From kick-off to go-live, I want to know the context of what we’re creating. Where will it live? Who will see it? And most importantly, what do we want them to do?
We should always be able to tell a cohesive, enjoyable story throughout the customer’s experience. When we can reach out and be a part of their lives in the moment, such as sending an email about a snow day shopping event to a demographic that was just struck by a blizzard, that can be an especially interesting campaign.
Sometimes knowing the context of where a design will live makes all the difference. For instance, in 2018 I was tasked with creating an ad campaign. If I hadn’t asked a critical question about context, our ad spend would have most likely been wasted by placing our white logo on a white page. As a result, I adjusted my approach and we came up with a very successful ad campaign.
When I worked for CVS, it was very important to know who would be seeing your designs because we were often advertising to customers with processing issues, poor vision, or no vision at all. While this is always important to be sensitive to, it was especially critical in this role.
Finally, it’s important to know what the end goal is. Is it to drive clicks? Drive awareness? Purchases? Are we marketing to the wrong people?
In 2016, I triple-checked a client’s desired outcome when they tried to create a merchandise-oriented value-add email campaign – by marketing to a huge target segment that included memorial websites for deceased family members, including children. Various teams had seen and approved this project plan, but no one had actually noticed that the data hadn’t been validated or analyzed. Context matters.