NINEIDEA：工业设计师给客户讲草图，关键是把设计语言翻译成客户能懂的 “价值语言”。
说痛点
先戳中客户需求，比如 “您之前提到用户抱怨按键难按，我们在这版重点优化了……”
亮目标
明确设计解决的核心问题，比如 “这版方案主要解决 3 个问题：手感、成本、辨识度”。
按 “用户怎么用” 拆解
从 “拿起来” 到 “用起来”：“这个弧形握把（指草图），测试时 90% 的人说比直板款省力，长时间握不酸”。
讲细节价值：“按钮做了 2mm 下凹（圈出），放口袋不会误触，比竞品的误触率低 60%”。
用 “客户关心的语言” 翻译
给老板：“这个渐变配色（指颜色）能成为社交媒体传播点，帮产品自带流量”。
给工程师：“这里的卡扣结构（画箭头）节省 30% 内部空间，模具费比传统方案低 50 万”。
用 “场景故事” 让草图 “活” 起来
比如讲儿童水杯：“孩子单手抓这个熊掌握把（指草图），跑着喝水也不掉；吸管上翘 45°，躺着喝也能吸到，妈妈不用总提醒‘坐直’”。
别自嗨
不说 “我用了黄金比例”，改说 “这样设计让用户第一眼觉得高级，愿意多花 20% 预算”。
不回避问题
客户质疑时，主动给备选方案：“您提到的防滑问题，A 版用软胶，B 版用纹理，各有什么优缺点……”
留互动
每讲完一个方案，问一句：“这个方向您觉得更贴近需求吗？”
总结
讲草图不是 “秀画功”，而是当 “翻译”—— 把设计细节翻译成客户的利益（卖得贵、成本低、用户喜欢），用故事让客户 “看见” 产品落地的样子，最后引导决策。
记住：客户听完不说 “画得好”，而是说 “这就是我要的！”
How industrial designers present sketch ideas to clients
NINEIDA: Industrial designers explain sketches to clients, and the key is to translate the design language into a “value language” that clients can understand.
Tell me the pain points
First, identify the customer’s needs, such as “You mentioned earlier that users complained about difficulty pressing buttons, but we have focused on optimizing them in this version
Bright target
Clearly define the core issues addressed by the design, such as “this version of the solution mainly addresses three issues: tactile sensation, cost, and recognition”.
Disassemble according to “How Users Use”
From “pick up” to “use up”: “This curved grip (referring to the sketch), 90% of people said during testing that it is less labor-saving than the straight version and won’t feel sour when held for a long time.
Speaking of the value of details: “The button has a 2mm indentation (circled), which will not be accidentally touched when placed in the pocket, and the accidental touch rate is 60% lower than that of competitors.
Translate in the language that customers care about
To the boss: “This gradient color scheme (referring to colors) can become a social media dissemination point, helping the product bring in traffic.
To the engineer: “The buckle structure (arrow drawn) here saves 30% of internal space and reduces mold costs by 500000 yuan compared to traditional solutions.
Using ‘Scene Stories’ to Bring Sketches to Life
For example, when it comes to a children’s water bottle: “The child grabs this bear handle with one hand (referring to the sketch) and runs to drink water without dropping it; the straw is tilted up 45 degrees and can be sucked while lying down, so the mother doesn’t have to constantly remind them to ‘sit up straight’.
Don’t be arrogant
Instead of saying ‘I used the golden ratio,’ say ‘this design makes users feel high-end at first glance and willing to spend an extra 20% of their budget.’.
Not avoiding the problem
When the customer questioned, they proactively provided alternative solutions: “Regarding the anti slip issue you mentioned, the A version uses soft rubber and the B version uses texture. What are the advantages and disadvantages of each
Stay interactive
After finishing each proposal, ask, “Do you think this direction is more in line with the requirements
summarize
Telling sketches is not about showcasing one’s skills, but about acting as a ‘translator’ – translating design details into the customer’s interests (selling high, having low costs, and being liked by users), using stories to show the customer how the product will land, and ultimately guiding decision-making.
Remember: After listening, the customer doesn’t say ‘well drawn’, but rather ‘this is what I want!’
