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Awwwards talk 2016 - Why Being a Web Professional is About to Become Even More fun

A run-through of what we’ve learned through the past 3 years, about web-processes, creative workshops and in general our way to think, design and develop websites in an ever evolving world. You’ll get a unique insight on how to get money for spec-work with your clients, work with agile budgets, educate clients and turn the traditional client-studio-relationship to a more equal relationship where the project is developed more as a balanced partnership..

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Awwwards talk 2016 - Why Being a Web Professional is About to Become Even More fun

  1. 1. Stupid Studio HELLO AMSTERDAM! 32 years old, Partner & Creative Director at Stupid Studio #STAYSTUPID
  2. 2. LET’S JUST FUCKING CLOSE DOWN 4 YEARS AGO THE DIGITAL DEPARTMENT
  3. 3. 2013 64 % 36 % Digital projects on budget Digital projects where we didn’t earned shit!
  4. 4. 30 January 2016 Creatives + Ambitions + Budget + Website project + Client = IMPOSSIBLE!
  5. 5. Client brief Price Photoshop Presentation Slicing and coding Delivery Process. Budget 0% 100% 150%
  6. 6. Client brief Price Photoshop Presentation Slicing and coding Delivery Process. Budget 0% 100% 150%
  7. 7. Stupid Studio AFTERLIFE afterlife, afterlife, afterlife, afterlife, afterlife, afterlife, afterlife, afterlife
  8. 8. USE PLAY TO MAKE CLIENTS THINK TWO-PART BILLING STRUCTURE NO MORE TEMPLATES 3 MAJOR CHANGES
  9. 9. Design Development How the client sees a web project 50% 50%
  10. 10. Strategy UX HTML & CSS Content TestingPHP Thinking UI Branding Foosball
  11. 11. SENSE OF PLAY HOW HARD CAN IT BE
  12. 12. COME ABOARD MUCH EARLIER AND DEFINE THE REAL PROBLEM TOGETHER
  13. 13. Defining Users 02 Defining Business Goals 01 Defining User Goals 03 Defining User Journeys 04 What? Who? What? Again? How?
  14. 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. 15. Decency Credibility Service Atmosphere Energy Poetry Integrity Prestige Exclusivity " Crisp " Aesthetics Confidence Respect Professional Comradely YOUR KEYWORDS
  16. 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. 17. Quality Quantity ExpensiveCheap CLIENT CLIENT
  18. 18. “TODAY” YOUR SOUND Mainstream, Not relevant, Old fashioned, No passion, Identity crisis, Shallow and forgettable
  19. 19. “TOMORROW” YOUR SOUND Crazyness, Rebellious, Multi Layered, Credible, Real, Energy, Passion, Dynamics
  20. 20. VISUAL REFERENCES CONVERTING THEORY INTO REALITY
  21. 21. The Process. Tadaaaah!
  22. 22. Coffee Interview Workshop no. 1 Strategic debrief Actual projectWorkshop no. 2 Free Fixed Agile Maybe!
  23. 23. Black Coffee. The date!
  24. 24. Interview Second base!
  25. 25. Workshop numero uno St!ategy and Func"ionali#y
  26. 26. 4. Visual and Creative WorkshopWorkshop numero dos Crea"ive, Wild and Visual
  27. 27. What?
  28. 28. Strategic Design Debrief The E%ence
  29. 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. 30. THE BUDGET OH YES!
  31. 31. Fixed vs. Agile
  32. 32. Feelings vs. Functionality
  33. 33. Description Price Visual Concept & Art Direction 4500,00 € Layout, wireframing & UX 3500,00 € Project management, meetings & advice 2500,00 € Fixed budget
  34. 34. Agile budget
  35. 35. Agile budget
  36. 36. Agile budget
  37. 37. Agile budget
  38. 38. Agile budget
  39. 39. Agile budget
  40. 40. Agile budget
  41. 41. Aha!
  42. 42. I know what you’re "hinking
  43. 43. “No client on this planet would accept that kind of pricing” – YOU –
  44. 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. 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. 46. NO MORE TEMPLATES. EVER PHOTOSHOP IS YOUR FRIEND. BUT HE’S LYING
  47. 47. Look & Feel Okay "hen!
  48. 48. WTF! no more
  49. 49. 7. Touchpoint Meetings planned for the entire processTouchpoints and meetings He'o again!
  50. 50. The Delivery 30 days of free support There you go!
  51. 51. USE PLAY TO MAKE CLIENTS THINK TWO-PART BILLING STRUCTURE NO MORE TEMPLATES 3 MAJOR CHANGES
  52. 52. PARTNER WITH OUR CLIENTS BETTER BACKENDS VERY HIGH COMMITMENT EASIER TO DISCUSS QUALITY OF CONTENT WITH GREAT EFFECT
  53. 53. 2013 36% on budget 36 %
  54. 54. 2013 36% on budget 2014 51 % 51% on budget 36 %
  55. 55. 2013 36% on budget 2014 51 % 51% on budget 2015 55 % 55% on budget 36 %
  56. 56. Maybe! 2016 60 %
  57. 57. Stupid Studio LAST RANDOM SHIT!
  58. 58. DO NOT EVER AGAIN DESIGN THE ENTIRE PROJECT IN PHOTOSHOP IT’S ALL A LIE AND YOU’RE THE ONE PAYING
  59. 59. I’M ABSOLUTELY SURE THAT SOME OF THIS YOU’LL THINK OF AS BASIC STUFF. INVOLVE THE CLIENT
  60. 60. I’M A DESIGNER. REALLY! I LOVE THE VISUAL PROCES… FIRST THING FIRST BUT…
  61. 61. TODAY WE SPEND JUST AROUND 50% OF A PROJECT-BUDGET ON THINKING, PLANNING, TALKING, UNDERSTANDING AND ASKING
  62. 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. 63. “IT'S NOT ONLY THE RESULT OF THE EXERCISES. IT'S THE PROCESS TOWARDS IT” THE EXERCISES – ME – 
  64. 64. Way to do it? So "his is "he
  65. 65. Downsides? Are "here any
  66. 66. Maybe to much control…
  67. 67. … and to little rock’n roll?
  68. 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

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