analysis? Drop us a line in the comments 🙂

• MyU : For Students, Faculty, and Staff

Advancing the Seismic Design of Steel Moment Resisting Frames

A Warren Distinguished Lecture  and Robert Dexter Lecture with

Dimitrios G. Lignos École Polytechnique Féderale de Lausanne (EPFL), Switzerland

Abstract Steel moment-resisting frames (MRFs) are widely used in seismic regions worldwide. Improved seismic design rules for steel MRFs, which were put in place after the 1994 Northridge earthquake, intend to localize inelastic deformations near the steel beam ends and fixed-end columns to sustain inelastic rotation demands during earthquake excitations. While the above rules ensure life safety, dissipative zones in steel MRFs are prone to inelastic local buckling often at modest lateral drift demands, thereby engendering structural repair costs and residual deformations in the aftermath of earthquakes. In this presentation, Lignos demonstrates a new design philosophy that defies the current paradigm in capacity-designed steel MRFs. Alternative dissipative mechanisms are explored to minimize earthquake-induced damage in connections and other members. A principal goal is to retain simplicity in the seismic design of steel MRFs. Lignos provides an overview of research over the past decade within his research group that leverages recent advancements in structural steel materials and weld details, advanced nonlinear continuum finite element modelling, as well as full-scale experiments across scales along with system-level computational studies to substantiate the findings within the framework of performance-based earthquake engineering.

Speaker Dimitrios Lignos is a Full Professor and the Chair of the Civil Engineering Institute at École Polytechnique Fédérale de Lausanne (EPFL). A key aspect of his research lies in the development of advanced models and approaches that leverage multi-scale experimentation to advance our understanding of the ultimate limit states that trigger structural collapse in steel structures. Lignos joined EPFL in 2016 from McGill University, Canada, where he was a tenured Associated Professor in the Department of Civil Engineering and Applied Mechanics. Prior to that he was a post-doctoral researcher at Kyoto University (2010) and Stanford University (2009). He holds degrees in Structural Engineering (Stanford University, M.S. 2004, Ph.D. 2008) and Civil Engineering (NTU, Athens, 5-year Diploma 2003). The work of his group has been acknowledged through several prestigious international awards including the 2022 Raymond Reese Research Prize, the 2019 Walter L. Huber Civil Engineering Research Prize and the 2013 State-of-the-art of Civil Engineering Award, among others, from the American Society of Civil Engineers. As a member of the Project Team 2, he was responsible for the revision of the steel and composite-steel concrete structures in the second generation of Eurocode 8. As an associate member of ASCE-41 he developed new seismic assessment models for steel columns and beam-to-column connections that were adopted in the newly released ASCE-41-23. He is regularly involved in research-to-practice projects related to the nonlinear modelling and analysis of structures through the Applied Technology Council and the National Institute of Standards and Technology.

• In person: In the George J. Schroepfer Conference Theater, 210 Civil Engineering Building, Fridays at 10:10 a.m. Coffee and refreshments served.
• Via Zoom: Registration is required . Link information will be sent when you register. 
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