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Blog 13

Creative Experience Research Analysis

On our journey through the Creative Experience Research (CER) framework, we’ve covered setting creative experience goals (Part 1) and talked about research methods (Part 2) to unveil insights that meld creativity with usability. Now we highlight a third key aspect of CER: analysis. This is where data becomes insight and we create compelling narratives that drive understanding of how to make the creative experience sing. This phase is not about getting a report card that kills creativity; instead, it’s a vibrant story that fuels creative teams and clients alike. In this article, we’ll reveal our approach to analyzing insights and evaluating success under the CER framework.

Breaking from tradition

From the start, it’s important to call out that CER analysis departs from the traditional research stereotype of analysts “crunching the data” and producing a black-and-white report that the design team has to follow. Simplistic judgments of “good” or “bad” are replaced by context, understanding, and clear decision-making. CER analysis invites the cross-functional team to be a part of the process. By inviting strategists, creatives, clients, and the entire production team to be a part of the analysis, we make sure we’re leveraging our collective knowledge and not leaving anyone or anything behind. Our goal is to efficiently guide the analysis in a way that promotes shared understanding and solid decision-making.

Harmonizing left and right

We take a rigorous, utilitarian approach to analysis to understand the functionality, usability, and structural performance of the design. Essentially, how well it performs for people on a cognitive level. This is where customary usability metrics, task success rates, and error rates find their stage. Yet, they are not the solo performers. We also do creative analysis that explores the emotional resonance, aesthetic appeal, and imaginative engagement the design evokes. The power of this blended approach is that it provides a fuller understanding of the user experience. The logical and creative insights intertwine and support one another to create a richer narrative that drives a deeper understanding of what is really happening in a user experience.

The methods of analysis may vary, but the singular goal remains – to create a balanced view that honors both the scientific and artistic aspects of the experience. Whether it’s through heat maps that unveil the areas of visual focus, or thematic analysis that dives into user emotions, the aim is to narrate a story that is both analytically sound and creatively inspiring.

Collaborative platforms and triangulation

Utilizing collaborative analysis platforms, contributors from various disciplines come together, each with their own lens adding a unique perspective to the collective understanding. Bespoke to the project and team, we create collaborative spaces that segment the user journey into a sequence of events and behaviors. Within each segment, we combine and corroborate findings from multiple research methods to build a clear understanding of what is happening inside and outside the user’s mind throughout their design experience. These collective snapshots of the experience, when connected together, help us to understand how the user experience unfolds. We see the holistic experience and its collection of moments.

Evaluating Success

Our goal is to evaluate how an experience stacks up against the goals that we’ve created from the outset. Looking back at aspects of the creative experience, we identify some ways these goals are articulated:

Engaging Goals: Metrics such as accessibility compliance levels, user-reported context relevance, and device compatibility ratings, gleaned from Accessibility Audits, User Surveys, and Contextual Inquiry respectively, provide key insights into how accessible and contextually resonant the experience is.

Believing Goals: Metrics like attitude shift indices, brand perception ratings, or semantic differential scale scores, acquired through Interviews, Focus Groups, and Semantic Differential Scales respectively, reflect the attitudes and beliefs fostered through the experience.

Knowing Goals: Metrics such as task success rates, attention heatmaps, or findability scores from Usability Testing, Attention Tracking, and Tree Testing respectively, are fundamental in evaluating the clarity, findability, and recognition of key information.

Feeling Goals: Metrics like emotion mapping outcomes, desirability scores, or diary study insights from Emotion Mapping, Desirability Testing, and Diary Study respectively, gauge the emotional resonance and aesthetic appeal evoked by the design.

Doing Goals: Metrics such as conversion rates, navigational efficiency ratings, heatmap analyses, or A/B test results, obtained from Usability Testing, Navigational Analysis, Heatmaps, and A/B Testing respectively, reveal the effectiveness of the design in facilitating desired user actions and behaviors.

Choosing the Right Medium: A Balanced Symphony

In Creative Experience Research (CER), communicating insights is an art form, weaving together narrative, visual, and statistical elements to tell a compelling story. It’s not about merely presenting data; it’s about making it resonate. Whether through a touching user tale, a revealing video, or a striking statistic, the chosen medium should not just convey, but evoke. This blend not only showcases the statistical essence of the design but also narrates the user’s journey in a way that’s tangible and relatable. It’s about selecting the medium that transforms insights into a catalyst for action, propelling the creative narrative forward with a rich, insightful harmony.

