Other creative credits
Ricky Carlton (designer)
The brand squad
Before designing too far away from what we already established, we laid out the basics of elements we knew were “must haves” for the Bankrate brand. This included the primary color, and a few brand pillars and characteristics that were laid out in previous sprints.
It helped to have the same base to start with, so I created a template file of a few on-site widgets and features for everyone to add their branding explorations to. This went down really well, and we had a lot more alignment of ideas compared to previous exercises.
Since this was mid-pandemic, we couldn’t “get together” in person, but instead we made it a virtual design sprint event. We uploaded all explorations to Invision and invited the entire creative team to use 3 comments (as “dots”) to vote on anything they liked, using the comment field to write more if they wanted.
I gathered all of the comments/votes and added them to a Google Sheet to get a different view, and noticed some very clear winners and trends for what was resonating.
Takeaways and challenges
This is especially true if there are no solid rules or guidance to reference. “You” might have a great memory for details, or a gut feeling, but others may not. It’s important to set the baseline of expectations and share that with your team.
During the week when we were working on the templates, two designers had what we called “a-ha” moments with design elements. They shared their works in progress and it spun the team in even more creative directions.
When we all shared our explorations, the end results were all pretty aligned, compared to earlier exercises, which was awesome to see!
At a glance
Establishing clear goals in the beginning will prevent confusion and chaos later on.
Share your WIPs, you never know what might inspire someone and you can bounce ideas back and forth.
Document your decisions when final.
© Heather Geary