A framework to strengthen the collaboration.
Client: Saxo Bank HQ - Brand & Design / Paid Media
Skills: System development, Usertesting & research, stakeholder management
Summary
Having created and worked with marketing creatives in quite some time, I was wondering, that we keep designing blindfolded. It seems like we keep re-inventing the wheel and that the stakeholders expect new and wild ideas for every time.
Saxo Bank is a company, which is quite performance driven and everything we do in terms of marketing creatives, are measured in performance parametres - which I really like - we just need to start using the data in our design process!
Testing and optimising Social Media and Display creatives, is not a common exercise at Saxo Bank. The lack of testing and optimisations, often result in assumptions and subjectivity - instead of improving and optimising existing assets, which maybe actually works well, in terms of performance.
Together with Filip and Natalie from the Paid Media team, we pitched in this framework development as a business case.
Understanding the designers.
We gathered the designers from the Brand & Design team to round-table session.
The goal with this session, was to achieve a deeper understand of the designers´ day-to-day work progresses and how they currently, collaborate with the Paid Media performance team. The format allows everyone around the table to discuss and share their experiences and thoughts.
Attendants:
7 Designers who touch upon Social Media and Display creatives in their day-to-day work .
3 from the Paid Media team - responsible for the performance for Social Media and Display creatives
During the 60 min session, we noted down the feedback and collected them into an overview.
The framework shouldn’t cater for all problems.
Based on the feedback from the round-table sessions with the design team - we mapped out all the problems and frustrations.
We quickly realised, that one problem leads to thousand others, and if the framework we are going to create, should cater for dem all - well, it is going to be a real monster in size.
The framework shouldn’t cater for all problems - we need to priotise.
We asked the designers to re-arrange the “problems” in terms of what they find most critical. We did this via.
teams meetings.
Of the many “problems” , we´ve mapped out in the beginning - we ended up with these above, based on the feedback from the designers and their re-arrangements.
Finding the right formats.
This part, was probably the most challenging. We had to figure out the right process and format for the output of this project.
The outcome, should accommodate:
Integration of testing in our current process - including GTM and stakeholders.
Of the many “problems” , we´ve mapped out in the beginning - we ended up with these above, based on the feedback from the designers and their re-arrangements.
Final product
Based on the feedback from the round-table sessions with the design team - we mapped out all the problems and frustrations.
We realised that, we can´t accommodate and solve all problems with the framework, so we needed to priotize.
We asked the designers to re-arrange the problems in an email we sent out, based on what they find most critical.