I was chatting with a mentee recently who’s new to the design world and navigating her first role at a startup. Her team dynamic? Chaos. The PM is skittish. The co-founders? Three distinct visions for the product, and none of them align. Her frustration boiled over as she described her experiences presenting design options. Sometimes, she'd show up with 10 different ideas, hoping to provide thoroughness, only to hear, “You’re the expert. Just tell us what you recommend.” Other times, when she presented one clear choice, the response was, “Did you consider this? Or that? Or something completely different?”
Classic case of damned if you do, damned if you don’t.
Here’s the thing: this situation isn’t unique. Clients—and co-founders—are often unclear about what they want. And frankly, that’s okay. But as a designer, you need to navigate their indecision strategically. That means designing intentionally and presenting options in a way that leads them to the best solution, without them even realizing you’ve done it.
Let’s break it down.
Why Fewer Options Work Better
Humans are wired to want more choices but feel more satisfied with fewer. Ever notice how almost everyone picks the middle option when presented with three pricing tiers? It’s not an accident. It’s a psychological anchor. People subconsciously compare the options to find the “golden mean.”
You can apply the same principle to presenting designs. Instead of overwhelming your audience with 10 ideas, stick to three options:
The Low-End Option: Something overly simple, underwhelming, or conservative.
The High-End Option: The bold, extravagant choice that feels impractical.
The Goldilocks Option: Your favorite—the balanced solution that’s just right.
By framing your designs this way, you subtly guide stakeholders toward the “right” choice without feeling heavy-handed. You’re not just showing designs—you’re steering the conversation.
Presenting Your Work for Better Critique
The way you present designs has a huge impact on the quality of the feedback you receive. Critiques work best when they’re focused and intentional. Here’s how to set the stage:
1. Frame the Context
Start every critique by outlining the problem your design solves. Stakeholders need context to give useful feedback. Address:
What is this design for?
Who will use it?
What goals does it aim to achieve?
2. Define the Feedback You Need
Open-ended critiques can spiral into irrelevant comments. Be clear about the type of feedback you’re seeking.
For example:
If it’s an early-stage concept, invite bold ideas or alternatives.
If it’s close to shipping, ask for feedback on polish and final tweaks.
3. Guide the Discussion
Present your options with honesty and confidence. Walk through each choice’s pros and cons, and subtly advocate for your favorite. For instance:
“Option 1 is straightforward but lacks the innovation we’re aiming for.”
“Option 3 is visually striking but might be misaligned with our brand.”
“Option 2 balances creativity and usability, which is why I feel it’s the strongest solution.”
Building Confidence Through Critique
For new designers, critiques can feel intimidating—especially when stakeholders question every decision. But confidence in critique doesn’t come from knowing all the answers; it comes from owning your process.
Here’s what I told my mentee:
Limit yourself to three options. Anything more dilutes the conversation.
Frame your designs intentionally to lead the critique in the right direction.
Practice presenting your work—it’s not just about the design but how you position it.
The Takeaway: Design is 70% Presentation
The best designs aren’t always chosen based on merit—they’re chosen based on how well they’re presented. As designers, it’s our job not just to create great work but to set it up for success. By limiting options, framing decisions thoughtfully, and guiding critique with intention, you can turn chaos into clarity—and (hopefully) keep your sanity intact.