Imagine Deliver
Multi-touchpoint Design strategy
Overview
Imagine Deliver (ID) is a business consultant agency focused on restructuring business practices to better serve the most vulnerable communities.
What Was My Role?
I worked on a team of five to help ID achieve their goal of having their content reach more than just their customers, in order to become thought leaders in the systems-change consulting space.
What Did I Deliver?
My team and I laid out a framework for how they could expand and adjust content from social media and their website to better engage with readers, and more quickly show them the kind of work ID does.
ROLE
UX Researcher
UX Designer
Consultant
METHODS USED
Competitive Audit
Stakeholder Interview
Secondary Research
Content Audit
Affinity Diagram
Strategy Touchpoint Map
Questionnaire
Personas
Prototype Presentation
Information Architecture Diagram
Storyboards
Annotated Wireframes
TOOLS
Figma
Google Suite
Pen and paper
iMovie
Team Members
DELIVERABLES
Prototype Package
Persona
The Challenge
Imagine Deliver (ID) has a stellar track record of helping its clients create system-wide transformation by implementing design BY the people, not FOR the people. They bring revolutionary design practices into businesses and create system-wide change within the businesses they work with.
Now they want to more widely share that message to the world in order to become thought leaders, and start landing more national contracts by expanding their already glowing word-of-mouth reviews.
They asked me and my team to help generate their vision for the next phase of their company.
Imagine Deliver’s logo
Who are Imagine Deliver’s users?
Primary Users: CEOs (AKA buyers)
Secondary Users: non-CEO employees who want to enact system-change in their companies. (AKA non-buyers)
Imagine Deliver’s users are generally CEOs and other C-suite employees, but they want their social media and website content to appeal to a wider range of people.
Focus of our work
Because ID already has a robust client list and excellent word-of-mouth, we chose not to focus on the primary users, instead looking at what would compel non-buyers to follow ID and their content.
The Process
Phase one
We began our work with a Know/Don’t Know/Assume analysis based on their provided brief. We funneled those insights into the most important questions to ask during the stakeholder call, to get an idea of ID’s history, mission, and goals, which are outlined above.
Secondary Research and Competitive Audit
In order to get a better understanding of the consulting ecosystem, we dove into secondary research and a competitive audit, examining other consultancies and their strategies, goals, site structure, and content.
We also did a content audit of Imagine Deliver, to better understand where and how frequently they were posting content.
Main point-person for content audit: Nicole Neumann
Key Takeaways
Large consulting companies such as McKinsey and Co. have article-based websites, with a plethora of content to take in. This takes center stage over advertising their services.
Most companies have some sort of blog, though it is often under other names, such as Resource Center, Latest Thinking, Stories, or Insights.
A screenshot of my team’s Know/Don’t Know/Assume board
Initial notes on leaders from this space. I explored bridgespan.com to get a sense of their design and categorization.
A screenshot of our competitor analysis. I looked for inspiration from what other successful design firms did, focusing on community engagement.
Guiding Strategy Statement
With this knowledge in hand, we created a Guiding Strategy Statement for Imagine Deliver:
“All touchpoints for Imagine Deliver will help non-buyers to feel connected and activated so that they are able to engage with the company and its ideas, share its resources, and become an advocate for the kind of change ID promotes within their own company.
We will do this by focusing on website content, resources, and structure, as well as media strategy.
As a result we hope to see an increase in followers on high priority social media, an increase in social media engagement numbers, and an increase on site metrics such as time spent on the website.”
The presentation visual accompaniment to our Strategy Statement. See more about this below.
With this statement as our north star, we began the next phase of our work.
Phase Two
Survey and Persona: Connie’s Journey
We surveyed eight people who actively follow and share political or thought-leadership content to discover why they share what they share and follow certain accounts. Using this data, we crafted a persona named Connie. Connie is a mid-level employee who wishes to enact system change at her company, and is seeking resources to further this goal.
Main point-person: Grace Davig
Connie’s User Persona
Touchpoint Strategy Map
We created a touchpoint strategy map, outlining the ways in which Connie would interact with Imagine Deliver, as well as the steps Imagine Deliver needs to take in order to guide Connie through her journey. Through repeated exposure to their social media posts on Instagram and LinkedIn, Connie can discover the message and the work of ID. She eventually lands on their website.
Main point-person for social engagement: Nicole Neumann
Main point-person for touchpoint strategy map: Sara Laufers
The touchpoint strategy map. Connie discovers ID on social media, explores their website, and becomes an advocate who shares their message.
Website Redesign
ID’s current website suffers from a lack of content to engage with, as well as a tangled site structure. To the left is the existing information architecture. I redesigned the structure of the site as a whole, which can be seen below, crafting a new IA diagram. I also redesigned the homepage. I gave it:
Clear calls to action for buyers and non-buyers
More content to consume, such as videos that ID have already produced
Large quotes from the founders that users can easily share on their socials
Why Did I Suggest These Changes?
ID has already created some great content. Their email newsletter has excellent open and click-through rates. They have well-produced videos on Vimeo. Their founders can clearly articulate big ideas succinctly. But this content is not visible anywhere on the site itself. By making this content visible, ID can vastly improve their site without a large commitment of resources. Currently the site language is geared towards CEOs, and is at times esoteric. By focusing more on showing their work in action, they can reach out to a wider audience.
I was the main point-person for these assets, along with Grace Davig.
Content
We also suggested a new grouping for content. Previously, content was found in unusual places (such as News being under Contact Us). We rebranded the classes of content to News and Insights, Newsletters, Articles, and Downloads, and grouped them under the Resources tab.
Main point-person for newsletter rebranding and future publishing strategy: Tad Runckle
An IA diagram of the existing website structure
Proposed new site structure for ID, with simpler site navigation and an expanded Resources section
An annotated homepage redesign prototype, made by yours truly.
End of User Journey
By implementing these changes, we showed Imagine Deliver how to turn Connie into an advocate for the kind of change they promote. Connie now shares their content on social media, attends events, and suggests to her boss that her company hire Imagine Deliver as consultants.
Main point-persons for social strategy: Nicole Neumann and Grace Davig
Final steps
To bring our insights together for the client we created a video presentation for them to quickly get an overview of our suggestions and to see Connie’s journey. To ensure we understood our goal and our roles we created a storyboard of the presentation, collaboratively wrote a script, and created a Kanban board.
We also gave them a prototype package with the assets we had created (IA diagram, persona, touchpoint strategy map, and wireframes). Watch the video below:
Conclusion
It was an honor to work with Imagine Deliver, a company looking to promote true systems change in order to better serve communities locally and nationwide. Their founder and co-founder have both been featured on the Minneapolis/St. Paul Business Journal’s 40 Under 40 list. Their work for clients such as Hennepin Healthcare is revolutionary in its approach.
Helping them grow their influence to a wider audience has been a true joy. I look forward to seeing the steps they take to continue on their journey towards becoming national thought leaders in the systems-change space.