Creation Theory LogoType

Process

Does your current partner really even have a process ?

Our agile, sprint-based process affords us the opportunity to:

  • Consult regularly with our stakeholders

    – giving them high visibility across all deliverables and at all stages of the project, as well as being able to factor in real-time feedback.

  • Rapidly Prototype

    messaging and design solutions for testing and feedback, iterating upon these to develop a minimum viable product - using a lean methodology, which ensures time and/or budgetary resources are not wasted.

  • Measure

    - taking the more qualitative, emotional / psychological and at times outright esoteric aspects of why customers really make their purchase decisions and turning those insights into tangible and testable models, applying the rigors of the data sciences.

DISCOVERY:

What is 'it' ? Who are we talking to about it and what do they really want from it ?

  • In this phase we ask all the big questions, explore all of the variables and seek to become the customer - to think and feel what they do.
  • This is the fun part - the opportunity to expand our perspective, to challenge our assumptions and to imagine.

  • There will be many post-it notes.

Key Milestones:

These are the main tangible outcomes resulting from our stage 1 initiatives:

  • Initial Stakeholder Engagement.

    These initial sessions will help us all to define and catch the over-arching vision, to form a group dynamic, identify team members and roles and set-up an initial roadmap.

  • Mind-Mapping and Ideation 'Jam'.

    This is one of the most fun and inspiring parts of the entire journey - here we get to dream big, to ask 'what if'...

  • Market Research Report.

    In consultation with our digital partners and their wealth of market-data insights, we will extract and clarify the most interesting and promising of these, in preparation for a deeper dive investigation.

  • Value Statement.

    Out of our stage one engagement sessions we will also define the value we intend to offer the market - the 5x 'W's in particular should lead us to being able to achive claity around this.

  • Market Hypothesis.

    Resultant from our stakeholder engagement sessions, as well as in consultation with our digital partners around existing market data, we will identify and define what we aim to flesh-out and test in the exploration stage.

  • KPIs.

    or 'Key Performance Indicators'. How do we know if we are succeeding over-all in our project ? Let's define what success looks like for us.

  • Business Model Canvas.

    Possibly the single most useful tool to come along in the Lean Startup age, this simple sheet can help us to form an over-all macro view of our business model - very quickly and in consultation with all stakeholders.

EXPLORATION:

Now it’s time to take our discoveries and to focus in upon the opportunities with the most potential.

  • How can we communicate with our prospect in an arresting and compelling way - to help them begin to form a picture in their mind - to visualize themselves experiencing our offering ?
  • This phase will see us forming some valid hypothesis around what is top of mind at the very moment of purchase and creating some messaging and communications prototypes which can be taken into testing - our next phase...

Key Milestones:

At this stage, our creation begins to take form, with the following actionables:

  • Conceptual Design.

    Our initial design concepts, answering the Market Hypothesis, Value Statement and informed by our market research and data - these are our first gestures toward connecting with our target customer.

  • Prototyping.

    In digital of physical form, these are a key set of practical applications of our massaging and comms - including tangibles such as a landing page, a packaging mock-up - anything which we can present in user testing.

  • Customer Personas.

    This document will profile our ideal target customer, as defined during our discovery-stage and will form our point of reference throughout the project for who we are aiming to engage with - identifying our ideal customer and their typical behaviours and preferences.

  • Customer Journey Map.

    An explicit of every step in the process that it takes to get the user from initial curiosity, all the way through to the moment they say ‘yes’ to our offering.

  • User Stories.

    Emerging from user testing, we should be able now to assemble a clear set of customer experience requirements, with a view to scoping out and commencing our build.

VALIDATION:

But do they actually like it ??

  • It would be easy to keep on exploring, almost perpetually, but it's probably about time we got some feedback, before we go too much further down the track.
  • Key Milestones:

    A rigourous validation stage will see us actioning these items:

    • Focus Groups.

      Yes, they have their detractors and we're certainly not going to bet the house on the findings, but more than once they have shone light on a glaring omission in our early stage assumptions, so, time and money well spent for that reason alone.

    • User testing.

      Whether we decide to set up focus sessions, in collaboration with the client, or whether we decide to just release our MVP into the wild - either way, this is the moment of truth - will there be traction, or friction !

    • Surveys.

      Sure, you never complete them and maybe even find them spammy, but you know, a lot of other people actually do complete these and they can be research and insights gold - and all for free !

    • User Experience.

      or 'UX' is the fusion of psychology and analytics which helps us design the most engaging and frictionless experience for our users.

    • Information Architecture.

      Derivative of UX, this is more concerned with how we structure our digital / tech side at our end - ie: how do we manage our data, payments, etc - all the under-the-bonnet work that makes it all 'just work'.

    BUILDING:

    Ok, NOW we can design a logo ! As part of a broader brand architecture, of course:

    • By this point, we feel we have comprehensively explored the mind-scape of the purchase decision maker and taken the time to ensure all relevant stakeholders have been heard and their concerns understood.

    Key Milestones:

    We are now well and truly into the meat of brand asset creation and collateral delivery - commonly including, but not limited to:

    • Design + Dev.

      Combining our most successful conceptual designs and prototypes with all that we have learned about our market to this point, we now begin the design production process in earnest.

    • Brand.

      While 'branding' is SO much more than designing a logo, it certainly will include one - as well as other usual suspects, such as the broader Graphic Design, Key Visuals, Key Messaging, Style Guide and other key messaging devices.

    • Minimum Viable Product.

      For all we have done to this point, this is it - the end game - our actual product. Well, at least the first presentable version of it.

    • Communications Strategy.

      Too often startups [ and even a lot of fully grown companies, unfortunately ], tend to fire off from the hip, creating a mess of confusion and mixed messages for the customer along the way. Maybe let's not do that.

    • Go-To-Market Strategy.

      But how are we actually planning on bringing this amazing thing we've created to life and releasing it into the world ?! Well, here's the plan...

    • Product Roadmap.

      This document is a macro of the project execution pipeline, encompassing what we are specifically aiming to build and the steps toward executing on this.

    • Revenue Model.

      All of the costings, revenue streams, payment terms, cash-flow, projections and everything else that an investor really wants to know.

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