Imagine Deliver

Imagine Deliver is a specialized, local consultancy dedicated to inclusive design and equitable system strategies. Its ideal client partners are visionary, intersectional leaders committed to implementing bold, systemic, and sustainable changes to better serve their end users.

Objective

Imagine Deliver aims to leverage its success to become a nationally recognized thought leader in inclusive and equitable consultancy. This project focuses on advancing the firm’s website and integrating thought leadership content into a comprehensive, multi-touchpoint engagement strategy for target audiences.

The research process involved an in-depth examination of Imagine Deliver’s and competitors’ websites, followed by a competitive analysis of social media engagement across industry players. An interview with key stakeholder Taqee Khaled provided further project context. Project tasks and deliverables were managed on a Kanban board, ensuring organized progress throughout each development phase. The culmination of this research and development was presented to the client in a detailed video presentation.

Users:

  • CEOs

  • Human Resource Officers

  • DEI Advocates

Tools:

  • Excalidraw

  • Figma

  • Google Workspace

  • iMovie

  • Logic

  • Photoshop

  • Zoom

Process & Methodology:

  • Deep Dive Research

  • Stakeholder Interview

  • Kanban Board

  • Competitor Analysis

  • User Survey

  • Touchpoint Strategy Mapping

  • Rapid Prototyping

  • High-Fidelity Prototyping

  • Storyboarding

  • Audio/Video Editing and Recording

Deliverables:

Team: Grace, Nicole, Jared, Sara, Tad

Deep Dive, Competitor Analysis, and User Survey

To gain a competitive perspective, a comprehensive deep dive into Imagine Deliver’s website and competitors’ platforms was conducted. This was followed by an analysis of social media strategies across competitors to identify the most effective channels for engagement. A user survey on social media usage was conducted on Instagram, led by Grace and Nicole, to gather insights into preferred platforms and content types.

The synthesized findings from the deep dive, competitive analysis, and user survey were used to create a detailed user persona and strategy map.

Social Media Audit Results

Touchpoint Strategy Mapping

A user persona, “Connie,” was created to represent a typical Imagine Deliver website visitor. Connie, a mid-level UX researcher from Minneapolis, is interested in exploring equitable design practices and is looking for thought leaders who offer actionable strategies and resources.

A strategy map (pdf) was developed to illustrate Connie’s journey of discovering and engaging with Imagine Deliver, highlighting potential gaps in the company’s current content strategy.

Strategy Map

Touchpoint Prototyping

Using insights from the research and strategy map, critical website touchpoints were identified for enhancement. Rapid prototypes of new features addressing these touchpoints were developed in Excalidraw. I focused on prototyping website areas where additional content would enhance user experience, while Jared and Sara developed updates to the homepage and resources page, respectively.

The prototypes underwent review, with feedback incorporated into high-fidelity prototypes created in Figma.

Client Presentation

A storyboard was developed to outline the client presentation, leading to a slide deck in Figma. I designed the slide templates and assembled individual slides incorporating my high-fidelity wireframes, while other team members contributed slides from their assets.

The team collaborated on the script, with Nicole handling sound recording and editing and Jared managing the video recording of the Figma presentation, creating a polished final presentation (mp4).

In Conclusion

Imagine Deliver has invested significant effort in creating content across various platforms, but currently lacks a centralized hub to streamline and amplify that content.

To position Imagine Deliver as a national thought leader, it is recommended to reorganize and expand content offerings on the website, establishing a cohesive and accessible resource that reinforces the firm’s commitment to inclusive and equitable consultancy.