Digital Design Strategy

An experiential perspective

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.

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.

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.

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 and paradigms?

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?

Experiential Proposition

Practice safe design: Use a concept.— Petrula Vrontikis

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.

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

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.

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

End