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Maxys Design Transcript _ conversion test

  1. Transcript of a Zoom Conversation with a client working through Maxys Design Form Questionaire

The purpose of this document is to have the Ai read through; correlate the answers to the form and then prepare a design briefing document

Transcript From Zoom Call with Friska to go through Maxy Design Form

00:00:00:00 – 00:00:19:07

Scott Maxworthy

all right. And we got May we get you a new player? We can say, Can you hear me all right?

00:00:19:09 – 00:00:21:01

Friska Wirya

Yes, Perfect.

00:00:21:03 – 00:00:26:03

Scott Maxworthy

Perfect. All right. You’re a bit low. Let me just fix my audio.

00:00:26:05 – 00:00:30:24

Friska Wirya

Is there always chooses to update when you join a meeting? Annoyingly.

00:00:31:01 – 00:00:32:24

Scott Maxworthy

It does.

00:00:33:01 – 00:00:36:08

Friska Wirya

Look like quick.

00:00:36:10 – 00:00:48:16

Scott Maxworthy

Yet and Microsoft updates as well is a good one for that. Yeah, I’m very good looking. Beautiful.

00:00:48:18 – 00:00:52:11

Friska Wirya

Oh, thanks.

00:00:52:13 – 00:00:57:02

Scott Maxworthy

All righty. I’m a bit pressed for time, so let’s get straight into it. Okay? Yeah.

00:00:57:05 – 00:00:58:15

Friska Wirya

Let’s crack on.

00:00:58:17 – 00:01:04:08

Scott Maxworthy

Yep. I just a little bit of background. Can you see that screen share?

00:01:04:10 – 00:01:05:06

Friska Wirya

Yes.

00:01:05:08 – 00:01:45:03

Scott Maxworthy

Okay. So what we’ll do is just work through this side, but basically give you a bit of background. I’m looking at the whole process of a design intent through just the delivery, and it doesn’t matter what the creative process is. There’s this content, constant process of iteration as and as you’ve seen with your piece of artwork, you can go off the rails and they get in a rabbit hole and then it constantly changing the nature of the scope is so far removed from what the design intent was.

00:01:45:05 – 00:02:16:11

Scott Maxworthy

And so that’s a process that’s been a problem since day Dot since Michelangelo in terms of just getting what the client wants through to what’s going to be on the ceiling. So what I wanted to try and do was utilising the power of the AI to see how we can improve that process from client or customer design intent through to final product delivery.

00:02:16:13 – 00:03:12:14

Scott Maxworthy

And at some point in that process, there’s a there’s a paradise rule of, of at what point do you go and iterate but you don’t get the return. And so very, very conscious of that. But it is so I’m looking for that optimised design process. Yeah. What is I tried to take it away from a typical design brief, which is really in most cases a very logical sort of conscious process, and that’s part of the reason why it’s failed every time, because people don’t have what’s called the lexicon or the language able to communicate and or express what the design intent is.

00:03:12:16 – 00:03:34:07

Scott Maxworthy

So that was part of what I did then was, okay, how do we do? How do we address that? So I went and looked at a whole lot of different theories and processes, and what came back was it’s going to be a multidisciplinary type of approach. It has to tap into some subconscious processes that that you have in the back of your head.

00:03:34:09 – 00:04:05:08

Scott Maxworthy

And so through this process, it’s a multi-modal experience and it was really about how to handle it down, capture that. So the way we would have done that in you ask a series of questions, multidisciplinary. Some of it’s quite abstract, some of it’s quite specific, but the end result is to try and capture both. The end result is that design intent through to delivery and how we do that.

00:04:05:10 – 00:04:37:02

Scott Maxworthy

So that’s what we’ve got. It’s going to take about half an hour to be able to say that, to be abstract and we’ll see, see what we get out of it. Yeah, a bit like we did with the with the AI training model for you. And I was going to throw it in. Let’s say we get we’re not getting it, but we got the gift we got at the end of the day, I think we got some great outputs, you know, and I love and I love that.

00:04:37:02 – 00:04:41:03

Scott Maxworthy

Thought I would put up a guy that’s good. And then I went, Oh, shoot, that’s one way out.

00:04:41:04 – 00:04:42:13

Friska Wirya

That’s yours.

00:04:42:15 – 00:04:56:11

Scott Maxworthy

You know, I love that when I get from one to another photographer, I thought, you know what? Now those earrings, the ones we generated out of the island.

00:04:56:14 – 00:04:58:21

Friska Wirya

Yeah, yeah.

00:04:58:23 – 00:05:11:05

Scott Maxworthy

Look at that. Yeah. There you go. It’s quite all right. So let’s quickly. I’m going to do this. We’re recording this. The reason I’m recording this as well. Hopefully it says recording.

00:05:11:07 – 00:05:14:24

Friska Wirya

Yeah, it does. Yeah, I can say I can see the blue, the red dot recording.

00:05:15:01 – 00:05:22:16

Scott Maxworthy

Yep. I’m the reason these also that will go through this full process. But what I’ll do is take our discussion.

00:05:22:18 – 00:05:23:23

Friska Wirya

Yep.

00:05:24:00 – 00:05:32:09

Scott Maxworthy

Transcribe that and also phase through also get the dog box and there’s going to be interesting how that comes up on the transcription.

00:05:32:11 – 00:05:33:04

Friska Wirya

Yep.

00:05:33:06 – 00:05:50:00

Scott Maxworthy

But Priska Harold. Woof, woof, woof. But what we’ll do is also take the conversation because there’ll be a whole lot of audio, verbal, verbal stuff we say, Yeah, but this will be transformed into the form.

00:05:50:02 – 00:05:51:07

Friska Wirya

Yeah. Okay.

