A finished photograph shows an outcome. A useful project story also explains what needed solving and how the work addressed it. Choose a project because it answers a prospective customer's question about fit, judgement or delivery. You can tell a worthwhile story without a dramatic percentage or a long testimonial.
Give the work its context.
Explain the starting situation, the important constraint and the decision that mattered. Then identify your contribution and what was delivered. Be specific about the stage: a proposed design, an approved document and a published website describe different things.
A buyer may want to understand how an awkward brief was resolved, how information was organised or how a handover works. Those details show judgement. Keep the story focused on what helps them assess a similar situation, with credit for other contributors.
Choose evidence that answers the question.
A labelled drawing can explain an option. A product sheet can show how technical information became usable. A genuine client comment can describe the experience of working together. Give each item a caption explaining what it demonstrates and whose work it is.
Conversion Rate Experts describes several forms of proof, including demonstrations, records and testimony. The useful principle is to substantiate the claim you are making. A gallery of attractive images may leave an important question about the work unanswered.
Reading behind this section: Conversion Rate Experts, founded by Karl Blanks and Ben Jesson
Give a number its definition and limits.
If there is measured change, retain the source, date range, units and comparison basis. A search click, an enquiry and a sale represent different events. A score from one technical test needs to be described as that test, with its conditions.
Check whether tracking, seasonality or other work changed during the period. An increase after a project does not establish that the project caused it. Where a comparable result is unavailable, describe the verified deliverable or a clearly attributed qualitative change. Leave unsupported figures out.
Put it to use
A useful check for your business.
- What useful question does this project answer?
- Is your contribution and the delivery stage clear?
- Can every result be traced to its source?
- Are permissions, privacy and other contributors accounted for?
The thinking behind this guide
Sources & further reading.
Our practical interpretation, with the references below for the specific principles and further detail.
- The ultimate guide to proof
Different forms of evidence can substantiate different claims. Its commercial case results are not forecasts for another business.
- Online reviews for products and services
Reviews should reflect genuine, independent experience and must not be false or misleading. Separate permission checks are still needed for the material in a project story.
