CASE STUDY – MARKETING INSIGHT BANK
CASE STUDY
Draft FCB-HackerGroup is a Direct Marketing, Direct Response (DMDR) agency under the global IGN umbrella group with a huge database of marketing experience, intelligence, insight and performance data gleaned from years working with clients such as AT&T, Carnival Cruises, Amnesty International and others.
- Client: Draft FCB – The HackerGroup
- Location: Seattle, WA
- Creative Director | Designer: Dale Cody
- Developer: Mark Smith
MARKETING INSIGHT BANK
The creative brief requested a secure online application with an easy-to-use and engaging interface that current clients, prospective client and internal stakeholders could access anytime depending on need and permissions etc. It was intended to be as much a tool for sales, as a resource for the agency and its customers. Because of this, the application had to provide different levels of access depending on who the user was.
Because this project was initiated by the CEO and executive team, progress and performance were scrutinized from beginning to end. Efficient planning, design and resource allocations etc. were critical factors in the success of this project.
As Creative Director, Dale provided excellent work, discipline and team spirit; a true gem on our team! His ability to combine creativity and management were exceptional. – German Burtscher SVP Ontempo
Planning
After conducting extensive needs analysis research, I based my initial conceptual approach using analogs from several sources and anchored with a touchscreen type user-interface (UI) that would function well regardless of whether the device or operating system had true touchscreen capability or not. My preference is to always design with graceful degradation in mind.
Design and Development
The idea was to increase perceived value and discovery through the metaphor of a bank with a vault. In order to gain any access, users had to enter a password, which in turn granted them varying degrees of full or restricted permissions. Information was categorized in such a way that made the process of discovery, insight and research both fun and interactive without being onerous
Stakeholders loved the concept and my team delivered the final product/service on time and under budget. Not only was it useful and used for internal purposes, but the sales team was also able to successfully leverage it as a tool for closing new business as well as providing increased value for existing customers.
