WE’RE STILL  TOO FLUFFY Exploring missed potential
WHO ME?
LET’S TALK TURKEY
“ YOU  DO THE  FLUFFY  STUFF”   - CRAIG
Introduction <ul><li>Name: Anthony Colfelt </li></ul><ul><li>Job: Creative Director </li></ul><ul><li>Company :  Different...
UCD at its best Define Design Implement Concept Experience Modelling Learn HERE Less valuable Too late
Products and services still suck
 
SKEPTICAL OF DESIGN
ASSUMED NEED
PERCEPTION OF “DESIGN”
Symptoms of the problem “ Can you cite an example of other companies like us doing that?” You've failed to gain &quot;Trus...
Consequences
WHY? Experience Designer The communication gap BUSINESS NEEDS VALUE OF DESIGN
Time spent thinking about communicating it Time spent creating the stuff
The challenge <ul><li>Get business to follow designers </li></ul><ul><li>Embrace the inner salesman </li></ul>
WISH I  WAS HIM
 
Prepare to PREPARE TO SELL
COMMUNICATE TO ALL   ON THE PATH
THE IDEA ADOPTION PATH
Problem Anatomy Credibility Consequences  Urgency Differentiate  Data Incentives Unaware Aware but inactive Aware  and act...
Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfacti...
BE BRAVE
NO FLUFF
THANK YOU
Better thinking. Better experiences. Better results. TM 52-56 William Street, East Sydney, NSW 2009  |  www.different.com....
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Selling Design To Business Executives

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WE’RE STILL TOO FLUFFY!
Exploring missed potential.

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  • Product experiences mostly suck *** Business executives don’t “get” design *** Success = UX designers leading business through focusing on communicating and selling ***
  • Craig – Program manager, technically oriented, pragmatic. *** “ We’ll build the software, you make it pretty” *** “ Piss off and draw some pictures you fluffy bastard…” ***
  • History 6yrs in Canberra  Graphic Design 5yrs in London BBC New Media - Senior Interaction Design Lead 3yrs in Seattle Experience Design manager at classmates.com Creative Director at myfamily.com 2yrs in Sydney Creative Director at Different Solutions
  • Research for definition, not just for validation
  • For all the conference talks and articles... *** Most companies don&apos;t factor experience design as part of success *** As a profession, we are still failing to make an impact ***
  • This guy “counts”, he matters. *** He has the money *** He got control of the money because he’s careful ***
  • But he’s skeptical of design
  • THE NEED Get it done quickly *** Keep costs down *** Satisfy basic needs *** No nonsense ***
  • DESIGN Optional *** Indulgent *** Unquantified *** Goateed jibber jabberers *** Before we can design products well, this guy needs to ACCEPT OUR LEADERSHIP
  • These are things I hear when I know we’ve failed to sell well *** At this point, you&apos;ve become a monkey. You have aquiesced leadership *** When does it start? Clients often test and want to show that they&apos;re smarter early on. ***
  • Client successfully pushes us to COMPROMISE *** Methods *** Time *** Cost *** QUALITY of outcome is compromised. *** Not successful for the client, lowers satisfaction *** Reputation of UX Designers is tarnished *** Value (and price) of UX Design is undermined ***
  • Failure to connect the value of design with business needs
  • We spend most our time creating deliverables *** We spend far too little time thinking about communicating the value
  • TO: Lead product development *** Operate as business consultants *** Create more successful products *** Make better experiences *** Apple is successful because the guy at the top (with the money) &amp;quot;Gets it“ *** He makes the important decisions ***
  • We all tend to gravitate toward people who like us *** Marketing people often like us *** But the people with the real money don&apos;t usually sympathise with us. *** They want proof. *** To understand what benefits good experience design actually represents. *** It&apos;s more beneficial to talk to the people who don&apos;t like us. *** They need to &amp;quot;Get it&amp;quot; and you need to sell. ***
  • The Hakka *** Leave nothing to chance, assume the worst. *** The client knows nothing. *** They will misunderstand everything. *** They won&apos;t believe you. *** They&apos;ll have 15 reasons why not. *** Think of all possible objections. *** Don&apos;t assume they &apos;get it‘. *** Explain things twice. *** Ask questions. *** Drive out issues. *** Use evidence, stories &amp; authority. ***
  • AKA the Buyer Adoption Path
  • People move along this path to buy something. *** Communicate differently when your client is at different stages. *** Designers jump to the end, you MUST follow the path! *** Get them aware, don’t try to sell *** Highlight deficiencies &amp; benefits of solving the problem *** Establish credibility, drive out consequences of inaction, create urgency, differentiate from competition. Provide real data *** Tip them over the edge with an incentive ***
  • Use words that business people understand. *** Talk on their level. *** Make design “REAL” to them *** Help them to talk in terms they can sell to their business ***
  • Tell business people they don’t get it yet. *** Remind them that their product sucks. *** Don’t allow them to get the upper hand. Have answers and examples ready. ***
  • Good design is rare because the people that ‘count’ don’t understand us *** We must spend more time thinking about communicating ***
  • Selling Design To Business Executives

