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My process of working - Stuart Wilson

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My process of working - Stuart Wilson

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My approach to creating effective, award winning solutions is to lead intimate, relaxed sessions with a team from a whiteboard through a programme of five controlled transformational phases of group work; discover, interpret, plan, ideate and execute. From the front I use series of effective thinking techniques to encourage associative third-person perspective brainstorming along a tight direction as we move towards each milestone and ultimately the deadline. This process incorporates the three design disciplines; Tapping into the history of classical design (form and content), the strategies of design thinking (customer needs) and in synthesis with the requirements of computational design (real time, mobile computing).

My approach to creating effective, award winning solutions is to lead intimate, relaxed sessions with a team from a whiteboard through a programme of five controlled transformational phases of group work; discover, interpret, plan, ideate and execute. From the front I use series of effective thinking techniques to encourage associative third-person perspective brainstorming along a tight direction as we move towards each milestone and ultimately the deadline. This process incorporates the three design disciplines; Tapping into the history of classical design (form and content), the strategies of design thinking (customer needs) and in synthesis with the requirements of computational design (real time, mobile computing).

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My process of working - Stuart Wilson

  1. 1. © Copyright S J Wilson www.stuwilson.co.uk WHAT IS MY APPROACH AS A CREATIVE DIRECTOR? My approach to creating effective, award winning solutions is to lead intimate, relaxed sessions with a team from a whiteboard through a programme of five controlled transformational phases of group work; discover, interpret, plan, ideate and execute. From the front I use series of effective thinking techniques to encourage associative third-person perspective brainstorming along a tight direction as we move towards each milestone and ultimately the deadline. This process incorporates the three design disciplines; Tapping into the history of classical design (form and content), the strategies of design thinking (customer needs) and in synthesis with the requirements of computational design (real time, mobile computing).
  2. 2. © Copyright S J Wilson www.stuwilson.co.uk 1. DISCOVER Listen to the problem we have to solve. Before anything else, perform a deep and rigorous analysis of the client brief to understand the problem's size and scope. Understand the brand, its business, its products and services. Familiarise ourselves with the brand, the brand purpose and how the brand architecture operates. Understand how the business works, its product segmentation and any relationships within that product line. Focus on the brand's customers, its marketplace and its competitors. Using data and research, understand the audience and the current customer mindset. Discover the marketplace and find out who their competitors are.
  3. 3. © Copyright S J Wilson www.stuwilson.co.uk 2. INTERPRET Listen for clues. Where are the fixes? Where can we improve, or add value to the overall mix? Make some assumptions and look for opportunities. Test the water. What are the media choices mapped against the customer opportunity and how do they surround each prospect? Use data, insight and psychology to articulate our response. At this stage it is time for insight mining within intensive group brainstorming sessions. Build a picture of requirements and stressors. Test assumptions. Invent paradigms, form a response and articulate it internally.
  4. 4. © Copyright S J Wilson www.stuwilson.co.uk 3. PLAN Start making informed decisions. Nominate the platform idea. Start writing a cultural value proposition. How are we going to communicate to our targeted prospects? Form an approach. Map out how all the clustering systems fit together to establish the individual marketing modules. Represent it as a customer funnel towards the satisfaction - an aim or goal for both the ambitions of the target audience and the brand.
  5. 5. © Copyright S J Wilson www.stuwilson.co.uk 4. IDEATE Ideas will sound themselves out as a result of rigour. Investigate and stress test every known facet of the big idea. Know it inside out and become the author and expert on its subject matter. Look at competitor work in this area / sector. Look around for inspiration and case studies to current best practice. Look for what is not occupied in terms of positioning. Find out the gap.
