This document provides guidance on developing a digital design strategy with an experiential perspective. It emphasizes that design should be thoughtfully considered rather than happen by chance, and should create a seamless experience across touchpoints that resonates with users. The strategy process involves analyzing a brand, competitors, market trends, and user research to define an experiential proposition, then developing design concepts and deliverables to bring the proposition to life through consistent experiences.

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