We're Still Too Fluffy

WE’RE STILL TOO FLUFFY Exploring missed potential

WHO ME?

LETS TALK TURKEY

“ YOU DO THE FLUFFY STUFF” - CRAIG

Introduction

Name: Anthony Colfelt

Job: Creative Director

Company: Different Solutions

Largest group of experience designers in Australia (20 Experience Architects, 7 Visual Designers)

Big, tricky design projects – Web, Software, Services

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 Implement Concept Experience Modelling Learn HERE Less valuable Too late

Products and services still suck

SKEPTICAL OF DESIGN

PERCEIVED NEED

ASSUMED “ 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 BUSINESS NEEDS VALUE OF DESIGN

Communicating it 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 IDEA ADOPTION PATH

Problem Anatomy Credibility Consequences Urgency Differentiate Data Incentives Unaware Aware but inactive Aware and active Decision Branding & Education

Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment TALK BUSINESS

BE BRAVE

NO FLUFF

THANK YOU

Better thinking. Better experiences. Better results. TM 52-56 William Street, East Sydney, NSW 2009 | www.different.com.au | 02 9751 7444