  6. 6. © Copyright S J Wilson www.stuwilson.co.uk 5. EXECUTE Exactly what are we going to make to execute the strategy? Establish a toolkit that needs to be delivered, in the form of a shopping list, that the whole team understands. Do costings on that shopping list. Once the executables have been identified begin writing concepts using copy and art. Begin UX user workflow planning. Be precise in your language. Sharpen the pencil on everything. How will the finished deliverables sing? Write or mood board a design proposition and tone of voice guide. Encourage the design team to make their own mood boards and then triangulate a master document that everyone kneels before.
  7. 7. © Copyright S J Wilson www.stuwilson.co.uk
  8. 8. © Copyright S J Wilson www.stuwilson.co.uk
  9. 9. © Copyright S J Wilson www.stuwilson.co.uk
  10. 10. © Copyright S J Wilson www.stuwilson.co.uk
  11. 11. © Copyright S J Wilson www.stuwilson.co.uk
  12. 12. © Copyright S J Wilson www.stuwilson.co.uk
  13. 13. © Copyright S J Wilson www.stuwilson.co.uk
  14. 14. © Copyright S J Wilson www.stuwilson.co.uk
  15. 15. © Copyright S J Wilson www.stuwilson.co.uk
  16. 16. Creative Process - Visual Design 1. The Brief 2. Ideation 3. Moodboard 4. Test Strip 5. Production 6. Delivery
  17. 17. 1. The Brief
  18. 18. THE BRIEF IS YOUR LIFE
  19. 19. THE BRIEF The most important piece of paper in the building. The Creative Brief, The Product Brief and The Amends/Task Brief. 
 A good brief is a springboard for the creative idea. A good brief is also a treasure map.
  20. 20. 22 22 TOTALLY CONSUME THE BRIEF
  21. 21. 2. Ideation
  22. 22. 24 24 PUT DOWN YOUR THOUGHTSGet a pencil and some paper, avoid going straight to the computer.
  23. 23. 25 25
  24. 24. 26 26 START WITH SPIDER DIAGRAMSBegin the process of emptying your head of first thoughts before organising them.
  25. 25. 27 27
  26. 26. 28 28
  27. 27. 29 29 ORGANISE YOUR THINKINGLook for patterns and correlation. This is how you join the dots.
  28. 28. 30 30
  29. 29. 31 31
  30. 30. 32 32
  31. 31. 33 33 BUILD YOUR THOUGHTSAs you record your insights piece them together into the big picture.
  32. 32. 34 34
  33. 33. 35 35
  34. 34. 36 36 STRATEGIC THINKING
 LEADS TO BREAKTHROUGHS Eureka moments are born of following a process you know works consistently.
  35. 35. 37 37
  36. 36. 38 38 IDEATION IS TESTING ASSUMPTIONSAs you record your insights piece them together into the big picture.
  37. 37. 39 39
  38. 38. 40 40 EXPRESS YOUR IDEA SIMPLYSometimes just writing down a simple sentence crystallises everything.
  39. 39. 41 41
  40. 40. 42 42 BEING PLAYFUL CAN GET RESULTSHow does something sound, or feel, or evoke? Play with meaning.
  41. 41. 43 43
  42. 42. 3. Moodboard
  43. 43. 45 45 FIRSTLY LOOK
 AT COMPETITORSBecome the expert of your sector. Live and breathe what they do so you learn.
  44. 44. 47 47 GO BY YOUR GUTTrust your intuition. 
 Go find references that you can see in your mind, feel in your heart.
  45. 45. 49 49 FIND MORE GOLDAgain, build the look and feel by discovering further instances out there.
  46. 46. 5050
  47. 47. 51 51 NOW HONE INMake decisions on one direction and build a case for that.
  48. 48. 53 53 FEELTHE CHARACTERBy now, you know the personality and flavour so prove it by rolling it out.
  49. 49. 55 55 REFINE,REFINE,REFINE.Go for the purist. Start committing yourself to bring this to life.
  50. 50. 57 57 LEAVE NO STONE UNTURNEDDon’t leave anything to guess-work. Use attention-to-detail to get it just right.
  51. 51. 59 59 ADAPT THE FEEL INTO OTHERAREASIntegration of your design should becoming clearer and easier to implement.
  52. 52. 4. Test Strip
  53. 53. 63 63 TEST, MEASURE,
 DECIDE.You’ve got to go there to come back. Try hard to find what works and what doesn’t.
  54. 54. 70 70
  55. 55. 71 71
  56. 56. 72 72 JUSTIFYProve your vision works. Show your thinking.
  57. 57. 73 73
  58. 58. 5. Production
  59. 59. 77 77 COMMIT IT TO STONENow is the time to really nail this thing down. You’ve got the idea now make it work.
  60. 60. BUYERS’ APP SELLERS’ APP
  61. 61. 80 80 COLLABORATE w/UXCall a meeting, call a few! Sit down and share your thinking with the UXer.
