What do clients want from us?

Exercise:
What is it that clients really value for the money they pay us?
Discuss & classify on
Visibility vs. Impactfulness

A restaurant example
Visible to customer Invisible to customer Kitchen Procurement quality Chef

Low impact High impact

Food Service Hygiene (dcor, cutlery)

If this experience is not delivered, customers start questioning on these areas

Brand Logo

Accounting staff

Our situation
Visible to client Invisible to client Fieldwork Data/analysis Management

Low impact High impact

Report/ppt (actionable insight) Servicing incl. thinking displayed, moderation etc.

If this experience is not delivered, customers start questioning on these areas

Brand Logo IT system/website

Accounting staff etc.,

Therefore
Our report and presentations should demand our greatest attention
It is the most visible

It is the most impactful and enduring part of our relationship with client

Do we spend that amount of attention on this? If not, why? (Discuss)

Discuss a successful movie

What made it successful?
Story/content/script? Sets, music, photography, direction, stunts

etc.,? (lets call this embellishments) Actors?

Which of these three is most important? Why?

Ideally, we would like the movie to be strong on all three legs

However, first priority should be story!

Our workshop will focus on:

Module 1: Improving story telling/ Plot/ theme strengthening
And making it worthwhile for the client to listen to (why should

they care to hear your story?) We will put 70% of our efforts to learn this skill

Module 2: Embellishments
Data visualisation helping the client to assimilate our arguments

in the fastest way possible We will put 28% of our effort to learn this skill

Module 3: How to present? (better actor)

We will discuss 2% of time to learn a few critical points

Module 1: Story/script making Telling an interesting story and making it worthwhile

A. WHAT IS THE STRUCTURE OF A STORY?

Story has
Situation Complication Question Answer Mnemonic: SCQA

*Credits: (a) The Minto Pyramid, Barbara Minto (b) Poetics by Aristotle

Exercise: Can anyone volunteer to tell a story?

HANDOUT: QUAL DATA TO BUILD A STORY

HANDOUT 1: QUAL DATA TO BUILD A STORY

Background
Client is a design software provider (e.g. AutoCAD, Solidworks, Catia, Maya, 3DX etc.,) making software that enables creative work of engineers mechanical/civil, architects, animators etc., Has several products/brands build to meet specific needs of these professions Business situation in India: It is a mixed bag doing extremely well in some segments while being overwhelmed by new, nimble and exciting players in some segments Research objective to understand the software users better to relate to them closely to build a strong customer franchise

Q: How is the workplace changing for design professionals?

Software needs to be with all as we are increasingly working in collaboration Architects, tooling & animation companies You require time to manipulate & figure out ways. Clients do not understand, always forcing us to do things quickly as if I am a magician, dont appreciate what software we usejust want the productnot willing to give premium A small Animation company in Mumbai Team work and friendly environment are a must in our design department Small machinery company in Delhi Your presentations have to be better depending on client in order to get the project An Architect in Mumbai Companies now recruit Bachelor of Engineering (BE) as minimum qualification instead of just a diploma holder Medium tool design company in Pune People used to buy Pro/E (a high end niche design software) just to show off they have it but ended up using only AutoCAD (considered too mass) CEO of a large Machinery company in Delhi

Q: What is it that inspires you to be in this profession?

Odd shaped plot converted to fit 10 flats Civil Engineer Seeing trends change..now glass building are popular, in 15 years it will go away as glass not good for tropics Architect Need material, new type of Without knowledge, we will not grow Sit and draw on PC cant work stand chaos of workshop Tooling Need to anticipate what Start a problem>> I people will face in shop get excited to solve Learning is Design part is most floor important exciting Machine design Need to know total design in working Should be Mr. Perfect Machine design Our field is best and our education is on top Machine design You feel happy when you make people laugh Animator Joy of first born Tooling Good ideas give excitement Machine design Cannot create rubbish Architect

Join a better company

Q: What are your ambitions?

If Pope can shout at Michelangelo the famous artists for shoddy work, I am nobody Ferrari will be my dream company to work in Want my company to be globally appreciated for design Go and work in Dubai to work on big buildings Work is bigger than the individual Who wont want to earn a little more money?

