A presentation about how experience designers mostly miss the point about communicating with business stakeholders. Practical techniques from the sales discipline to ensure better efficacy in bringing clients around to making the right decisions.

1. WE’RE STILL TOO FLUFFY Exploring missed potential

2. WHO ME?

3. LET’S TALK TURKEY

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

9. SKEPTICAL OF DESIGN

10. ASSUMED NEED

11. PERCEPTION OF “DESIGN”

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