The blend of storytelling methods isn’t just a closing note for for analysis step, but a testament to CER’s ethos. It’s a call to not just observe and analyze but to feel, understand, and narrate the user experience in a way that’s profoundly human yet strategically sound. As we delve into the narratives of user experiences, we’re not just collecting data; we’re gathering stories, emotions, and insights that drive design forward in a way that’s both imaginative and effective.

The Creative Experience Research Framework

The CER framework emerges at the crossroads of creativity and practicality, offering a broader lens compared to traditional methods that may focus narrowly on either usability or creative concept. As we conclude this series, the holistic and integrated approach of CER shines through. It nurtures an environment conducive to informed trade-offs, arming teams with a richer understanding to navigate the multifaceted design landscape. Unlike the traditional dichotomy of creativity versus utility, CER weaves them into a coherent narrative that fuels the evolutionary journey of design. It morphs us from mere researchers or designers into storytellers, strategists, and empathetic advocates for a user experience that resonates profoundly. As we venture forward in our design endeavors, CER serves not just as a methodology, but as a narrative compass guiding us towards creating experiences that are as meaningful as they are measurable.

Reference

Part 1: Creative Experience Research
Part 2: The Creative Experience Research Toolkit

 

Blog 12

The Creative Experience Research Toolkit

The second phase of the Creative Experience Research (CER) process focuses on planning the research study. At this point, the team should already be aligned on their goals from each aspect of the user experience: engaging, believing, knowing, feeling, and doing (see part one for more).

This planning phase begins by selecting the research methods that allow us to explore the foundational questions of what the design makes people think, what emotions it evokes, whether people can fulfill their goals (and satisfy their curiosity), and ultimately provide the team with tangible insights that empower and guide their design work.

The following is a list of research methods we commonly use to investigate and support each aspect of creative experience design. This is an ever-evolving list as new methods are developed all the time. Ultimately, method selection is about assembling the “best tools for the job” and your team’s comfort level.

We’ve categorized methods by aspects of the creative experience:

Engaging

We want to ensure the experience is accessible and resonates with a diverse audience, considering aspects like context and technology use.

Ethnographic Research
Often referred to as “fly on the wall” observation, researchers immerse in the users’ natural environment to understand their behaviors, interactions, and the context in which they engage in an experience.

Contextual Inquiry
Researchers are actively observing and interviewing users in their natural environment to understand how they interact with a design across different contexts and technologies.

User Surveys
Collecting user feedback on their engagement with the design regarding accessibility, device compatibility, and contextual relevance through crafted surveys.

Accessibility Audits
Designers are evaluating existing designs against accessibility standards and guidelines to ensure they are accessible to a diverse audience, including those with disabilities.

Believing

Delving into the attitudes or beliefs users may form or have reinforced through the experience, spotlighting the intersection of brand messaging and user perception.

Interviews
Direct conversations with participants to understand their beliefs and attitude shifts during or after an experience.

Focus Groups
Collective discussions with groups of participants to gauge their attitudes and beliefs collaboratively.

Semantic Differential Scales
Surveys utilizing bipolar adjective scales to measure user attitudes and beliefs regarding different aspects of the experience.

Experience Sampling Method (ESM)
Capturing in-the-moment data regarding users’ beliefs and attitudes as they interact with the design.

Knowing

Identifying the key information or messages users should understand from the experience, encompassing facets like clarity, findability, and recognition.

Usability Testing
Focusing on the performance of designs. Evaluating how easily users can complete tasks and find information, providing insights into the clarity and findability of key messages.

Attention Tracking
Identifying where users are looking and clicking on-screen interfaces to assess what information is capturing their attention and whether key messages are being noticed.

Card Sorting
Understanding how users categorize and organize information, which can inform the structure and labeling of information to ensure key messages are clear and findable.

Tree Testing
Evaluating the findability of content within an information architecture to ensure users’ mental models align with the overall structure.

Feeling

Exploring the emotional impact and connections the experience aims to create, aligning with desirability and appeal to users.

Attention and Emotion Analysis
Focused on the physical reactions designs elicit. Utilizing eye-tracking, facial expression analysis, and other techniques to understand where users are focusing and how they are emotionally reacting to the experience.

Desirability Testing
A structured method using predefined adjective lists for participants to select words (positive, neutral, and negative) that describe their perception of the design.

