We're Still Too Fluffy

4,279 views

Published on

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
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,279
On SlideShare
0
From Embeds
0
Number of Embeds
330
Actions
Shares
0
Downloads
53
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

We're Still Too Fluffy

  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 <ul><li>Name: Anthony Colfelt </li></ul><ul><li>Job: Creative Director </li></ul><ul><li>Company: Different Solutions </li></ul><ul><li>Largest group of experience designers in Australia (20 Experience Architects, 7 Visual Designers) </li></ul><ul><li>Big, tricky design projects – Web, Software, Services </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. 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 &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...
  13. Consequences
  14. WHY? Experience Designer The communication gap BUSINESS NEEDS VALUE OF DESIGN
  15. Communicating it Creating the stuff
  16. The challenge <ul><li>Get business to follow designers </li></ul><ul><li>Embrace the inner salesman </li></ul>
  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

×