And then it hit me, how do I make DRAW the user’s “Patriot” and turn them into evangelists?
That’s right. I do that.
But we’ll get to that later.
Project Summary
As a team, we were tasked with creating an effective strategy utilizing multi media touch points to raise awareness and visibility for a local organization called Draw. Their website lists their main goal as this
“To create, build, and connect communities through community color therapy”.
To achieve this goal, they currently host coloring events at local breweries and coffee shops and hand participants predetermined coloring prompts on sheets of paper to get folks coloring quickly.
After the initial stakeholder interview, our goals to serve our client became clear…
Increase the visibility and resonance of Draw’s organizational mission
Increase the visibility of work people have done at Coloring Days events
Improve one’s ability to contact the organization, for partnerships or other proposals for engagements
Our Solution?
We created a connected experience map to help weave a tapestry of touch points for potential users to join the Draw community.
Research
Stakeholder Interview
Comperative Analysis
Deep dive on Instagram marketing strategies
My Role
I worked in conjunction with my team to create a connected experience map for Draw. I recognized a gap in the company's current Instagram marketing strategy and created a new touch point, a high quality, aesthetically pleasing logoed t-shirt to stoke the flames of evangelism for their events.
I also tapped into my years of audio engineering and coached the team on how to record their voice overs for our video presentation. I then assembled it all and synced it up with our keynote slideshow.
Methods
Stakeholder Interview
Exploratory Research
Storyboarding
“How Might We”
Personas
Tools
Sketch
Miro
Pen/Paper
Logic X
iMovie
Guiding Strategy Statement
Before prototyping a design strategy, we wrote a guiding strategy statement to ground us as we ideated and prototyped our design recommendations.
“All user experience touch points for Draw will help Minneapolis Draw participants feel connected, engaged, and relaxed so that they are able to meet new people, engage with new communities, and contribute something bigger than themselves.
We will do this by focusing on clear messaging and engagement with events.
As a result we hope to see increased engagement (through social media and in-person) and community partnerships.”
Our team’s Connected Experience Map
This is where that show I like, Patriot, comes back into play.
Exploratory Deep Dive Research
My touchpoint was utilizing Instagram to engage the user after leaving an event. How might we turn a user into a walking, talking billboard or evangelist for Draw? So I considered the advantages and disadvantages of doing a targeted marketing campaign involving product giveaways.
Sure, product giveaways are a seemingly bulletproof tactic towards more user engagement but there are recognized best practices an account must follow to keep that Instagram algorithm happy and natural reach at its peak.
Prototypes
On top of that, I wanted to explore a way I could engage a user deeply enough that they may in fact become an evangelizer of Draw. It just so happens that I have personal experience in becoming that type of walking/talking billboard for a particular experience known as “watching Amazon’s Original Series Patriot”
T-Shirt prototype build on Sketch
Engagment prototype build on Sketch
So I conceived of a brand new touchpoint in the form of a high quality T-shirt DRAW could produce in order to stoke the flames of users evangelism. It also includes our team’s suggested logo redesign.
Why the emphasis on high quality? Well, in order to turn someone like me with Patriot into someone like me with DRAW? That touchpoint better be a pleasant experience overall. Investing in the best materials possible and integrating the design with strong aesthetic considerations would be the most effective way for conversations such as this to take place organically.
I suggested partnering with Ambient Inks, a local screen printer with a rich history in producing high quality merchandise for bands I’ve both been in and watched peform nationally and/internationally. They have high standards. And their goals align with the goals of DRAW.
The Pitch
As a team, we wrote a script and wrapped up our strategy in this short video for our client’s consideration.
