the odp client interaction model (presented at info retail)

The ODP Client Interaction Process by Alisan Atvur, Nov 2010

TalkThe ODP Client Interaction Process

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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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