designing for suits
DESCRIPTION
This presentation was given at the Web Directions South '09 Conference. during the preso I showed some videos. they're uploaded here: PART 1 - vimeo.com/7015781 PART 2 - vimeo.com/7015956 PART 3 - vimeo.com/7016142 Description from the conference material: Designing websites in amongst the "suits" and their business models, targets, projections and synergies (ha!) can be death by dot point. or fun. What are manager types actually thinking when they brief (or don't) you. How do you translate their KPI's into interface designs that... a) get their point across & achieve their targets b) contribute to a profitable business, and c) are easy to use (who would have thought the users get a say! ;-) Pete gets on their case (may contain potentially funny video interviews) to find out what they're thinking. * (otherwise know as managers/clients. i just like the billy walsh character in entourage)TRANSCRIPT
Designing for Suits.(Or how Suits think)
A short story.
Synergy.
Down RightSizing.™
“Manage Up”
He said:
“I probably would have told you the same thing”
“The best thing to do here is actually the opposite of what
you’re doing.”
“Remove problems for her.”
“Even if they’re not one of your problems to begin with.”
“Be someone that removes problems, instead of adding
them, & you’ll get a licence to do whatever you want.”
“Don’t be surprised if they promote you.”
Work out what they need.Rather than what you want.
(Not a)
Subservient Ass Kisser™
Search for...
“stupid manager”
Search for...
“teenage drinking”
?
The Suits.
John AllanCEO
truelocal.com.au
Darren BurdenDirector of News & Sport
Fairfax Digital
Gloria Poulakis General Managercarsguide.com.au
Nick LeederCOO
News Digital Media
The Designers.
Andy CoffeyArt Director - Sport
C4
Jewels MillerSenior Designer
Isobar
Simon WrightArt Director
news.com.au
Intros / The Brief.The Middle Bit. ie: Work
Feedback.
WATCH THE VIDEO…http://vimeo.com/7015781
Intros / The Brief.
Key points from The Suits:
➡ This is a fun part of their job➡ They’re adjusting their approach based
on the designers capability
From The Designers:
➡ Recognising they are expected to fill in the blanks
➡ Actively trying to extract the relevant bits to get started
In my experience:
➡ A brief template is good in the early days
➡ Good briefs are done over coffee➡ Resist “Educating the client”➡ Earn their trust
WATCH THE VIDEO…http://vimeo.com/7015956
The Middle Bit.(Otherwise known as Work)
Key points from The Suits:
➡ They respect the influence of good quality design
➡ They like being included in the process & seeing early concepts
From The Designers:
➡ Designers block is common➡ Reduce the options given➡ Address the project objectives first
when presenting
DISC Profiling
William Moulton MarstonPh.D.
1893-1947
DDominance
IInfluence
SSteadiness
CConscientious
High D =Active in dealing with problems and challenges.They are: demanding, egocentric, determined, ambitious, aggressive, and pioneering.
Low D = Want to do more research before committing to a decision.They are: conservative, cooperative, calculating, cautious, agreeable, modest and peaceful.
High I =Influence others through talking and activity and
tend to be emotional.They are: convincing, magnetic, political,
enthusiastic, persuasive, warm, trusting, and optimistic.
Low I = Influence more by data and facts,
and not with feelings.They are: reflective, factual, calculating,
skeptical, logical, suspicious, matter of fact, pessimistic, and critical.
High C =Adhere to rules, regulations, and structure. They like to do quality work and do it right the first time.They are: careful, neat, systematic, diplomatic, accurate, and tactful.
Low C = Challenge the rules and want independence.They are: self-willed, stubborn, opinionated, unsystematic, arbitrary, and careless with details.
High S =Want a steady pace, security,
and do not like sudden change. They are: calm, patient, possessive, predictable,
consistent, poker faced.
Low S = Like change and variety.
They are: restless, demonstrative, impatient, eager, or even impulsive.
Adjust your delivery to suit The Suit.
WATCH THE VIDEO…http://vimeo.com/7016142
The Feedback.
Key point:
➡ Taking feedback personally.Designers trying not to, andSuits wishing we didn’t.
The Summary
➡ Remove problems, & Suits will be quick to assess you as valuable.
➡ Adjust your approach to suit The Suit
➡ Be proactive, positive & genuine with your communication
Further Reading
➡ DISC profilinghttp://en.wikipedia.org/wiki/DISC_assessment
➡ ArticleDesign Observer: Ten Graphic Design Paradoxeshttp://observatory.designobserver.com/entry.html?entry=8217
Contact/Feedback
➡ twitter@c41
➡ websitec41.com.au