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Jing Wang - 12.03.2018

How Designers Translate Business Requirements into Effective Creative Concepts

Design plays a significant role in today's increasingly competitive business environment. Strong creative concepts are more than good-looking designs; they add value by drawing customers’ attention to products and services, creating a distinct personality for the brand and helping marketers reach target audiences effectively.

As a designer, I meet the challenge of converting business requirements into effective creative by applying a three-step process: Researching Quantity and Quality, Analyzing and Defining Problems, and Developing and Executing Creative Concepts.

 1. Researching Quality and Quantity

Before starting any creative project, it's necessary to understand the client as much as possible. This includes not only researching day-to-day data like the size of the company and physical location but the quality of its offerings, such as the benefits and features it offers customers, and how it is positioned within its industry. It's also important to research and compare the creative efforts of the company's competition. Knowing the most visited pages and the pages where users spend the most time help identify behaviors that can be enhanced or influenced by more effective design. By accumulating a large quantity of data about the enterprise, it's possible to find a distinctive perspective for creative approaches that address any design problems with the goal of enhancing the company's position in its marketplace.

2. Defining Issues and Concepting Ideas

The next step it to organize and analyze the information that's been gathered to determine the client's current creative stumbling blocks and strategies to remove them. Identifying user pain points helps to determine specific design needs. What current design elements are causing issues? What are users looking for and how can elements like iconography and color-coding be improved to facilitate navigation to meet end goals? Once issues are identified, we are better able to develop effective concepts that remove the pain points for smoother, faster digital transactions.

3. Bring the Vision to Life

After the design approach is approved, it's finally time for creative execution. As with any creative piece, it's necessary to follow best practice design principles for elements like columns, margins, imagery and legibility, to name just a few. It's also important to work within the brand's guidelines for fonts, colors, messaging, etc. While these guidelines should always be respected, it's also important to keep thinking critically, which can lead to pushing boundaries within these guidelines when we're confident doing so will help resolve current design issues.

In conclusion, translating company requirements into creative for a project is more than making things pretty and well organized. Every step along the way, from researching quality and quantity to defining issues and concepts to bringing visions to life, contributes to the overall effectiveness of the final design and its final execution. The end result should help users browse and purchase products with the least amount of effort.

If your enterprise has a great story to tell, drop us a line. We can show you how Sagepath's designers can align creative with your business strategy to boost your brand’s performance, help you reach your target audience and improve conversion and ROI.