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We're Still Too Fluffy
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We're Still Too Fluffy

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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 …

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.

Published in Design , Technology , Business
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Transcript

  • 1. WE’RE STILL TOO FLUFFY Exploring missed potential
  • 2. WHO ME?
  • 3. LETS TALK TURKEY
  • 4. “ YOU DO THE FLUFFY STUFF” - CRAIG
  • 5. 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
  • 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. PERCEIVED NEED
  • 11. ASSUMED “ 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. Communicating it 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