Kickstart the creative process for a new human resources management software. My client was looking for an innovative way to express their ideas and thoughts around their product upcoming look and feel without the pressure of trying to be "creative".

I created and facilitated a Brand Experience Workshop with 9 employees involved in the project, including the company's executive team, sales team, marketing and the IT department. 

This approach is loosely based on Cooper's University "Brand Experience Workshop" course (Please note that I have not taken this course).

I collected 50+ artefacts such as movie posters, clocks, types of cars, screenshots of websites, portals, mobile applications, popular brands, etc. Participants were asked to vote for the favourite and least favourite designs based on their understanding of the platform's features, strengths and values. Lastly, I facilitated a group conversation around the votes, collecting comments, impressions and key statements in order to create a word cloud for a visual designer to seek inspiration from.

I set a trap by adding Batman's car to the mix of artefacts. The Batmobile received one vote that came from the company's President. One of the associates reacted to his vote by telling the group "the Batmobile is one of a kind, very expensive, very difficult to drive. Only one person can actually drive it, and that is Batman. Our platform should be accessible to business owners and HR Managers, so clearly, it ain't no Batmobile." What seemed to be a funny moment actually turned into a healthy conversation about brand positioning, and helped all participants get on the same page. It was a breakthrough moment!

See diagram below. 

The spectrum goes from left (what they don't want to be, represented in red) to right (what they would like to be, in blue). The bigger and bolder the keyword, the more often it came up in the conversation.

To find out more about this Experience Workshop or more UX services, 

contact me at caro@carolinezenss.com