00:05:51:09 – 00:06:23:20

Scott Maxworthy

Again, this process is very much about trying to unlock there and then the going throughout in the inside it’s just okay, except for the dog barks, it’s going to really throw out the engine. But anyway, yeah. Yep. Alrighty. So this is Maxis design brief version 5.2 by creating a synergy project personalised process of harmonising your ideas into a compelling creative narrative, orchestrating a seamless journey from creative vision to tangible reality.

00:06:23:22 – 00:06:44:04

Scott Maxworthy

That’s part of the prompt that I’ll be giving the I. So we will get continuity in terms of the process. Email I’ve got Introduction. Welcome. I thrilled to embark on this creative journey with you. The objective is clarity. Shape your vision with take process, though it might seem daunting, is a beautiful dance between your ideas and our expertise.

00:06:44:04 – 00:07:08:07

Scott Maxworthy

We the way transforming forms into a comparative narrative that resonates with your audience. We understand that creativity can’t be rushed in. It’s the right environment to flourish. You need to find a comfortable client space and research has shown that you have some nice background creative music. You tap your subconscious process, so you have music playing in the background.

00:07:08:07 – 00:07:13:16

Friska Wirya

Neil No, I can’t concentrate. When there’s music in the background, I prefer silence.

00:07:13:18 – 00:07:15:11

Scott Maxworthy

I got Let’s go for silence.

00:07:15:16 – 00:07:17:00

Friska Wirya

Yeah.

00:07:17:02 – 00:07:36:12

Scott Maxworthy

This form is designed to capture the essence of your vision through a series of question questions and Senegal’s audience to make perspective. Don’t worry about everything. Right? The first trial, it’s the starting point. We refine the details later. The process will take about 30 minutes. But remember, this is an investment in your vision. The more detailed and thoughtful your response, the better.

00:07:36:12 – 00:07:57:12

Scott Maxworthy

We can align your efforts and expectations. So take a deep breath, let your creativity shine. And let’s get started on this journey. It’s important to note that some people often find it easier to express their thoughts and feelings through stories. You should feel free to share your personal anecdotes and experiences related to your project in these answers. Remember, this is a conversation, not a test.

00:07:57:14 – 00:08:13:21

Scott Maxworthy

There are no wrong answers and it’s okay if you don’t have all the answers right away. The goal is to start a conversation, explore the ideas together. See you on the other side. All right. Name of God organisation. What? What? What’s your company or how do you want to work?

00:08:13:23 – 00:08:24:24

Friska Wirya

Fresh Buy Fresca. Yeah, but for her. Yeah.

00:08:25:01 – 00:08:28:14

Scott Maxworthy

What did you eat? Shouldn’t we had to get what we got?

00:08:28:17 – 00:08:30:13

Friska Wirya

Yeah. Yeah.

00:08:30:15 – 00:08:31:23

Scott Maxworthy

And the project?

00:08:32:00 – 00:08:42:04

Friska Wirya

A future fit. Just call it future fit Build next.

00:08:42:06 – 00:09:06:11

Scott Maxworthy

Alrighty. This session aims to craft your design vision, help you articulate your ideas, even if abstract, are not fully informed. The vision. Tell us about your dream design. What does it look like? Feel like? Do picture perfect. Close your eyes and imagine stepping into your dream space. What do you see? What colours, shapes, elements around you? Take a moment to visualise your ideal design.

00:09:06:13 – 00:09:30:00

Scott Maxworthy

Imagine stepping into a serene creative space or sanctuary of thoughts and ideas. The room is bathed in a soft glow of light, filtering through a large shaped window. The walls are adorned with inspiring quotes and sketches, each telling a unique story. A large wooden desk sits in the centre, scattered with notepads, pens and a vintage typewriter. A comfortable plush armchair invites you to sit and let your thoughts flow freely.

00:09:30:02 – 00:09:38:00

Scott Maxworthy

The room is filled with soft ambient music, in this case, some stimulating creativity and focus. This is your dream space, a haven for your imagination.

00:09:38:00 – 00:09:45:13

Friska Wirya

Go start. Sorry. In this I’m talking about my dream design for the cover yet?

00:09:45:15 – 00:10:08:24

Scott Maxworthy

Absolutely. This is whatever the is what will do in this process is this is really just getting in to and trying. The pure design piece can come in handy because really you align a bigger vision and just get you into this process of ramping.

00:10:09:01 – 00:10:36:10

Friska Wirya

My book design. The way I see it, it’s very clean and modern, not a lot of confusing elements. When I think of the future, I think of either white silver or gold. So those are kind of the three shades I have in my head. And the book title is called The Future Fit Organisation A Leader’s Guide to Transformation.

00:10:36:12 – 00:10:59:13

Friska Wirya

And because of that, the contents of the book I talk about things like the people stack. People always talk about the tech stack, but what about the people required to make that successful? And they are like pieces of a jigsaw puzzle. So one image that I had in my head was I prefer female, obviously because I’m female was like a female head, very metallic.

00:10:59:13 – 00:11:04:17

Friska Wirya

But she cut.

00:11:04:19 – 00:11:08:14

Scott Maxworthy

I’ve lost you. Stop it.

00:11:08:15 – 00:11:15:06

Friska Wirya

Allow into slices if that makes. Yes.

00:11:15:08 – 00:11:19:19

Scott Maxworthy

Yeah, yeah, yeah. I lost you a little bit there. I’m sorry, but I think we got it.

00:11:19:21 – 00:11:21:18

Friska Wirya

Okay, so.

00:11:21:20 – 00:11:27:01

Scott Maxworthy

Would you mind just repeating the second part? I got broken into pieces, then I lost you for a fraction.