  62. 62. Search entire Brring RFP Universe Register Buyer Profile - Name - Photo - Bank details What are you looking for? RFP Creation Launch RFP into Brring Launch RFP Messenger Launch RFP Messenger Sale Agreed Check RFP Notifications - RFPs - Chats Check RFP Notifications Respond to Seller RFP Register Seller Profile - Name - Photo - Bank details Create your Store - Categories - Subcategories Upload Products ‘Product pages’ Make your Home (avatar) - Rooms - Dimensions Buyer Reputation Seller Reputation £99 Product Page Response Request meets Response (Conversation) Buyer RFP Buyer RFP Buyer Negotiation Seller Negotiation £100 £100 £100 Private Chat Private Chat
  63. 63. 82 82 GET THE PENCILS OUTStart paper prototyping together by sharing thoughts on paper.
  64. 64. 86 86 SPEAK TO A DEVBefore you do anything else, please show your thinking to a developer.
  65. 65. 87 87 NOW GET THE SOFTWARE OUTThis is the moment to finally commit to using software tools to begin building.
  66. 66. What are you looking for... Ask Brring Cost Location N10 3PJ £50 - £100 Style Industrial Colour Silver Request I’m doneCancel For the home > Lighting > Wall Lights > Stainless Steel > Light Brightness 100 watt Add comment Brand Salcombe Add photo 1 photo added Add video Cost Location N10 3PJ £50 - £100 Style Industrial Colour Silver Request I’m doneCancel For the home > Lighting > Wall Lights > Stainless Steel > Light Brightness 100 watt Add comment Brand Salcombe Add photo 1 photo added Add video Add photo Like this Say something about this photo... To go here Cancel Add photo Yes, brring it!No, go back Please confirm your request Industrial Wall Light £50 - £100 Attributes: Cost £50-£100, Location: N10 3PJ, Style: Industrial, Colour: Silver, Brand: Salcombe, Brightness: 100 watt. Description: Must illuminate quite an open space. Looking for an in- dustrial / seafaring character. Would ideally like frosted glass type in stainless steel cage. Read more > Sed ut perspiciatis unde £200 Created 28 Aug 2015 > Excepteur sint occaecat £30 - £75 Created 9 Sep 2015 > Ut enim ad minim £99 - £199 Edited 15 Sep 2015 > Lorem ipsum dolor £25 - £50 Edited 17 Sep 2015 > Industrial Wall Light £50 - £100 Created 20 Sep 2015 > Your RequestsEdit Done Search Request Listings Updated Just Now 27 Request Listings Message Brring Messenger Mon, 14 Sep, 08:41 Brring Messenger Mon, 21 Sep, 12:27 Brring Messenger Today 18:35 Delivered Let me think about it. Done!!! Just wondering, would you do a deal if I buy five of them? I’ve got these? I’ll send you the product page. Crouch End LightingBack
  67. 67. Login Register Forgot password? Privacy / Security © 2015 Invitation Ventures. All rights reserved. Your username Password SELLERS EDITION Sign up with Facebook Sign up with email Or Sign up with Google Sign up with Pinterest Brring is a magical shop assistant that connects buyers and sellers of homeware. We’ll never post to any Social Media accounts without permission. Already have an account? SELLERS EDITION Business name VAT Number Contact details By signing up, you agree to our Brring Terms and that you have read our Privacy Policy. You may receive Notifications from Brring and can opt out at any time. Next Seller account set up SELLERS EDITION Let’s Go Congratulations you’re now an Setting up your store SELLERS EDITION Furniture Cooking & Dining Home furnishings Home accessories Outdoor Back Next What you sell SELLERS EDITION Bedroom Bathroom Living Room Dining Room Kitchen Utility Room Children’s Room Nursery Gym Garden & Conservatory Rooms you support SELLERS EDITION Back Next My Shop WANTED CHATS ORDERSOFFERS Metal Ceiling Light £50 - £100 Paper Lamp Shade My Shop WANTED CHATS ORDERSOFFERS Ben Rickard June Li John Doe Rebecca Leung Todd Smith Jenny Wong Martin Brown Metal Ceiling Light Ben Rickard £50 - £100 Full item description Created 21 Sep 2015 1 of 3 Ben’s house 10 My Shop WANTED CHATS ORDERSOFFERS Ben Rickard £49.99 £29.99June Li My Shop WANTED CHATS ORDERSOFFERS Ben Rickard £49.99 £79.99Rebecca Leung My Shop WANTED CHATS ORDERSOFFERS Message Brring Messenger Wed, 23 Sep, 19:00 Brring Messenger Thurs, 24 Sep, 10:14 Brring Messenger Today 18:35 How do I fit them then? Ok, thanks. I’ll accept now. I guess I’d be better getting an electrician in to do it? Single 3mm Drill. I know a good one. Back Ben Rickard 2 for £90
  68. 68. 6. Delivery
  69. 69. 92 92 ROLLIT OUT!
 MAKE WORK THAT WORKS.Double down on attention-to-detail, in strategy, in articulation - sell the original vision.
  70. 70. 100 100 SIMPLIFY!Use the power of reduction to tell the story of your work.
  71. 71. CREATIVE PROCESS UNDERSTAND THE BRIEF STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 IDEATE YOUR VISION MOODBOARD
 TREATMENT TEST STRIP PRODUCTION Interpret. Join the dots. Have an idea. Have an opinion. Ask a question.
 
