The ODP Client Interaction Model (Presented at Info Retail)
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Transcript of The ODP Client Interaction Model (Presented at Info Retail)
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
TalkThe ODP Client Interaction Process
alisan_atvurtwitter
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The ODP Client Interaction Process by Alisan Atvur, Nov 2010
Have youworked in a creative environment or an agency that has a client-facing account team?
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
Have youset expectations for a working relationship with a client?
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
ChallengeCreative agencies often struggle to validate “the strategic design process” with clients.
The client-facing representative can make or break the client’s view of an agency’s strategy process.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
GoalThrough the ODP method, accounts teams at creative agencies can
a.) validate the expertise of their “strategic design process”b.) decrease potential client disappointmentc.) build rapport internally with creatives at the agency
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
Then and NowThe Waterfall Model for Design
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
The Agency Model (Then)PHOTO: MAD MEN on AMC (2010)
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
The Agency Model (Then)
DEFINE
DESIGN
DEVELOP
DEPLOY
CLIENT
DESIGNER
EXECUTOR(i.e. PRINTER, ENGINEER, ETC.) PROBLEM
If what the client “defines” is wrong, the design investment may not achieve ROI
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
The Agency Model (Now)PHOTO: HOUSE on FOX (2010)
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
The Agency Model (Now)
DEFINE
DESIGN
DEVELOP
DEPLOY
RESEARCHERSTRATEGISTCLIENTDESIGNERACCOUNT REP DESIGNER
EXECUTOR(i.e. PRINTER, ENGINEER, ETC.) PROBLEM
If the strategy and design team can’t diagnose,they can’t prescribe correctly.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
The Agency Model (Now)
Account RepStrategist Designers
ResearcherDirectors
Your Agency’s Strategic ProcessAll of these voices are
involved in diagnosing symptoms.
PHOTO: HOUSE on FOX (2010)
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
How to useThe ODP method has three guiding principles. Consider these principles when speaking, emailing, communicating, etc. with a client.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
But first,Ensure you know your strategic products and services.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
Principle One: OUse Offensive Techniques
Before any project, inform the client of how “design strategy” can directly affect the ability for the design to achieve ROI.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
Principle One: DUse Defensive Techniques
If a client chooses not to utilize a “strategic design process,” inform the client of potential repercussions.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
principle
Principle One: PPass-off and Protect All Parties
Detect and identify symptoms of a client’s problem. Then, pass off (a) the diagnosis of the problem and (b) the description of the process to the design strategists.
The ODP Client Interaction Process by Alisan Atvur, Nov 2010
Thank you
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