Proposal of bold but strategic engagements designed to target and attract new audiences to help realize a broad organizational goal.
Role:
UX Researcher, Strategist, UI Designer
Methods:
Know/Don’t Know/Assume, Stakeholder Interview, Comparative Audit, Guiding Strategy Statement, Touchpoint Strategy Map, Touchpoint Prototypes
Tools:
Figma, Google Workspace, Zoom, White Boards
Deliverables:
A package was provided to the client that included all the materials produced, a video presentation detailing the proposed touchpoints, and a presentation deck.
The Client: IMAGINE | DELIVER
IMAGINE | DELIVER is a specialized consultancy focusing on making radical, systemic, and lasting change within organizations by developing and integrating equitable and inclusive systems to better serve a company’s employees and end users.
Objective:
Building on the market-shifting content they’ve been creating, IMAGINE | DELIVER desires to leverage their success as a rising, bootstrapped consultancy in order to position themselves as a national thought-leadership consultancy.
Goal:
Create a creative and cutting-edge multi-touchpoint strategy as a way of reaching and engaging new audiences while positioning them as a national leader in equitable and inclusive systems transformation work.
The Process
1. Discovery & Research:
Know/Don’t Know/Assume
Prior to the stakeholder interview the team brainstormed to generate as many knowns, unknowns, and assumptions as possible about the company, their competitors, and the project to inform the questions to be asked during the stakeholder interview.
Stakeholder Interview
We had an interview with the co-founder, via Zoom, where he introduced us to the company’s guiding principles and passions, explained how they got to where they are, and invited us to help get where they want to go.
Deep Dive Research
To gain a deeper understanding of the space the client operates in we went hunting to find the answers to:
· What exists in this space?
· How well does it work?
· What’s important to the audience?
· Where are opportunities to make a change to this experience?
Leaning on our findings from the competitive landscape, existing touchpoints the audience may already be familiar with, and relying heavily on the stakeholder interview, I lead a brainstorm session with the team to establish a strategy and goal for the project…
and created a strategy statement for the project:
All user experience touchpoints for Imagine Deliver
Will help business leaders to feel accomplished and rejuvenated
So that they are able to transform systems and services
We will do this by focusing on thought leadership and content creation
As a result we hope to see a change in engagement and implementation
With our strategy statement to guide us we conducted interviews of members of our target audience in order to gain insights to help develop a persona for our plan…
Our persona: Celine Evelyn Odessa
2. Design & Production:
The team got to work developing a Touchpoint Strategy Map that would guide our ideation prototypes.
at this point the team split to ‘divide and conquer’ the development of each of the proposed touchpoints
My Proposed Touchpoint
Conclusion
Lastly, the team worked together to develop a script and video detailing the proposals. A package was provided to the client that included the video, all the materials produced, and a presentation deck that can be viewed at the link below.