00:11:27:07 – 00:11:51:10

Friska Wirya

Yeah, So I’m imagining. So I’ve actually just sent you a photo on WhatsApp of, like, the kind of image that I had in my head. But it’s a woman’s head. She’s completely metallic and she’s sliced into pieces. So she’s comprised of metallic sort of beams or pillars. So together they kind of be a jigsaw so she can turn her head, etc..

00:11:51:12 – 00:11:55:24

Friska Wirya

But yes, like sliced into pieces.

00:11:56:01 – 00:12:04:09

Scott Maxworthy

Good. Okay. I think that also come out of the other. There are places in this form of submitting images and fading in. So there’s.

00:12:04:09 – 00:12:05:07

Friska Wirya

A.

00:12:05:09 – 00:12:24:06

Scott Maxworthy

Little element of repetition in here. And it’s like because we are trying to cover a whole the basis of having a look Isocell what we’re trying to understand is at the tile into those places. Yeah, so I think I’ve got that look and feel. So as, as we’ve just mentioned, you’re looking only around through this list.

00:12:24:07 – 00:12:25:06

Friska Wirya

Store.

00:12:25:08 – 00:12:30:22

Scott Maxworthy

And just say yes or no very quickly. Yeah. What. So you said modern.

00:12:30:24 – 00:12:33:09

Friska Wirya

Yes.

00:12:33:11 – 00:12:35:03

Scott Maxworthy

And I’m just Can you read that All right.

00:12:35:09 – 00:12:37:24

Friska Wirya

Yep. Elegant. Yep. Keep going.

00:12:38:01 – 00:12:40:05

Scott Maxworthy

Yeah. Yes or no? Just going to. Yes or.

00:12:40:05 – 00:12:40:22

Friska Wirya

No?

00:12:40:24 – 00:12:43:12

Scott Maxworthy

I got hit.

00:12:43:14 – 00:12:49:15

Friska Wirya

A sophisticated it. We passed it.

00:12:49:17 – 00:12:49:24

Scott Maxworthy

Where?

00:12:49:24 – 00:12:53:00

Friska Wirya

I’ll get that one. Up. Up.

00:12:53:02 – 00:12:55:16

Scott Maxworthy

There we go.

00:12:55:18 – 00:12:56:11

Friska Wirya

Laura.

00:12:56:13 – 00:13:04:19

Scott Maxworthy

Well I’m going to stay on and then we can. That’ll probably be a way of doing a contemporary. Yep.

00:13:04:21 – 00:13:07:03

Friska Wirya

And the futuristic.

00:13:07:05 – 00:13:09:03

Scott Maxworthy

I think that was previous was not.

00:13:09:03 – 00:13:19:09

Friska Wirya

Too down after that. Yeah. Oh, and luxurious. Yep. Yep.

00:13:19:11 – 00:13:23:23

Friska Wirya

Uh, yeah, I think. How many can I check?

00:13:23:23 – 00:13:33:21

Scott Maxworthy

Or as many as you want. Really. This is really a large bit of clay, and we’re just working through the clay.

00:13:33:23 – 00:13:35:21

Friska Wirya

Aethereal.

00:13:35:23 – 00:13:40:12

Scott Maxworthy

Or it’s one of my favourite words. Yep. Up.

00:13:40:14 – 00:13:52:14

Friska Wirya

Yep. Beautiful. Um, chic and sleek. Yeah. Futuristic. Oh, you’ve got futuristic again.

00:13:52:16 – 00:14:01:23

Scott Maxworthy

Oh, there we go. It’s a 14.

00:14:02:00 – 00:14:10:24

Friska Wirya

Not none of them polished.

00:14:11:01 – 00:14:12:21

Scott Maxworthy

We had zero before.

00:14:12:23 – 00:14:14:01

Friska Wirya

Yeah.

00:14:14:03 – 00:14:15:13

Scott Maxworthy

Okay, good.

00:14:15:15 – 00:14:16:07

Friska Wirya

Yeah, that’ll do.

00:14:16:07 – 00:14:38:07

Scott Maxworthy

Right. Beautiful. Been one of the themes or concepts that resonate with you and your brand that you’d like to incorporate within the designs allows you to share relevant themes or ideas they want to see reflected. Okay, today’s linked to my brand is place. I haven’t done that. Provide examples of a list of common themes or concepts that clients often consider in design.

00:14:38:07 – 00:14:57:07

Scott Maxworthy

Projects include long by nature inspired, vintage, futuristic, minimalistic, etc. Yep, brand value piece you can incorporate. They incorporate industry themes. That’s if that’s relevant. So this is really a very quick theme description.

00:14:57:09 – 00:15:22:16

Friska Wirya

Yeah. So definitely a futuristic, credible, high end modern, uh, innovative. How do I say it? Like a like you’re the leader, like leadership.

00:15:22:19 – 00:15:24:10

Scott Maxworthy

Support.

00:15:24:12 – 00:15:34:24

Friska Wirya

Leader. Yeah. And I’m unconventional, like it kind of thing that stands out from the masses, you know?

00:15:35:01 – 00:15:59:13

Scott Maxworthy

I love that. I’m trying to. Good. Buy something, Know? Okay, cool. That. That’ll get us moving along. Are there any particular feelings and emotions you wanted your design to evoke in those who said This helps us understand the emotional response you hope to elicit through the design? Encourage you to write a short narrative description. Have I envision someone experiencing their design as him?

00:15:59:13 – 00:16:07:09

Scott Maxworthy

Describe the emotions that design would evoke or impact on the viewer? Yeah. So all of them? Yep.

00:16:07:11 – 00:16:10:03

Friska Wirya

All inspiration?

