Brand Calibration

When receiving custom content, every brand has consistent needs to be reflected in the content produced. We need a way to capture that and standardize it across all users. In this project, we created a custom interface to speed line and reduce friction within the current process of brands capturing their guidelines.

CompanyShutterstock CustomRoleProduct DesignerYear2017Linkapp.flashstock.com

Brand Calibration Case Study

Problem: Clients have a style guide that they follow for their brand and they need to define their guidelines through calibration. The process is manual and takes an accumulative of 7.5 hours to set up and define through the client and their client success manager.

Stakeholder Interviews: Stakeholder interviews were conducted with external brand users (inputter), internal client success managers (facilitators), and external contributors (receivers). Each interview ranged between 30 minutes to 1 hour. Through the process, we determined the process and identified pain points and areas of success.

Strategy: Through research and competitive analysis, the product manager and I created a strategy around our business goals to help shape the product.

1) Drive consistency
2) Make briefing easier for clients and more turnkey for CSMs
3) Enable the brief wizard
4) Drive efficiency by saving delivery and CSM time to create and present custom content
5) Save significant cost
6) Reduce time to value since the exercise can be executed more quickly

Hypothesis of Solution: Find commonalities in brand guidelines that can be standardized across all brands and verticals. Create an intuitive and interactive interface that allows users to picture their brand by isolating key terms (ex: shallow depth of field, dim light etc.). Allow users to indicate what is good for their brand and what does not work. These guidelines can be reusable being visually friendly and digestible for contributors to easily scan when shooting a brief.

Design Phase: While in my sketching phase, I kept our business goals in mind, how to get the attention of users, how to create a non-intrusive experience, and how the UI could be scalable.

Conclusion: This project had many challenges as it feeds into the future state of other features within the platform. Because this is an entry point of information that travels through our internal team to the contributors and will live through the duration of the relationship, I had to carefully think of the system as a whole.

Our team was able to create an interactive way for a brand user to calibrate their brand guidelines. We significantly reduced the timeframe from 7.5 hours down to an average of 20 minutes. We were able to train new users quicker about how to think of content when writing a brief. We were able to help solve losing new users initially due to time frame and initial content results by reducing time and improving the instructions within a brief. Most importantly, we were able to help scale the brand calibration process and the briefing process.

A future v2 would consist of having vertical specific variables to calibrate against. For example, beverage companies would have a stronger focus on glassware.