If you haven’t already heard, 2018 is the year of humanity: a year of inclusivity, togetherness, and kindness. In fact, it’s a chance for ordinary people to be celebrated for the small details and a reminder to everyone that we don’t need to be extraordinary to feel humanity. The fact remains, we all have a little extra to give society and one another, rallying together using action for the greater good — we can’t help it, it is our human nature. To demonstrate this mindset, we have curated the following five examples, which speak to the heart of humanity and reinforce our belief that humanity will validate the power of good in 2018. So, as we say, go humanity! We encourage you to say the same using #gohumanity2018 in your social-media conversations and visit gohumanity2018 for more feel-good stories and inspiring acts of humanity.
A feeling of “we are all in this together” for the U.S. Ski and Snowboard team in Pyeongchang.
This may not have been his first experience on center stage, but Shaun White’s reaction to seeing his fellow Americans’ cheer for him during a historic gold-medal run was a priceless — a reminder of how connected we really are, especially during events as symbolic as the Olympics:
Lifting women and children out of poverty with help from four-legged friends and a dedicated mentor: that’sThe Grooming Project.
Natasha Kirsch’s pursuit to create change for the homeless women she worked with reminds us that as humans — we all have the power to make a difference in another person’s life. With a focus on the small details, her ingenious solution has led to employment and personal development for those who never had a chance. Although dogs weren’t part of the initial plan, they now serve as the means to a sustainable future for these women and their families.
A collective for creatives seeking big change for a small island using small efforts: FUERTE by Focus Lab — humanity rests in the people of Puerto Rico.
Six months later and many Puerto Ricans continue to live without food, water, and electricity as a result of hurricane Maria. At a time when confusion and political agendas have overshadowed the regions call for help, a small group of creative professionals are reminding the public that their small contribution can make a big difference. Their individual efforts may be small and seemingly ordinary, but their collective energy is anything but:
“‘Daddy, I love that you’re kind,’ he said to me.” “And if when I’m gone, that’s what my son says of me, I’ll rest in peace.” A professor’s extra effort and kindness comes full circle:
Dr. Henry Musoma of Texas A&M University is known for always adding a little extra to every one of the classes he teaches — extra engaged, extra supportive, and extra caring. As a student in one of his classes he makes one thing very clear: he cares about you.
The garment industry is showing a commitment to people in 2018, and it’s good business:
Over 100 companies sign to renew the transition accord, covering over 1,200 factories and over two million Bangladeshi workers from workplace dangers including: fire, structural and electricity dangers. In May of 2018, this legally-binding document will go into effect, supported by some of the largest garment brands in North America and beyond. Not only is this a significant leap forward for the industry, it’s a reminded that every business must put people first if it wishes to truly succeed.
Only a small sample of the positivity experienced throughout society this very moment, these five stories have us feeling pretty good about humanity in 2018. From kindness and togetherness to celebrating the small details, there are many people in this world contributing to the vision for a better tomorrow for all. Whether it’s a friend, family member, random person or yourself, if you have a story to share we’d love to celebrate it using #gohumanity2018 visiting our good-news feed.
User experience (UX) and and retail are getting together, again. But this time, it’s going to be different.
This time, retail strategy and UX are going to get things right; brick-and-mortar and digital will finally accept their marriage as a lifelong union with their sum being greater than their parts, and relationship goals will soon refer to the comfortable, personalized attention that a “store” experience should provide customers.
Wait a minute… did we say customers? We meant people! That’s right, these renewed vows between design and retail will make life easier and more enjoyable for people — they have feelings after all.
These two fields of practice (retail and design) will finally share the responsibility of changing retail for good; they are poised for a new beginning, and ready to commit. And through strategic senior leadership, retail professionals and creative pros will commence thinking around experience design and more specifically, getting the right people on board to craft the ultimate user experience for people and the communities they associate with. People aren’t satisfied with simply living anymore, they want to design their lives. So… as we like to say, it’s time for a redesign.
A UX Perspective on Retailing
We were once students of retailing sciences in the Retailing and Consumer Sciences program at the University of Arizona. And to be honest, after learning to analyze people and their purchasing behavior we never really stopped being a retail student. In class we (myself, peers and professors) would discuss a controversial question that served as a “hot-button” for many students: “Is retail dead?” Of course, we all had unwavering beliefs as college seniors, but still, a handful of us — including myself — felt a bit of uncertainty and perhaps, fear towards this question. Could we really be investing so much time and money into a dying practice?
It wasn’t until we gained exposure to UX design that we finally had the answer: Retail is not dead. In fact, retail was never close to dying, nor did it need to. Sure, it may be going through a prolonged midlife crisis… but then again, maybe it just needed to find a partner to guide it in a more promising direction.
From attending conferences and listening to the many podcasts and webinars that discussed the world of retail, it’s no secret that even the most prominent retail giants are constantly searching for a ‘better way’ to grow their physical presence, or change it up completely. But in a time when technology literally brings the world to our fingertips, what is left for retail, and even more importantly, what can retailers do to provide this field a new “lease” on life?
The answer lives in the “UX of it all” — how does a user experience translate into a feeling or emotion that people want to relive and can recognize time and time again with satisfaction?
Companies such as Nordstrom, Apple, Goop, and even Nike are embracinguser-centered design to provide class-leading UX for brick-and-mortar; they are no longer designing solutions ‘for’ people (there we go with people before customer), but rather, ‘with’ people. The people they are designing for never leave the center of the equation, everything revolves around them. And as we have learned from the many digital projects we worked on in our studio, this is the way it should be. It has potential to breath new life into the paradigm around retailing. So, although many of these names have been around for many moons, they are what we consider the new retail — a stark contrast to the legacy retailers we are so familiar with.
The New Nordstrom (User) Experience
“John W. Nordstrom believed success would come only by offering customers the very best service, selection, quality, and value.” Although the world has changed significantly since 1901 (Nordstrom’s start), Nordstrom’s ideal customer hasn’t; and both the in-store and online journeys are still crafted with these values in mind. Only now, the company has more advanced capabilities beyond just the omni-channel mindset. In fact, it’s expected that the Nordstrom guest will have a personalized, unique experience that is convenient for their life. The company’s latest store innovation reinforces this point: although people have time (to shop), they don’t have time to waste.
As Nordstrom explains their latest concept, “We know there are more and more demands on a customer’s time and we wanted to offer our best services in a convenient location to meet their shopping needs. Finding new ways to engage with customers on their terms is more important to us now than ever.”
Nordstrom’s latest store concept (3,000 square feet, instead of a typical Nordstrom box size of 140,000 square feet), aims at offering an experience that reinforces the positive interaction among people based on wants and needs, while matching those to the brand’s personality (in this case, Nordstrom). From stylists to beauty service providers and consultants, guests will have access to the ‘full fashion treatment.” But calling this an enriched experience would be an understatement. With “bars” in the stores, where thirsty shoppers can order juices or wine; visitors can completely “let go” and relax as though they are at a special event. The company noted that skilled retail professionals will still be an integral part of the redesigned UX, and stylists will be doing what they do best: curating outfits for shoppers while reducing, if not completely removing the stress they feel when searching for that perfect outfit.
