First, we listen to our clients. Our goal is to fully understand each client's business and the environment in which it operates. We start by carrying out stakeholder interviews, followed by an assessment of internal strategy documents and relevant materials. Then, we perform a competitive analysis and conduct heuristic and analytical reviews of our client's current digital activities. Finally, we look at the problem from the user perspective, where we engage in primary research to fully understand the target audience and how they want to interact with the brand online.
Huge has been the central planning and strategy definition hub for some of the most complex digital initiatives ever launched. Our planning process turns research into a clear set of consumer insights, user goals and business requirements. Along with user personas and scenarios, this information contributes to a strategic vision, defining the future digital state of the organization, as well as its messaging and brand positioning. We then set out a plan for bringing the vision to life. This includes feature prioritization, product roadmaps, connections, media and communications planning, and plans for evolving the internal organizational structure. Most importantly, the plan includes all the specific timelines, resource needs and workstreams required for the project to be successful.
In this phase, creative concepts are developed to support the overall strategy. In an iterative approach that supports innovation, we try lots of things, throwing out what doesn’t work and starting over until the results live up to the vision. Ideas can come from many places—customer insight, a business idea, a snippet of code, a beautiful image or a sketch on the back of a napkin. Professionals from all disciplines work together to produce concepts, each bringing his or her unique perspective to solve the problem. Throughout the concepting phase, we create prototypes and test ideas with members of the target audience. The results are polished ideas based on a detailed understanding of the client’s customers and designed to make an impact.
During the Implementation phase, our job is to translate creative concepts into a full program that goes live. Implementation often includes a complex array of workstreams, tracks and activities, which can include interaction design, visual design, technology development, content and asset development, display advertising production, and social media management. Our work in this phase tends to fall into three different categories, each with its own methodologies. Design and Development spans the creation of websites and applications; Production includes the development of content, copy, video, banners and other campaign assets; and Outreach encompasses social media management, blogger and influencer outreach, and media buying.
We go to great lengths to ensure that every initiative has defined Key Performance Indicators and metrics for success, building in analytics to measure program or platform performance. Our measurement expertise spans Web, campaign and social analytics, which are often made available to clients as interactive online dashboards. Our work also includes evaluating customer relationship management. We look at how customer data profiles can be used to create a better, more relevant experience for users that strengthens their connection to the brand.
Based on the data we collect, we analyze all of our work, so performance can be improved over time. Multivariate analysis and test-and-learn methodologies are particularly important components of our approach to evolving client solutions. If it's an e-commerce experience, we want to see how we can continually drive conversion and increase average order size; if it's a subscription business, we want to look at how we can iteratively lower churn; if it's campaign creative, we want to see how we can improve banner performance. By continuing to measure and evolve, we can improve ROI and show how digital drives business over time.