1.
Stupid Studio
HELLO AMSTERDAM!
32 years old, Partner & Creative Director at Stupid Studio
#STAYSTUPID

2.
LET’S JUST FUCKING CLOSE DOWN
4 YEARS AGO
THE DIGITAL DEPARTMENT

3.
2013
64 %
36 %
Digital projects on budget
Digital projects where we didn’t earned shit!

4.
30 January 2016
Creatives + Ambitions + Budget + Website project + Client = IMPOSSIBLE!

5.
Client brief Price Photoshop Presentation Slicing and coding Delivery
Process.
Budget
0% 100% 150%

6.
Client brief Price Photoshop Presentation Slicing and coding Delivery
Process.
Budget
0% 100% 150%

7.
Stupid Studio
AFTERLIFE
afterlife, afterlife, afterlife, afterlife, afterlife, afterlife, afterlife, afterlife

8.
USE PLAY TO MAKE CLIENTS THINK
TWO-PART BILLING STRUCTURE
NO MORE TEMPLATES
3 MAJOR CHANGES

9.
Design
Development
How the client
sees a web project
50%
50%

10.
Strategy
UX
HTML & CSS
Content
TestingPHP
Thinking
UI
Branding
Foosball

11.
SENSE OF PLAY
HOW HARD CAN IT BE

12.
COME ABOARD MUCH EARLIER
AND DEFINE THE REAL PROBLEM TOGETHER

13.
Defining
Users
02
Defining
Business Goals
01
Defining
User Goals
03
Defining
User Journeys
04
What? Who? What? Again? How?

14.
User Pre (visit) Under (visit) Post (visit) Goal
Professional musician
New needs.
New “tools”.
Confirmation.
Consultancy with
professionals.
Security.
Product-service.
Add-on products.
Repairs.
New needs.
Buy a guitar.
The (rich and old) amateur
Show off.
Wants to buy the lifestyle.
Storytelling.
Selling the dream.
Guitars as investment.
Community.
Renewed ticket to the
wild life.
Buy a guitar + Feel cool and
young again
Beginner
Identity and coolness.
Wants ladies!
Product guidance.
Not feeling stupid.
Security – we’re here to
help.
30 days service-check.
Buy a guitar + Good start
and a relation to our brand.
“A guide to sell guitars online”

15.
Decency
Credibility
Service
Atmosphere
Energy
Poetry
Integrity
Prestige
Exclusivity
" Crisp "
Aesthetics
Confidence
Respect
Professional
Comradely
YOUR KEYWORDS

16.
Young and fresh Mature & Classic
Simple Advanced
Focus on experience Focus on products
Edgy and cool Round and warm
Mainstream Elitist
Abstract Specific
Restrained Variegated
Focus on images Focus on graphics
Dynamic Static
Today
Tomorrow
CLIENT // Debrief
BIPOLAR CHART

17.
Quality
Quantity
ExpensiveCheap
CLIENT
CLIENT

18.
“TODAY”
YOUR SOUND
Mainstream, Not relevant, Old fashioned, No passion, Identity crisis, Shallow and forgettable

19.
“TOMORROW”
YOUR SOUND
Crazyness, Rebellious, Multi Layered, Credible, Real, Energy, Passion, Dynamics

20.
VISUAL REFERENCES
CONVERTING THEORY INTO REALITY

21.
The Process.
Tadaaaah!

22.
Coffee Interview Workshop no. 1 Strategic debrief Actual projectWorkshop no. 2
Free Fixed Agile
Maybe!

23.
Black Coffee.
The date!

24.
Interview
Second base!

25.
Workshop numero uno
St!ategy and Func"ionali#y

26.
4. Visual and Creative WorkshopWorkshop numero dos
Crea"ive, Wild and Visual

27.
What?

28.
Strategic Design Debrief
The E%ence

29.
Who you are Business Goals Defined Users Core Values Your Challenges Visual references
Templates overview Content types overview Technical overview Wireframes Project timeframe Project Budget

30.
THE BUDGET
OH YES!

31.
Fixed vs. Agile

32.
Feelings vs. Functionality

33.
Description Price
Visual Concept & Art Direction 4500,00 €
Layout, wireframing & UX 3500,00 €
Project management, meetings & advice 2500,00 €
Fixed budget

34.
Agile budget

35.
Agile budget

36.
Agile budget

37.
Agile budget

38.
Agile budget

39.
Agile budget

40.
Agile budget

41.
Aha!

42.
I know what
you’re "hinking

43.
“No client on this planet
would accept that kind of pricing”
– YOU –

44.
Coffee Interview Workshop no. 1 Strategic debrief Actual projectWorkshop no. 2
Free Fixed Budget Agile Budget
Client feeling wow! Client feeling safe!
Maybe!

45.
Coffee Interview Workshop no. 1 Strategic debrief Actual projectWorkshop no. 2
Free Fixed Budget Agile Budget
Client feeling wow! Client feeling safe!
Yeah!

46.
NO MORE TEMPLATES. EVER
PHOTOSHOP IS YOUR FRIEND. BUT HE’S LYING

47.
Look & Feel
Okay "hen!

48.
WTF!
no more

49.
7. Touchpoint
Meetings planned for the entire processTouchpoints and meetings
He'o again!

50.
The Delivery
30 days of free support
There you go!

51.
USE PLAY TO MAKE CLIENTS THINK
TWO-PART BILLING STRUCTURE
NO MORE TEMPLATES
3 MAJOR CHANGES

52.
PARTNER WITH OUR CLIENTS
BETTER BACKENDS
VERY HIGH COMMITMENT
EASIER TO DISCUSS QUALITY OF CONTENT
WITH GREAT EFFECT

53.
2013
36% on budget
36 %

54.
2013
36% on budget
2014
51 %
51% on budget
36 %

55.
2013
36% on budget
2014
51 %
51% on budget
2015
55 %
55% on budget
36 %

56.
Maybe!
2016
60 %

57.
Stupid Studio
LAST RANDOM SHIT!

58.
DO NOT EVER AGAIN DESIGN THE
ENTIRE PROJECT IN PHOTOSHOP
IT’S ALL A LIE AND YOU’RE THE ONE PAYING

59.
I’M ABSOLUTELY SURE THAT SOME OF THIS YOU’LL THINK OF AS BASIC STUFF.
INVOLVE THE CLIENT

60.
I’M A DESIGNER. REALLY!
I LOVE THE VISUAL PROCES…
FIRST THING FIRST
BUT…

61.
TODAY WE SPEND JUST AROUND
50% OF A PROJECT-BUDGET
ON THINKING, PLANNING, TALKING, UNDERSTANDING AND ASKING

62.
GREAT DESIGN IS WHEN
FUNCTIONALITY AND AESTHETICS
GOES HAND IN HAND.
WHO WANTS A BEAUTIFUL CHAIR, IF YOUR ASS HURTS AFTER 30 MINUTES SITTING IN IT.

63.
“IT'S NOT ONLY THE RESULT
OF THE EXERCISES.
IT'S THE PROCESS TOWARDS IT”
THE EXERCISES
– ME –

64.
Way to do it?
So "his is "he

65.
Downsides?
Are "here any

66.
Maybe to much control…

67.
… and to little rock’n roll?

68.
Thanks for having me! See you at the bar…See you at the bar.
You’re Welcome!
Bjarne Christensen – @arnii_dk
@stupidstudio - stupid-studio.com