The retail atmosphere has much to learn from the digital space, and Nordstrom is proving that they can enhance the UX of a store by following digital trends. We know that websites have at most 15 seconds to win the attention of a visitor, and that’s on a very, very good day. So, as technology further integrates the on and offline channels, should companies expect different behavior for store visitors? We think not. But companies such as Nordstrom are learning how to quickly gain the attention of visitors by creating and therefore offering ‘WOW’ moments in stores.
Today at Apple
Soon, a typical conversation with friends and family will begin with, “Today, at Apple…” That’s how good the Apple experience is expected to be with their ongoing store-experience redesign.
When I think of Apple (the brand), the first visual that comes to mind is that of an Apple store. You know, the one with the perfect lighting, modern-display furniture and big glass windows that often showcase a clever merchandise arrangement.
It’s because we can recognize the in-store experience of Apple. Purposeful UX practitioners have made it instinctual.
As our Executive Creative Director & Managing Director at Designing NorthStudios, Lisa Peacock explains the reasoning for my recognition:
“Well-constructed experience design (backed by well-understood psychology) presents people with things that are recognizable. And it doesn’t even have to be exact. By providing people with familiar visual, auditory, even tactile cues, they are able to tap into associative memory much faster with less cognitive load; decision making becomes instinctual and follows a pattern of flow, and recognizable experiences provide a sense of calm and enjoyment — the pinnacle of user experience.”
The user experience (UX) associated with these retail locations is engaging, friendly and interactive. You don’t forget it, even if you only visit a couple of times. Plus it transcends into Apple products; once you use an iPhone or iMac you recognize the experience across device interfaces (UI), and after visiting their store once you quickly learn where you need to be to find the assistance or information you need.
The process is also repeatable and usually very satisfying. This is the foundation for Apple’s continued success with brick-and-mortar, and with the success of their brand in general. It’s the driver for continued innovation in a discipline (retail) that hasn’t been kind to most large companies. From the digital-device solutions to the shopping and technical support, everything Apple designs is reinforced by user feedback. Apple’s senior Vice President of Retail, Angela Ahrendts, says it best in an interview with CBS This Morning,
“Our soul is our people. And our job is to enrich their lives, change the world.”
Wouldn’t you support this mindset?
These are the words you want to hear from a retail leader, especially when they speak to the importance of user-centered design. They aren’t enriching their lives with a product, they are doing so by providing a curated opportunity for people to have life-changing experiences using technology (the product is simply a tool). In other words, the store, “it’s the largest product that Apple produces.” If this statement caught you by surprise, you’re not alone. But isn’t it refreshing to hear that retail is in fact, not dead?
All 500 of Apple’s retail locations will soon offer a redesigned experience (beginning in April) through the implementation of new hardware, further transforming the retail experience (or “Town Square” as Apple calls it) to embrace community gathering, education, and engagement.
Lined with trees, The Genius Bar matures to The Genius Grove (in a few locations) and the expertise of its support offering evolves as well: staffers called “Creative Pros” will specialize in music and photography to educate and assist, and even more importantly, further develop the bond that Apple has formed with its loyal community. This is the face of a “new retail,” one that is determined to connect people rather than sell products. This is “Today at Apple.”
This is the paradigm shift we will all come to embrace as the brands we already love, continue to learn more about us and the lives we ‘want’ to live. The way I see it, if brands such as Apple successfully create the ideal store environment, the term ‘shopping’ will no longer be a worthy descriptor of the dynamic relationship between person and store.
The Goop Lab
From the sound of it, it might not be what you expect. But what if the “new retail” had very little resemblance of the old version. What if transparency of a seller’s intentions wasn’t an issue because the customer was in complete control of how they record their experience?
Goop, Gwyneth Paltrow’s lifestyle brand, is rewriting the script for how a retail store should look, feel and function, and the latest rendition involves a journey into brick and mortar as an experience (and mindset), not just a location — hey… I’ve heard this before. But don’t for a second think GP is doing things the old fashioned way. If anyone has a modern mindset for what the word retail means, it’s GP and her team of design thinkers.
Titled Goop Lab, this space is less of a store and more of a state of mind. Designed by the creative visionaries (Standefer and Alesch ) who also crafted her personal residences, Goop Lab is an extension of GP’s life (including her childhood) and all of the experiences that have made it so memorable. In other words, the physical location is an exploratory experience of what home should feel like. Goop Lab is a narrative of the brand, and it was created to be a permanent location for people to bask in this story and share the vision.
Situated in Los Angeles’s Brentwood Country Mart (a dreamy neighborhood for many Hollywood stars), Goop Lab includes a fully functioning kitchen, greenhouse, porch, and living room, allowing visitors to feel at home. Their dream home.
This unique experience is also interactive in a way that will remain with visitors long after they leave and return back to their own homes. It’s also educational by design and offers hands-on learning from the kitchen to the garden and beauty room. Rather than design a store, GP and her team crafted journeys, and ultimately these journeys were conceptualized into a user experience. This is the saving grace for retail as we know it.
As Standefer says most eloquently, “This idea that retail is dead . . . it’s nowhere near it. But it’s about doing it in a way that’s really soulful, and thoughtful and truthful.”
Nike and Coach 2.0
If what we are hearing is true, size doesn’t matter for the future of retail.
As the physical and digital worlds converge in a ceremonial “joining of hands” for what we hope is a lifelong honeymoon, many upscale retail brands are scaling down rather than beefing up the UX associated with their store experience. And it’s quite possibly the answer that humans need to once again make lasting memories with the products about which they are passionate.
Rather than scaling back the number of stores, these innovative brands are opening new doors and embracing a mindset of quality over quantity. But don’t let size fool you, these smaller environments are bespoke in nature and educational by design. The following brands are both physically and psychologically designing a future where UX design and retail strategy are partners in innovation.
The New Nike
With an already impressive digital and physical store presence, Nike is turning to the people who know them best (their customers) to design a new store experience. Certain flagship locations, like the one recently opened in SoHo, are encouraging people to lead their own experiences with a much more personal setting.
With more resemblance to a training center than a store, these locations put visitors in the driver seat. Whatever the sport may be, Nike has outfitted these locations with loads of software and interactive technology, offering animmersive learning environment. Their adjustable basketball hoops and virtual courts provide a user experience that’s truly unforgettable and undoubtedly fun. And there’s a “kicker,” the digital experience doesn’t end with the virtual touch points; guests can order their gear on-the-spot and have it shipped to their homes with the confidence that it will fit and perform as expected.
Sh. Can you hear that?
That’s the sound of retail professionals around the globe clapping for a (what could be) permanent decrease in online-return rates. Also, and it’s a big also, guests can save data collected from their Nike+ App and use it later for purchasing gear online; it’s the ultimate user experience. There’s no pressure! And yet, the entire experience is still very simple: guests participate in a clinic, workout and purchase, all wrapped up in one engaging package. Oh yeah, that’s what really good UX looks like.
