We’ve all been to websites with triple dropdown navigation menus, extensive lists of blue hyperlinks in a sidebar, and overcrowded headers full of items. We’ve all left a lot of those websites, too. Clear and thoughtful navigation promotes lead generation, customer conversions, and SEO. Bad navigation confuses and overwhelms your users, and increases your bounce Read More
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Building Creative Strategy: Researching Connection
“Research is formalized curiosity. It is poking and prying with a purpose.” – Zora Neale Hurston There is science in connection with your audience. After you’ve completed steps 1: the SWOT analysis and 2: Maslow’s Pyramid, you now know the benefit you want to convey to your audience. Now, it’s time to find out how Read More
Five Steps to UX-Proof Your Website: Content Organization
Well organized websites feel like your hometown: you generally know where you are in relation to what is around you. You don’t need to search for directions to find where you want to go. You just go. The key is to organize your website information architecture so intuitively that the user doesn’t even have to Read More
Protip: A Simple Test of Relevance
You are most relevant when you’re in your audience’s story. So how do you know which kind of story you’re telling? In other words, is it about me, my customer, or about something we all believe is bigger? The simple test is in how it fits into a sentence. Attribute: “Our product has x.” Example: Read More
Brand Strategy 2: Maslow’s Marketing Pyramid
Effective storytelling means conveying relevant brand truths to your audience by telling a story about them. So how do you tell the right story? In Part Two of our strategy series, we define the three levels of story and how to find the right story type for you. With the right story type, you can Read More
Five Steps to UX-Proof Your Website: Chart the Tasks
A crucial part of user-focused design is eliminating pain points. We go through the process of creating detailed personas so that we can streamline our design and content to fit their individual context. Good personas include webographic information such as device, expertise, and preferred websites, so we better know how to design an interaction that feels Read More
Building Creative Strategy: The SWOT
Businesses are famous for believing lies about themselves. The SWOT analysis, rigorously done, will serve to disabuse you of misconceptions that could be costing you money and opportunity. How do businesses deceive themselves? By using bad data (they don’t always talk to customer, and when they do, they often don’t ask the right questions) and Read More
Protip: Have a Negativity Session
Did you know that “problem-minded” people are better problem solvers? It turns out, the longer you spend thinking about the problem, the simpler the solutions that present themselves. Usually, when people talk about being “problem-minded,” they’re talking about having a negative outlook. And that’s one way. But it’s not helpful. To actually solve problems, you Read More
Five Steps to UX-Proof Your Website: Personas
Think about a product or service that has made an impression in your life. Maybe it’s an app or web service, or maybe it’s something like a kitchen tool. It’s something you reach for every day, and not just out of necessity. You don’t just use it passively, you genuinely enjoy the experience. This product Read More
Why Brands Have “Diversity,” but Still Don’t Know How to Use It
Diversity can be shallow. It can help your company satisfy employment law or help you fit into an industry. This article is not about that kind of diversity. This is about how diversity in thoughts, opinions, and experiences can make us into strong, interesting brands. True diversity can expose opportunities for depth in a brand Read More