00:16:10:05 – 00:16:14:00

Scott Maxworthy

Yep. Uh.

00:16:14:02 – 00:16:27:13

Friska Wirya

Curiosity. And I want them to be like, be impatient. Like, Oh, I need to get my hands on this and read about it.

00:16:27:15 – 00:16:50:16

Scott Maxworthy

Good, good. That’s enough. It’s good. Thank God there’s a spell check on this thing. I know. I can do that like a story. If you design to tell a story, what would it be? The question pushes you to think. Think of the design as a narrative through the clarifying its purpose. The message. If the concept of storytelling feels overwhelming, break down the question in the smaller parts.

00:16:50:16 – 00:17:19:09

Scott Maxworthy

For example, you could ask about the main character, the central theme of the design or pivotal moments the design would represent. So there’s Donald. I’m not sure if you aware of Donald Miller and Story Brand, but essentially it’s a character journey piece of brand brand through a net, through a narrative and a story piece. So I think the character is, you imagine what problem you’ll solving and then that’s really where we want to get to.

00:17:19:09 – 00:17:25:14

Scott Maxworthy

So it’s you, the problem and the journey, right?

00:17:25:16 – 00:18:02:17

Friska Wirya

Okay. So I’m obviously a change management consultant. I help very large organisations change how they operate to improve productivity and profitability. The problem that I encounter in every single engagement is that the people side of transformation is neglected. So you see your CEOs, they overinvest and they focus too much on the problem, on technology and less on the people and how to get them on board.

00:18:02:19 – 00:18:34:02

Friska Wirya

And so what we find is the 80% failure rate of transformation. Ironically, it hasn’t changed for three decades. And so we need to do something differently. And I’ve noticed that when I applied the three principles of PRISM play and production, I can buck that failure rate. So when I say PRISM, it means instead of viewing everything through a technical lens, we view it through the emotional lens, through people.

00:18:34:04 – 00:18:59:12

Friska Wirya

And by doing that, we see more possibilities and by exhibiting empathy, we can actually design a better product and design a better strategy that moves people from resistance to acceptance a lot faster. When I say clay, a lot of what I do is to stoke the engine of innovation, which is easier said than done because we’re not rewarded for failing.

00:18:59:12 – 00:19:40:23

Friska Wirya

We’re rewarded for getting things right. So what I found is I increased the F word, and that F word is fun. When you increase the font in your transformation programme, it reduces the fear to experiment and the fear of trying something new. So I incorporate a lot of elements of play in what I do. And lastly, when I say production, it’s because architecting a transformation is really like putting together a star studded production and you need a seasoned producer, a seasoned change expert to know what elements harmonise together, what elements should be far apart, who are the cast members that you need?

00:19:40:23 – 00:20:08:08

Friska Wirya

Because I can’t change an entire organisation by myself. I need a cast. So, you know, business analysts, comms people, I need sponsors, I need leaders who actually role model to change. So that is the that is the plan. Incorporate those three elements of PRISM play in production into transformation. And what this does is it achieves a lot of benefits for how fast people get on board.

00:20:08:08 – 00:20:27:06

Friska Wirya

So the day that they find out about a change to the day that they accept it is shortened greatly. How many get on board say you used to talk to, I don’t know, say a company of 5000 people. You talk about this transformation. If you don’t incorporate those elements, maybe only 1% actually believe what you’re saying and do something different.

00:20:27:08 – 00:21:00:13

Friska Wirya

By doing this, you get more people on board. And lastly, three, by being, which is how good they are when people come onboard. So this is about proficiency, you know, we are bombarded by more information than ever, especially post-pandemic. Our ability to absorb information is 50% less than before, but by incorporating play, you get people to retain more information, which means they are more proficient in these new skills that they need to enable the organisation to change.

00:21:00:15 – 00:21:33:18

Scott Maxworthy

Absolutely fantastic. Yeah, I’d go on a little bit of a side. I’m just given time. I’ve just done some work with CSR. RO and the CEO there went through that business, that cultural change within the CSIRO and I can see how this story overlaps or is quite applicable to them in terms of what they they’ve been trying to do really, really good.

00:21:33:18 – 00:21:41:08

Scott Maxworthy

And from a, you know, originally started off you as being the main character, you are actually the sage in the character in this film.

00:21:41:10 – 00:21:52:14

Friska Wirya

The Guide Yes. Yeah, yeah, yeah. The CEO or the CIO is usually the character. They’re bashing their head against a brick wall because like, people are getting on board. Yeah.

00:21:52:16 – 00:22:16:15

Scott Maxworthy

Great. Really, really good. Okay, Contextual understanding section aims to understand the context of design will exist, such as its purpose, purpose, audience and usage. Great goal. What is the primary purpose and goal of design? This question clarifies design, intent and function or outcome considered the purpose of design. For example, what problem needs to be solved? I think we’ve already covered that off.

00:22:16:16 – 00:22:32:13

Scott Maxworthy

Yeah. How do we envisage the design making a positive impact on the audience? If you can just look through there and pick one or two as the core design goals and as we said, it’s the cover of the book.

00:22:32:16 – 00:22:33:12

Friska Wirya

Yep.

00:22:33:14 – 00:22:45:00

Scott Maxworthy

Inside the design it might be they will pick up, but I’m not, I don’t want to give that the design intent, but I’m just trying to give it. So because we cover it off the board store.

00:22:45:00 – 00:23:03:14

Friska Wirya

Yep, yep, yep, yep. It definitely I want people to kind of self-select and be drawn to the design in a sea of other business books especially. It’s not going to be in a physical bookstore, it’s going to be on a website straightaway. The image needs to go, Wow, I’m curious about it and make them want to click buy.