Emotion Mapping
An exploratory method to capture the evolution of emotional responses over time or across different points of interaction with the design.

Diary Study
Participants document their emotional experiences over a set period of time while interacting with the design through multiple sessions, providing a longitudinal perspective on emotional impact.

Doing

Defining the actions or behaviors the experience aims to encourage or facilitate, tying back to usability and user actions.

Usability Testing
Task-based sessions where we understand how designs perform. We analyze how easily users can complete desired actions and identify any opportunities to remove barriers and points of friction.

Navigational Analysis
Understanding and visualizing the paths users take through a design, using data-driven analysis of actual user interactions to create visual maps of the user’s journey.

Heatmaps
A data view of where users are focusing their attention in the design through visual representations of interactions like clicks, taps, and scrolling behavior.

A/B (multivariate) Testing
Evaluating different design variations to determine which performs best in terms of predefined behavioral goals.

Choosing the right research methods for Creative Experience Research is more about making smart selections and adjusting each one rather than gathering a big collection of methods regardless of their overlap. Look at the unique aspects of your project, as well as the timing and budgetary constraints. Prioritize the questions you need to have answered and that will give you a good lens through which you can perform the necessary research quickly and efficiently. The goal is to set the stage for meaningful insights that gain the confidence of your design team and spark inspiration.

Embarking on a creative research journey is both an art and a science, and getting it right can be a game-changer for your project. If you have a creative venture in mind and seek a blend of insightful creativity and solid usability understanding, reach out to Agency UX. We thrive on unveiling the magic where creativity meets usability, offering a unique lens to navigate through your project’s potential. Your next creative breakthrough is just a conversation away. Reach out, and let’s craft the insightful narrative your project deserves.

 

Blog 11

Creative Experience Research: Bridging Creativity & Usability (Part 1)

Agencies are propelled by bold creative ideas that push client work into new territories. These creative executions juggle essential aspects of an experience – brand affinity, storytelling, emotional engagement, and… they have to be logical, understandable, and usable. In essence, the experience needs to appeal to both the right and left sides of a person’s brain. This isn’t news for designers, but it can seem like a new concept when talking about traditional research. The problem is that traditional research methods, whether they are related to brand, market, or even user experience, excel at evaluating one side of the equation but rarely do justice to the other.

Traditional user research, known for its analytical and usability-focused lens, sometimes finds itself at odds with the free-spirited nature of creative explorations and people’s emotions. This misalignment often results in user research being marginalized or avoided altogether at agencies because it can’t be creative nor rigorous enough to satisfy everyone.

Enter Creative Experience Research (CER), a holistic approach designed to flex and flow with creative agency needs. This series unfolds the nuances of CER, with this first part spotlighting how to frame research to resonate with creative work.

Creative Experience Goals

How often have you heard research planning sessions begin by listing tasks or functional requirements? The experience needs to support X, Y, and sometimes Z. Or maybe your design team just wants to know if people think the experience is cool like [insert famous brand here] or what people think of the animation. Thinking about the goals of your experience requires breaking free from the blinders put on by traditional research and thinking about the goals holistically.

Here are the five categories of creative experience goals:

  1. Engaging
    Ensuring the experience is accessible and resonates with a diverse audience, considering aspects like context and device use.
    How can we ensure the experience is accessible and inviting to a diverse audience?
  2. Believing
    Delving into the attitudes or beliefs users may form or have reinforced through the experience, spotlighting the intersection of brand messaging and user perception.
    What beliefs or attitudes do we aim to reinforce or challenge through this experience?
  3. Knowing
    Identifying the key information or messages users should understand from the experience, encompassing facets like clarity, findability, and recognition.
    What key pieces of information or messages do we want users to know or understand?
  4. Feeling
    Exploring the emotional impact and connections the experience aims to create, aligning with desirability and appeal to users.
    What emotions do we aim to evoke in users through this experience?
  5. Doing
    Defining the actions or behaviors the experience aims to encourage or facilitate, tying back to usability and user actions.
    What actions or behaviors do we want to encourage through this experience?

 

Setting the right goals is a pivotal step in aligning your team’s creative vision with the right research plan that blends brand, emotion, and usability.