A Design-it-Yourself Experience
Unlike other brands that are speeding forward with technology, Coach is welcoming guests to their New York flagship store to slow down and enjoy the moment through learning and interaction. Made to order isn’t a new term for the retail industry, but it is one that breaths new life into the store experience. For this iconic handbag brand, it’s being reinvented as Coach Create: a design-it-yourself experience.
Coach’s newest flagship store embraces the values associated with craftsmanship and learning. Not only can guests watch artisans physically make new bags, but they can do so after ordering the exact design that they like best. From this offering, we can again learn how good UX puts the customer in charge of the solution-forming process. As guests choose their dream bag, craftsmen consult and build the item piece by piece for onlookers to watch. In doing so they form a bond and naturally learn about the goods they are purchasing (or planning to purchase). Although it doesn’t get much more authentic than this, Coach is actually strengthening their digital personalization program as well. It’s yet another testament to UX design and a bright future in retailing.
The Retail Experience Then Versus Now
The companies we’ve highlighted are investing in a ‘new’ brick and mortar concept. And although their physical stores will be smaller in size, the experiences associated with them are larger than life. They are transforming the stigma people have regarding traditional retailers (the ones who have focused on product and sales formulas for so long have fallen behind, their values no longer aligned with the modern human. Although criticism is easy to give, we understand change isn’t always easy; it takes time. So as new leaders emerge, others will follow.
There is a new and emerging importance for values such as enrichment, education, community, and purpose. Legacy retailers must design a reason for people to visit them, and they must do it with greater detail. A new shipment of merchandise, end of season sale, or sporadic discounts on select goods that may or may not be in stock when a person arrives is no longer a measurement for satisfaction. People want clean, design-oriented stores, friendly and engaging staff (REI and Nordstrom), targeted, well balanced product selection and most important, an environment that puts the visitor in the driver’s seat, guiding them through their journey; a mapped out experience for every step. This may sound complex but it really isn’t.
We design this online experience every single day. With the right investment in technology, even legacy retailers can change in a big way and design their own path forward. For the sake of discussion, let’s place Best Buy in the hot seat. Their stores used to be synonymous with immersive experiences and highly passionate employees. Now, you’re more likely to find generic accessories rather than devices themselves, and oh yeah, how about you come back for a Geek Squad service plan when you eventually find what you’re looking for.
With the continuous surge from Amazon on the digital front (their purchase of Whole Foods, their introduction of Amazon lockers), and encroachment from off-price retailers who specifically target the merchandise mix of legacy retailers, every current and new retail store must serve a purpose. Or better yet: create a new one. As we see it, that purpose must be to provide a new and rewarding experience, one that will require the skills of UX designers and knowledge from interaction design (IxD) to get right. An active example, PUMA city is a ‘mobile’ store that encourages visitors to hang out enjoy the scenery and show off their new kicks.
UX design and retail strategy are “getting together” for good. And we will all benefit from it. Our lives enriched, our experiences enhanced and our time-well spent. Said eloquently by Rachel Shechtman, founder of Story, “If time is the ultimate luxury and people want a higher return on investment of their time, you need to give them a reason to be in a physical space.”
The first steps will be simple — discover what people need and design new solutions to exceed them. And for once, the product doesn’t need to be the center of attention. Instead, the people using the product get to drive their own experiences seamlessly across a digital and physical landscape. So the next time someone asks you if retail is dead, you can look them in the eye and provide them the ‘no’ they are looking for.
Blue Planet II is expected to be a thrilling journey, and David Attenborough will once again be our tour guide across the ocean.
With over 43 million views on its trailer video in under a month, Planet Blue II is poised to make an impact across the globe, starting with Europe on October 29th.
Us unfortunate ‘blokes’ in the states will have to wait until early 2018 for such pleasure. And the timing couldn’t be better. You see, the world’s oceans are under siege, battling the constant barrage of plastic waste, overfishing, illegal dumping, poaching and dare we say it: climate change. No. It’s not political. (And somewhere in this mix of obstacles we forgot to give a shout-out to climate deniers; or those who simply can’t fathom a world where man’s impact on the planet is influential enough to cause great harm and destruction.) We are confident that this ground-breaking series will extend a welcoming hand to those who are still shying away from fact: ocean plastic will soon outnumber fish populations.
Why is Blue planet II an important documentary for everyone to watch? Because the impact that climate change is having on the ocean environment is staggering; its importance as a discussion point among the human race deserves attention. And most importantly, the health of the ocean is a direct correlation to the health of our human population, and therefore our ability to thrive on the face of this Earth. It’s time to think about your children and your children’s children.
Who better to pioneer this discussion than the unmistakable voice behind the Blue Planet (and Planet Earth) series, David Attenborough. With David’s voice, Blue Planet II will highlight the threats to our magnificent ocean as much as it will showcase the marine life that makes it so unique and awe-inspiring. David Attenborough is far more than just an interesting voice; he is an influencer for ocean activism and conservation, and has been from a young age. But with the ocean environment in a state of emergency, it’s his research and experiences that can have a positive impact on how others can learn and adjust their mindset to create change. Fiona Harvey points out in her article with The Guardian, Attenborough feels more free to speak out about controversial issues surrounding the challenges we face as a booming population. In other words, Blue Planet II won’t shy away from tough conversations; it will tell the world what’s really going on, not what the media feels is “safe” to talk about.
Additionally, we look forward to listening to a man who hasn’t just talked-the-talk, but one who has walked-the-walk. An integral part of Cambridge University, he is leading an effort to integrate many academic disciplines in the name of collaboration and cross-pollination of thoughts and ideas. It’s an attempt to break down barriers, be a catalyst for rapid change and as we at Designing North Studios like to see it, an effort to design a community that’s willing to do a little extra in the name of the ocean. Or rather, our ocean. As Fiona Harvey writes, “Viewing conservation as part of the whole future of humanity, rather than a thing apart, is one of Attenborough’s great legacies.”
Blue Planet II is not a show, it’s an immersive experience. And it’s all new.
The original Blue Planet (aired on September 12, 2001) was a memorable experience for many that introduced the world to the ocean landscape. Not just a show or series for quick entertainment, Blue Planet was a different experience that transcended the coziness of a living room to the bow of a research vessel, and dared people to think beyond their existence with a curiosity towards ‘what else is out there’ in this great big blue ocean-world of ours. Centric to an ocean that plays an integral role in every humans’ life (70% of the Earth’s surface), Blue Planet was addicting to learn from. It was adventurous. It was fun. It was the ultimate opportunity to “explore” places where most humans can’t go. In a rare occasion for television, this documentary considered more than the crew or script, it put you at the center of its storyline, and guided us through a journey on the seas — it offered the ultimate viewer experience for the time. And because of this, we recognize those feelings and emotions of excitement felt many years ago, ready to do it all over again. With our tanks prepped and full of oxygen, we are eager to dive back in with Blue Planet II.