00:23:03:16 – 00:23:28:10

Friska Wirya

I also want something in terms of social engagement or sharing that’s very important to gain more, more traction in the marketplace. I want people to kind of share it and think, Oh, look at this. And to a lesser point, it’s communicating a specific message. And the specific message is we focus too much on technology and hence why we’ve got these dismal results.

00:23:28:10 – 00:23:41:17

Friska Wirya

We need to start focusing on the people side of transformation. And that’s why I wanted especially a female silhouette or face to be incorporated in the design.

00:23:41:19 – 00:24:07:00

Scott Maxworthy

Yeah, it it’s good. We, there’s actually some elements that little bit further as well. So it’s all coming out. And so again we if we repeat, it’s just going to reinforce the wider audience. Who is the primary audience of the design helps understand who has full style functionality example And again, your target audience really, you know, you understand all this?

00:24:07:02 – 00:24:39:02

Friska Wirya

Yeah, my target audience is usually CEOs and CTOs or very large organisations and to a lesser extent CEOs of smaller organisations where they are, where their companies are facing a lot of disruption, facing a lot of uncertainty. They need to make big changes to the way they operate to remain relevant. And usually they’ve failed in the past and they haven’t found a solution to their transformation woes.

00:24:39:04 – 00:24:44:20

Scott Maxworthy

I beautiful, great location online.

00:24:44:22 – 00:24:50:00

Friska Wirya

Yeah, online and, and I will have hard copies of the book as well.

00:24:50:02 – 00:25:00:19

Scott Maxworthy

I got an probably limited edition credit Fifer.

00:25:00:21 – 00:25:05:22

Friska Wirya

Yeah.

00:25:05:24 – 00:25:26:15

Scott Maxworthy

Okay cool message So we covered that. We discuss it a little bit what caught what key message is you want to communicate through design. Imagine someone entering design at a trade show expo. What the key message you want them to take away can tie in with a narrative. What impact or impression do you want design to have on the audience?

00:25:26:17 – 00:25:45:10

Scott Maxworthy

I think we’ve covered that, but you’ve got more you want to add into the OR you want to reiterate that core message of people first and take lighter.

00:25:45:12 – 00:26:01:12

Friska Wirya

Yeah, the the tool is only as powerful as the people who are using them.

00:26:01:14 – 00:26:24:02

Scott Maxworthy

Beautiful. Okay. Design brand context. How does design fit within the larger context of your brand or project? This question helps us understand how the design aligns with your broader goals and or identity. I’m just saying how the design aligns with the protocols and identity of your brand or project is crucial for creating a cohesive and consistent visual communication strategy.

00:26:24:04 – 00:26:48:22

Scott Maxworthy

Your launch should be a reflection of the brand’s personality, values and desired perception of the market. By considering misalignment, you can ensure that all your visual touchpoints, such as website packaging, social media presence, advertise and work together harmoniously in a unified brand experience. When considering this question, think beyond the visual aspects of the design alone. Consider how it integrates with other elements your brand or project.

00:26:48:24 – 00:27:21:08

Scott Maxworthy

Does it resonate with the target audience and communicate your brand unique story effectively? Reinforce or enhance the design perception? Want to create? When images as a holistic perspective feel shared, feel free to share additional thoughts, ideas, and explanations about design fits within the larger context. Your insights will help us create a design that seamlessly aligns with your brand’s goals and overall communicate.

00:27:21:08 – 00:27:24:21

Scott Maxworthy

Win.

00:27:24:23 – 00:27:58:07

Friska Wirya

So people describe my brand as a luxury, high end professional but modern. So combining classic proven strategies but with a modern, empathetic edge.

00:27:58:09 – 00:27:59:16

Scott Maxworthy

Beautiful.

00:27:59:18 – 00:28:11:23

Friska Wirya

And feminine in a good way, not feminine in a like Let’s have tea and a cry at the drop of a hat. But like the empathetic feminist.

00:28:12:00 – 00:28:32:02

Scott Maxworthy

Hey, I thought it too funny or on a budget I’m just going to put out because I don’t want the form to crash split $100 and they get it. When do we want to get something? Let’s just say.

00:28:32:04 – 00:28:33:16

Friska Wirya

Yep, that’s fine. Yep.

00:28:33:17 – 00:28:42:18

Scott Maxworthy

Right now method. This is where we sort of tap into some artistic sort of influence.

00:28:42:20 – 00:28:43:22

Friska Wirya

Okay. Yes.

00:28:43:24 – 00:28:57:02

Scott Maxworthy

Okay. Are there any specific materials, techniques, technologies you would like us to avoid in this use or avoid? This covers any preferences or restrictions. Below is a link to have a look at that link that I sent.

00:28:57:04 – 00:28:58:17

Friska Wirya

Or didn’t get a link.

00:28:58:19 – 00:29:18:03

Scott Maxworthy

Oh okay. I’ll sent you. Okay. So it’s alright. We can do it now. These are design influences and what we’ll do now is have a look at these and when you immediately see something you love, you’re going to stop and.

00:29:18:03 – 00:29:19:19

Friska Wirya

Grab it yet.

00:29:19:21 – 00:29:33:12

Scott Maxworthy

Rather have a little conflict setting that up girl. So what I’m going to do is just scroll down. Can you see that all right on this?

00:29:33:12 – 00:29:36:00

Friska Wirya

Yes, I can see it perfectly good.

00:29:36:02 – 00:29:42:03

Scott Maxworthy

So I’m just going to continually going down anything you see you love, stop. Will go.

00:29:42:09 – 00:29:49:06

Friska Wirya

Yep. Stop the 20. The Oculus one that says architects.

