Version 3: what product design is

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It starts on one number from a dashboard, “28 orders pending”, shown with the review marks that approved it. Then it follows a sales rep the deck calls Marcus through a Monday where that count can’t tell him which order is about to cost him a customer. The next slide redesigns the number to answer his three questions: which orders can still move, which are stuck, and which buyer to call first.

How the Work Works is the third version of the presentation, built to define UI, UX and product design for a newly promoted chief product officer without opening on a definition. Only after the redesign does it name the model the redesign came from: promises at the top, the rules that tie them to what gets built, and the interface underneath. The same drawing appears on four slides and is lit differently each time. On the last of them, one complaint traces up to a broken rule, and reading back down finds three other parts with the same fault that nobody had reported. On the case slides, hand-drawn marks point at the evidence, the way you’d mark up a printout.

The right arrow moves forward one step at a time, 75 steps across 14 slides, the left arrow steps back, and the rail on the left jumps to any slide. The deck ends on four asks and one line: “Questions. Please.”

The next version, Honor the ComplaintHonor the ComplaintThe fourth version of the presentation: a twenty-minute pitch for six workshops, argued from one request that was built exactly as asked.Application, turned the same case into a pitch for six workshops.