Many of us still own the complete DVD-set, which we keep as a reminder of just how mesmerizing this ocean journey was to watch. One that influenced viewers of all ages to care more about the ocean after watching than they did prior to tuning in. At the time (2001), Blue Planet revolutionized the way humans experienced a nature documentary. Not only was it filmed with cutting edge technology, but it also crafted a story from the wild places that exist in the world’s oceans and the plethora of creatures that call it home. By simply following along with the now infamous David Attenborough (the curious yet confident voice narrating what seemed like a personal expedition across the ocean), we as viewers learned more about the ocean than we could have imagined. But even more important to this learning experience, we were able to see it all with our own eyes. And now, in 2017, Blue Planet II will “enter new worlds and shine a light on behaviours in ways that were impossible just a generation ago” as Mr. Attenborough puts it.
It’s one thing to hear or read about the changes taking place in the ocean environment, it’s another to see it: the many islands, archipelagos, coastlines, trenches etc., all captured with stunning detail thanks to modern science and technology, and delivered to our devices in seven episodes. For many people, a documentary such as Blue Planet II is the bay-window into a world they wouldn’t otherwise be exposed to. And during this current time period, we all need to try and see things a little more clearly; understand what’s ‘really’ going on out there in the “great big blue.” After all, you don’t have to believe in science to accept the fact that this planet is in fact primarily ocean. Good enough reason to refer to it as the ‘Blue Planet,’ and understand the importance this series has for both educational and entertainment purposes.
Of course, similar to the work of UX designers, creating Blue Planet II required hours upon hours of strategy, journey crafting, and production. In fact, the experience that each viewer will have at some point in time while watching is partially influenced by the people who were behind the camera. As BBC News reports, “Blue Planet II involved ‘125 shoots, 6,000 hours filming underwater and 1,000 hours filming in submersibles’, explains production manager Katie Hall.” We must also not forget how advanced the filming techniques are in order to allow viewers to have a truly transformational experience with the footage. The team even built new technology allowing viewers to see the ocean in a way that’s not possible on their own (unless they happen to have their own megadome lens or tow-cam). This is special. And we feel strongly that people will value the design and creativity of the final product. Where else can we see above and below the ocean’s surface at the same time? Where else can we swim full speed with wild tuna or a pod of dolphins? Thanks to Blue Planet II, our brains will be hard at work, saving information, painting pictures and recording an experience that will likely serve as the basis for which we “see” the world’s oceans.
It’s true. We can’t wait to tune in. Will you join us?
Can you really know what you like or dislike if you haven’t experienced ‘it’?
We like to think we can, and often, we convince ourselves that we have the answers for questions to what we ‘should’ be or ‘want’ to be doing for our careers. But when this vision is finally realized, the expectation of excitement and fulfillment is nowhere to be found.
There’s a good explanation for this feeling or lack thereof: the importance of the ‘it’ too often is overlooked; stripped of its magic as we are conditioned (by the education system) to use research and personality tests as the “governing body” over our professional, and subsequently, personal success in life.
Whether it’s our own fault for simply being human — using our brains to over think our situation — or it’s at the hands of an outdated education system (many institutions are designing innovative solutions to this problem), the education versus work experience conundrum isn’t any easier to solve today than it was ten years ago, and this isn’t a problem we can shrug off.
A better way to learn?
In a conversation with our Executive Creative Director at Designing North Studios, Lisa Peacock, she reminded me of important conversations already happening throughout the higher-education arena, some of which are also being discussed within design fields.
One such conversation, as she explained,“How do we transform learning? Not just so young students don’t waste personal time when they set off on a pre-determined path, but also so that we can educate more people (beyond a residential experience) in the right way (experientially, via distance, collaborative learning, etc) to also solve problems that are becoming increasingly more and more complex as we evolve: the planet, our political system, racism, poverty, war, etc… If higher education doesn’t figure it out (leaving many capable minds for solving such problems behind) there will be no personal time loss to worry about — Life on this planet will be lost.”
Public or private, a university is a business; I get it; I have been a “customer” myself, and am a “customer” this very moment. Yet, the majority of the professors I have come to know well don’t teach for earning potential — they do it for the reward of working with students and serving as SMEs (subject matter experts) in their field. And to this day (seven years later) they continue to develop forward-thinking programs based on producing ‘experienced’ graduates; they are taking the education process one step further than previous generation educators, or better yet, pioneering new methods for students to overcome the challenges of adapting to what life ‘really’ looks like after school.
Should they really have to take matters into their own hands? Sure, to some extent it’s their job, but I see the corporation and executive board sharing in this responsibility with professors — adequate budget and technology tools should come with the gig. Still, when discussing the idea of introducing integrated learning programs based on real-world working demands, the common response is doubt induced by small budgets and staff.
What’s even more interesting, these professors I observe aren’t working on projects to help students determine what they are good at, and what they find most interesting about their field of study. Instead, they are asking students to physically enter the real world (business arenas across the globe, often in a virtual presence) and identify opportunities that aren’t being met or can be improved upon. From here, skills of interest can be developed into a toolkit that transcends many fields.Furthermore, they are sending their students down a “road of discovery,” where the destination provides clarity on what they ‘actually’ want to do in contrast with what they ‘believed’ they wanted to do. What a concept!
WHAT IF learning on the job was more closely connected with time in school rather than in the workforce; an internship consumed 4-5 years (across multiple disciplines) rather than just one summer. This could provide students with the time needed to make more polished decisions without being coerced into a curriculum based on traditional constraints associated with school: time, money, grades, job outlook etc…
The frustration felt by professors who fixate on a single-specialization approach must be challenging. Given today’s disruption-prone workforce, I imagine they often reconnect with past students who don’t report back with stories of success, positivity, and progression. We can’t all receive a trophy like our beloved parents once promised, but that doesn’t discredit the time and hard work educators dedicate to producing successful graduates. It doesn’t have to be this way, we can design a more successful system geared around realistic preparation.
Visualizing a model for success
Now more than ever — with the millennial generation placing greater emphasis on soul-searching — the model for a ‘successful graduate,’ ready to tackle what life has coming, must be made more clear and beneficial to the many young learners chasing their dreams… or so they think.
We must also not forget the old model — law school was a great example. It used to be common for big firms to recruit graduates from fancy programs and offer irresistible salaries while billing them out to clients. This lasted until clients realized they were paying top dollar for untrained lawyers; the model had to change thereafter, once the big firms began losing business to smaller ones who provided more qualified resources.
I believe current learning models can be shaped by making slight tweaks to experiential learning. It’s no different than the first five years in the workforce, except you get paid to try new things rather than pay to learn about what you might later want to try, and if that doesn’t work out, well too bad, pay off your loans, go back, and learn about something else you might want to try. Shouldn’t students at least pay to actively try the many/few subjects that interest them, checking some off as they go while also uncovering skills that might otherwise remain buried by the pressure of discontent and fear? This is undoubtedly what the current model breeds — just ask five random people what they do for a living, and follow that up with asking what they would rather be doing for a living. I’m confident the two answers will be in misalignment.