Want to work with all types of Material, software, hardwares, people & many skilled people
Need Better material, eqpt., s/w, h/w, people & skilled people I want to decide my type of work & time to work Boss should not interfere I want to Start my own consultancy 5 day work culture is what I seek I need time to think and do creative work I would like to meet inspiring people and learn from them: APJ Abdul Kalam Micheal Schumacher Narayana Murthy, Bill Gates DreamWorks head

Colour differences in what I am thinking., that Once design is approved, I get software outputs irritate would be great bored of detailed drawing me Template library to work from will help I get excited to solve but Final output, final interest goes down soon Time is a Dont like work if it has rendering are different constraint repetitive task Software is just a tool. We need

Q: What frustrates you when you are using design softwares of today? If the software can do

to develop the character, show Problem while switching one brand of software to another have emotion etc. Animator Our H/w system is to adapt which takes time We have designed building when software was not backward there. It has made life easier & faster Difficult to learn People keep changing, Architect you cant locate old new software There is no software that can files analyze and think intelligently StaffITI Creativity is going down diploma..mentality not right Tooling because of s/wyoung to use software Some softwares are very people want to make more slow as our system is not money and go home early Not getting payment in up-to-date time why invest in high Dont have a voice to exercise quality s/w Very heavy s/w Is our choice on s/w No interference from top..need slow on regular PC Material or machine not freedom to decide s/w available..Grinding machines are not good We have designed building when software was not there. It has made life easier & faster Architect

Task
Build an interesting story
In each slide with data, try and group the statements to

see some structure/order Piece the various slides together to build a story Use adjectives, verbs to be evocative

See if are able to apply the structure

Situation Complication Question Answer

B. IS THERE A THEORY TO TELLING A STORY?

Edward de Bono : Six Frames for Thinking about Information to string ideas
What?

Avoid time-filling and distraction Attractiveness of a topic Need defines search Ask the - General interest I love to relevant and specific questions get to know about things PURPOSE Browse and scan how much is - Specific Interest - I want to buy a car, needed and what all is irrelevant Ill get to know everything about it Confirmation rechecking your Why? Interest generated by sources - Addition of knowledge Where? Awareness ATTRACT - Contradiction of existing knowledge
Authority of source of information Internal checking Comparative Accuracy Adequate Accuracy Doubts compare with other reports and clarify

ACCURACY

VALUE

The value of your information does it satisfy your info needs? Does it rouse your interest? Does it answer your questions? Conclusive of all other frames Source confirmed, unbiased Awareness of the world around us

Maintain neutrality Remove biases and persuasion A difficult task to being with - balanced perspective is very rare! Identify adjectives in information to infer biases PoV : Where is a source/person coming from

Analysing the results Are we satisfied with info search Do we need further information? Overall value of information

Inductive: Argument first

WHY?
Whats wrong/right/happening?

Whats causing it?

HOW? Heres what you should do

A1
Bottom up approach:

B1

C1

A2 B2

C2

A3

B3

C3

This is what will be the outcome if you change Induction is usually described as moving from the specific to the general Arguments based on experience or observation are best expressed inductively

Deductive: Action first

You must change HOW? A3 WHY? A2 A1 B2 B1 C2 C1 B3 C3

Top down approach

Deduction begins with the general and ends with the specific. Arguments based on laws, rules, or other widely accepted principles are best expressed deductively

Ideas within a story need to be represented in one of two ways - Inductive or Deductive
1. Inductive Logic

Socrates ate fish

Most Greeks eat fish

2. Deductive Logic Socrates was mortal

Socrates was Greek

All men are mortal

Socrates was a man

Ideas - a better way to represent them

Deductive reasoning Chronology (Evolution) Comparison/classification/ranking
If you cant find the order in the grouping, your thinking has a flaw.

Lets discuss
What was the structure within our overall story?
Inductive or deductive?

How would you make it a deductive or inductive structure and vice versa?
Discuss

Summing up
Systematic, Formal & objective
Argue & Counter argue Feel/value/ Judge

Story line
Situation Complication Question Answer

First act: Understanding the Customer

Work environment, motivations, ambitions, frustrations, emerging trends

S: Their work environment has changed dramatically

Seeing the context

How has their work place changed?

High quality at lower cost with reduced cycle time Competition hot at the heel Constant investment in new tech Invest in skilled people Plan better Work collaboratively
30

C: So, are we catering to what the users need now?

