I have spent a great deal of time gathering research from various sources and distilled it into these two glorious sketchnote spreads.

Customers don’t understand or care about all the time and effort that we, as designers and engineers, spend on crafting a new feature.

They just wan solutions to their problems.

Customers don’t relate to facts and features they relate to story and emotions or benefits — they simply aren’t supposed to.

Understanding these principles is key to:
a) understanding your consumers better;
b) creating better design briefs;
c) more empathic communications; and, ultimately,
d) increasing sales.

Sell with benefits. Support with features.

I really enjoyed making these self-directed notes, so I will definitely be working on more in the future.

Key takeaway:
There is a lot of information crammed into this spread of nudenotes, but don’t panic!

I have written a more in-depth article about Features Vs. Benefits which you can read here.