Inspiring the Imagination
When used correctly, the imagination is a powerful tool to make what seems to be the impossible, possible. Below is a quick look into my creative process that shapes and focuses the imagination of my client(s) and project team(s). These are steps I take to define the overall creative direction of the project, and it keeps the team focused on the task at hand when executing the work.
This is how I build best-in-class experiences for world-class brands.
Strategy & Research
It starts with research. It is the foundation from which exceptional ideas are built from and stand strong on. What is the opportunity in the market place? Is there hard data that informs this opportunity? What attributes within the brand can we leverage to give users reason to believe? What is the friction point the experience can resolve? And most importantly, how do we want people to feel after the engagement?
Example Shown: PATH, Creative Brief
Gather Inspiration
Inspiration does not come from one place. It comes from the world around us. Sometimes, and most often, in the most unexpected places. A walk, a bus ride, peering through the lens of a camera or a thoughtless doodle on a page. Building a pool of inspiration and examples of best-in-class experiences is a great resource to pull from when ideating on how a solution can come to life.
Example Shown: Target, Corporate Redesign
Set a Vision
A vision statement, no more than 10-15 sentences, is a crystal-clear articulation of how the creative concept will answer the strategy of the project. It serves as the lighthouse throughout the project by keeping stakeholders, as well as the project team, focused on the task at hand. Everyone must believe in it. The statement is not to stifle creativity, but ensure all ideas stay true to the core strategy.
Example Shown: The Home Depot, Digital Product Roadmap
Sketch & Explore
At this stage, the concept begins to take shape into a beautiful and functional experience. A large volume of ideas and exploration is key here rather than refinement of a few potential solutions. There is a very high probability that 90% of the exploration will be thrown away and/or used as a stepping stone to get to the best possible experience. The sky is blue, and the process must be ruthless. The goal is to sketch and explore endlessly until the most simple, frictionless experience comes to the forefront.
Example Shown: Nike, iOS Application
Establish a Language
There are two parts in establishing the language of an experience. Tone of Voice and Visual/User Interface Design. The Tone of Voice is defined within the construct of a messaging framework. While the visual language must be constructed to handle various types of information. Built from a series of symbols and patterns, a well-established design system must reinforce brand attributes, set user expectations on interactions, and make publishing content in a flexible yet templated system incredibly easy to do.
Example Shown: ABC, iOS & Android Application
Prototype
I believe great experiences are comprised of three parts; Content, User Interface and Motion Design. With rapid prototyping, I can quickly explore and validate the usability of the experience with every touch, tap and swipe. As the motion and interaction with the experience it is just as much of a brand attribute as tone and visual design. Screen behaviors and movements should not get in the way of the story, it must enhance it. And what not a better way to get a good feel for the usability and utility of the end product than placing a living, breathing interaction in one’s hand. No more imagination needed here, as one gets a fully functioning experience sitting right at the end of their fingertips.
Example Shown: ABC, iOS & Android Application
Critique & Test
I believe the more feedback I gather throughout the creative process, the better the end experience will be. Since my college years, I believe it was my responsibility to seek out the perspective of others, at all phases of the development of the work. It is the key differentiator from making a good experience into a great one. As I believe with outside perspective comes pressure testing. Does the idea stand up to multiple points of view and the end users needs? If not, what needs to be adjusted and changed so the experience becomes as frictionless as possible. From formal testing sessions to café discussions, the opportunity of sharing ideas should not be missed.
Example Shown: AWS, 5 Year Experience Roadmap
Iterate
It is so very hard to not fall in love with an idea to the point you become blind to the best solution. Yes, it is incredibly important to have a strong point of view and belief in the core concept of the work, but I also know that I must create time and space to iterate on the tested idea to make it great. I am not afraid to throw out an idea or revisit a specific execution if the critique and testing says to do so. I understand making adjustments is part of the process, and making time to do so is very much respected.
Example Shown: Target, Corporate Redesign
Launch, Listen & Refine
Showtime! But don’t get too comfortable. The days of “Fire and forget” are long gone. The delivery of a project should be accompanied with a test plan. Will machine learning be involved? Are controls put into place to test and re-test? And finally, as I and the team listen through analytics, we must all be prepared to adjust the experience to hit the defined project KPIs.
Example Shown: ReachNow, Mobility Services by BMW