Defining the Experience

With the Creative Experience Goals outlined, agency teams and sometimes clients come together to understand the starting point, whether it’s an early concept or a fully baked design execution. If it’s a concept, the focus is on understanding and iterating it based on the defined goals and getting it ready for exploration. On the other hand, if the creative team already has a design execution, the focus shifts towards evaluating and fine-tuning it against the different goals of Engaging, Believing, Knowing, Feeling, and Doing. This stage is crucial for honing the vision and understanding how it supports brand directives, user comprehension, and creative ambitions so we know how to frame the research.

Co-Design for Creative Insights

Utilizing co-design to prepare design prototypes is a paradigm shift for many. It reframes research from merely evaluating finished deliverables to a more expansive exploration of design concepts. By broadening research from a single-lens evaluation to a multi-faceted exploration, co-design lets the creative team direct how research explores their design concepts and not be limited to the design executions that can be created in a short timeframe.

Through interactive co-design sessions, teams get a shared language and framework for creative experience design. By involving agency teams and/or clients, a bridge is built between creative experience goals and tangible design directions. Sessions delve into how well the design fulfills its goals, identifying key questions and uncovering blind spots that warrant exploration with users. It’s an intense exercise in design refinement and preparation that may also underscore the need for design variations and how prototypes are constructed.

The Future of Design Research

Agencies need to let go of the baggage and friction from traditional research methods. A usability test or card sort isn’t going to tell a creative director about their design’s emotional appeal or a copywriter how well headlines resonate with your customers. Nor will a creative marketing focus group tell your experience designer what designs will actually perform better when launched. And neither method will tell you about how well your experience lands on a holistic level.

As agencies transition from traditional user research methods, Creative Experience Research emerges as an alternative to traditional research methods, or worse, skipping research altogether. As designs are required to balance creativity and user-centricity, so must our tools for measuring them. Stay tuned for Part 2 of this series, where we’ll delve into the methods and techniques of conducting Creative Experience Research to unearth rich insights and foster innovative design solutions.

 

 

Blog 10

The Producer’s Guide to Navigating Product Design Reviews

When a marketing client asks, “Can you take a look at our product?” naturally, you say yes. After all, your agency is known for its design capabilities and talent. Maybe your creative team has recently hired a designer well-versed in buttons, forms, and design systems. Besides, isn’t a product design review just another design review? What could go wrong?

Unfortunately, many agency teams find themselves in challenging situations after diving into clients’ product designs without fully understanding what they’ve gotten themselves into. Often, these agencies:

  • Fail to grasp how products differ from digital designs for marketing.
  • Assume they can handle it like a regular design review, basing their feedback primarily on aesthetic judgments and personal preferences.
  • Underestimate the depth and breadth a true product design review demands.

 

To help you avoid these pitfalls, it’s crucial to understand precisely what’s at stake and arm your team with tools (such as our playbook) that can help turn these challenges into opportunities. Done correctly, a product design review can build trust with your client and pave the way for more meaningful design work. Successful teams recognize that the review is the first step in the design process, not just a task to get out of the way before the “real work” begins.

So, what exactly is a “product”?

Identifying a product is easy. Your client might have an app, a piece of software, an e-commerce platform, or another digital tool somebody, a user, interacts with to get something done. On the surface, products might resemble other digital campaign work. They use familiar design elements like images, copy, videos, buttons, forms, and navigation. However, while campaign work is rooted in brand strategy and creative vision, products have a broader foundation that sets them apart. Key differences include:

  • Products aim to address a user’s challenge or meet a specific need. Without comprehending the user, their context, challenges, or reasons for using the product, it’s impossible to know if they work well or not.
  • Products are dynamic, containing multiple design states. Their appearance and functionality can vary based on user status, past behaviors, or internal algorithms. Without understanding these states, you risk overlooking significant portions of the user experience.
  • Products are technically intricate. Their underlying software could be off the shelf, proprietary, or a mix. Every system has unique constraints and capabilities, understood mostly by its developers. Without understanding the client’s development situation, design recommendations are easy to dismiss.
  • Products are systemic entities. They’re not merely an amalgamation of visual design components. They’re integrated systems liaising with teams of engineers, researchers, product managers, IT professionals, customer support, sales, and marketing personnel. Evaluating any product necessitates an appreciation of the organizational structure supporting it.
  • Products are systems and are integrated. While products utilize design systems defining buttons, widgets, and reusable UI components, that is only the surface-level system. Products involve entire teams and tools of engineers, researchers, product managers, IT staff, customer support, sales, and finally – marketing clients. Evaluating a product requires an awareness of its context and teams supporting it.

