Imagine Deliver
From Stakeholder Interviews to Touchpoint Strategies. Telling a client’s story to new users.
TL;DR
A key stakeholder was first interviewed to gain insights into a client’s personality and future goals. A content audit of the client’s site and social media was performed to determine what the client already has available and if it is serving them. A competitive analysis was performed to see how they compared to similar companies. A strategy statement was written to guide possible ideas for new touchpoints. Touchpoints were created and put on a touchpoint strategy map. Prototypes of these touchpoints were created and then annotated. Lastly a client presentation and prototype package was put together using UX designer blood, sweat, and tears (but mostly tears).
Overview
My Role: Competitive Audit Researcher and Touchpoint Designer
Methods: Content Audit, Competitive Analysis, Stakeholder Interview, Strategy Mapping, Mid-Fidelity Prototyping
Tools: Google Suite, Zoom, Figma, iMovie
Deliverables: Deep Dive Research, Guiding Strategy Statement, Touchpoint Strategy Map, Touchpoint Prototypes, Client Presentation and Prototype Package
Team Members: Colleen Borgendale, Mar E Townsend, Samantha Heggem, and Saba Andualem
The Client
Imagine Deliver is a consulting firm that focuses on inclusive design and equitable strategies for system redesign. They provide their clients with the resources and tools to change a business at its core. The results they achieve make that business more equitable and accessible to both the people that it serves, and those who work for it.
The Goal
Imagine Deliver’s major goal is to become a consulting firm that is nationally recognized for their thought leadership. They hope to attract larger national clients who are willing to make significant structural changes within their organization. It was decided that making changes to the current website and developing a more robust social media strategy would be the best way to accomplish this goal.
The changes being made to both the social media strategy and the website should benefit both their primary users (potential clients) and secondary users (community members interested in thought leadership).
Deep Dive Research
The process to make these changes began with two methods of research: competitive analysis and a content audit.
Competitive Analysis
The competitive analysis focused on two types of consulting firms. First, larger international firms with thousands of former clients were looked at to see how their site organizes large amounts of information in a readable way. Second, small firms were looked at to see how they explained their services to attract potential clients.
Content Audit
A content audit was performed across Imagine Deliver’s website, social media platforms, newsletters, and videos. This information was then arranged in an affinity diagram based on the following categories: users, subject matter, basic content, emotions, and metrics. Breaking down the clients content painted a picture of their personality and how they want to present themselves to potential clients and followers. This greatly impacted how the touchpoint strategy would be developed. At first the information was arranged using sticky notes and then converted into a diagram for the clients use.
Guiding Strategy Statement
A guiding strategy statement was developed based on the client’s goals and influenced by the information found in the preliminary research. All recommendations would be made based on the following statement:
The touchpoint strategy recommendations are meant to help leaders, who have the capacity to make change, feel confidently empowered to make structural changes within their organization. This will be done by focusing on developing consistent thought-provoking content and clearly articulating what Imagine Deliver offers to clients. As a result we hope to see a change in touchpoint engagement and more national clients ready to make big impacts.
Touchpoint Strategy Map
A strategy map was developed to illustrate the changes being proposed to enhance and develop specific touchpoints. A persona was created to show how a potential client would come into contact with these new touchpoints.
This image was designed by Samantha Heggem
The touchpoints included:
Creating consistent social media posts across all platforms.
Developing a weekly podcast called “Imagine Big Ideas”, which discusses Imagine Deliver’s solutions to big questions with the potential to feature previous clients as guests.
Writing monthly thought pieces titled “Big Ideas”, which dive deep into solutions backed by research from Imagine Deliver’s case studies.
Updating the current case study formatting on Imagine Deliver’s site.
Redesigning the site homepage to spark user curiosity by asking them a “Big Question” when they open the page.
Touchpoint Prototypes
High fidelity prototypes were developed for each touchpoint. One major focus was the redesign of the case studies page. This page was influenced by the research from the competitive audit. It was found that larger consulting companies had case studies written for nearly every client. Those case studies were then organized based on industry.
The new page features the industries that Imagine Deliver commonly works with. This format would allow Imagine Deliver to update the page as they grow and work with new clients across different industries. It also allows potential clients to easily see how Imagine Deliver could assist their business.
Initial Low Fidelity Sketch
High Fidelity Prototype
Initial Low Fidelity Sketch
High Fidelity Prototype
Client Presentation and Prototype Package
The final package presented to the client, contained a video describing all new touchpoints and how a primary user would interact with them. The video was accompanied by a report that featured annotated wireframes for each touchpoint prototype.
Next Steps
The next phase of this process would be to conduct another stakeholder interview to determine if the recommendations made would be possible for them to accomplish.
Conclusion
It is truly incredible how much time and effort go into creating a successful content strategy. Beautifully designed webpages would be worthless if no one clicked on them. Meaningful touchpoints are the key to getting brilliant UX work seen by intended users.
I had such a great time working with this team and I would love to work for yours! If you are looking for an additional UX designer to join your team please feel free to contact me.