we're still too fluffy
DESCRIPTION
A presentation about how experience designers mostly miss the point about communicating with business stakeholders. Practical techniques from the sales discipline to ensure better efficacy in bringing clients around to making the right decisions.TRANSCRIPT
WE’RE STILL TOO FLUFFYExploring missed potential
WHO ME?
LET’S TALK TURKEY
“YOU DO THE FLUFFY STUFF” - CRAIG
Introduction
Name: Anthony Colfelt
Job: Creative Director
Company: Different Solutions
» Large group of experience designers based in Sydney(20 Experience Architects, 7 Visual Designers)
» Big, tricky design projects with big, grumpy clients
» Premium agency solely practicing UCD
Previously:
» UX Director: Classmates.com then MyFamily.com in the USA
» Interaction Design Lead at BBC in London
UCD at its best
Define Design ImplementConcept
Experience Modelling
Learn HERE Less valuable Too late
Products and services still suck
SKEPTICALOF DESIGN
ASSUMEDNEED
PERCEPTIONOF “DESIGN”
Symptoms of the problem
“Can you cite an example of other companies like us doing that?”
You've failed to
gain "Trusted Advisor"
status
“That's nice, but I think we'll do this
instead…”
Lack of trust that
your judgement will lead to
success
"That sounds expensive,
I don't think we really need all that..."
Belief that they know better than
you...
Consequences
WHY?Experience Designer
The communication gap
BUSINESSNEEDS
VALUE OF DESIGN
Time spent thinking about
communicating it
Time spent creating the stuff
The challenge
» Get business to follow designers
» Embrace the inner salesman
WISH I WAS HIM
Prepare to
PREPARE TO SELL
COMMUNICATE TO ALL ON THE PATH
THE
IDEAADOPTIONPATH
Problem Anatomy
Credibility Consequences
Urgency Differentiate
Data
Incentives
Unaware
Aware but inactive
Aware and active
Decision
Branding &Education
Distribution
Sales
Conversions
Acquisition
Costs
Efficiency
StrategyDifferentiation
NPS
Profit margin Customer
Satisfaction
Advantage
Investment
TALK BUSINESS
BE BRAVE
NOFLUFF
THANK YOU
Better thinking. Better experiences. Better results.TM
52-56 William Street, East Sydney, NSW 2009 | www.different.com.au | 02 9751 7444
Email: [email protected]
Slideshare: http://www.slideshare.net/colfelt
Twitter: @colfelt