Some reflexions
While it's important to manage a project according to the rules of the art, creativity has no rules… although some essential elements remain at the heart of a creative process.
Here are a few examples of the key elements taken into account in some of the projects presented in this portfolio
- define -
I approached understanding customer needs through comprehensive research methods such as conducting customer interviews, analyzing data, and performing user testing. It was imperative to pinpoint the specific challenges customers encountered when using products or services, as this guided the design process towards effective solutions. Through these initiatives, I meticulously developed detailed customer journeys to chart the most optimal path to success, identifying friction points along the way and proposing significant enhancements.
By incorporating these insights and determining actionable steps, I collaborated closely with teams to craft innovative, customer-centric solutions. Additionally, I articulated a clear vision for each project, outlining how the proposed solutions could evolve to meet evolving customer needs and long-term business objectives.
For instance, in the case of Safranière des Cantons, I conducted a comprehensive market analysis and positioned the brand along the communication axis of La Safranière des Cantons. Through benchmarking its service and product offerings within its market, I identified the need to adjust product types and basket formulas to capture additional market share. Subsequently, I focused on enhancing the description, presentation, and organization of deliveries to better resonate with customers. This involved proposing improvements to the website, refining the description of offers and products, and streamlining the registration process for subscribers to the organic basket, ultimately resulting in a more user-friendly experience and improved market penetration
- irritant -
It all begins with an unmet need, a deficiency in services, or the presence of irritants. Without fail, any request for marketing, design, or adjustments in the customer journey stems from these fundamental elements. The ability to swiftly identify the genuine problem, rather than merely addressing its symptoms, is pivotal in tackling the root cause effectively.
Take Jeremie Postel, for example. While he possessed a visionary and enthusiastic spirit, his high-quality products were overshadowed by a certain level of disorganization and a lack of credibility. The crux of Jeremie's issue lay in his inability to establish a brand image that truly reflected the excellence of his offerings. I aided him in defining his corporate identity, ensuring it conveyed the true essence and superiority of his products.
The proposed solution involved a complete rebranding initiative: designing a new logo, creating distinct labels for his four different products, setting up a website (which was previously non-existent), and arranging a professional photo shoot to generate captivating content for dissemination. This project spanned almost two years, demanding considerable effort and dedication. But in the end, it was a deeply rewarding endeavor!
- simplicity > complexity -
Both visually and logistically, knowing how to streamline a work sequence, a project, a visual, a space, gives the mind back the space to execute but also to appreciate. Knowing how to unclutter and de-clutter is essential; any good project, no matter what its nature, deserves to be simplified at the end of the line. Often less is more .
Jeremie Postel: I'll say it, Jeremie was a bit old-fashioned. He loves abundance, he wants to say everything and show everything at the same time. So I had to be strategic and teach him how to create a space that added emphasis on the details and got back to basics. That way, the most important thing stays in the presentation and isn't drowned out by the rest.
- context -
Context holds immense significance in design and service delivery, as it heavily influences their creation and utilization. There are instances where prioritizing convenience, practicality, and accessibility within a specific context outweighs other considerations.
For instance, let's consider the development of the Cigonia APP. The primary goal was to streamline the process for clients to access their physiotherapy exercises swiftly and conveniently, thereby enhancing adherence to their prescribed exercise regimen. Previously, patients were required to access their exercises through desktop computers, which posed a barrier to seamless engagement.
By introducing a client application, we aimed to provide a solution that allowed users to access their exercises directly on their smartphones—a significant enhancement in accessibility and ease of use. This approach not only met the immediate needs of the clients but also contributed to long-term engagement and adherence. Additionally, to ensure continuity and accessibility, the application was seamlessly integrated into the website, offering a quick link for users in case of application unavailability or uninstallation. This integration exemplifies our commitment to prioritizing user experience and ensuring accessibility across various contexts
- stay realistic -
Remaining grounded in reality is crucial to avoid falling into common pitfalls. Striving to accomplish everything risks diluting focus, while aiming for the bare minimum stifles the development of ideas or projects. It's essential to assess the logistical parameters of a project, including technical, budgetary, and time constraints, to move forward effectively and prevent setbacks.
Every project requires a balanced approach that considers feasibility alongside ambition. By understanding the practical limitations and challenges, one can navigate the path forward with clarity and purpose, maximizing the project's potential while mitigating risks. This pragmatic mindset ensures progress while safeguarding against potential setbacks or overreach
- referent -
Understanding the emotional impact of visuals is paramount in the creation process. Questions like "How does this visual make me feel?" and "What impression does this label give about the product's quality?" are crucial considerations. Perception, emotion, and description are invaluable assets in both appreciating and designing visuals.
Being able to convey an atmosphere, mood, or reference adds objectivity and descriptive depth to pitch a project effectively to clients. By tapping into the power of perception and emotion, designers can create visuals that resonate deeply with their audience, eliciting the desired response and conveying the intended message.
In any project, the ability to evoke emotion, communicate quality, and convey meaning through visuals is key to capturing attention, building connection, and driving engagement.
- flow -
Smoothness is key. What else can I add? Minimize unnecessary steps, avoid overextending, and prioritize the pleasant aspect when analyzing a visual, a tool, or a digital sequence.
Consider Jean-Pierre Beaudouin's coaching project: Establishing an online journey pipeline through Kajabi to deliver online classes and courses. It's not just about organizing content; it's about making it appealing and user-friendly. (Though not highlighted in this portfolio, it's a project I'd rather forget... we all have one!)