Exploring need gaps to fit our software

Users care not about software but about deriving Pride out of learning and from solving challenging problems!
5. High Pride in design work
You feel happy when you make Our field is best and our Joy of first born people laugh Animator education is on top Machine Tooling Cannot create rubbish Should be Mr. Perfect design Architect Machine design Seeing trends change..now glass building are popular, in 15 years it will go away as glass not good for tropics Architect Learning is Need material, new type of Without knowledge, we will not grow important work Need to know total Start a problem>> I design in working get excited to solve Sit and draw on PC cant stand chaos of workshop Tooling Odd shaped plot converted to fit 10 flats Civil Engineer Need to anticipate what people will face in shop floor

4. Learning 3. Solve problem

2. Create/innovate/ design 1. Mount challenge

Design part is most exciting Machine design

Good ideas give excitement Machine design

32

Whats more, users are united in their ambition to be recognized for who they are & what their achievements are!
Look for better avenues for growth
Join a better company Ferrari will be my dream company to work in Go and work in Dubai to work on big buildings

Sublimation
Want my company to be global Work is bigger than individual If Pope can shout at Michelangelo, I am nobody

Hidden need

Are inspired by creative/ famous people & would like to

meet them:

To be recognized for creativity/work

Better pay

APJ Abdul Kalam, Micheal Schumacher, Narayana Murthy, Bill Gates, DreamWorks head

Better job condition

Better material, eqpt., s/w, h/w, people & skilled people Material, s/w, h/w, people
& skilled people

Who wont want to earn a little more

More resources

Independence
Decide my type of work & time to work Boss to not interfere Start own consultancy

Lesser work
5 day work culture Need time to think and do

33

Q: So, what can a design software do to meet their needs?

Matching up to need gaps

A1: Software is not the Prima Donna but a tool to aid userrecognition should go to user not the software
There is no software that can analyze and think intelligently Tooling Software is just a tool. We need to develop the character, show emotion etc. Animator

ArchiCAD SolidWorks Maya

Fire

3D Studio Max

XSI

Catia
AutoCAD
We have designed building when software was not there. It has made life easier & faster Architect

Unigraphics
Staad A s/w should not be a black box. Need to know what it is doing so as to rectify our mistakes Civil Engg. Faculty

Pro/E SolidEdge

35

A2: Solve their small frustrations to enable them to focus on challenging problems and to learn & grow!
Remove s/w glitches/irritants
Colour differences Final output, final rendering Time is a constraint

Simplify
Once design is approved, get bored of detailed drawing Template library to work from Dont like work if it has repetitive task

If the software can do what I am thinking I get excited to solve but interest goes down soon

Unburden me

More User-friendly
Problem while switching s/w Difficult to learn new software

Our H/w system is backward Documentation is problem People keep changing, you can locate old files
Creativity is going downyoung people want to make more money and go home early Dont have a voice to exercise our choice

Streamline

StaffITI diploma..mentality not right Not getting payment in time No interference from top..need freedom

Speed up
Some softwares are very slow as our system is not up-to-date Is slow on regular PC
Material or machine not available..Grinding machines are not good
36

Q2:

ARE WE BETTER OFF CATERING TO THE EMOTIONAL NEEDS OF OUR CUSTOMERS THAN TO THEIR FUNCTIONAL NEEDS IN A DESIGN SOFTWARE? MAY BEMAY BE NOT!
37

SECOND ACT: WHAT SOLUTIONS FOR OUR CLIENT?

38

Did you notice the structuring of ideas in each slide?

39

How has the work place changed when you were not watching?
High quality at lower cost with reduced cycle time Competitive pressures Investment in technology Investment in skilled people Need for better planning More collaborative working
You require time to manipulate & figure out ways. Clients do not understand, always forcing us to do things quickly as if I am a magician, dont appreciate what software we usejust want the productnot willing to give premium A small Animation company in Mumbai Your presentations have to be better depending on client in order to get the project An Architect in Mumbai People used to buy Pro/E just to show off they have it but ended up using only AutoCAD CEO of a large Machinery company in Delhi Companies now recruit Bachelor of Engineering (BE) as minimum qualification instead of just a diploma holder Medium tool design company in Pune Team work and friendly environment are a must in our design department Small machinery company in Delhi Software needs to be with all as we are increasingly working in collaboration Architects, tooling & animation companies
40

