Transcript
Creative + User ExperiencePart of the Forum One Creative+ Series
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Join the ConversationSubmit questions/comments via the Questions panel.
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Christina CrawleyDirector of Marketing
@tinacrawley
Courtney ClarkManaging Director,
User Experience@circlish
Corey JonesArt Director
@coreycreative
Our Team
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About Forum One
Seattle, WA
Alexandria, VA - HQ
Washington, DC
Germany
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What is the Creative+ Series?
Forum One is exploring the intersection of creative design and other areas of practice, such as content, analytics, UX, and technology, to
help you strategize an approach for your digital spaces.
go.forumone.com/creativeplus
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Brand ExperienceA solid starting place.
Brand ExperienceHow people feel when they
experience your organization
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Your brand is an EXPERIENCE.
Not just a logo.!
What do you stand for?
Who areyou talking to?
What do you want to say?
YOUR BRAND
VALUEAUDIENCEMESSAGE
What do you stand for?
What do you want to say?Who are you talking to?
Voice & Tone
Brand Attributes Messaging Look & Feel
What kinds of adjectives would best describe your brand?
How do you use visuals to map to your brand
attributes and messages?
How do you want to talk about your brand?
What different ways will you communicate that voice
and narrative?
How do you want audiences to perceive your brand?
What are the specific messages do you want to relay to your audiences?
What do you stand for? Who are you talking to? What do you want to say?
Why do orgsstruggle withtheir brand?
Why do orgsstruggle withtheir brand?
It’s not written down. We don’t know
the answers.
We can’t agree on the answers.
We’re inconsistent on delivery.
deeper CONNECTIONgreater IMPACT and a
you need to define your brand.
If you want a
Creative & UX NEED TO KNOW
the brand first*
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Creative + UXTogether is better
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Project Manager Front-End
Designer UX Dev
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Project Manager & QA
UX & Designer
Front-End & Dev
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Audience JourneyOur approach to design
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Defining Audience Journeys Together
It’sFun
SameLanguage
It’sStrategic
SameFoundation
BetterResults
ItUnblocks
SameVision
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Internal KickoffBackground DocsAnalytics ReviewAudience ResearchUsability ReviewStakeholder InterviewsContent InventoryBrandingGoal SettingTech Review
*not always all of this, but some at least.
We do discovery* before we start.
Discovery Design Build
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AUDIENCE JOURNEYWhat
Who
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AUDIENCE JOURNEYWhat
Who
Pacific Whale Conservancy
whale.net
Redesign the homepage to convey the new brand identity and increase donations and audience engagement.
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AUDIENCE JOURNEYWhat
Who
Pacific Whale Conservancy
pwc.org
Redesign the homepage to convey the new brand identity and increase donations and audience engagement.
Donors - Passionate Millennials
Recent Grad working at NGO
Penelope
Penelope studied marine biology in undergrad. She lives in the Pacific Northwest and is active in her local bike club. She is fairly informed and wants to be more involved, but is unsure where to focus her efforts.
You are not your PRIMARY
AUDIENCE.!
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AUDIENCE JOURNEYWhat
Who
Pacific Whale Conservancy
pwc.org
Redesign the homepage to convey the new brand identity and increase donations and audience engagement.
Donors - Passionate Millennials
Recent Grad working at NGO
Penelope
Penelope studied marine biology in undergrad. She lives in the Pacific Northwest and is active in her local bike club. She is fairly informed and wants to be more involved, but is unsure where to focus her efforts.
Donate Engage & Inform Sign Up for E-Newsletter
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Google search or news article
Homepage
Inspired
Donate
Concerned, Compelled
Thank You Page
Satisfied, Empowered
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Google search or news article
Homepage
Inspired
Donate
Concerned, Compelled
Thank You Page
Satisfied, Empowered
Navigation
Hero Image
Donate Map
Featured Stories
Email Signup
Footer
Navigation
Brand Messaging
Donation Form
Accountability
Footer
Navigation
Thank You Message & Impact Statement
Footer
Email Signup
Featured Stories
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Block Wireframes
Page Info
(Audience, Goals, Action)
Detailed Wireframe
Creative Design
1 2 4
HOME PAGE
Audience- Lorem ipsum
Audience Goals- Consectetur- Sit Amet
Feelings- Apply for dolor sit
Actions- Apply for dolor sit- Sign lorem ipsum
Supporting Content- Lorem ipsum dolor site
amet consectetur dolor sit.
Navigation
Hero Image
Donate Map
3
Featured Stories
Email Signup
Footer
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Defining Audience Journeys Together
It’sFun
SameLanguage
It’sStrategic
SameFoundation
BetterResults
ItUnblocks
SameVision
#f1creativeplus
Your brand should cover what your org stands for, your audience, and your message.
Creative and User Experience Designers rely on an understanding of the brand in order to do their work.
User Experience brings a focus on audience and purpose, which pairs nicely with creative.
Defining the audience journey together helps us get on the same page early and design better products.
Key Takeaways
Your brand is more than a logo.
The importance of branding.
Remember who you’re designing for.
Define the audience journey together.
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Workshop in DC June 22
Beauty & Experience: How to Have Your UX Cake and Design It, Too
http://go.forumone.com/creative-plus-and-UX
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Questions?
Creative+ Resourcesgo.forumone.com/creativeplus
info@forumone.com@forumone
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