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Portfolio · Management & Monitoring

Design offer catalogue: industrialising value

The in-between space of on-demand services and a packaged, measurable design product.

Role
Head of Design (Pictime)
Client
Pictime (IT services firm), for its sales team and its clients
Deliverables
Modular offers (UX Flash Audit, Performance Sprint, usability audit, UX/UI scoping), offer pages with a service commitment, sales training
Period
2021, 7 days of work and 4 hours of sales training
Context
Making design an autonomous commercial lever in a build-oriented IT services firm
"Usability audit" offer page: the questions the engagement answers, its 4-step process, the service commitment and the price from €4,875 excl. VAT.

The intent

At Pictime, design was often seen as an optional step in the build, or the first thing to cut. The intent was to show that we were good, and to prove it before the big project: cut a long offer into first actions, short and accessible, that demonstrate our skills.

Two questions: how can an IT services firm win new clients through design? And how do you make the sales team its first standard-bearers?

A successful audit or sprint thus became the proof that opens what comes next, all the way to the build.

The mechanics

The challenges

  1. Prospecting through design: let the firm get in the door with new clients through consulting rather than technology.
  2. Turning sales people into ambassadors: an offer simple enough for them to take it up.
  3. Making the decision easier: short formats, at accessible prices.

The plan

  • Cut the build offer into standard modules.
  • The UX Flash Audit, under €4,000: interface assessment and recommendations, interviews with user representatives, personas, journey maps and a mini usability audit. It was aimed at companies smaller than the large groups.
  • The Performance Sprint, under €5,000: co-define a company’s objectives and solutions to prepare or correct its roadmap.
  • Standardised offer pages: description, process, service commitment, options, terms of sale and price.
  • A 4-hour training session to align the sales team on these offers.

So that the sales team would really take them up, I went with them to the first meetings.

Examples of deliverables from the UI product design option: websites and apps, on desktop and mobile.

Evidence and deliverables

  • The offer pages: service commitment, options (design system, UI product design) and fixed price.
  • Sales training, then support at the first meetings.

The impact

  • 2 UX Flash Audits sold, one of which led to building an e-commerce site.
  • 1 Performance Sprint that led to the contract to build a mutual insurer’s website.
  • Together with the usability audit offer, the catalogue kept the design team’s utilisation rate up.