In this talk, seasoned creative director Sara Cannon will dive into the intersection of strategy and creativity through discussing how knowledge can inform design decisions. She will be looking at how different methods of research, data-collection, and strategical thinking can play into the creativity behind designs. And how at the end of the design process, you can measure success.
14. “The goal of a designer is to
listen, observe, understand,
sympathize, empathize,
synthesize, and glean insights
that enable him or her to
make the invisible visible.”
– HILLMAN CURTIS
15. Discovery
2. CLIENT RESEARCH INTERVIEWS
4. BRAND STORY ANALYSIS
5. DEFINED PROJECT & SITE GOALS
6. SITEMAP & STRUCTURE
3. USER ARCHETYPES
1. INFO COLLECTION
17. Info Collection
ACCESS TO CURRENT SITE ANALYTICS
BRAND GUIDELINES
USER SURVEYS
STRATEGIC VISION
DONATION FINANCIAL REPORTS
ACCESS / PASSWORDS
INFO ABOUT EXISTING INTERNAL PROCESSES
1
20. Could you give us a brief background of your company
and your vision for the future?
What is the biggest value you provide to your customers?
Are you planning on expanding your business? If so, how?
Why are you building or rebuilding a website?
Background:
Value:
Expansion:
Reasoning:
BACKGROUND
2 Client Interviews
21. What are some of your business goals?
How do you see those goals relating to your site?
What are your or your user’s frustrations with your site?
Is there anything in particular, beyond design, that you
like about your competitor’s sites?
Pinpoint important items from the scope and ask about
how these relate to their business. (newsletters, txt)
Goals:
Frustration:
Competitors:
BUSINESS
Extras Strategy:
Client Interviews2
22. Who is your audience and do they all interact online?
What do your users need to achieve and/or hope to
achieve by using your site? What are their top goals?
Is there a type of user you’d like to reach with your
business but haven’t been able to do so yet?
Have you conducted any interviews, gathered site
analytics, or sent our surveys to your audience?
Existing Audience:
Audience Goals:
Ideal Audience:
AUDIENCE
Audience Research
Client Interviews2
23. What are the least and most popular pages?
What pages bring you the most income?
What pages would you’d like to grow or focus user
attention on?
Please describe your ideal workflow for users - how do
you want your users to interact with the site?
Popularity:
Importance:
Growth:
INFORMATION ARCITECTURE
Workflow:
Client Interviews2
24. Name some adjectives that describe how people view
your brand (be honest)
Now name some adjectives that describe how you want
your brand to be viewed as.
What is your mission statement?
Do you feel like your brand helps this mission?
Tone:
Mission:
Client Interviews2
BRANDING
34. Discovery
2. CLIENT RESEARCH INTERVIEWS
5. DEFINED PROJECT & SITE GOALS
6. SITEMAP & STRUCTURE
1. INFO COLLECTION
4. BRAND STORY ANALYSIS
3. USER ARCHETYPES
41. Discovery
2. CLIENT RESEARCH INTERVIEWS
5. DEFINED PROJECT & SITE GOALS
6. SITEMAP & STRUCTURE
1. INFO COLLECTION
4. BRAND STORY ANALYSIS
3. USER ARCHETYPES
46. Discovery
2. CLIENT RESEARCH INTERVIEWS
5. DEFINED PROJECT & SITE GOALS
6. SITEMAP & STRUCTURE
1. INFO COLLECTION
4. BRAND STORY ANALYSIS
3. USER ARCHETYPES
49. Discovery
2. CLIENT RESEARCH INTERVIEWS
5. DEFINED PROJECT & SITE GOALS
6. SITEMAP & STRUCTURE
1. INFO COLLECTION
4. BRAND STORY ANALYSIS
3. USER ARCHETYPES
53. ALL STORIES
CARBON COPY
TAR SANDS
CLEAN ECONOMY
TODAY’S CLIMATE
GAS DRILLING
ICN BOOKS
BIG OIL BAD AIR
VIDEOS
HOME
ABOUT
CONTACT
TIPS
SUBSCRIBE
DONATE
ARTICLES
INVESTIGATIONS &
SPECIAL REPORTS
TOPICS
TODAY’S CLIMATE
CLEAN ECONOMY
DOCUMENTS
INFOGRAPHICS
ABOUT
SUBSCRIBE
DONATE
CONTACT
Old New
54. ALL STORIES
CARBON COPY
TAR SANDS
CLEAN ECONOMY
TODAY’S CLIMATE
GAS DRILLING
ICN BOOKS
BIG OIL BAD AIR
VIDEOS
HOME
ABOUT
CONTACT
TIPS
SUBSCRIBE
DONATE
ARTICLES
INVESTIGATIONS &
SPECIAL REPORTS
TOPICS
TODAY’S CLIMATE
CLEAN ECONOMY
DOCUMENTS
INFOGRAPHICS
ABOUT
SUBSCRIBE
DONATE
CONTACT
Old New