Lecture for design students at University of Technology of Sydney about communicating design in the commercial world. (originally developed by Anthony Colfelt)

1. Design and innovation in a commercial world
Considerations for getting designs out in the real world

2. How attached do we become to our own creations?
Creator 23 cents
Non-creator 5 cents
(c) Furya

3. Different is an Experience Design Firm
We use insight into human behavior to
create products and services that engage,
delight & differentiate.
 Established 2001
 Team of 20 User Centred Design experts based in Sydney

4. What we design

5. What we design

7. The Corporate World

8. Who pays for design?

9. Pressures on the ‘Sponsor’

13. Some designer stereotypes

14. Technique 1: Communicating design
The most frequently missed ingredient for success

15. Who would you trust?

16. The communication gap
DESIGNER
HERE
BUSINESS
NEEDS VALUE OF
DESIGN

17. Design benefits must be ‘real’

18. Communicating design
Time spent
creating the stuff
Time spent preparing
how to communicate it

19. Storytelling

20. Technique 2: Manage perceived risk
Build confidence through making your design process explicit

21. Design means change

22. Processes reassure
Design Concept Design
Test Test Implement Launch
Research Iterate Iterate
Learn Here Less Valuable Too Late
$ $
Cost of Change

23. Validating assumptions

24. Research as shield

25. Research as a shield

26. Conclusion

27. Creating value around design
MOTIVATED
INTERESTED
ENGAGED
of need to change
APATHETIC
REALISATION
STATE OF MIND
STAKEHOLDERS’
WORRIED
OPTIMISTIC
YOUR Problems &
GOAL Credibility Solutions Proof
Consequences
YOUR Promoting
ACTIVITY Research Design Test & Iterate
Design

28. They need you
(and the world too)

29. Better thinking. Better experiences. Better results. TM
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