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设计,该怎么卖?:理解、定义并营销你的设计价值

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世界需要美的设计,但什么是美却偏偏天生要由主观来决定。在《设计,该怎么卖?:理解、定义并营销你的设计价值》一书中,你会学到:
运用传统设计技能的新方法
将设计工作对项目的价值贡献加以量化
清楚的阐明设计的价值,为自己在项目中赢得平等地位
让客户为你的实力买单,防止业务在众包和外包服务的挤压中流失
通过深入挖掘客户需求创造新的商业价值增长点
Content Description

在《设计,该怎么卖?:理解、定义并营销你的设计价值》一书中,作者珍与肯?维索基?奥格雷迪展示了怎样用客户能理解的方式阐释你的设计价值,并赢得客户的青睐。本书提供了一套可行的方法,让你不再依赖他人的主观审美趣味赢得业务。书中方法鼓励设计师更早介入设计项目,并让客户感到你的收费物有所值。
设计师必须理解自己的工作是怎样创造价值的,方能有效的拓展业务和建立长久有利的客户关系。如果你能说得清自己的能力可以怎样满足客户需求,建立和维护稳定的客户关系就并非难事。本书将告诉你具体怎么做。
Author Description

珍和肯·维索基·奥格雷迪,是大学教授、设计师、作家。夫妇二人还共同出版了《信息设计指南》和《设计师研究手册》等书。他们致力于以平易近人的方式介绍设计的学术理念,宣传推广好的设计之潜能和力量。
Catalogue

引言为什么要读这本书
第一部分:理解价值
第一章:理解市场环境
不必杞人忧天
新的机遇
第二章:了解你的技能
你的优选资质
将你的能力可视化
你是哪种字母型人才
第三章:了解你的服务内容
硬价值和软价值
用项目定义你的价值
价值体系
第二部分:定义价值
第四章:定义量化体系
设定量化体系:投资回报率
确定量化体系:成本收益分析
钱不是一切:钞票之外的衡量标准
成功实例:用相关的数字说话
时间即金钱:既拥抱量化又不让创造力流失
第五章:定义商业影响力
设计的价值:调查报告
设计的有效性:行业报告
设计的经济效益
开始传播信息
第六章:定义你的受众
以人为本的设计:以使用者为中心的方法
了解你自己:使用者调查的工具
你需要一个计划:将研究融入设计流程
逻辑模型:将流程可视化
翻译损耗:让数据更易理解
借鉴案例
设计的炼金术
第三部分:营销价值
第七章:在真实世界里的营销方案
巴冰顿英国茶室品牌重塑
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M-Savers 平价超市品牌重塑
塑造客户体验:解构教科书项目
MiWay 公车计划
MYBURGER 汉堡品牌再造
开放学院品牌重塑
“oHIo”零售业营销产品开发
商户夏季挑战
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作者鸣谢
关于作者
Book Abstract

我们的行业经历着剧烈的变化,机遇总在不断出现。职业发展更是时势造英雄。怎么才能从下面这些方面积累自己的实力呢?

数据可视化+信息设计

我们生活在大数据时代。通过互动通讯技术,企业、机构和政府如今可以收集并分析前所未有的海量信息。数据生成量每年史无前例的迅猛增长。我们在社会、商业、教育、经济和科学等各个领域都在应用大数据。但是数据如果没有现实的参照体系是无法使用的。信息设计师的工作就是提供这种参照,将枯燥的数据转换成可视、可信的故事。

用户体验设计(UXD)

任何一个机构都在不断努力建立能够与其受众进行有意义的联系的互动关系。用户体验设计应运而生。能够将美学趣味与行为/文化内涵、科技知识融会贯通的设计人员越来越受到青睐。用户体验设计师靠的是跨平台的知识嫁接和在新媒体上应用其技能而得以壮大。(他们中很多人在平板电脑问世之前早就从事这方面的设计工了!)正因为对任何人来说,建立这么广泛的知识技能基础都并非易事,所以具备这种素质的设计人员在UXD领域待遇也越来越好。

……

Introduction

为什么要读这本书?