I call it the “pick it and stick with it” approach. It’s not working. It hasn’t worked for decades.
The constraints of time and competition are leveraged to corral pre-professionals into “choosing” their path forward in society. Again, as a current paying customer (grad-student), I see experiential learning across multiple fields to discover what makes us “tick” as a superior approach to strategic selection based on what’s realistic and in alignment with personality, grades, background, and let’s not forget, affordability — queue the phone call to dad, ring-ring-ring: “hello. “ Hi dad, I think I want to go to med school… research says I would make a great doctor.”
Experiential learning is the process of learning through experience, and is more specifically defined as “learning through reflection on doing. — Purdue University
I’m confident an institution-wide shift in mindset — with processes following behind — towards embracing discovery among students’ interests and imaginations will lead to a more effective population of young professionals entering the workforce. Speaking from what I learned along my journey, I met more people who were constantly searching for what could be, or what’s next. Very few people were excited with the present, and I attribute this to a fear of failure, a side effect to specialization too early in one’s career. Once you accept that you only fit into one small nook of the workforce, it’s easy to close yourself off from the plethora of knowledge and opportunity out there.
There’s no good reason why working and living can’t go hand-in-hand… in harmony. But hope is on the way: shiny-bright lights are beaming down through the clouds with the help of the modern-education leaders who agree with my perspective on experiencing to learn rather than learning to experience. In fact, one in particular has curated a group of professionals from a similar educational/professional background to mentor his upcoming senior class: we will be guiding them through the transition phase of student to workforce-team member, and sharing the ‘experiences’ we recorded during our journey while equipping them with the tools and knowledge we wished we had just five or six years ago — I like to call this “paying it forward,” or “sending the elevator back down.”
There has to be more to the work experience than this.
This is a thought that has been repeated far too many times in my young career. And I’m not alone on this island. In fact, the majority of my previous coworkers and current friends share this perspective, they too are spending more time ‘searching’ rather than living. But it doesn’t have to be this way.
You see, we’ve come to agree on one thing: without experiencing something you don’t know with certainty whether or not it’s a good fit. And this mindset works both ways: there are plenty of undiscovered interests and talents in this world that are hidden simply due to lack of exposure. This theory resembles the way most kids are raised in the U.S. : parents enlist them in as many sports leagues as possible, allowing them to discover where they belong, and what they can derive happiness.
When I talk with fellow peers who, like me, are living out the last years of their twenties (I know, it’s terrifying), we frequently joke about getting ‘older’ and entering the age of no return: 30 — Yikes! Mentioning this is usually followed with a deep sigh.
It’s not the hesitation of tacking on an additional year to my age that scares me, but rather the concept of time running out before I gather enough experiences to identify my ‘it’ — ideal form of professional contribution or body of defining work. I have learned about what I really don’t like and definitely don’t want to do. Looking back, I recognize missed opportunity that proved to be too “risky” at the time.
Have an open mind; allow new ways of thinking to influence the direction of your life, you will be happier person for it.
The post-college years should be a time of exploration and discovery in the professional world. Before family or a mortgage, you should feel justified in experimenting with career paths. But be prepared to fail, start over, and fail again — failure is a sign that you are actively designing. It’s OK to run into challenges right out of the gate — remember, it’s a marathon not a sprint.
At the current rate of change among companies, you will likely need to be good at many things to maintain a healthy career.
Current systems do in fact facilitate failure, and for some reason this is still viewed with negativity. Rather than manage success rates, it would be more productive to prepare professionals for what comes next: the getting back up and try something different part.
This is what you learn in your late twenty to early thirties (if you’re being honest with yourself). It’s the ‘I wasn’t expecting this part of life’ when the shortcomings of the education industry become transparent. So much is learned and achieved when the big-life plan fizzles out before it “booms,” but of course, you don’t know or understand this upon leaving the comfy confines of school; how could you?
The lessons learned during this stage of life (it really is just a phase many people experience in their lifetime) prove that you don’t know enough to pursue just one path. But for some reason society finds justification in criticizing those who don’t specialize in a single field of professional practice. This is the difference between learning in school and working in the real world: you don’t know all of the available opportunities until you are ‘in’ each unique work setting where stones can physically be turned over, and new doors opened.
For example, when I was in business school I didn’t know that I could enter the freelance economy if I choosed; I didn’t know that I could work on multiple projects at once as a consultant; I didn’t know that my education in marketing was just a foundation for a plethora of career tracks — I would still need to determine what the heck I was interested in (in the workforce), let alone good at and qualified for. And this caused significant tension — how could I become qualified for something I was advised to specialize in as a “best option,” not due to a deep interest, but rather a need to ‘simply’ pick something. And to think, I was paying to learn about a single subject I wasn’t confident I would enjoy… 100k should buy you a bit more experience, and a bit less book time — I think my fellow constituents would agree.
The truth is, you can be whatever you want to be in life, and that includes professionally; age doesn’t dictate what you can or can’t become. And figuring out what you want to be doesn’t always happen while in school; it may not even begin until entering the workforce — you just don’t know enough about the subjects you know nothing about. The elusive idea that we can excel at multiple things and build professional equity through a multidisciplinary approach is slowly becoming understood, especially as technology innovation powers full steam ahead and companies need their “rock stars” to manage numerous challenges at once.
As more and more industries transform in response to increased technology and competition, education institutions have an opportunity to follow their lead, while empowering professors to finally redesign the user experience associated with learning at a university. With this shift, learning would encompass more than subject matter, and would include the behavioral and psychological tools needed to make an impact in the workforce without regard to where you end up once the training is complete.
We are all fledglings at some point in life, but maybe a little more time in the nest would do us good.
These experiences will further train young professionals how to envision their true self, not just rely on their everyday self for answers and guidance. More importantly, they will empower students to seek multiple areas of interest, and develop a mindset that embraces transferable skills. The ultimate goal for education leaders will not be to graduate the most skilled engineers or marketing coordinators, it will be to shape problem solvers who are comfortable in many environments, and can alter their understanding of broad concepts to further absorb new knowledge. It’s this idea that will help shed more light on building transferable skills for the workplace while also exercising the human ability for rapid learning.
These are the changes we can make to fix the current education and work experience conundrum — it’s the firmware update this system has been waiting for, and it’s just in time for the arrival of smart machines. I’m not asking for a reinvention, I just want to see it designed better than before, to a level where it supports idea sharing, new ways of thinking, and most importantly, a greater value in oneself. One day, employers won’t need to evaluate education versus work experience to determine if a candidate is ‘ready’ for the gig. Can you see a similar future?
Once again, we turn to the Designing North Studio team (only a couple are dedicated UI practitioners) to share their their definition of UI Design in one sentence:
[clickToTweet tweet=”UI design is The translation of UX design into a visual interface.” quote=”The translation of UX design into a visual interface, where the color, composition and placement of various interactive elements reinforce the user experience principles that have been deemed most important for a given interaction.”]
