This is about your brand. What you need to say and how you’ll say it. What will the experience be like, and how will it contribute to the overall brand experience? How will it dovetail with other channels and offline? What content will you need, and what journey do you want customers to go on, not just her eon your website, but before they arrive and after they have left?
This is the cold eye to keep everything on track. The delivery is meeting the ambition. The art direction (UI) is tight, the brand is shining through, usability and integration is meaningful. Copy is working and marketing opportunities are maximised. This is having a Creative Director on your team holding the tech guys to standard. Someone who can talk their language and not be bamboozled by them. And who can help them find elegant solutions when problems do occur.
Wireframing is as much a creative exercise as it is a technical one. This is where the story is structured, the messaging tested and the cadence of the story you tell is established. Wireframing is where all the strategic creative decisions are made. It brings together everything we know about the market, customer, brand and messaging. It defines customer journey (UX) and layout (UI). Which makes it a Creative Directors job. We use online tools for comment and to share progress.
This is as long as a piece of string. A lot of the planning can be done desktop using data insights. Some requires interview and groups, at other times you need to conduct UX research. In that case we work with our own partners, write and define their brief and ensure progress and delivery. As the creative lead we’re best placed to make sure we get insights that are actually worth having and learning that we can use.
• Persona development
• Key messaging
• Proposition testing
• Customer Journey mapping
• Usability testing
We are experienced as the creative lead on the UX team ensuring we get visitors as smoothly as possible to where you want them to be. It’s about making the customer journeys work, which is all about persuasion, reassurance and hand holding as much as it is about satisfying interactions. Great UX is about brand, messaging and tech. And it’s telling the DEV guys what to track and what you need to say and do to make the experience fulfilling to both visitor and brand.
You’ll do an SEO Audit, a Tech Audit, Social Media and Competitor Audit. But what brings these all together, identifies holes and creates tangible, actionable recommendations is the Creative Audit. We’ll look at messaging, style, content strategy and brand fit. We’ll identify inconsistencies and where things need to be improved, kept, added or completely re-thought. We’ve done this for a number of clients because it makes the creative and planning stage so much easier, ask us about our experience.
Customer journey planning
We help our clients plan thorough customer journey(s) from beginning to end. Our work covers three areas. First, what drives people to the website (like content, campaign, brand messaging). Second, the onsite journey by finding ways to make messaging more relevant, pushing tech for more dynamic tools, delivering messaging that prompts, reassures, supports and guides towards the outcome we want – ensuring all parties are satisfied by the experience. Third, take control of the long tail (remarketing creative and customer engagement and retention plans and creative).