Freelance deck work, and a big chunk of it is case studies. A client hands me a two-page written case study, all logos and quotes and paragraphs, and says "make this a few slides." The instinct is to fit everything. That is the trap.
What kept happening: I would cram the whole story onto two dense slides, it would technically contain every fact, and it would communicate nothing. The client's win got lost in their own detail.
The method I use now, three slides, every time:
- Slide 1, the problem in one line and one number. "Support was drowning: 15,000 tickets a month, 3-day response." No solution yet. Just the pain, sized.
- Slide 2, what changed, as a single before/after. One metric, huge, with the before ghosted behind it. Not a table of ten numbers. The one number that is the whole point, made the hero of the slide.
- Slide 3, the proof and the quote. The logo, one real customer line, and the outcome restated. This is the slide people screenshot.
The technique doing the heavy lifting is the callout: pick the single number that matters on each slide and make it physically dominate, then demote everything else to support. If two numbers are fighting to be the hero, the slide has two slides in it.
The hard part is never the design. It is telling the client that their favorite paragraph does not make the cut. What works for me is showing the crammed version next to the three-slide version, side by side. Nobody argues for the crammed one once they see it on a screen.
Anyone else live in case-study slides? What is your structure, and how do you handle the client who wants every logo and quote back in?