00:29:49:08 – 00:29:50:19

Scott Maxworthy

By.

00:29:50:21 – 00:29:53:17

Friska Wirya

Alvar Aalto to the right.

00:29:53:19 – 00:29:55:05

Scott Maxworthy

The right way. Yes.

00:29:55:05 – 00:29:56:08

Friska Wirya

Yeah.

00:29:56:10 – 00:29:57:12

Scott Maxworthy

Okay. Yeah.

00:29:57:14 – 00:30:03:03

Friska Wirya

And the one next to it. To ASCII art. Yes, that one. Yep.

00:30:03:05 – 00:30:11:18

Scott Maxworthy

Yep. So we’re going to do this. And what we do here is the now the elbow art. What did you like.

00:30:11:20 – 00:30:17:23

Friska Wirya

The it looks futuristic, It looks futuristic and modern and contemporary.

00:30:18:00 – 00:30:40:09

Scott Maxworthy

Okay, so stop and see what it has.

00:30:40:09 – 00:30:52:05

Friska Wirya

It combines the human in an industrial setting.

00:30:52:07 – 00:30:56:10

Scott Maxworthy

That’s true convergence.

00:30:56:12 – 00:31:18:19

Friska Wirya

Yeah. The Oh, where wasn’t down a bit more. There was a fashion one that caught my eye somewhere. There it is. Haider Ackermann.

00:31:18:21 – 00:31:24:00

Scott Maxworthy

Yeah, right. Photographer Beautiful photography.

00:31:24:00 – 00:31:26:22

Friska Wirya

Oh, is he a photographer? Is Oh.

00:31:26:24 – 00:31:27:24

Scott Maxworthy

Yeah.

00:31:28:01 – 00:31:46:20

Friska Wirya

So and again, it’s the futuristic human timeless convergence. Yeah, Yeah.

00:31:46:22 – 00:32:04:23

Scott Maxworthy

So? So.

00:32:05:00 – 00:32:38:17

Friska Wirya

Oh, hold on one second. See the Jenga thing? Carl, Andre. So I like the puzzle. Different blocks, different elements combine together.

00:32:38:19 – 00:32:40:10

Scott Maxworthy

He’s a sculptor. Yeah.

00:32:40:12 – 00:32:42:22

Friska Wirya

All right.

00:32:42:24 – 00:32:53:08

Scott Maxworthy

I’m not.

00:32:53:10 – 00:32:59:15

Friska Wirya

Okay. I think that’s it. I’ve seen some other things, but they’re already similar to what I’m already like.

00:32:59:16 – 00:33:07:06

Scott Maxworthy

I’ll just give you a couple more. Yeah, we can get that sort of optimum seven elements.

00:33:07:08 – 00:33:22:06

Friska Wirya

Okay, stop. She. Shigeru? Shigeru Ban? Yeah.

00:33:22:08 – 00:33:23:09

Scott Maxworthy

And why?

00:33:23:11 – 00:33:35:13

Friska Wirya

It’s modern and it draws the eye and you’re not quite sure what you’re looking at. You’re like, Oh, that’s interesting. And the shapes very modern.

00:33:35:15 – 00:34:13:15

Scott Maxworthy

And I said what you had, They had sculptural influence. Architectural influence? Yeah. Photographic and designer. So that’s a mix match of different. Yeah. Quite good. Okay. Are there any regulatory constraints or guidelines? So look, I don’t think there really are. We’re not doing really I have a brand guideline. Have you done that work? No, I can’t do that.

00:34:13:17 – 00:34:20:06

Scott Maxworthy

Deliverables. So where What’s our final output is a book cover.

00:34:20:10 – 00:34:23:21

Friska Wirya

Book cover? Yeah.

00:34:23:23 – 00:34:26:08

Scott Maxworthy

And I’ll just say other marketing materials.

00:34:26:10 – 00:34:34:13

Friska Wirya

Yeah. It’s really the image for the book cover because the publisher will put the headline and blah blah blah on it.

00:34:34:14 – 00:35:31:11

Scott Maxworthy

Yeah, there’s my spelling. Cool. All right, well, now we’re on to referencing and inspiration. We’ve covered off a lot of those design elements there before. I think we can say we’ve we’ve pretty much covered that in is this one with the music. So I’ll just have a quick I’ll just. Okay. Are there any other inspirations, music cues me like that can this is tapping into a subconscious piece of look at the design and if you imagine a soundscape around that.

00:35:31:13 – 00:35:43:06

Friska Wirya

Yep. How is the soundscape around that? I imagine like Cafe Del Mar sort of lounge music.

00:35:43:08 – 00:35:49:14

Scott Maxworthy

Perfect.

00:35:49:16 – 00:36:00:09

Friska Wirya

No, no singing, no voices. It purely instrumental, but perfect.

00:36:00:11 – 00:36:19:12

Scott Maxworthy

And any other type of influence. A book, a writer, an author, a scientists, whatever it is.

00:36:19:14 – 00:36:21:13

Friska Wirya

Tom. Oh.

00:36:21:15 – 00:36:22:05

Scott Maxworthy

Sorry about.

00:36:22:05 – 00:37:19:02

Friska Wirya

That. That’s okay. Tom Ford, the designer, just because he’s his designs are very fashion forward. Yep. And so his coffee table books, they’re very modern thinkers. All thinkers would be, Oh, shit, what’s his name? Give me one second. I just read a book of his stolen OC Jahan. Hurry J or H A and then surname H a I So he’s an author.

00:37:19:04 – 00:38:00:09

Friska Wirya

He wrote Stolen Focus and that talks about why technology is damaging our attention and what us humans can do about it. Another, I guess identity personality that comes to mind is what’s his name? Futurist Nah, not that one. Mike. Mike Walsh. He’s a famous futurist.

