THE BRAND BOOK

 
 
About working with communication without causing noise.

MY ROLE • UX Strategy, UX Research, Prototyping and user tests   UI/ART DIRECTION: Davi Maine | CREATIVE DIRECTION: André Sernaglia | DEV. TEAM: Giulian Drimba, Felds Licia, Andre Matos, Caio, Giovanni Ferreira | COMPANY: VZ Lab/Vetor Zero | CLIENT: REDE GLOBO Television     TECHNOLOGY: WebGL, HTML 5, React, After Effects

THE SEARCH FOR AGILITY IN THE PROCESSES RESULTED IN THE SUCCESS OF THE OPERATION, AS SIMPLE AS THAT.

The project was thought to solve many different problems for a couple of different personas like a simple designer who is work for this company, a media buyer who is dealing with a media space with any kind of vehicle and one and marketing managers who are creating solutions to improve the business numbers as well.

User tests  Interviews with stakeholders  Prototyping  Measurement of results Delivering based on the agile framework.

These were some of the open fronts for the insertion of the design culture in the project and in the company.

ABOUT THE PROBLEM

Whenever a project is started by a freelancer, such as a designer, it is always a problem that ends up delaying the progress of the projects, the issue of sending and receiving materials for the development of parts and content without disregarding the rules of use of the brand. My work started from this point: how to solve this communication gap?

MAPPING PERSONAS

Julian is a 22-year-old designer and works at an advertising agency as an intern art director. He, like any other young man of the same age, enjoys listening to music on his spotify, uses apps and other technologies for ordering food among so many other things. Enjoy the nightlife and don't give up a beer at the end of the day with his friends.

Peter is a more experienced designer on the market, he is 33 years old and always looking for productivity tools that can optimize his time and bring quality to his deliveries. He searches for design references in a number of locations, including magazines and other offline media. Enjoy surfing on weekends and on this route between your home and the strip of sand, seek to connect with the energy of the sea through songs that you listen to in your spotify in sync with your car system.

Angela is 42 years old and is the marketing director. He has 2 children entering adolescence and leads a team with more than 15 employees. She needs agility in her work because the demands are always very high and require agility in decision making. To have support in your day-to-day use online tools like Asana, Trello and does not give up your Spotify either on the desktop, smartphone or in your car.

THE COMMUNICATION CONTENT

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"There is nothing worse for a designer than having to keep asking for files that most of the time are sent wrong and, for a marketing or media team, to have nowhere to look for these same contents. Time is money and performance dictates the success of a business." - consensus among respondents

After conversations with the teams and a mind node later, I organized the ideas through high-fidelity prototypes produced at Axure. They were tested and adjusted to then pass the UI Design phase, giving colour and shape to what was thinking about the UX stage.

This was the company's first project treated as a product. This means that since the beginning of the first conversations, the product has been thinking in a scalable way and for that to happen with consistency and to solve the visual problem mentioned by the teams, a design system was thought to give due importance to each point of the platform.

"Before listening to the UX team, we did not fully understand their responsibility in this, but after understanding the stages of the project from the point of view of the UX designers, we realized that the design as we knew it was at another level within our business."- Waldemar, Globo TV creative director

PROTOTYPING IS BRINGING IDEAS TO LIFE 

The whole process since the briefing was shared into the teams, it means that everybody participated in all steps of development. I as UX designer has been responsible to organize the meetings and I've directed all the business plan within the marketing team to become it real and put it in practice as soon as possible. Make the prototypes allowed me to present the ideas without any trouble like to be very abstract.

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ART DIRECTION / VISUAL CONCEPT

While the UX design process was ongoing, another creative team was working with a visual concept based on UX data from some interviews with some stakeholders. The result is that:

mood-illustration

Design mood

art-direction-mood-1

The art direction aimed at a clean layout to be filled with a lot of brand material, without any other element that could pollute the composition.

NOT EVERY PLATFORM NEEDS TO BE RESPONSIVE, UNLESS THERE IS A CLEAR PURPOSE FOR IT 

A responsive platform is designed to be accessed under different screen resolutions, making it possible to read all information without any restrictions, from the desktop to mobile devices such as tablets and smartphones. In this case, the responsive format exists to make easier the search for the brand assets and sharing this content.

mobile

For the mobile version, this project started late, but as the approvals in the design stage happened earlier than we imagined, the site went live before our deadline, that is, in addition to bringing a new experience to a brand book, it was still possible to have it working already on the anniversary of Rede Globo de Televisão.

THE TEAM THAT PUT THIS UP

The team that put this project to work was composed of 3 front-end developers being one of them focused on WebGL animation, 1 motion designer (After Effects), a lean team of 3D modellers, 3 back-end developers, 1 UX Designer (me), 1 art director, 1 project manager and a product manager, a creative technologist and 3 QA analysts. The product was developed using waterfall framework that is a usual process inside a creative studio in Brazil.

Value deliveries made every 30 days
 Interviews and User tests
Design prototyping to confirm the hypothesis
Working together among project leaders, from design to development in the IT department.

WHAT WE LEARN FROM THIS

We learned that not always improving the performance of a team is linked only to the bureaucratic part, it is necessary to understand all the parties involved in the business, from the executive scale such as directors and managers to the operational scale, in this case, internal marketing department, collab designers and business operation. Cheers. Making work steps less bureaucratic and providing infrastructure also contribute to performance.

results

THE RESULTS

Waiting for the removal of file sending and receiving process;
Productivity increase 42,88%*;
Increased quality of service delivered by the supplier;
Reflation rate decreased by almost 80%*.

*Hotjar data analytics

 

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