Selling designJanuary 12, 2015–Bitmaker Labs

Hi I’m Nathan Garvie I’m design director at @n8garvie nathan@heistmade.com

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

Tell the story not the tour

Tell the story not the tour

As the team member responsible for IT at a burger shop, I’m looking for a new VOIP service to take orders with. We’ve found in our early research that 65% of burger shops don’t have a dedicated IT person. So I’m looking for something that I can set up easily in my spare time. I also want something that my team can easily figure out so that i’m not always dealing with their problems…

Try talking in the 1st person like…

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

The structure Prep Recap Set the stage Demo Next steps

Prep ‣ write down what you want to learn and questions to ask

‣ write out questions that you will likely be asked

‣ write out your demo plan–don't demo too much

‣ do some audience recon

‣ practice

Recap ‣ ask what everyone has seen or knows

‣ talk about what was seen last time

‣ important if they’ve seen design recently or not

Recap ‣ ask what everyone has seen or knows

‣ talk about what was seen last time

‣ do it in frequent meetings too

Recap ‣ ask what everyone has seen or knows

‣ talk about what was seen last time

‣ important if they’ve seen design recently or not

Set the stage

‣ explain the problem you’re solving, the goals or brief

‣ make sure your audience can relate to the problem and that it’s real

‣ set expectations of what they're going to see and in what fidelity

‣ explain where in the process the work is (30% done? 90% done?)

‣ tell your audience what you want

Demo ‣ take on the role of the user to create a context of how it’ll be used

‣ connect your decisions to the larger goals

‣ back up your decisions with data or research

‣ don't be defensive

‣ stop, listen

‣ say "i don't know"

‣ keep an eye on the clock

Next steps

‣ review the feedback that was given

‣ state how you plan on following up or acting

‣ what’s happening next with you just showed? Releasing? Looking for funding?

‣ what will this audience see next time you talk?

A note about pitching

‣ Focus on your unfair advantage in solving the problem

‣ listen to ep. 1 of Startup podcast http://gimletmedia.com/episode/1-how-not-to-pitch-a-billionaire/

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

Know your audience

VP of Brand–Marisol• Q2 Liklihood-to-recommend scores

• Looking for consistency with brand touch points in other channels

• Needs to see high fidelity mockups

Head of Product–Ahmed• How will this release impact customer churn?

• Is this feature maintainable for our team?

• Is this going to cause us to miss our release milestones?

• Needs to see wireframes

Choose the right fidelity

Know what you don’t know

…there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns -- the ones we don't know we don't know.“ ”

Avoid big reveals

Have your sh*t together

 💩

Situations you’ll be selling in Stories not tours The structure 5 things to remember Exercise

Do the prep

1. Write down what you want to learn 2. Do some audience recon 3. Write out questions that you will be asked 4. Plan your pitch story

✓ What biz goals or problems are we solving?

✓ User type

✓ Feature/screen flow 5. Practice with your tech

Do the prep

Thanks

User icon Created by Rémy Médard from Noun Project

Mike Montiero–http://muledesign.com/2014/09/13-ways-designers-screw-up-client-presentations/

Julie Zhou– https://medium.com/the-year-of-the-looking-glass/how-to-present-designs-4a78c3ebca7b

Ketchup photo by Steven Depolo from Flickr

Cheese 331/365 by Anne Swoboda from Flickr

Lettuce by terry davies from Flickr

Red Rolling Hills by Joe Santos from Flickr

Standing around whiteboard by Dustin Seno https://twitter.com/dustin/status/553337880274165760/photo/1

Creds