Digital Design Strategy An experiential perspective
DesigningDesignDesign 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.
ConsistencyBrands suffer from splitpersonalities.They behave one way on TV.Then behave another way onthe Web.This causes confusion at bestand frustration at worst.
ExperiencesColour, copy, informationarchitecture, usability, layout, video, audio. These separateelements, when orchestrated seamlessly, create a powerfulexperience for users. The better the experience, the more theywill like you, stick around, be disposed to buy, askquestions, remember you, tell others about you.
Inspiration for Design Strategy
People ignore design that ignores people.— Frank Chimero
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).
Competitors.What are your competitors doing?How consistent are they? • Their colour scheme. • Their copy tone. • Their story. • Their digital designs (bought, owned, earned)
Market.What are emerging themes andparadigms?Consumer behaviour changes?New technologies.New processes.
Users.Personas (from UX research). • What are their goals? • What are preferences/ behaviours to consider? • What channels do they use?
Practice safe design: Use a concept.— Petrula Vrontikis
Experiential Proposition What do we want users toInspired by: experience?Brand The experience is somethingCompetitors you can offer, which willMarket resonate with users, and setUsers you apart from your competitors.
Experiential Propositione.g.Proposition for a news agency: Placing you in the eventProposition for a university: Connect to the wider worldProposition for a bank: Feel like a king
Design ConceptsWhat 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.
DesignDeliverablesTop-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