Selling Design To Business Executives
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WE’RE STILL TOO FLUFFY! Exploring missed potential.
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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
Notes de l'éditeur
- 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 ***