Anthony Colfelt, a creative director at Different Solutions, discusses the challenges in communicating the value of design to clients who may be skeptical or uninformed about its benefits. He emphasizes the importance of experience designers adopting a sales approach to bridge the communication gap between design and business needs. The document highlights the need for designers to establish credibility and trust to ensure successful project outcomes.

1. WE’RE STILL TOO FLUFFY Exploring missed potential

2. WHO ME?

3. LET’S TALK TURKEY

4. “ YOU DO THE FLUFFY STUFF” - CRAIG

5. Introduction Name: Anthony Colfelt Job: Creative Director Company : Different Solutions Large group of experience designers based in Sydney (20 Experience Architects, 7 Visual Designers) Big, tricky design projects with big, grumpy clients 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

9. SKEPTICAL OF DESIGN

10. ASSUMED NEED

11. PERCEPTION OF “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. Time spent thinking about communicating it Time spent creating the stuff

16. The challenge Get business to follow designers Embrace the inner salesman

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