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Selling Design To Business Executives

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WE’RE STILL TOO FLUFFY! …

WE’RE STILL TOO FLUFFY!
Exploring missed potential.

Published in: Business, Design
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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'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've become a monkey. You have aquiesced leadership *** When does it start? Clients often test and want to show that they'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) "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't usually sympathise with us. *** They want proof. *** To understand what benefits good experience design actually represents. *** It's more beneficial to talk to the people who don't like us. *** They need to "Get it" and you need to sell. ***
  • The Hakka *** Leave nothing to chance, assume the worst. *** The client knows nothing. *** They will misunderstand everything. *** They won't believe you. *** They'll have 15 reasons why not. *** Think of all possible objections. *** Don't assume they 'get it‘. *** Explain things twice. *** Ask questions. *** Drive out issues. *** Use evidence, stories & 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 & 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 ***
  • Transcript

    • 1. WE’RE STILL TOO FLUFFY Exploring missed potential
    • 2. WHO ME?
    • 3. LET’S TALK TURKEY
    • 4. “ YOU DO THE FLUFFY STUFF” - CRAIG
    • 5. 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
    • 6. UCD at its best Define Design Implement Concept Experience Modelling Learn HERE Less valuable Too late
    • 7. Products and services still suck
    • 8.  
    • 9. SKEPTICAL OF DESIGN
    • 10. ASSUMED NEED
    • 11. PERCEPTION OF “DESIGN”
    • 12. 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...
    • 13. Consequences
    • 14. WHY? Experience Designer The communication gap BUSINESS NEEDS VALUE OF DESIGN
    • 15. Time spent thinking about communicating it Time spent creating the stuff
    • 16. The challenge
      • Get business to follow designers
      • Embrace the inner salesman
    • 17. WISH I WAS HIM
    • 18.  
    • 19. Prepare to PREPARE TO SELL
    • 20. COMMUNICATE TO ALL ON THE PATH
    • 21. THE IDEA ADOPTION PATH
    • 22. Problem Anatomy Credibility Consequences Urgency Differentiate Data Incentives Unaware Aware but inactive Aware and active Decision Branding & Education
    • 23. Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment TALK BUSINESS
    • 24. BE BRAVE
    • 25. NO FLUFF
    • 26. THANK YOU
    • 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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