00:38:00:10 – 00:38:03:10

Scott Maxworthy

And I’m yeah, this one.

00:38:03:12 – 00:38:04:24

Friska Wirya

Yeah.

00:38:05:01 – 00:38:07:22

Scott Maxworthy

Yeah.

00:38:07:24 – 00:38:16:24

Friska Wirya

So yeah, he’s written three books all on technology and transformation and leadership. And those are kind of the three areas that I straddle. Yeah.

00:38:17:01 – 00:38:18:22

Scott Maxworthy

Good. On Z boy.

00:38:18:24 – 00:38:20:12

Friska Wirya

Yeah.

00:38:20:14 – 00:38:54:19

Scott Maxworthy

Yeah, yeah. Great. He was what seem grow out of the years. It’s been quite amazing I, I think we’ve got that you’ve sent me these files. What’s going on. I don’t want to break so I’m just going to go and add them in post Those images sent through likes, likes and dislikes other any colour palettes, topography or imagery that you’re drawn to.

00:38:54:21 – 00:39:03:20

Scott Maxworthy

So it’s really just give me colours. Gold Yeah.

00:39:03:22 – 00:39:19:18

Friska Wirya

Silver, black, white and to and like a a blue a really sophisticated blue like not baby blue and not navy.

00:39:19:18 – 00:40:06:15

Scott Maxworthy

So yeah, blue actually inside not baby and not Navy. Yeah right. All right. And font even I would wear it’s just to build that element. So is that right. Is that right now has your font. So yeah, this is just Google fonts and so whether it’s a serif sans serif it just again gives a, a relationship between the two that, that works for you.

00:40:06:19 – 00:40:14:03

Friska Wirya

Yeah. No not Yeah Inter would be nice and clean.

00:40:14:05 – 00:40:15:10

Scott Maxworthy

Was that one. They aren’t.

00:40:15:10 – 00:40:33:13

Friska Wirya

Yeah yeah. So none of the curly cursive fonts is what I’m trying to say. Like really clean. Yeah.

00:40:33:15 – 00:40:47:10

Scott Maxworthy

Yeah. Well, you good. Just quickly get one more. But there is such thing as.

00:40:47:12 – 00:40:51:02

Friska Wirya

The sans I think.

00:40:51:04 – 00:40:51:18

Scott Maxworthy

This one. Yeah.

00:40:51:21 – 00:40:54:13

Friska Wirya

Yeah.

00:40:54:15 – 00:41:30:16

Scott Maxworthy

Okay. That’ll do. Good. Cool. Millie Day, Millie. Millionaire differentiation. How do you want to design to differentiate from your competitors or peers is encourage the client to think about that unique selling problem and how can be reflected in the design when considering how to differentiate design, you can benefit from examples of successful brand. Differentiation through design is for you should reflect on your brand value mission target audience Thinking about what makes you unique and why customers should choose you.

00:41:30:18 – 00:42:00:08

Scott Maxworthy

It’s important to explore innovative and unconventional ideas that challenge industry norms. You should align the design with you on a selling point and consider how to visually reinforce that you should use the space for explanations to share context and insights. Ensuring the brand brief capsule your desire to stand out while remaining authentic to your brand identity. So the examples being Apple and for example.

00:42:00:10 – 00:42:30:08

Friska Wirya

I like Apple, I guess I would say that I want to be a more feminine version of Apple. And you know, my business name is fresh by first because people always say that the way I approach things and the way I think is different, it’s fresh, it’s new, it’s innovative. So I want the design to be an extension of that.

00:42:30:10 – 00:43:05:13

Scott Maxworthy

Right? Perfect. Very. Okay. It would cover some of this discussion. I am oh, sorry. Into the interdisciplinary insights. Try to find that with a few burdens. The section aims to draw insights from other fields that might be relevant to the client or project inspiration. Are there any elements or other disciplines? Music, film which I would’ve done that any film Star Wars.

00:43:05:15 – 00:43:12:18

Scott Maxworthy

I see you’ve just come on up in the cool factor.

00:43:12:20 – 00:43:15:07

Friska Wirya

Star Wars and Fifth Element.

00:43:15:09 – 00:43:43:16

Scott Maxworthy

Oh, very good, Very good film, great work. How does your work in other fields influence your design preferences? Vision? This question probes into your experiences in other areas that may shape your design sensibilities.

00:43:43:18 – 00:43:53:11

Friska Wirya

I’m not sure how to answer the question. Okay. Yeah. You work in other fields.

00:43:53:13 – 00:44:04:13

Scott Maxworthy

Look at for me as well. We have this process and how we can. I’ll find out a way that we can extrapolate that out in a more easier process.

00:44:04:13 – 00:44:05:08

Friska Wirya

Yeah. Okay.

00:44:05:09 – 00:44:16:06

Scott Maxworthy

I think we’ve done things. We’ve done. We’ve done that. I think. I think we’ve done that.

00:44:16:08 – 00:44:18:17

Friska Wirya

Yeah. I sent you some photos to.

00:44:18:19 – 00:44:48:13

Scott Maxworthy

Get what happened. Aspects of your personal background or identity be integrated into this on this question helps you think about personal elements can be reflective I can I would just repeated myself so really it’s are there elements of your personality that you want to make sure are within within that?

00:44:48:15 – 00:45:14:10

Friska Wirya

I think I think gender obviously comes into it a female and my personality is like when I do something, I don’t do it. Half of it has to be like the best. So it has to be premium no matter what. Anything I do about premium.