“When function and art move in together before they tell their parents.”
The balance of visual design, layers of presentation, and interactiveness to provide a satisfying look, feel, and experience.
The translation of UX design into a visual interface, where the color, composition and placement of various interactive elements reinforce the user experience principles that have been deemed most important for a given interaction.
[clickToTweet tweet=”Let’s get visual. Here are the basics of UI design:” quote=”UI Design is the creation of graphics, illustrations, and/or use of photographic artwork and typography to enhance the display and layout of a digital product within its various device views.”]
Have you ever heard someone say, “Wow, that website has horrible UI,” or “The UI of this app is the worst”? Similar to our comments on What Is UX Design, if you aren’t around designers all day this acronym is likely meaningless. And there’s nothing wrong with that. But to understand User Interface Design (UI), is to have a greater appreciation for the way designers craft the look, feel and even responsiveness of a digital product, which all accumulates to interaction.
However, we understand that much like UX (user experience design), UI (user interface) is often interpreted slightly different depending on who you ask.
At its core, User Interface Design creates the the look, feel, and interactiveness of a digital product — think web experience or app. But this is only the basis for understanding. You see, good UI is a multidimensional approach that enables a product experience to be responsive to a human being. It’s the Xanax of the design world. Remember that short animation that perfectly substituted the need for a thousand words? Or even that website that you navigated as though it was a guided tour. Now, that’s some good UI.
Now, let’s paint you a more thorough picture of User Interface Design with these six articles:
“Music is the electrical soil in which the spirit lives, thinks and invents.” — Ludwig van Beethoven
This is affirmation for every designer who stands on a musical foundation to power through the day.
Design and music goes hand in hand. Similar to art and a paint brush. With the majority of our time spent in front of the computer, we need music for many reasons. Music offers an escape to a place of focus; where creativity can be felt, absorbed, and expressed.
Day after day, we pour our heart and soul into our work, in the the design studio, striving to produce impactful results for every body of work that enters our virtual doors.
It’s here where we live, think, and invent with the intent to make the world a slightly more enjoyable place for all.
But this wouldn’t be possible without music. Our feelings, energy levels, and focus all rely on music in one way or another. Without even considering its power, we rely on music to set the mood, each and every day.
And contrary to popular belief, work is in fact a place for sound; a place where turning up the music leads to an atmosphere primed for creation not distraction.
From Stanford to Johns Hopkins, extensive research has been conducted, supporting the positive impact that music has on the learning environment.
A student is to learning as a designer is to creating, and music is the glue that bonds passion, focus, and intelligence to production and results.
Although our favorites remain intact, we enjoy creating new playlists as we discover tunes that inspire and motivate us while in the design studio. Let us know how we’re doing and feel free to share your favorites along the way.
Designing North Studios Spotify Playlist: Volume 1:
This is the brand tagline for Designing North Studios, our digital design and development studio based in the Bay Area. It’s meaning runs deep in the veins of the studio, and serves as the guiding light for every team member that walks through its doors — we like to call them Designing North Stars.
Designing North Studios is the product of many years of hard work and planning by Managing Director, Lisa Peacock. From the name, to the logo and color palette, and most importantly the mindset, Lisa’s vision always included motion in some way or another — it just took a few years for this vision to be brought to life:
“I’ve always envisioned that the Designing North logo would move. It’s not super easy to recognize that the DN from DESIGNING NORTH flips and glides together with our Yummo Font forming the combined ‘DN’ mark in our DN badge.”
The joining of the Designing North logo and motion marks a pivotal moment in the studio’s existence. It takes dedication, commitment, and most importantly, really good people to make a design studio “tick,” and that’s exactly what we do.
It’s all about designing a community that lives north of expectations.
Using Motion In Branding
Although motion and branding isn’t a new art form, augmented experiences are becoming an important part of our daily lives — across all screens. With more eyes on mobile, people want to experience a brand, not read about it.
As digital devices pervade all aspects of the human experience, motion design is an interesting and informative way to share the big idea or story; our story.
The Designing North interstitial display, designed by the talented Nick Alexander – expresses that marriage of the D, and then the N falling sideways, to form the mark.
Motion Design Inspiration
As the Executive Creative Director, Lisa Peacock envisioned every movement that takes place in the interstitial. It all has meaning, as it adds life to the Designing North name:
“It was important to give recognition to the use of the STAR in the logo badge. Even though a simple symbol, used by many – I always knew that the people I was looking for to work at Designing North Studios, would be my Designing North Stars. I had no one at first, but I knew they would come. And they did. So it serves both a tactical purpose of displaying the ‘mark’ inspiration, and it illustrates the aspirational side of the designing north mindset: we know the stars are out there, swirling around somewhere, and eventually we hope they land here and work with us at Designing North. But even more broadly: we know there are those out there, swirling around, ‘designing north’ wherever they are, and wherever they land. And we salute that mindset most of all.”
Whether you plan for it or not, your life will change in five years due to information technology breakthroughs. “5 in 5” as it’s called, is an annual series of imaginative predictions revealed by IBM, that aim to change the lives of humans through the implementation of ground-breaking technology. These predictions transparently serve to foreshadow the advanced innovations that we can expect see in the near future. If the theme is artificial intelligence, you may just find your professional career intersecting with these advanced technologies sooner rather than later; are you ready for change?
AI Mental Health Tools
According to the National Alliance on Mental Illness, 1 in 5 adults in the U.S. experience a mental illness in their lifetime, with combined treatment costs being in the trillions – an alarming statistic to say the least. IBM predicts that their breakthrough implementation of AI will change the world for many people living with mental illness, and it’s how they plan on accomplishing this that’s most intriguing.
With the goal of early detection for developmental disorders, mental illness and degenerative neurological diseases, IBM plans on using a mix of automated cognitive systems — “simulation of human thought — to analyze a person’s speech and writing.” We find this advancement to be incredibly exciting; we are talking about cognitive computers here… whoa. Big data is finally ready to make an impact in our daily lives, not just sales numbers.
The use of AI is only in its early stages . IBM plans on using data points in combination with modern wearable devices — watches, monitors, earbuds — and imaging equipment to create a more complete picture of a person’s health than ever before; without the need for an office or specialized tools. Signs that were once invisible will now be transparent and manageable to the patient through wearable devices — this greatly reduces the barriers that healthcare presents to many people. AI technology of this form will alter healthcare as we know it. How many professional fields can lay claim to a statement like that?
Hyper-imaging With AI
The next five years will also reveal a change in how we interact with the environment, but not in the way you might predict. The self-driving car has been a hot topic of late for the sheer fact that human hands no longer need to control the steering wheel — still weird to imagine. Even before most of us see one of these on the road, IBM is already developing cognitive computers that will further enhance their reliability and safety through hyper-imaging — seeing beyond the domain of visible light. The concept of millimeter-wave imaging paired with sensors is making much of the invisible world now visible. Black ice, fog, and distant objects will no longer be out-of-sight; they may remain out-of-mind for us humans but our vehicles will certainly be aware.
