Method of creating Design Strategy with pictorial example - factors to be consider - analyze them with the right person - Creativity Vs Research - Who is the expert? - The selling factor - What is design strategy and what it includes?

1. How to create design strategy?
Bala, UX Designer

2. To incorporate user research techniques
in Branding Design Projects
About this session

3. Get the information you need without
bugging the client

4. Design is important

5. Amazon is selling 1cr products in India

6. Its critical too..!

7. Mahamana Express

9. User Research Process
Strategy | Persona | Task Analysis | Scenario Analysis | Prototyping | Design

10. What is design strategy? And why its important?

11. I need a brand
for my business
a
Business Owner Designer

12. Tell me about
your business
a
Business Owner Designer

13. a
Business Owner Designer
My Business,
Products, Service,
Client, Customer,
Competitors etc.
etc.

14. Example:
We are running a ice cream parlor in across Bangalore.
Currently we are at 6 different locations. We have 18
varieties of ice creams and everything is exclusively made
by us including the cone. We have no competitors we are
the first to start in India. We want to establish ourselves as
a brand so that we can expand our business to even more
locations. We need your design help.

15. Is this enough information?
Client talk more about his business and customer
but he didn’t explain about user experience and
expectation

16. How much I can trust on client detail
I think his business model is somewhat similar to
natural, polar beer etc. They might be his
competitor though he says there is no one.

17. Am I Assuming something
I think only youngsters would like to have ice-
cream. They would like to have it after lunch
or dinner. Because that when I generally have.

18. What design style will suites them?
I have seen lot of eateries using doodle concept.
I think that’s the trending style. Even I Like it so
much. I think I will use that style

19. How can I sell my design to client?
The client know much more about his customer
then me. How can I convince the client that my
design would work.

20. You know only one side of the story
You might get even more questions because
you know only one side of the story.
To know the other side of the story…

21. Designer Customer
Talk to the Customer
• What he like & unlike about the
business
• When is so special about the
product
• What are the other shop they
would like to visit
• How is his experience on this
business

22. The documentation of the whole process will be
called design strategy. It has to be ongoing file and
update frequently.
e.g. You assume polar bear, nature are the competitor
at the first stage, but after talking to the customer you
fight someone else also.

23. How do we find the user?

24. Who would like to drink this more? Men / Women
What would be their approx. age group?
When would they drink this? Going to swim? Going
to watch cricket? Going to movie?
People of which all countries would like to drink this?
Where they would live? In terms of India, Bangalore?
Dharwad? Bidari?

25. If you given a chance to meet only one person
Gender: Male,
Age: 28 years
Interest: Sports evangelist
Living place: Bangalore
Where to meet: Sports club

26. Reverse engineering is easy

27. What a design strategy should have?

28. What a design strategy should have
at least these five sections
1. Business Intend
2. User Details
3. Product and service
4. Branding legacy
5. Critical Success factor (CSF)

29. 1. Business Intend

30. Based on the conversation with the client:
What is the business necessity of this project right now
More Revenue
• Brand Awareness
• Promote sales
• Product launch
• Revive Brand Image etc.

31. 2. User Demographics

32. Age, gender, occupation, interest, economy, choices etc

33. 3. Product and service

34. What are the products, uniqueness, Competitors, experience,
customer satisfaction, their feedbacks, complaints, etc. etc.

35. 4. Branding Legacy

36. Business ethics, their branding goals, style guides, previous
design activities and effort etc.

37. 5. Critical Sales Factor

39. https://www.youtube.com/watch?v=69_ATZO8WBM
https://www.youtube.com/watch?v=ki2MQzgS1qs
CSF Example

40. Thank you
Lets do a exercise