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Digital Strategy

Digital Strategy

Most complex organizations suffer from the same kinds of challenges: too many web properties; web properties with no defined purpose or audience; inconsistent designs across digital products and services; inconsistent content quality; fragmentation between web, social, mobile and business application development; and business units that create “innovative” new digital products in isolation. These are symptoms of a strategy deficit.

A digital strategy helps you align all of your digital products and services so they’re coherent, relevant, imbued with a purpose that’s understandable to everyone, and so they provide value to your users, stakeholders and your organization.

We think great strategies emerge when we meld our experience with your business knowledge. So we lean heavily on collaborative, facilitated workshops to allow your key stakeholders to participate in strategy development and buy in early. We also believe strategy is a verb—the regular act of balancing day-to-day decisions with a long-term vision and plan—and not an occasional planning activity. We help you set a sustainable strategic direction and stick to it.

What we do

  • Workshops
  • Strategic Planning
  • Roadmaps
  • Personas

Content Strategy

Content Strategy

Content Strategy is the art of planning and managing content effectively. In our content strategy practice we help you analyze and understand your content, create models that will let you take control of your content assets, and develop plans for publishing the right content for your audiences (through the right channels at the right time).

We’re used to working with mega-sites that serve multiple audiences and contain thousands of pages and documents. We can help you cut through the chaos and make your content make sense.

What we do

  • Content Inventories
  • Content Analysis
  • Content Models
  • Page Tables & Structures
  • Editorial Calendars

Research

Research

Understanding your organization and your stakeholders is essential to our process, whether we’re developing a strategy to unify web properties or designing an application. Research is how we develop that understanding. We use a mix of qualitative and quantitative methods—including surveys, interviews, field observation, and focused conversations—to develop a rich picture of your business, your challenges and your opportunities.

At the end of a research phase we don’t just report back what we’ve heard. We work with you to synthesize the results into insights that will reframe your challenges and inspire action. These insights then guide strategy and design.

What we do

  • Interviews
  • Surveys
  • Workshops
  • Field studies

Design

Design

From prototypes to polished mock-ups to the finished product, we design digital products and services that work for your organization and your stakeholders.

Our design process involves two distinct phases. First we explore options through sketches and prototypes. This lets us investigate ideas cheaply and identify the best design solutions. These sketches often evolve into testable prototypes and detailed wireframes that document the functionality of a website or application. Later we develop polished design concepts that align with your brand and appeal to your users and stakeholders. Throughout the process we consult with you and your team to ensure our work addresses your needs.

What we do

  • Wireframes
  • Site Maps & Blueprints
  • Flow diagrams
  • Prototypes
  • Mock ups
  • Moodboards

Information Architecture

Information Architecture

Often overlooked and under-appreciated, information architecture is the backbone of every website. And increasingly, information architecture is the connective tissue that brings together digital products and services across channels.

We’ve been practicing IA for 15 years, and have experience creating structure, labelling and navigation systems for large-scale web properties, for collections of sites, and for information repositories that feed multiple digital products. We also understand the challenges that new technology brings, such as designing navigation for responsive websites, or for creating metadata systems that can work across channels.

What we do

  • Site Maps
  • Metadata Schemas
  • Navigation Systems

Usability

Usability

Usability is one of the cornerstones of our practice, and we’re fanatical about including some kind of evaluation during every design project. We conduct a range of usability studies, from quick-and-dirty reviews that help us make better decisions during a project to deep-dive evaluations where we holistically assess the design problems of your web properties. Finding usability problems is just the first step, and we also work with you to identify and prioritize potential solutions.

In our usability work we strive to bring the voice of the user back to your team through quotes, stories, videos, and screenshots. These rich examples build empathy and help your team—from decision makers to developers—focus on fixing the most important problems.

What we do

  • Heuristic Evaluation
  • Collaborative Walkthroughs
  • Usability Testing

Analytics

Analytics

We use analytics tools—like Google Analytics, WebTrends, and others—to help you understand how your web properties are performing today. Rather than just report on high-level metrics like unique visitors and page views, we dig deeply into your analytics data to answer strategic questions: are you reaching your key audiences? Is your mobile traffic growing? What impacts are your social media efforts having on your website? Where do your users get stuck on your site, and how can we get them unstuck? Where should you invest in content development, navigation changes or search engine optimization?

We lean on analytics data throughout our process; it helps us ask better questions when we’re conducting research, and informs our design process as we explore potential solutions. After you’ve made changes, we can help you use your analytics tools for ongoing evaluation and continuous improvement.

What we do

  • Key Performance Indicators
  • Analytics Implementation
  • Data Analysis