IMAGINE | DELIVER

Multi Touchpoint Strategy

 
 

 Client:

Imagine Deliver is a specialized, local consultancy that focuses on inclusive design and equitable strategies for system design and redesign. Imagine Deliver has served a variety of clients in a number of sectors including philanthropy, government and healthcare sectors. Their ideal client partners, regardless of industry or field, are bold, intersectional leaders who are ready to make radical, systemic and lasting changes in their organizations to better serve their end users.

Team Mission:

Our team mission is to gain perspective on what Imagine Deliver can do in order to achieve their organizational goals and the goals of their primary users, CEOs. In order to do this, we must be thorough in our research, definitive in our design approach, and committed to the established team plan. Our goal is to give Imagine Deliver an action plan that exemplifies what it means to be “thought leaders” within the consulting landscape.

Plan:

Interview one of the stakeholders at Imagine Deliver. Conduct a competitive audit of Imagine Deliver and its competitors. Perform a contextual inquiry of a current CEO. Come up with a meaningful guided strategy statement which will keep our trajectory streamlined. Create a persona to represent the user group we are focussing on (CEOs). Use the persona to create a touchpoint strategy map that highlights the experience of the user journey. Then sketch designs (low fidelity) that fit into the framework of the guided strategy statement. And finally, prototype wireframes (high fidelity), which will be used in a findings and recommendations report.

My Role:

UX Researcher, UX Designer

 

Methods:

Team:

Andrew Brace, Haley Nguyen, James Sauer, and Kevin Peterson

 

Tools:

  • Pen and paper

  • Zoom

  • Google Docs, Sheets, Slides

  • Excalidraw

  • Figma

 
 

Creating a cohesive report for Imagine Deliver that will meet the client goals, team goals, and user goals.

Imagine Deliver goals:

  • Inspire clients to act boldly, to think creatively, and to authentically connect with communities in order to eliminate disparities in their work.

  • Help clients dream up new ways of working that benefit everyone.

  • Bring client’s goals to life.

  • Get more great stuff to more great people.

Imagine Deliver Users:

Primary Users: CEOs

Secondary Users: Other executives or people with the ability to make changes internally.

What Imagine Deliver cares about:

  • Optimism Drives Us

    We make work easier with laughter, play, empathy gratitude, and celebration.

  • Action is Everything

    We find elegant and efficient solutions you can act on right away.

  • We Win Together

    When you're ready to take a risk, we want to leap with you every time.

  • Diverse Teams Innovate

    Our differences unlock original thinking and give us a competitive edge.

  • Genius is Everywhere

    We use human-centered design and hands-on activities to unleash the ingenuity every person brings to the mix.

Initial Steps

Know/Don’t Know/Assume, Stakeholder Interview, and Competitive Audit

 

Deep Dive Approach

My team hit the ground running on this project by categorizing what we Know, Don’t Know, and Assume about our client based off the Imagine Deliver website and the brief given to us by them.

 

Once the initial analysis was complete, we sat down with one of the main stakeholders at Imagine Deliver for a stakeholder interview. This interview gave us a lot of insight into what the client is focussed on.

 

Takeaways from the interview:

  • Imagine Deliver wants to be the “thought leader” within the consulting space by offering “respite” to their executive clients who are often feeling alone or isolated when searching for ways to implement systems changes.

  • Imagine Deliver wants to give “retention solutions” to their clients, not simply make their businesses more financially lucrative.

  • Imagine Deliver wants to reach the masses by sprucing up their social media presence. They want to cater to all people, regardless of business prowess.

Screenshot of the know, don’t know, assume analysis

To better understand and scope the consulting space, we then did a competitive audit of Imagine Deliver’s competitors. We also looked into other websites that might have more established social media strategies. This helped guide the direction for the team .

 

Takeaways from the audit:

  • Many of the bigger companies within the space had a copious amount of newsletters and or blogs that are easily accessible for their users.

  • Video content with testimonials from success stories was rare but appeared to be effective.