In five years this eye-opening technology won’t be limited to our cars, it will translate to our health. Imagine taking an image of your food to determine its exact nutritional value — or lack thereof. Or what about imaging your meds to ensure that you know exactly what you are ingesting. Better yet, what if your video game could pair with augmented reality to physically see through solid objects? Like our own body? Crazy, right?
Digitizing the Physical World
Data is all around us; every second that ticks away mass amounts of data are being recorded, we just can’t see it. The data that we speak of is commonly used to educate us on our ecosystem although it’s often outdated since it takes so long to organize after collection. Researchers have revealed that data scientists spend nearly 80 percent of their time scrubbing data before analyzing it. IBM is confident that this will change within five years. Real time is going to bring real meaning.
Our human lives are connected with our possessions: watches, phones, computers, appliances, thermostats… the list goes on for days. According to IBM, there are already more than 6 billion connected devices relaying data on a monthly basis — we are truly living in a matrix. Through this digitization of the physical world, macroscope technology will reveal insights on the fundamental issues that affect every single one of us living on earth.
In theory, algorithms and software will soon aggregate, organize, and analyze data on anything we choose, including soil, water, food and even space. And yes, this data will be searchable by all, likely from your phone — if those still exist in five years.
Medical Labs on a Chip
In five years, wearable technology will determine when a person should see a doctor. The guesswork of being human will slowly vanish as nanotechnology advances. With the use of hyper imaging, computer chips will see (read) bodily signs and fluids that are invisible to the naked eye. The way IBM puts it, “The goal is to shrink down, to a single silicon chip, all of the processes necessary to analyze a disease that would normally be carried out in a full-scale biochemistry lab.” Take a minute to visualize that — an entire lab fitting into a silicone chip.
In five years, you and I will have access to handheld devices that can read biomarkers — thousands of times smaller than a human hair — while sending it to a secure cloud without lifting a finger. In combination with other real-time data from devices such as a sleep monitor or fitness watch, AI software can quickly analyze an individual’s health for immediate detection of problems. But will this be fast enough to fill our insatious appetite for immediate satisfaction?
Think about this technology as a liquid biopsy. It’s goal, to revolutionize the traditional tissue biopsy, making it more comfortable, accessible and convenient. Large populations may soon have the ability to detect disease before it even forms. That is, if your healthcare is generous enough to cover it — did we just go there?
Speed of Light Pollution Detection
Most pollutants are invisible to the human eye; unfortunately their devastating effects are not. Methane — the primary component of natural gas — is said to be the second largest contributor to atmospheric warming — yes this is a real ‘thing’ outside of China. In the U.S. alone, emissions from the industrial oil and gas sector account for the largest source of methane output into the atmosphere. The EPA estimates that natural gas systems leaked more than nine million metric tons of methane into the atmosphere in 2014 alone — a number so large that it’s incomprehensible.
In five years affordable sensors will line natural gas pipelines, wells and storage facilities; monitoring for any signs of a leak. The detection process will soon take minutes rather than weeks, drastically decreasing the overall environmental impact. IBM predicts that this sensor technology will do more than detection, it will also reveal the path that harmful gas travels before entering the atmosphere.
Maybe the environment isn’t your first priority, but let’s talk about how sensors can enhance your personal life in five years. This real-time sensor detection process can work on your breath as well; diagnosing respiratory disease will likely become a quick and convenient process. The days of expensive and invasive respiratory testing will soon be behind us.
Does all of this technology have your head spinning? If IBM’s predictions are accurate — their track record beingpretty darn good — the next five years will reveal scientific tools that enhance the way humans live and interact. The invisible world will become clearly visible, opening the door to breakthroughs in health, medicine, and the environment. Maybe then the validity of so many accusations wouldn’t require years of discussion. In five short years these five innovations just might become ordinary.
We happen to have a few predictions of our own when it comes to Technology and human interaction; let us show you what we are working on here at Designing North Studios.
At the beginning of every new year, we all love the idea of a clean slate; starting brand new. Reinvention, exhilarated innovation, new message, new mantra, new you! Hmm. The design world is constantly evolving to solve an array of seemingly new problems — some are new, but honestly, most are the same old same old. Our head of technology always likes to say “There are no new problems, just new solutions.” And like many other design-thinkers who manage to stay ahead of their time with the ideas, discoveries, and theories; Simon Sinek’s “The Golden Circle” theory hailed earlier mid-decade seems to have reason to sparkle again. As a theory it is by no means bulletproof (or new), but as a brand building exercise this concept could prove useful for many of today’s companies. With 2017 underway, Simon’s concept is quickly resurfacing as a strong tool to answer many of the challenges that current brands face when connecting with their more values-driven, authentic-seeking, transparency-embracing customers — or – let’s just call them what they are; millennials. How to connect with a new generation is not a new problem, and this generation might not even need a new solution.
At the core of every action we take lies a reason to why we took that action. Similarly, brands that experience long-term success understand why they were capable of such success. When relating this thinking to a business — big or small — it’s easy to neglect the ‘WHY’ and focus on the ‘WHAT’. The Golden Circle reinforces that brands, companies and people alike should focus on why they do what they do as the foundation of their business. In other words, communicating from the inside out rather than the outside in, presents the opportunity to connect with individuals on a much more personal level. Here at Designing North Studios, we predict that this simple concept will play a large role in how successful both young and experienced brands will be in 2017. As the Designing North Studios brand mantra says, ‘It’s not a location, it’s a mindset” — our mindset is our WHY; our fundamental reason for doing what we do.
Here’s an interesting way to demonstrate the importance of operating from the inside out on a personal level. Think about the job interviews of your past and try to remember how each one played out. Chances are good that you don’t remember the majority of them since they didn’t connect with you emotionally. Each one likely began with a ‘what’ formatted question and didn’t excite a response that tapped into your creativity or emotion. Now imagine if every interview began like this: Why do you do this profession and why are you here today? It’s transparent that you could relay your core message much sooner and with much less words; The Golden Circle drives this point home. As soon as the ‘why’ becomes more than an income or sales driver, a true purpose can be identified; your brand’s purpose for being.
From the core of The Golden Circle we move outward one layer which represents the ‘HOW’. Still less obvious than what a brand does, how they do it reveals their differentiation amongst the competition. When a brand can accurately and consistently identify how they do what they do, they will likely be able to replicate and further strengthen the how factor. As 2016 has foreshadowed, the coming year will challenge brands to transform the ‘how’ into visual content that’s strategically created with purpose (reflecting the why factor) and uniquely shared across social media channels. Simply ‘knowing’ how a brand creates value isn’t personal enough for individuals to form a lasting connection. It needs to be experienced. This is why content truly is king and will continue to be the foundation of personal and professional bonds between brands and real people; not just those termed consumers. The ‘how’, or value proposition, is still just as important as ever but will require a bit more creativity to convey and bring to life in 2017.
