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WE’RE STILL  TOO FLUFFY Exploring missed potential
WHO ME?
LET’S TALK TURKEY
“ YOU  DO THE  FLUFFY  STUFF”   - CRAIG
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UCD at its best Define Design Implement Concept Experience Modelling Learn HERE Less valuable Too late
Products and services still suck
 
SKEPTICAL OF DESIGN
ASSUMED NEED
PERCEPTION OF “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 BUSINESS NEEDS VALUE OF DESIGN
Time spent thinking about communicating it Time spent creating the stuff
The challenge ,[object Object],[object Object]
WISH I  WAS HIM
 
Prepare to PREPARE TO SELL
COMMUNICATE TO ALL   ON THE PATH
THE IDEA ADOPTION PATH
Problem Anatomy Credibility Consequences  Urgency Differentiate  Data Incentives Unaware Aware but inactive Aware  and active Decision Branding & Education
Distribution Sales Conversions Acquisition Costs Efficiency Strategy Differentiation NPS Profit margin Customer Satisfaction Advantage Investment TALK BUSINESS
BE BRAVE
NO FLUFF
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:  [email_address] Slideshare:  http://www.slideshare.net/colfelt Twitter: @colfelt

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