Screenshot of the competitive audit

 

Guided Strategy Statement

Once our research was compiled and organized to a point where the team felt comfortable, we came up with a guided strategy statement.

“All user experience touchpoints for Imagine Deliver will help business leaders to feel accomplished and rejuvenated so that they are able to transform systems and services. We will do this by focusing on thought leadership and content creation. As a result we hope to see a change in engagement and implementation.”

This statement would be the launching pad and foundation for the rest of the project.

 User Persona and Contextual Inquiry

Celine’s user persona card

We had already established that we were going to focus on the primary users of Imagine Deliver’s services, CEOs. Our persona, Celine, came to life with the help of a contextual inquiry. We were able to set up a thirty minute zoom call with a current CEO who gave many insights into an unfamiliar space. From these insights, we created our persona, which led to our touchpoint strategy mapping.

Takeaways from Inquiry:

  • Works 80+ hours a week

  • Is always looking for “new market opportunities”.

  • “The people you have will make or break your business”.

  • YouTube is a great tool for business executives.

Touchpoint Strategy Map

Celine’s Journey with Imagine Deliver

The touchpoint map highlights the key interactions that Celine has with Imagine Deliver as she goes from discovery to implementation.

  • Discovering Imagine Deliver on Youtube via a TED Talk while on a business trip.

  • Visiting the Imagine Deliver website and researching what they are about.

  • Engaging with Imagine Deliver at their annual “The New Majority Summit”.

  • Signing on to work with Imagine Deliver and then implementing a vital systems change within her own company.

Current and Proposed Information Architecture Diagrams

I created a current information architecture diagram of Imagine Deliver to help put myself in the shoes of a user. By doing this, I was able to better understand the flow of Imagine Deliver’s website. There were a couple noticeable pain points:

  • Many of the tabs led to outside links or downloadable PDFs.

  • The client list was not accessible and was hidden under the words “Partners in Action” at the bottom of the “What We Do” tab.

  • The resources page was lacking critical content.

 

Once the changes that my team and I came up with were implemented, I made a proposed information architecture diagram which included the changes. This new diagram had several new features and made Imagine more accessible:

  • The summit was added to draw users in.

  • The resources page now has direct access to articles, videos, and events. James Sauer was in charge of wireframing and annotating these new features.

  • The home page now has clients listed towards the top. This strengthens the credibility of Imagine Deliver as a company.

 

Current information architecture of Imagine Deliver

 

Proposed future information architecture of Imagine Deliver

In this gif, Kevin Peterson is explaining the vision that our team has for Imagine Deliver and their users.

Haley Nguyen neatly writes out the specific areas that are to be highlighted in our touchpoint strategy map.

 Annotated Wireframes

As a team, we decided to each focus on specific recommendations for the Imagine Deliver space. I was tasked with redesigning the homepage. The accessibility pain points highlighted in the proposed information architecture diagram helped greatly when designing this page. I wanted the users to have access to clients and an overall understanding of what Imagine Deliver’s ethos is all about.

I also added an entirely new page, the summit itself. This page was secondary for the team but important for content creation which was expressed in the initial stakeholder interview. The New Majority Summit would be a hub for content creation and would draw more users into the Imagine Deliver space as a whole.

IMAGINE | DELIVER

 

Recommendations Report

I can only take credit for one of the slides in this report. My ever artistic and talented teammate, Haley Nguyen, was the mastermind behind this. Once the annotated wireframes were complete, they were put into an enticing findings and recommendations report that we hope helps Imagine Deliver meet their goals.

At the end of this project, my team and I provided Imagine Deliver with a prototype package. This package included:

  • A summary of what the team did and why

  • The User Persona and Touchpoint Journey Map

  • Each Annotated Wireframe and which team member ideated them

  • A video presentation for the client made by James Sauer

Thank you!

Feel free to reach out to either myself, OR my fabulously talented teammates with any questions! Andrew Brace, Haley Nguyen, James Sauer, (Photo credit, the invaluable Kevin Peterson, missing team member)