Users united in Pride out of learning from ability to mount a challenge, create/design solutions to problem
5. High Pride in design work
You feel happy when you make Our field is best and our Joy of first born people laugh Animator education is on top Machine Tooling Cannot create rubbish Should be Mr. Perfect design Architect Machine design Seeing trends change..now glass building are popular, in 15 years it will go away as glass not good for tropics Architect Learning is Need material, new type of Without knowledge, we will not grow important work Need to know total Start a problem>> I design in working get excited to solve Sit and draw on PC cant stand chaos of workshop Tooling Odd shaped plot converted to fit 10 flats Civil Engineer Need to anticipate what people will face in shop floor

4. Learning 3. Solve problem

2. Create/innovate/ design 1. Mount challenge

Design part is most exciting Machine design

Good ideas give excitement Machine design

41

Again, users are united in their ambition to be recognized for who they are & what they achieve
Look for better avenues for growth
Join a better company Ferrari will be my dream company to work in Go and work in Dubai to work on big buildings

Sublimation
Want my company to be global Work is bigger than individual If Pope can shout at Michelangelo, I am nobody

Hidden need

Are inspired by creative/ famous people & would like to

meet them:

To be recognized for creativity/work

Better pay

APJ Abdul Kalam, Micheal Schumacher, Narayana Murthy, Bill Gates, DreamWorks head

Better job condition

Better material, eqpt., s/w, h/w, people & skilled people Material, s/w, h/w, people
& skilled people

Who wont want to earn a little more

More resources

Independence
Decide my type of work & time to work Boss to not interfere Start own consultancy

Lesser work
5 day work culture Need time to think and do

42

First, a whole lot of frustrations abound in this creative field and some pertain to software
Remove s/w glitches/irritants
Colour differences Final output, final rendering Time is a constraint

Simplify
Once design is approved, get bored of detailed drawing Template library to work from Dont like work if it has repetitive task

If the software can do what I am thinking I get excited to solve but interest goes down soon

Unburden me

More User-friendly
Problem while switching s/w Difficult to learn new software

Our H/w system is backward Documentation is problem People keep changing, you can locate old files
Creativity is going downyoung people want to make more money and go home early Dont have a voice to exercise our choice

Streamline

StaffITI diploma..mentality not right Not getting payment in time No interference from top..need freedom

Speed up
Some softwares are very slow as our system is not up-to-date Is slow on regular PC
Material or machine not available..Grinding machines are not good
43

In sum, Software is not the Prima Donna but a tool to aid userrecognition should go to user not the software
There is no software that can analyze and think intelligently Tooling Software is just a tool. We need to develop the character, show emotion etc. Animator

ArchiCAD SolidWorks Maya

Fire

3D Studio Max

XSI

Catia
AutoCAD
We have designed building when software was not there. It has made life easier & faster Architect

Unigraphics
Staad A s/w should not be a black box. Need to know what it is doing so as to rectify our mistakes Civil Engg. Faculty

Pro/E SolidEdge

44

PART 2: SO, WHAT? > HOW DO I MAKE MY STORY/THEME

LINK TO USEFULNESS TO CLIENT (MAKING HIM ACT ON OUR LESSONS)?

Can you set a measure of a successful study?

What % of your recommendations were acted upon by client?
What % of your recommendations are worthy

of being acted upon except for politics/laziness of client?

What % of your recommendations are worthy of consideration?
What % of your recommendation are interesting to your client? What % of your recommendation are interesting to you?

Task 2
How do I make my study useful to client to enable him to move to action?

Brain is a pattern making and self organizing system

Challenge assumptions Innovate Suspended judgment

Random stimulation
Brainstorming, Analogies

Quicker and better Decisions at the end

Summing up
Systematic, Formal & objective Argue & counter argue Suspend Judgment, Challenge assumptions Innovate, Brainstorm Use analogy

Story line
Situation

Internal Desk research

Client gate keeper views

Complication
Question Answer

So What?

Can you use this data to improve your So what conclusion?

Auto segment, which uses a lot of design software, collaborate in this manner:
Large Auto makers have own design departments (e.g.Maruti)

Sub-assembly mfrs have own design deptt. (e.g. Sona Steering,)

Spare parts mfrs (e.g. Small & Medium mfrs)

Some of the small co. may be avant garde

THANK YOU FOR YOUR ATTENTION!