00:45:14:12 – 00:45:59:09

Scott Maxworthy

Yeah, it’s it’s quite similar mindset to professional athlete. Yeah it’s, it’s very focussed. Good. Okay. Final question. I think this is the final question. Um, cultural, historical, social influence. Are there any cultural, historical or social social influences that you want to be reflected in the design?

00:45:59:11 – 00:46:04:12

Friska Wirya

Not that, not that I can think of off the top of my head.

00:46:04:14 – 00:46:18:10

Scott Maxworthy

The thing that that I gather out of that was the piece you said before about over the last 30 years. There still hasn’t been a performance increase.

00:46:18:12 – 00:46:20:07

Friska Wirya

Oh yes. Yep.

00:46:20:09 – 00:46:30:20

Scott Maxworthy

There’s a historical I think there’s a historical piece. Yeah. That’s changed. We’ve had in the last 30 years we actually have an improved.

00:46:30:22 – 00:46:39:21

Friska Wirya

Yeah. There’s been no progress. Lots of change but no progress progress.

00:46:39:23 – 00:46:42:21

Scott Maxworthy

I’m not trying to put my bias in thinking that’s all good.

00:46:42:21 – 00:46:47:20

Friska Wirya

I just didn’t know. Yeah, I just didn’t think of that as a societal influence, but. Okay.

00:46:47:22 – 00:46:54:03

Scott Maxworthy

Yeah. Yeah. Causing cultural, historical, social piece, right?

00:46:54:09 – 00:47:00:16

Friska Wirya

Yeah.

00:47:00:18 – 00:47:29:03

Scott Maxworthy

Yeah. I, I look at it as just people being sucked into the whole technology myth and actually was and the story there is the I think you’ve probably heard it a million times is the it’s the guy visiting one of the islands and the guy sitting under the tree and the guy’s gone. What are you doing sitting under the tree this year on holiday and go through that process of.

00:47:29:05 – 00:47:36:20

Scott Maxworthy

Yeah, I get up at work on progress and do all this stuff and at the end of the day you can be like me on holidays and be able to sit under a tree.

00:47:36:22 – 00:47:38:11

Friska Wirya

Yeah, yeah.

00:47:38:13 – 00:47:39:23

Scott Maxworthy

But anyway.

00:47:40:00 – 00:47:57:18

Friska Wirya

Oh, and one more thing. I think we may be more technologically connected more than ever, but we’re a very disconnected society. So we, we mistake connectivity for connection and they’re are two very different things.

00:47:57:20 – 00:48:15:07

Scott Maxworthy

I think individual attraction for real people. It we’ve got it in the transcript anyway, so I’ll be able to just read you that.

00:48:15:09 – 00:48:17:10

Friska Wirya

It’s.

00:48:17:12 – 00:49:05:17

Scott Maxworthy

Rock and roll. God. Well, we’ll see what we will. So I’ve got meetings all today. Yep. I’m back in here. Later on what I will do is transcribe our conversation and then going to I’ve, I’ve been working on a sort of eye popping process to go interrogate a transcript. So it is in all discussions I’m having in a very, very good I extract thing out, I’ll use it for a number of I use it from a production point of view and that’s I’ll do a meeting.

00:49:05:19 – 00:49:08:02

Scott Maxworthy

Yeah. Just do my notes and production plan.

00:49:08:07 – 00:49:09:14

Friska Wirya

Okay. Yes.

00:49:09:16 – 00:49:18:15

Scott Maxworthy

As saving so much time almost. I use the amount in doing Zoom like interviews.

00:49:18:17 – 00:49:19:02

Friska Wirya

Yes.

00:49:19:02 – 00:49:44:14

Scott Maxworthy

To get back in there and help fill in this form. Really. So that’s so I look at as all this it goes forward. How do I like the meeting where having you and I face to face and me being replaced with an IRA, An avatar? Yeah. Get out of that conversation. Extract that out delay style and massive of money.

00:49:44:16 – 00:49:48:16

Friska Wirya

Can I have a bit? Yeah, yeah.

00:49:48:18 – 00:50:04:21

Scott Maxworthy

Go the case study by. Okay. But again it’s it’s it’s true testing in doing that we will will build out of the I have close set design matches what you have in the back of your head.

00:50:04:23 – 00:50:07:05

Friska Wirya

Yeah. Yeah. Okay.

00:50:07:07 – 00:50:19:14

Scott Maxworthy

So it’s a bit of a fingers crossed and Yep. Yeah. And we’ve got a I suppose we, we have the human design process that you’ve been through as a bit of a cross benchmark. Yeah.

00:50:19:16 – 00:50:19:22

Friska Wirya

Okay.

00:50:19:23 – 00:50:30:07

Scott Maxworthy

We’ll look at the net promoter score. This is what we’ve got now. This get. Yep. And that’ll be the, the I suppose the evaluation that we can look at that.

00:50:30:07 – 00:50:32:05

Friska Wirya

Okay cool.

00:50:32:07 – 00:50:33:21

Scott Maxworthy

And the other question.

00:50:33:23 – 00:50:35:10

Friska Wirya

Not all good.

00:50:35:12 – 00:50:38:18

Scott Maxworthy

Well good. Yep. Good luck. Love talking with you.

00:50:38:20 – 00:50:41:22

Friska Wirya

Thanks. Got the by.

00:50:42:00 – 00:51:07:07

Scott Maxworthy

Okay. Well, I.

author avatar
Scott Maxworthy Director
Experienced, “hands-on”, results-driven, digitally savvy marketing leader specialising in customer experience, data-driven marketing strategy, content production and social media. A deep understanding of consumer behaviour, data analytics & marketing technology with over 20 years of managing people, projects, budgets, to business objectives.