The outside of the Golden Circle is comprised of the ‘what’ layer and refers to a brand’s or individual’s ability to communicate what they do. Of the three layers it’s the easiest to identify which is why brands commonly rely on it to define their business. Unfortunately the best things in life don’t come easy – but you already know this. As history has shown us, there once was a time when answering a simple question – what do you do? – was enough to connect with like-minded consumers and possibly spark a person’s interest, enough so to draw them to your brand. We believe those days are gone. With technology we see innovation, and with innovation we see change which is why the ‘what’ no longer suffices as a credible factor for brands to be accepted as a part of one’s life. Now, more than ever, human beings need more than ‘what’ to make a purchase, they want to personally connect with the ‘why’.
How is it that only a few brands have achieved unthinkable success when the vast majority remain average given the same resources? How is it that an even playing field can appear to be so one-sided? The explanation may lie in the ability to create value from the inside out rather than the outside in. The Golden Circle could play an integral role in revisiting, reinventing, and rethinking the success of both current and new brands in 2017.
Designing North Studios’ strategiests and designers know a good theory and when to revive it.
When you are ready to take a look at your brand from the inside out, get in touch.
They say that April showers bring May flowers, but in California these days it tends to be aqueducts or aquifers making buds bloom. Rain or no rain, the extraordinary show of Mother Nature in springtime is a feast for the senses.
What on Earth (pun intended) does this have to do with digital marketing and the realm of social media? This time of year is all about life. Of living things. And believe or not, this is precisely the metaphor you should use when thinking of your digital marketing strategy.
I’ve consulted with a number of businesses, nearly all of which have had the erroneous conception that once the new website/Facebook Page/Instagram Profile/YELP Profile/Pinterest Page/YouTube Channel/etc. has been launched, they can let out a collective sigh of relief and scratch those items off their to-do lists…and their budgets. Misleading ads promise instant website traffic and fans…the if we build it, they will come marketing strategy. People are lured into the dream that launch is synonymous with instant traffic and commercial success. I’m afraid I’m here to pop that bubble. This misconception is a little like planting a rose bush not being entirely sure that this particular variety will even thrive in this climate, then sitting back and waiting for the glorious blooms to appear…no soil prep, no fertilizer, no water, no pruning.
Like planting a rose bush in your garden, your digital presence must be well thought out and nurtured.
So how do we get our green thumb on?
Think of this as the time you spend turning over the earth before planting, researching the best soil amendments and fertilizers, and ensuring that even if that gorgeous rose in the photograph is the one you want, you won’t choose it if it can’t survive in your climatic zone.
If you’re thinking about diving in with a new website, or a massive overhaul (from that site your nephew built for you in the 90’s), you’ll need to ask yourself some questions:
Turning Over the Soil or Why am I Doing This?
If your answer is to look modern and relevant, that’s okay. I mean let’s face it, if you went to Apple’s website and it was slow and clunky with teeny tiny Times Roman fonts and oodles of text with a few gritty graphics, you might think twice about buying an iPhone.
Ease-of-use is also a good reason for an upgrade – the digital world has changed dramatically in the last five years. When was the last time you wanted a product SO badly that you actually had the patience to put-up with a slow, unresponsive website all the way to completion of the sale?
To start selling products online: Great! If you’re currently a bricks-and-mortar outfit and want to expand to selling your goods and services online, let’s go. But – if you currently have no or limited digital presence, or very limited bricks-and-mortar presence, or no presence at all, you need to understand that you will need time to build your brand, and therefore your sales. Just as that rose rootstock must grow, sprout leaves, produce buds, and finally bloom, so too must your digital presence move through its growth stages.
To establish oneself as a thought leader: Perhaps you’re a consultant who wants a website to gather new clients, or a non-profit seeking new donors. A new or updated website might be a great way to help people find you. Bear in mind that to establish yourself as a leader, you’ll need to prove it…or better yet have others prove it through testimonials and/or links to your superlative content.
Amendments and Fertilizers or Determining the Best Channels for Me
People get really excited about various social media platforms. As with fertilizers and soil amendments, you don’t necessarily want to throw all of them at your rose bush. Typically, you want your social channels to drive some kind of conversion. I say typically because some are better at driving conversions, and some are better at creating brand awareness, so don’t lose sight of your goals here. For example, I recently had a client who was very excited about SmugMug – she loved its layout and ease of use. They’ve made some recent upgrades that make it a lovely platform for displaying photos of your products, but unlike Pinterest, it doesn’t allow for a direct link on the photo back to the product page on your website. In addition, Pinterest has far more users, and its demographic is hugely canted to women in the client’s age range. If you have limited time and budget resources, why expend efforts on both platforms?
The Right Climatic Zone or Consider Time and Budgetary Constraints
Remember you need to think of your digital presence as a living organism requiring careful tending. Google’s search algorithm thinks this same way. It’s looking for websites that have fresh content. And like a spectacular bloom, it’s also looking for sites that people are oohing and aahing about. The more people who are clicking through from Facebook to your page featuring that fabulous blog post you just wrote, or from YouTube to your website because they couldn’t believe how cool your product looked/worked in action, the greater authority and relevance Google will give you in organic searches.
Don’t think for a minute that people will gravitate to your website without you feeding it.
Select social channels that will help you achieve your answer to Turning Over the Soil or Why am I Doing This above.
As you develop your overall digital plan, write a first draft digital marketing calendar…think of it as your gardening strategy…water daily, fertilize monthly, clip weekly…
What kind of content and themes are you going to promote at given times of the year?
What human and monetary resources will you need to bring these goals to fruition?
Are they available to you? If not, either negotiate for more staff/hours/dollars, or rework your plan.
Figure out the best feeding time or Aim at Consistency – perhaps you dedicate a day’s posts to education about your industry, another day’s posts to freaky facts about your business, another day to something funny. People tend to engage when you’re engaging them by educating them, making them laugh, or making them cry.
Don’t over water – actual selling or call-to-action posts should be about 1 in 7 (different experts have different opinions on this, so experiment with your fans). An overwatered rose looks sickly and dies…just about the way you feel when someone is constantly badgering you to buy or do something. Earn their trust and friendship first.
Prune Dead Heads
Don’t be afraid to trim something that’s not working or that’s run its course.
If you thought that Instagram was going to be the greatest thing since sliced bread for getting your widget out there, but have since found that despite your best efforts no one really cares about ball-bearings in Instagram’s key demographic of 15-24, scrap it and focus your efforts on channels where your prospective buyer’s hang-out. Effective digital marketing is an iterative process.
Clearly, these are just a few tips to stimulate your thinking when developing your digital marketing strategy. The key take-away is that like a beautiful rose, those coveted websites and admirable social presences are the result of careful planning, tending, and care.
Good Luck and Happy Gardening!
Julie Farrell is a reformed engineer and head of marketing & social at Designing North Studios. Intensely curious, she’s worked with lasers and missiles, bungee-jumped in New Zealand, crawled under Egypt’s pyramids, and been lifted in an elephant’s trunk. She dreams of one day writing a great American novel. Connect with Julie on Twitter or LinkedIn.