WE’RE STILL TOO FLUFFYExploring missed potential

WHO ME?

LET’S TALK TURKEY

“YOU DO THE FLUFFY STUFF” - CRAIG

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

UCD at its best

Define Design ImplementConcept

Experience Modelling

Learn HERE Less valuable Too late

Products and services still suck

SKEPTICALOF DESIGN

ASSUMEDNEED

PERCEPTIONOF “DESIGN”

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...

Consequences

WHY?Experience Designer

The communication gap

BUSINESSNEEDS

VALUE OF DESIGN

Time spent thinking about

communicating it

Time spent creating the stuff

The challenge

» Get business to follow designers

» Embrace the inner salesman

WISH I WAS HIM

Prepare to

PREPARE TO SELL

COMMUNICATE TO ALL ON THE PATH

THE

IDEAADOPTIONPATH

Problem Anatomy

Credibility Consequences

Urgency Differentiate

Data

Incentives

Unaware

Aware but inactive

Aware and active

Decision

Branding &Education

Distribution

Sales

Conversions

Acquisition

Costs

Efficiency

StrategyDifferentiation

NPS

Profit margin Customer

Satisfaction

Advantage

Investment

TALK BUSINESS

BE BRAVE

NOFLUFF

THANK YOU

Better thinking. Better experiences. Better results.TM

52-56 William Street, East Sydney, NSW 2009 | www.different.com.au | 02 9751 7444

Email: anthony.colfelt@different.com.au

Slideshare: http://www.slideshare.net/colfelt

Twitter: @colfelt