Can’t we just do a typical design review?

It’s understandable why creative teams might think so. They’re seasoned, having crafted multimillion-dollar campaigns for global clients. Reviewing designs is what they’ve been trained to do and they practice it every day. Besides, production teams have playbooks for normal design reviews. Why not use that and move forward?

Because it doesn’t work and your team and agency could take a big hit for it. As we alluded to previously, there are some pitfalls to doing a product design review the wrong way. Here’s what that looked like for an agency:

A global agency got hired by a computer hardware company to revamp their e-commerce website. The team came in with high energy, eager to prove themselves with this new client. They quickly evaluated the site and thought, “This design seems too complex. We can streamline this, remove the excess, and make it much simpler.” They were confident about their proposed sleek redesign. But, the moment they presented it, they could tell something was off. The client’s team was less than thrilled. As it turned out, what seemed like a “cluttered” design to the agency was, in fact, a meticulously planned network of interconnected pages, tailored for different users on different journeys. And surprisingly, the analytics showed that users actually liked the so-called “confusing” navigation. The agency found itself in a bind. They had underestimated the site’s complexity and had to figure out a way to take a more rigorous approach if they wanted to keep the project.

How should a proper product design review look?

In order for a product design review to be successful, it takes a strong, clear production perspective to frame the activity as something different followed with the know-how to plan for what it takes. Our guide, “The Art of Product Design Reviews: A Producer’s Playbook” contains them all, but some important factors are:

  • Inclusive Teams: It’s not merely about having designers in a meeting. Successful reviews involve client-side allies and a diversified team spanning strategy, design, and development.
  • Adaptable Strategies: A product design review isn’t a cursory afternoon task. Although it can be expedited, it must balance rigor with flexibility in order to be taken seriously and responsive to what is uncovered.
  • Compelling Storytelling: This is where the design process begins. Evaluations and judgments must cater to both analytical and creative stakeholders. Framing your narrative appropriately and with sensitivity will open the door to more possibilities.

 

With these principles in mind, the scenario could have played out much differently:

When the computer hardware manufacturer tasked an agency with revamping their e-commerce site, the agency knew they had to approach the project differently because this was a product, not just a marketing execution. Instead of jumping into design markups, they started with an honest product design review. They assembled a diverse team of designers, strategists, and analysts to ensure a comprehensive and unbiased perspective. They engaged in discovery immediately, seeking to understand not just what they could see through the browser, but the underlying business goals, user needs, and the intricacies of the existing site. Instead of letting personal aesthetics and gut reactions drive their review, the producer facilitated review sessions and coded their insights, providing clear, actionable feedback. They developed a structured approach that balanced user needs with business goals, and clearly prioritized their recommendations. The ECD appreciated how their design recommendations went beyond visual tweaks into deeper creative territories. The agency suggested changes that blended brand storytelling with utility and efficiency. The client was impressed with the agency’s smart thinking and wanted to get to work immediately on bringing that vision to life.

This isn’t a fairy tale. It’s a real-life account of an agency we collaborated with. They leveraged our expertise to review and analyze the client’s product, which culminated in additional assignments and bigger budgets.

Whether you’re embarking on a new product design review or refining an existing one, the right mindset, methodology, and support can elevate your team’s performance. Dive into “The Art of Product Design Reviews: A Producer’s Playbook” to navigate the intricacies of even the most challenging product design reviews and get those wins for your team and agency.

Emulait

The UX Spark: Igniting a User-Centric Mindset for Digital Producers

Igniting the UX spark within your team is the first step towards creating successful user experiences for your customers. It’s essential to understand the fundamentals of user experience (UX) design, even if you don’t have a dedicated user experience designer on your production team. This quick start guide will provide you with essential questions and tips to help you adopt a user-centric mindset, setting the stage for more advanced UX work in the future.

Let’s pretend that you’re designing a website and you want to make sure that it strikes a balance between your business goals, brand messaging, design desires, and what your users actually want and need. In essence, you want to create a great user experience. Let’s dive in…

Who is your customer?
Start by identifying your target audience. Are you addressing one type of person, or multiple roles? Understanding the different personas you want to communicate with will help you cater to their specific needs and interests.

Tip: Develop detailed user personas to guide your design decisions and ensure your website appeals to your target audience.

What is their goal and how does your website fit into their journey?
Consider what your customers are trying to achieve and how your website can assist them in that journey. Is your website a source of information, a means of communication, or a sales platform?

