Goal Directed Design (GDD) Process for Digital Products is made up of two major parts: user experience and observation • prototype design and testing Goal-Directed Design Research What is the main objective of this post? Goal-Directed Design (GDD) is a comprehensive, One on one interview, user research and observation process used to create a solid foundation for the best possible customer/user experience for digital products. Many of these products are the business tools that you use now. Of course, other digital products are interactive devices, apps, software, kiosks, etc. Both types of digital products benefit from a foundation of research like Goal-Directed Design, for user observation, prototype development, then more research and observation, before the major monetary investment of new design. Digital transformation is a cultural change that requires organizations to continually challenge the status quo, experiment, and get comfortable with trial and error. (Credit: The Enterprise Project). Here is are examples: internet radio • internet television • streaming media; fonts, logos, photos and graphics • digital subscriptions • online ads (as purchased by the advertiser) • internet coupons • electronic tickets • electronically traded financial instruments • downloadable software (digital distribution) and [...]
Creative Strategy Advertising Terms INSIGHTS It is the intellectual conclusions that we pursue from company data, customer research and observation, target market research, the brand’s history, and competitive standing and situation. What’s most important is “what does the customer need to be the most content and satisfied or what are the customer goals. Uncovering customer insights may reveal contradictions of our initial assumptions as creatives and clients. Insights are the practiced domain of writers, designers, art directors creative directors and creative strategists and, possibly others. DIFFERENTIATION Here is an example. If a consumer perceives a group of different manufacturers dishwashers to be the same, that consumer is likely to purchase one based on the lowest price. However, a strong brand approach regarding loyal generations of consumers, or its innovative built-in technology, its sustainable construction, or the wide range of panel controls ease of use successfully differentiates. This is not rocket science, but sometimes advertising simply entertains or dazzle to drive recall, instead of giving compelling reasons to choose a product. Millsart Design can execute both fun and reasoning effectively. FEATURES AND BENEFITS What’s in it for the consumer? They are the tangible product merits for the consumer. A widely [...]
Creative Advertising Strategy 2020 Too little information or too much irrelevant information bogs the entire creative strategy plan down. So, routinely I begin the groundwork for product or service creative advertising (Kick off) meeting with this flexible outline: • Target audience(s) Scenarios of product use or intended experience • Your Brand, product or service facts • Your Competition, if applicable • Your compelling product message or objective So Much Is Constantly Changing! To begin this post on creative strategy, I’d like to talk about the importance of embracing a creative strategy plan in the beginning and most importantly allowing the time to do so. Creative strategy framework should be at a minimum, an updated and probing inquiry, thanks to these newer and rapidly changing factors, coupled with the familiar: • the world’s Covid 19 Pandemic • U.S. and world economies • major changes in store buying • the disappearance of competitive brands and even store chains • emerging new products, services from every industry • the heightened use of e-commerce, • the internet in general, • lost U.S. momentum concerning green initiatives and alternative energy, • how we care for each other: the elderly, our children, our marriages, our [...]
What is Design Thinking? Design Thinking has its initial roots in business, especially in product design where innovative products are designed to meet people’s needs and thereby understand how to facilitate innovation. Design Thinking was extended and applied to management and soon it assumed the concepts of Systems Thinking, which, has been more established and developed over a longer period of time. Design thinking refers to the cognitive, strategic, and practical processes by which design concepts (proposals for new products, buildings, machines, etc.) are developed by designers and/or design teams. How does Design Thinking Relate to Customers? Design thinking also allows you to better understand customers, so you can deliver a better service and improve the bottom line. It can have a significant impact on the health and well being of staff, as well as the way they interact and collaborate. This can lead to better productivity and efficiency throughout. Designing systems, after all, is necessary to enable the conditions for a culture of innovation. System Thinking System Thinking allows us to ask better questions before jumping to conclusions. Systems thinking examines large entities by looking at them as collections of building blocks. Building blocks that are interconnected, with [...]
PROGRESSIVE CUSTOMER/USER RESEARCH STRATEGIES Welcome to the Millsart Blog. First, I, Pat Mills-Sullivan have relaunched Millsart Design in Greater Atlanta. I am a thawed snowbird from Chicago, and I am extremely happy with the Move! Briefly, Millsart Design develops marketing: advertising, graphic, print, web, and user experience/user interface design (UX/UI), and lastly-illustrations. I have worked for a variety of industries for small to large client corporations. I also provide creative services for marketing, PR and research firms. Progressive Methods for Customer Insights and Observations As I work on broadly promoting Millsart Design, I’d like to share several concepts, methods, and disciplines that I include for nearly all client projects and campaigns. They are developed by well-known thought pioneers, who also learned from pioneers before them. The common thread is that they have been perfected over time and utilized in strenuous customer/consumer research methods at its foundation. Whether the task at hand is corporate identity and branding, brochures, print or web-based advertising, exhibition literature conceptual illustration for publications, or a new smart-phone prototype app, at least one strategic method will be used by myself and my teams and clients. As a customer/user myself I hope one day to finally learn [...]