 Ask your Creative Director questions if you want to clarify what the brief is asking. Work in low fidelity, like pencil and paper.
 Invite the Creative Director so he can see your thinking before you go any further. Use Pinterest, Behance, Dribbble as fountains of inspiration to formulate an art direction and styling.
 
 Again invite your Creative Director to show your thinking. Get a couple of elements in position to gauge how the style is really working.
 
 Once again, invite your Creative Director so show where you are going. By now you should have full permission to execute freely
 
 All you have to do now is land this.
 
 There should be a couple of WIPs with your Creative Director.
  72. 72. CREATIVE PROCESS UNDERSTAND THE BRIEF STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 IDEATE YOUR VISION MOODBOARD
 TREATMENT TEST STRIP PRODUCTION Interpret. Join the dots. Have an idea. Have an opinion. Ask a question.
 
 Ask your Creative Director questions if you want to clarify what the brief is asking. Work in low fidelity, like pencil and paper.
 Invite the Creative Director so he can see your thinking before you go any further. Take a risk.
 Borrow interest. Find some inspiration out there in the real world and collate and curate it.
 
 Again invite your Creative Director to show your thinking. Get a couple of elements in position to safely gauge how the style is really working.
 
 Once again, invite your Creative Director so show where you are going. By now you should have full permission to execute freely
 
 All you have to do now is land this.
 
 There should be a couple of WIPs with your Creative Director. This process works for:
 App Development Websites / Microsites Branded content videos Animations Social Media White papers / Books Corporate Identity Visual Identity Rollout PressAd, Poster OutDoor / Digital OutDoor BannerAdvertising AR/VR

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