    1. 1. WE’RE STILL TOO FLUFFY Exploring missed potential
    2. 2. WHO ME?
    3. 3. LET’S TALK TURKEY
    4. 4. “ YOU DO THE FLUFFY STUFF” - CRAIG
    5. 5. Introduction <ul><li>Name: Anthony Colfelt </li></ul><ul><li>Job: Creative Director </li></ul><ul><li>Company : Different Solutions </li></ul><ul><li>Large group of experience designers based in Sydney (20 Experience Architects, 7 Visual Designers) </li></ul><ul><li>Big, tricky design projects with big, grumpy clients </li></ul><ul><li>Premium agency solely practicing UCD </li></ul><ul><li>Previously: </li></ul><ul><li>UX Director: Classmates.com then MyFamily.com in the USA </li></ul><ul><li>Interaction Design Lead at BBC in London </li></ul>
    6. 6. UCD at its best Define Design Implement Concept Experience Modelling Learn HERE Less valuable Too late
    7. 7. Products and services still suck
    8. 9. SKEPTICAL OF DESIGN
    9. 10. ASSUMED NEED
    10. 11. PERCEPTION OF “DESIGN”
    11. 12. Symptoms of the problem “ Can you cite an example of other companies like us doing that?” You've failed to gain &quot;Trusted Advisor&quot; status “ That's nice, but I think we'll do this instead…” Lack of trust that your judgement will lead to success &quot; That sounds expensive, I don't think we really need all that...&quot; Belief that they know better than you...
    12. 13. Consequences
    13. 14. WHY? Experience Designer The communication gap BUSINESS NEEDS VALUE OF DESIGN
    14. 15. Time spent thinking about communicating it Time spent creating the stuff
    15. 16. The challenge <ul><li>Get business to follow designers </li></ul><ul><li>Embrace the inner salesman </li></ul>
    16. 17. WISH I WAS HIM
    17. 19. Prepare to PREPARE TO SELL
    18. 20. COMMUNICATE TO ALL ON THE PATH
    19. 21. THE IDEA ADOPTION PATH
    20. 22. Problem Anatomy Credibility Consequences Urgency Differentiate Data Incentives Unaware Aware but inactive Aware and active Decision Branding & Education
    21. 23. Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment TALK BUSINESS
    22. 24. BE BRAVE
    23. 25. NO FLUFF
    24. 26. THANK YOU
    25. 27. Better thinking. Better experiences. Better results. TM 52-56 William Street, East Sydney, NSW 2009 | www.different.com.au | 02 9751 7444 Email: [email_address] Slideshare: http://www.slideshare.net/colfelt Twitter: @colfelt

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