Digital Research Strategy
We provide a comprehensive, thoughtful approach to user experience. We begin with a deep understanding of your audience, which provides the foundation for building an amazing user experience. Understanding user behaviors, needs, and motivations is critical to the success of any organization. We utilize a variety of techniques to understand how your audience interacts with your website, native application, or other digital experience. Our methods include contextual interviews, focus group discussions, field surveys, and persona development. This level of research leads to developing pragmatic strategies based on business needs.
Usability refers to the quality of the experience you provide to your users. It answers questions such as, “How intuitive is the design?” or “Is it easy for new (and experienced) users to accomplish basic tasks?” Our usability evaluation framework utilizes heuristic evaluation, system usability scale, and first click testing to collect quantitative data. We also ask users to describe their thought process while performing a series of specific tasks during our evaluation. The end result is a fact-based set of recommendations and insights that allow our clients to ultimately deliver a better experience to their customers.
The recipe for an excellent content strategy starts with developing meaningful and engaging ingredients that, together, form a compelling story. And not just any story - your story. We begin with content audit and analysis. This is followed by a strategic discussion to identify and define ownership areas, taxonomy, voice, and brand definition. These serve as inputs into the planning phase, which focuses on the development of recommendations and plans (e.g., metadata plan, communication plan, etc.). Now we are ready to write content and produce assets while taking governance and search engine optimization (SEO) into account. Once the content has been created we work with clients to define a periodic audit and content refresh plan.
EXPERIENCE DESIGN (FOR WEB AND MOBILE)
We take a holistic approach to experience design:
- Information architecture (IA) – We start by looking at the structural design of information. We emphasize usability and information retrieval across multiple environments.
- User interface design (UI) - UI anticipates what actions a user will perform and ensures the necessary elements are available and easy to access.
- User interaction design (IxD) - While UI focuses on the inclusion of elements on a page (e.g., buttons, carousals, modals, etc.), IxD utilizes these elements to create engaging experiences based on anticipated behaviors.
- Visual design - It’s through IxD and visual design that we begin to tell your story through a combination of rich interactions, compelling content, and stunning photography. Our design team excels at the production of visual assets that showcase your story.
- Responsive design and mobile first principles - We take a mobile friendly approach, when appropriate, in all of our work. This facilitates a consistent omni-channel experience regardless of device.
Ultimately we use these principles and a strategic use of imagery, colors, type, and other elements to create an elegant design that articulates your brand message and vision.
ANALYTICS AND CONVERSION
Our process begins with collecting and analyzing web and application data, utilizing tools such as Google Analytics and Omniture. We also set up and monitor customer funnels that drive conversion. Once a baseline has been established, we identify improvement opportunities based on key metrics such as drop-offs, and bounce rates. Once a page or portion of a page has been redesigned, we utilize A/B testing to determine how well the new design performs relative to the existing experience. This process continues until we arrive at a new design that meets a stated business objective (e.g., increase sales by 2%, etc.). When the new page is available to all users, we monitor its effectiveness and look for the next opportunity to optimize.
Elegant designs are meaningless if they cannot be rendered as intended, pixel perfect in a browser or mobile application. Our developers are trained visual designers with an eye for precision and a focus on craftsmanship. They understand and appreciate the intent of each interaction and choice of type or color. We utilize the latest technologies (e.g., HTML5, CSS3, AngularJS, etc.) to ensure every page interacts and functions as envisioned. We work in a highly collaborative environment geared toward innovation and learning. We take tremendous pride in serving our clients.
What is a brand? To us, a brand represents the sum of experiences with a company and delivers perceived functional and emotional benefits. Branding can differentiate two otherwise similar products and serves to build business (i.e., brand equity). We help our clients establish their brand identity through the use of consistent shapes, color, language, fonts, and other recognizable cues. While a company’s logo or corporate identity is often viewed as the brand, this is only the tip of the ‘brand iceberg’— the visible part of a brand that most people see. There is much more below the surface that is often overlooked. Defining brand merely in terms of the tangible, outward expressions overlooks the associations that are attributed to the brand identity.
Let us guide your organization through a series of branding workshops that not only result in marks and logos that truly represent your brand, but also aligns your organization around your brand position. This will allow your team to communicate its characteristics based on your target audience.