Case Study: Enhancing Client Experience for a US-Based Brand
The Client
I had the pleasure of working with a US-based brand, and although our work is under an NDA, I can share an anonymized case study with their permission.
The Problem
In a landscape still dominated by paper, my client faced a challenge: their customer interactions were outdated and disconnected. With a new service on the horizon, they realized the urgent need to modernize their communication methods. Their existing customer touchpoints—a collection of 20+ unique forms—were inconsistently structured and hastily assembled, leading to a confusing and unprofessional experience for their clients. This lack of consistency not only overwhelmed customers but also made it difficult for my client to efficiently gather necessary information, with each form presenting data in varying formats and locations. Our goal was clear: to create visually appealing, cohesive forms that truly reflected their brand and streamlined the entire communication process.
The Solution
We focused on:
Streamlining: Making sure that every document was easy to fill out, reducing client frustration.
Branding: Incorporating their brand’s personality into the forms, so every touchpoint felt cohesive.
User Experience: Designing with the end-user in mind, ensuring clients found the information they needed quickly and effortlessly.
The result? A smoother, more engaging experience for their customers, setting the stage for the successful launch of their new service. This case highlights the importance of adapting to changing client needs and embracing a modern approach while maintaining a strong brand identity.
Brand Asset Elevation
The Process
Client walk through/user interviews | market research | visual research | design | refining for use as template | SOP developmentThe Results
We kicked things off by designing a form for a shiny new product launch. From there, I crafted a cohesive branding system for all related assets. After chatting with key users, I established a logical structure for integrating essential technical info alongside specific design rules tailored for different types of data on the forms.
The Old Assets
The outcome? A fresh visual language that seamlessly connects the whole range of assets. We developed logical and consistent systems for presenting similar information across diverse formats, helping customers easily adapt to my client’s unique style.
Additionally, I laid out design guidelines to ensure everything remains functional for real-world use while staying true to the brand. And, to keep things dynamic, we established a hierarchy for when to flex those rules, ensuring a consistent look and feel despite the various information types and lengths.
The Update
On the left, the old form back. On the right, the new. This vital information was previously shoved into an unnecessarily small area, with another inconsistent grid making it hard to scan for the correct information. In the updated forms, this vital information is easier to scan—and consistent in its presentation across forms.
