Acclaim magazine on behalf of Hype DC briefed me to figure out how to create an editorial/product magazine as well as an eCommerce store seamlessly wrapped in one single app that worked across all iOS and Android devices. All without any technological debt.
Production and digital strategy for the creation of a mobile app which functioned like a magazine but doubled as an online shoe store.
For starters we had to make sure that we used an off-the-shelf software system. The client was not interested in investing in a custom solution. Having looked many options on the market we found that there were plenty of options. To choose the right one I created a decision making framework to judge the best possible system to be used for the long run. I took into account, ease of rollout, price, vendor stability, licensing agreements, product roadmaps and picked a clear winner - Adobe DPS which allowed non technical design teams to create and deploy mobile app content.
Instead of creating a custom store we deep-linked all the product content directly to their current online store reducing further development and security costs while still affording a seamless shopping experience.
Limit’d is now entering it’s 3rd year with over 25 issues and thousands of loyal sneaker freaks accessing content and buying shoes on any modern mobile device.
The first challenge was to create a set of guiding principles for ‘digital’ as part of the new digital brand. The second challenge was to make it accessible for the all of pepper partners not just in print pdf form - but in an interactive online environment which could house all of pepper’s multimedia assets. The third part was to create a risk mitigated strategy for the consolidation of it’s global websites under the new brand.
Creation of guiding principles for a digital brand, website consolidation & brand portal.
After much research and careful study of their new brand story I wrote the following digital principles along with their more detailed explanations:
This gave all working teams on future digital projects a guiding light to make decisions from.
My team also made an interactive website which hosted all of the rebrand story and content along with always current, downloadable assets and explanations. We also added a user management system so we knew exactly which suppliers had access to the content. While intended to be an interactive website, the system is now being used as a rudimentary DAM.
The solution to the 3rd challenge was to create a fully clickable prototype in a short amount of time with live content so that all of the stakeholders could easily view the consolidated website before any development time was invested.
A successful, coherent and on-time rebrand process with a stable digital brand infrastructure.
The various teams at Yellow pages had amassed a large number of eDM templates over the years and each dept would use their own ad-hoc strategies for design and dispatch of communication to their customers. There was need for a clear strategy for the content, it’s layout and a consistent design approach to all email communication. Open and click through rates were overall in the acceptable range but the lack of consistency in visual structure caused for unreliable user response data.
Creation of a digital design strategy to reduce the amount of time creating ‘on brand’ eDM templates as well as increase the amount of open and click through rates.
Open and click through rates increased. All messages were on brand and the most crucial feedback was that the teams were not only saving time but clear and consistent with creation of these messages instead of having to ‘re-invent the wheel’ every time a new communication had to be sent out.
After a fair amount of recent eDM best practice research I opted to use parts of the behavioural data collected by the Obama team during the election and reelection campaign. So getting the tone of voice, desired word count, above the fold elements and right keywords was the first solve. That took care of the customer end.
The second solution was creating a hierarchical, modular structure to the design and layout. Every department used one template to begin with and removed the modules that they did not need. With only 4 modules to edit from I limited their ability to have to think about and recreate the template over and over again.
To get builders interested in visiting the yellow pages trade stand and engage with their product offering.
Create a new and engaging digital experience for a builders tradeshow
Over 100% of expected signups and sales leads. The fascination with the VR medium made the customers feel that Yellow relevant in the new world of google and Facebook marketing.
We created a VR experience to illustrate the future of media and content through a Samsung VR headset. On purpose we only allowed for 1 viewer at a time so that attendees would hang around the trade stand waiting for their novel VR experience while the hosts could talk to them about the benefits of working with Yellow pages.
Create a digital service to teach users digital jargon.
A speculative look at a different method of learning new digital concepts using humour.
Users of the app told us that it as a novel way for them to learn and remember digital jargon since the humour is what made it memorable.
We created an app very much like the hitch hikers guide to the galaxy but which users could search/click on a particular concept in the digital domain and have the answer written and read to them in a humour way.