Intro: How to Develop a Website Redesign Strategy That Guarantees Results Written by Rebecca Churt at Hubspot.com Visuals by patmillssullivan June 9, 2020 (a repost) So... you want to redesign your website. A redesign can be a huge success - or a total flop. It can also be a long and tedious undertaking, which is why every redesign needs to start with a clear vision and/or problem to solve. And the better you are at defining that vision at the very beginning, the more successful your redesign will be -- and the smoother the entire process will be as well. That's why we set out to create a helpful guide and worksheet that any inbound marketer can use to plan a successful website redesign.Whether you’re working with an agency or redesigning your site in house, our guide will help you strategize your website redesign and the accompanying tracking worksheet will enable you to track your progress as you move beyond strategy and into each stage of your redesign. We've identified seven steps of website redesign: strategy, plan, design, build, optimize, launch, and analyze. But none of the latter six stages will be effective without putting a lot of focus on that first stage: strategy. Let's go into detail about what you should consider at the strategy stage so you can embark on a website [...]
Step 1: Benchmark Your Current Metrics Written by Rebecca Churt at Hubspot.com Visuals by patmillssullivan| June 9, 2020 Before you begin planning your redesign, document your current performance metrics. Start by analyzing your existing site over its history in areas such as: Number of visits/visitors/unique visitors (monthly average) Bounce rate (monthly average) Time on site (monthly average) Top-performing keywords (in terms of rank, traffic, and lead generation) Number of inbound linking domains Total number of new leads/form submissions (per month) Total amount of sales generated (per month) Total number of pages indexed Total number of pages that receive traffic If you don’t have access to this information, then I absolutely recommend adding tools like Google Analytics and HubSpot’s Marketing Analytics for better tracking and visibility into your website's performance. Furthermore, make note of which tools you used to identify each of these particular benchmarks. Ideally, you’ll want to use those same exact tools when collecting post-design metrics. Otherwise, you’ll be comparing apples to oranges!
Step 2: Determine Your Website Redesign Goals Written by Rebecca Churt at Hubspot.com Visuals by patmillssullivan June 9, 2020 When considering a redesign, there should always be a good reason behind it. We speak with a lot of marketers at HubSpot, and we often hear flimsy reasoning like “it’s been a while since we’ve done one,” or "my competitor just did a redesign." These reasons just aren't good enough. Remember: It’s not just about how your site looks, but rather how it works. Be really clear about why you’re doing the redesign in the first place, and tie those goals to measureable results. Then communicate your goals with your team, designer, or agency. Consider the following data-driven objectives for your own website: Increasing number of visits/visitors Reducing bounce rate Increasing time on site Improving domain authority Increasing number of new leads/form submissions Increasing total amount of sales generated Enhancing current SEO rankings for important keywords Many of these metrics-driving goals are dependent on one other. For example, in order to generate more conversions, you may also need to increase traffic while decreasing your site's bounce rate.
Step 2: Determine Your Website Redesign Goals Written by Rebecca Churt at Hubspot.com Visuals by patmillssullivan June 9, 2020 Before you begin crafting your new website design and content, you need to be crystal clear about your desired branding, messaging, and your unique value proposition so it’s consistent across your entire website. A new visitor should immediately understand what you do, how it relates to them, and why they should stay on your site and not flee to your competitors'. Think about whether you plan to change your branding and/or messaging, of if it will stay the same? If you plan to change it, what about it needs to change? Answer these questions within your website redesign planning worksheet so you can keep these changes top of mind while you embark on the rest of your redesign. As you're developing your messaging, use clear, concise language, and avoid using industry jargon (AKA gobbledygook ) that makes you sound more like a business babbling robot than a human. Consider the following example of how we could describe HubSpot in a gobbledygook way: HubSpot helps companies across multiple countries reduce churn by backfilling the sales pipeline with highly qualified traffic that [...]
Step 4: Define Your Buyer Persona(s) Written by Rebecca Churt at Hubspot.com Visuals by patmillssullivan November 5, 2016 (a repost) Your website is not just about you. And when your visitors land on your website, they're asking themselves, “What’s in it for me?” Speak to them in their language by strategizing your design and content around your business' buyer personas. A buyer persona is a theoretical manifestation of your business' ideal customers. They are fictional representations based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. For instance, if you're a marketing manager at a hotel who is looking to bring in new business, you might target five different buyer personas: an independent business traveler, a corporate travel manager, an event planner, a vacationing family, and a couple planning their wedding reception. Make sure you clearly identify your buyer personas so you can shape your website redesign strategy around the website visitors that matter most to you. For help with this, check out our handy buyer personas template -- and accompanying blog post -- to help you research and create detailed buyer personas. Is your target audience changing as [...]