貌似你需要证明自己的价值。最近几个月,你或许遇到些业务上的困扰。有人怀疑你的水准,质疑你的处理能力,不给你报销费用,不给你升职,甚至直接对你的心血之作举起一个“丑”字。

设计是个非常具有挑战、竞争激烈的行业。众包文化和经济大环境的不稳定让它雪上加霜。

我们所受的教育和专业素质是围绕可视性的。

我们都是很棒的设计者,只是不那么擅长推销自己。我们只会待在自己的圈子里,在那些只有设计师才看的专业杂志上或是只有设计师的专业协会里互相PK、互相交流。(比如你,现在不是就站在书店的设计类书架前,嗯?)我们最逊的一点,就是总和各种甲方话不投机。

甲方关心的不是“可视性”——他们关心的是数字。

鲨鱼帮和火箭帮(西区故事)、瓦肯人和罗慕兰人(星际迷航)、洛奇和拽哥(洛奇拳击游戏)——这些死对头都说明,语言和文化隔阂令冲突不可避免。你(和你的钱包)都不想落单儿。本书假定你或许不大善于赢得委托方的信任。只有双方处在平等的地位上,或者能够清楚地认识到各自在这种互动合作中能得到什么,才会使信任变得容易一些。这就是说,你要学会更有说服力的向客户展示设计的价值。我们下面写的就是这件事(希望和你打开这本书时想的一样)。

你的设计有什么价值?

管理学中有句老话:无规矩,不成方圆。从这个角度来看,创意人员的工作是有风险的。设计创造的价值是很难追踪的,而且很少有设计事务所会去追踪。不以规矩来衡量设计的价值是有很多原因的。但是有一点很清楚:随着预算缩紧和市场的不断波动,委托方需要更大的保障,确保他们在设计上的每一分钱投资都有显著回报(ROI)。管理层需要(以他们能够理解并且感到舒服的方式)知道设计给他们创造了什么价值。那么你能不能给出一个漂亮的答案呢?我们大部分人在这个问题上开始挠头了:关于量化价值和证明投资回报的讨论让人头疼。作为创意人员想到这些就会感到沮丧、无聊,并且失去安全感。情感关联能够量化吗?能不能除去创意的光环试试量化呢?如果客户过于关心并追踪可量化的指标,还怎么用出乎意料的想法去展现创造力和激发灵感呢?好的设计所拥有的很多品质本身不就是无形的吗?如果只用商业指标去考量设计,让美感、异想天开的创意和惊喜何处容身?一个创造性的解决方案一旦证明有效,会不会引发其后一连串的重复制作?

我们这些艺术院校科班出身的设计师到底怎么去搞懂投资回报率呢?

不用担心。商业指标和美的事物是可以并存的。美的事物、出乎意料的事物、情感的联系都是可以并存的。在一个媒体和信息不间断轰炸的社会,设计可以起到标识和区分作用。我们都会注意到那些能吸引我们注意力的东西——吸引眼球甚至比俘虏我们的想象力更有价值。

这个世界需要美的设计。但美天生是主观的。所以现在来谈谈我们能够量化的东西,希望你作为一个设计专家学会通过商业中的量化体系来展现你的美学功力。要学会用你未来客户感到舒服的语言来聊设计价值这件事。确立这种信任关系才能得到传说中的平等合作。有了这种关系,你在设计过程中才不会一再被各种意见插手,才能更早的参与到创意过程中去。你的报价也更容易被客户接受。还有就是,这种信任合作关系也会确保你的工作不那么容易被外包或者众包取而代之。

本书不是关于美学价值相对于经济价值的思辨(这二者都是我们的追求)。设计王国已经被那些透过经济效益的眼镜看待创意工作的优劣与陷阱的种种对话、论文和博客文章所淹没。本书假定你早已读过很多这类讨论,投资回报对你来说也不是什么新鲜的话题。你所希望的是学习那些了不起的设计是如何以可量化的方式为实现客户的基本经济效益目标服务的,以及如何用客户和潜在客户听得懂的语言阐述设计的价值。

要真正使用!

我们知道你很忙。所以本书的设计考虑到这一点,把那些关于价值的重要的概论分为三个层次,以帮助你(1)理解你作为职业设计师所创造的价值;(2)确定你的受众,从而为客户创造更深层次的价值;(3)推广设计的价值。

本书的重点是帮你找到切实可行的方法将这些理念应用于实践,帮助你改善工作的效果,为客户提供更好的作品。

本书后面的两百多页讲的就是这件事情。我们的弹药库中所有的秘密武器,还有不断更新的大量专业人士的经验资料,以及来自学术、商业和流行文化领域的资源都会在后面向你展示。所有这些都会帮你找到自己的位置,体现出你的专业技能、业务工作和设计行业应有的价值。

这本书应该在你那为培养通才而建立的书架上找到位置。特别是你要知道什么时候该用这本书的内容,什么时候该真正的专家登场。所以,装备起来,去做些出彩的活儿吧!

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