How we do it
Consumers are more empowered and at the same time more wary of brands. We help you increase your empathy muscles while bringing clarity around your market, business and it’s relationship with your consumers.
We are overhauling the concept of segmentation. Instead of dividing people by age, race, and gender, we want to create more nuanced user stories.
Relationship & Journey Mapping
We'll help you map each distinct phase of the customer journey. Behavioral, technical and everything in between. Noting all relevant channels, actors and opportunities to turn brand acquaintances into new friends . We also help you tackle process bias - making sure to minimize inherent inequities.
Persona + Archetype Study
Sometimes the users you currently have are not exactly aligned with the users you want. We listen to and work with you to find out who you’re targeting and create personas surrounding logical groups within that set. We also identify specific needs or objectives of a user or group and keep these needs close when proceeding.
Much of the success of any successful project has to do with the content that’s available to a user and how they’re being asked to find/consume it. We develop a plan that ensures they’re not asked to understand too much too soon, nor are they bored or stalled by an experience that doesn’t provide enough value quickly enough.
IA / Content Strategy
Consumer & User Flow Development
This is the first visual step in the creative process… of infusing real relatable human touch points to your various user groups at a variety of different places within your your overall relationship
Research with Community
We harness the power of storytelling and data to surfaces questions, scrutinize and highlight narratives used in the marketplace to sell to consumers of color. Then reconstruct more nuanced, positive, and affirming messages co-created with those same consumers.