Tip: Map out the customer journey to visualize how users will interact with your website and identify opportunities to enhance their experience.

What do they care about, and what are their pain points?
Determine what information your customers are seeking and what problems they face. By addressing these concerns on your website, you’ll build trust and credibility with your audience.

Tip: Conduct user interviews or surveys to uncover customer needs and pain points, then design solutions to address them.

What does the sales process look like?
Understanding how customers engage with your company is crucial for designing an effective website. Do they reach out through your website, or do they prefer to call?

Tip: Align your website’s design and functionality with your sales process to create a seamless customer experience.

Think about your brand and your objectives.
What do you want to project and achieve through your website? Reflect on your brand values and how they can be expressed visually and contextually on your site.

Tip: Develop a clear brand strategy to guide your website’s design and messaging.

What emotions do you want to evoke?
Choose 1-3 words that describe the feelings you want your visitors to experience. This will help you create an emotional connection with your audience.

Tip: Use colors, imagery, and typography that align with the emotions you want to convey.

What do you want people to think and do on your site?
Consider the actions you want visitors to take and whether they align with your customers’ desires. Ensure your website design encourages these actions in an intuitive way.

Tip: Incorporate clear calls-to-action and easy-to-use navigation to guide users through their desired actions.

Position yourself against your competition.
Analyze your competitors’ websites to identify their strengths and weaknesses. Determine what sets you apart and how you can leverage this on your website.

Tip: Look for gaps in your competitors’ offerings and consider adopting innovative solutions to stand out from the crowd.

How should you fit in and stand out?
While it’s essential to differentiate yourself, it’s also important to adhere to industry conventions that customers expect. Striking the right balance is key to creating a website that feels both familiar and unique.

Tip: Identify standard conventions in your industry and ensure your website follows these norms while still showcasing your unique selling points.

By exploring these critical questions and implementing the tips provided, you’ll be taking your first steps towards thinking like a UX professional. Keep in mind that this quick start guide is just the beginning of your UX journey, and working with a dedicated UX specialist will be crucial for long-term success. Embrace the user-centric mindset and let it guide you in creating exceptional experiences for your website visitors. Happy designing!

Emulait

Levels of UX Impact

When people talk about the impact that UX can make, they often bring up “design maturity”. This is meant to reflect the degree to which a company has embraced and infused design thinking into their organization. It’s a stand-in for gauging how they value design (and designers) and the potential impact it may have on what that company creates. At the top is a company that sees design as a core value that gives them an advantage over their competition. At a lower rung, design occupies one step in the production process that is there to ensure they’re communicating with their customers adequately. Wherever a company falls on that spectrum of design maturity, it’s important to understand maturity does not equate to design impact.

Just because you have a client that may not understand “design thinking”, it does not mean they don’t want to leverage design’s ability to transform their business. That’s why you adopt a UX mindset or hire UX experts to bring that perspective and possibility.

If you work at an agency, or your clients are internal, you have to ask yourself two questions: What is the impact we want to make with the client? And, what is the impact the client wants to make? Is it executing a small project, or helping them to change the way they think about their customers and crafting their products to meet changing needs?

Asking these fundamental questions when you’ve got a creative brief, requirements doc or an email thread can be difficult. It sounds almost too fundamental, yet if you don’t get it right, you’re missing out on an opportunity to get a resounding win.

An easy way to gauge the client’s design aspiration without coming across as judgmental or shaming a client by saying “well, if you understood design thinking…” is by starting at the most tactical level possible–the UI design deliverable. Work your way through the stack from there and figure out where your client wants to go.

UX Concept Impact Level Client Need
Wireframe Interface usability Visualize design concepts
Flows Supporting user tasks and goal completion Understand the user journey before, during and after the experience
Information Architecture Information Architecture Scope of the system and the ability to find information Ensure the system is structured so it’s intuitive navigation, uses the right nomenclature and can scale
Problem-Solution Design strategy Addressing the right pain points and opportunities
Can-Should Business strategy Confidence that they are solving the right problem due to strength, mission and advantage vs.passion and ability alone

This table is a great way to start the conversation about the client’s real need for impact and keep the dialog going from there. The best we can do is meet clients where they are, show them what is possible, and take them as far as they’re ready to go today. That’s what being a good design partner is, whether you’re managing a production team internally or a design vendor helping out.