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Design strategy


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By Joel Lim, @hypermentat

By Joel Lim, @hypermentat

Published in: Design, Technology, Business

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  • 1. Digital Design Strategy An experiential perspective
  • 2. Designing Design Design can just ‘happen’. Or it can be thought through. Design can be ‘trendy’. Or it can be appropriate. Design can be ‘perfect’. Or it can be life-changing.
  • 3. Consistency Brands suffer from split personalities. They behave one way on TV. Then behave another way on the Web. This causes confusion at best and frustration at worst.
  • 4. Experiences Colour, copy, information architecture, usability, layout, video, audio. These separate elements, when orchestrated seamlessly, create a powerful experience for users. The better the experience, the more they will like you, stick around, be disposed to buy, ask questions, remember you, tell others about you.
  • 5. Inspiration for Design Strategy
  • 6. People ignore design that ignores people. — Frank Chimero
  • 7. Brand. Intangible: • Positioning and Values. • Identity guidelines. • Voice. • Key thing they want to communicate. Tangible: • Product design. • Service. • Track record. • Digital assets (bought, owned, earned).
  • 8. Competitors. What are your competitors doing? How consistent are they? • Their colour scheme. • Their copy tone. • Their story. • Their digital designs (bought, owned, earned)
  • 9. Market. What are emerging themes and paradigms? Consumer behaviour changes? New technologies. New processes.
  • 10. Users. Personas (from UX research). • What are their goals? • What are preferences/ behaviours to consider? • What channels do they use?
  • 11. Experiential Proposition
  • 12. Practice safe design: Use a concept. — Petrula Vrontikis
  • 13. Experiential Proposition Inspired by: Brand Competitors Market Users What do we want users to experience? The experience is something you can offer, which will resonate with users, and set you apart from your competitors.
  • 14. Experiential Proposition e.g. Proposition for a news agency: Placing you in the event Proposition for a university: Connect to the wider world Proposition for a bank: Feel like a king
  • 15. Design Concepts What can we do to deliver the experiential proposition to users? • Overarching design concept/approach(es). • Ideas and designs. • An ecosystem of touchpoints. • User journeys through touchpoints. • Content. • Impact on users.
  • 16. Design Deliverables Top-line design output: • Scamps/mock ups • Wireframes • Home page • Key inside pages • Mobile • Digital on-ground • Content outline • Logo & CI usage guide • Colour guide • Copy guide • Design References
  • 17. End