fbpx

Category : Design

HomePosts in Design

So, what is User Experience Design?

After much reading, research and attending the UX Design Bootcamp from Miami Ad School Toronto, I could tell you that User Experience Design can be defined in many ways.

It all comes down to one common theme –the interaction and value that a product will provide to the user when using the product. Whether it is a website, tablet or even an app the user’s satisfaction should always be the main focus when developing the end product.

 

“Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs

 

What needs to be included in User Experience Design?

There are different facets or qualities of user experience according Peter Morville from Semantic Studios. Peter developed what we call the user experience honeycomb.

The 7 facets of the Peter Morville Honeycomb are useful, usable, desirable, findable, accessible, credible, and valuable.  This honeycomb helps brands define their products’ priorities, therefore providing a good experience for the user.

 

What is the User Experience Design process?

The User Experience Design process has different phases that are repeated, to help evaluate the design of the end product. A good example is the Double Diamond Design process, which has four steps: discover, define, develop and deliver.

Through the Discovery phase, a lot of research takes place, including primary and secondary research, competitive analysis, stakeholder interviews, user journeys, and more.

In the Define phase all the information from the Discovery phase is gathered and narrowed down to a creative brief.

Then comes the fun part, the Development phase where ideation takes place to come up with unique concepts based on the creative brief. These concepts are created, prototyped, tested and iterated. This is the part where the ideas are also refined to what works and what doesn’t.

After a lot of trial and error comes the last phase, the Delivery phase, this where the project is finalised and launched.

In the end User Experience Design is all about the customer needs versus their wants.

 

At this point in experience design’s evolution, satisfaction ought to be the norm, and delight out to be the goal. Stephen Anderson

 

Following a good design process such as this one, will not only help you have a great product but a valuable user experience.

Vanessa Cuartas is an integrated media designer at ruckus Digital. Need help with design? Drop us a line.

Meet our integrated media designer

Vanessa Cuartas is ruckus Digital’s newest team member, joining our design shop.

Florida native, Vanessa attended the University of Central Florida and graduated with a Bachelor of Arts, majoring in graphic design. Following her undergrad, she attended the Miami Ad School for Advertising. Here’s what she had to say about her role.

1. Who inspires you?

“I’m inspired by many people in my life but the main people who inspire me are Paula Scher, American graphic designer, painter and art educator, and Jessica Hische, American letterer, illustrator and type designer. However, I do believe the most important thing to get inspiration from is everything around you.”

2. What’s the coolest thing you’re working on right now?

“I could honestly say all the projects I’m working on are very cool. All of the projects have a different objective, look and feel, which is something I’m enjoying. It allows me to get out of my comfort zone and design in different styles. One of my favourite projects so far was the Black Friday animations for Walmart and some RSA (insurance) animations as well.”

3. Who in the agency would you most like to swap places with for a day?

“Gary Edgar, VP, creative and design at ruckus digital: it would be amazing to see the process of how he comes up with different ideas and strategies for the projects he works on.”

4. How do you get out of a creative rut?

“If I’m in a creative rut, I like to leave the project or zone and go do something else. I love to paint, which is what I do to relieve any stress and just put my feelings out there. Then I come back good as new.”

5. What is the most important piece of advice you could give for someone starting a career in graphic design?

“Don’t take life too seriously, enjoy the ride. Be prepared to give and receive feedback and learn from the experience.”

6. What’s the most important lesson you’ve learned in the last year?

“Always keep learning and be open to new things, even if they are outside of your comfort zone!”

Need some creative inspiration for your communications? Drop us a line.

Drive engagement through Millennials ‘early onset nostalgia’

With fierce competition from other leading online and bricks and mortar retailers, the holiday shopping season is the most difficult time of the year to capture a customer’s attention. Walmart Canada needed a creative approach to break through the noise and entice Canadian shoppers to choose Walmart for their Black Friday (in-store and online), Cyber Monday (online) and Boxing Week (in-store and online) shopping.

According to Digiday, experts say that factors such as the coming of age during economic turmoil has meant millennials end up romanticizing simpler times – even times they weren’t around for – which the industry has diagnosed as millennials’ ‘early onset nostalgia.’ (As seen in Throwback Thursdays or Wayback Wednesdays online conversations.)

