Getting buy-in for design-led projects
You share an exciting design concept into a Slack channel or meeting, receive polite nods and maybe some scattered applause from teammates, and then... nothing. Another idea or project drifts into the void.
As designers, we excel at crafting concepts and telling compelling stories. But it can be deeply frustrating when our ideas rarely gain traction. We see the potential so clearly – why don't others? The good news is there is likely something we can shift.
How we approach dispensing our ideas has a big impact on where things can go.
Momentum
Think of the snowball effect: A tiny ball of snow, when rolled down a hill, gradually accumulates mass until it becomes an unstoppable force. Your design ideas can follow the same trajectory. Start by sharing with a small group of trusted peers, gather their input, and if it resonates, methodically work your way up – from your manager to director to executive leadership.
The secret is securing buy-in at each level. Ideas typically falter when someone with authority isn’t aligned, often due to simple misunderstandings or nuanced disagreements that could have been addressed in a smaller setting. Rather than presenting to everyone simultaneously, take a stepped approach. Ensure you’ve got alignment with your manager and product partners before taking it to directors or your CPO.
Shop your idea around before you get to the main stage. This allows you to shift or modify your direction and approach to align with the larger concerns of the company that you may not have visibility into.
The right argument for your audience
Your pitch should evolve based on your audience. While we designers naturally gravitate toward storytelling through experience and emotion, business stakeholders need to see the numbers. Your narrative might shift from “This experience feels overwhelming” to “We're seeing a 40% task completion rate. By investing in simpler solution, we could boost activation rates by 10%.”
The core idea remains constant, but your success often hinges on tailoring the story to what each audience values most. It’s not about compromising your vision. It’s about speaking the right language to the right people at the right time.
When the timing or priorities are off
Not every interesting concept or project is ready to move forward now or ever. Sometimes your idea or project just isn’t the right direction for the company. That’s okay, let it go. And sometimes it is about timing. I’ve pitched ideas that sat dormant for a couple years before getting prioritized.
Keep creating, but be strategic. If your ideas aren't gaining traction, examine your approach to building alignment. Your concepts may be strong, but designs don’t speak for themselves. They need context, they need buy in. The way you frame and advocate for your designs shapes how decision-makers perceive their value and urgency.