Selling Design To Business Executives
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The document discusses challenges with getting business stakeholders to embrace design thinking. It notes that designers often spend too much time thinking about how to communicate the value of design rather than creating solutions. As a result, products and services are still lacking. It then provides tips for designers to better communicate with business stakeholders by preparing to sell their ideas, talking in business terms about topics like costs and profits, and gaining credibility and trust as a "trusted advisor" through education about design thinking.
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Selling Design To Business Executives
- 1. WE’RE STILL TOO FLUFFY Exploring missed potential
- 2. WHO ME?
- 4. “ YOU DO THE FLUFFY STUFF” - CRAIG
- 6. UCD at its best Define Design Implement Concept Experience Modelling Learn HERE Less valuable Too late
- 7. Products and services still suck
- 10. ASSUMED NEED
- 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
- 17. WISH I WAS HIM
- 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
Editor's Notes
- 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 ***