Building on this ‘early onset nostalgia,’ an IABC Silver Leaf award-winning illustration and animation series was developed with a nostalgic twist to get millennials ‘ready for their big shopping day’ through retro-styled workout stretches.

Industry best practices indicate short videos improve audience engagement. A more recent move has been to look at platform-specific variations to improve impressions. According to Mobile Marketer, consumers spend 98 per cent of their time using their phone in portrait mode. Square videos also perform better on certain platforms.

A 10-second square video animation series was created for Twitter, Facebook and Instagram, while vertical videos were pushed through Snapchat. YouTube videos were also added to the mix. The videos included exercises in retro gear with workouts such as squats (i.e. to lift your big-ticket in-store purchase) and finger stretches (i.e. to tap for your online purchases).

Since Black Friday and Boxing Day offered in-store shopping experiences, five in-family day-parted Snapchat geofilters were designed for each day for individuals to share their Walmart-inspired shopping experiences through a selfie.

The video campaign targeted millennial Twitter followers, Snapchat users, Instagram fans, Facebook fans and YouTube users.

The campaign allowed Walmart Canada to maintain its leadership position during these peak shopping days during the holiday season. The geofilters also ranked within the top worldwide on the platform – the only Canadian brand to do that in Q4 (even beating out the 2 US presidential candidates’ geofilters per capita).

Need help targeting Millennials through your social content? Drop us a line.

 

 

How to add a fresh twist to your social media content

Have any of your married friends or those in committed relationships ever asked to play with someone else’s dating apps (just because they were curious)?

According to a Google Consumer Survey ruckus Digital commissioned in spring 2017, about a quarter of Canadian millennials know someone who has. This insight gave us the perfect opportunity to get fresh (groceries, that is) with our Walmart millennial audience.

Dinnder was a 10 to 15-second social media video ad series (throughout spring/summer 2017 long weekends, including Victoria Day, Canada Day and the Civic Holiday), created to improve Walmart’s quality perception and spread awareness about its new 100% Canadian AAA Angus Beef.  Delicious cuts of beef were paired with attractive sides made with Walmart’s fresh produce.

How: By drawing a connection between a dating app and the brand, we piqued consumer interest in a brand new way – cutting through the long weekend clutter in both English and French Canada – as people were stocking up for their long weekend get-togethers.

The vertical video series (to align with the vertical orientation for swiping on popular dating apps) ran on Facebook and Snapchat. The series was among the top pieces of social content for Walmart in summer 2017.

As marketers, we constantly have to rethink how we reach consumers/audiences and stand out in the crowd. Take a look at our Dinnder videos and let us know what you think!


Need help with your paid social media strategy and targeting? Drop us a line.

Walmart Canada: One-stop shop for groceries, general merchandise and now beer and wine

Canadians are consuming hundreds of pieces of content daily, faster than ever before, which makes it important for brands to capture the attention of users quickly to impact and secure brand recall.

According to Fors-Marsh group tests, it takes only 0.25 of a second of exposure for people to recall mobile feed content at a statistically significant rate. In Facebook’s News Feed people spend, on average, 1.7 seconds with a piece of content. That’s a very short amount of time to capture audience attention.

Taking into account the current social media landscape and how important it is to communicate fast and effectively on social, ruckus digital helped Walmart Canada develop Facebook video carousels to drive awareness of Walmart locations now selling beer and wine.

Here is a summary of this campaign and how it helped Walmart to drive local awareness about it beer and wine offering on social media:

Challenge

The government of Ontario now permits grocery stores to sell beer and wine, giving consumers more convenience and choice. Walmart was looking for a local strategy to communicate to shoppers that select stores now sell beer and wine. Adding to the challenge was that their competitors were also launching their own communications about beer and wine availability.

Solution

Ruckus digital created beer and wine animated cinemagraph carousels that were geo-targeted to local shoppers of select Walmart stores now selling beer and wine. The video cinemagraph carousels helped Walmart stop social media scroll through by creating innovative visuals to help increase local awareness of their expanded in-store offering.

Result

The animated cinemagraph carousels resulted in an increase of 280 per cent engagement and helped Walmart reach an engaged local audience.