UX / Product Designer

CNN Create

Lead UX, Strategy


Specializing in emotional storytelling, Create draws on CNN's production heritage to craft custom content for your brand. The studio offers you end-to-end creative services from campaign development to optimization.

The role

Leading the UX and UX strategy on a complex campaign for Incredible India. As a starting point, the concept was not ‘holding’ the campaign together so needed further refining. Using strategy and UX to support a clearly defined concept kept this site contextual and engaging.

  • UX Research and Discovery
  • Competitor analysis
  • Comparative analysis
  • Brainstorming sessions
  • Presentations
  • Strategy
  • Sitemap
  • Wireframes
  • Information architecture
  • Chunking
  • User flows
  • W3C compliance
  • Moodboards

Challenges

  1. The campaign was complex
  2. Influencer fell through and was replaced last minute
  3. Influencers worked in completely different ways - timelines, assets, approach, etc
  4. Filming timelines did not match
  5. Assets were received along staggered timelines
  6. High volume of content in a condensed space

Solutions

  1. Create a strong concept and define a strong strategy around this
  2. Strategy and IA needed to be flexible to swap out content
  3. Split approaches and clearly differences highlight to the user eg.Emotive vs. adventure
  4. Strategise phased release and closely align with social and marketing campaigns
  5. Leverage social campaign to fill in these gaps
  6. Chunking and wireframes were essential to avoid cognitive overload

Summary

Aligning the designs and strategy with parallel campaigns we were able to leverage off each to improve engagement and retention.

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