Creative Brief
Website redesign and back-office management system
Starting point
Creative Brief is a UK digital platform that allows existing and potential clients to search for agencies based on their actual needs. More than once, clients contact digital, marketing or branding agencies in the hope they will find the ideal partner for their products. Sometimes that evaluation is not the right one and these partnerships sadly break apart, leaving clients frustrated with bad matches and agencies with a crazy amount of work that does not have any real output and results.
Creative Brief exists to simplify that first contact. With a database of agencies across the country, Creative Brief connects agencies with clients in the UK and abroad.
Why is this great for everyone?
First of all, time. The amount of time that both parties save when they look for the best possible partnership in the shortest amount of time, benefits everyone. Saves money to clients and saves an incredible amount of time to agencies and creatives in all areas.
Secondly, by having a showcase of work, different projects in different areas and a breakdown of expertise that can fit into one’s project, it simplifies the shortlist clients normally need to assemble for C-suite approval.
How did I start?
By creating scenarios that represented both spectrums - clients and agencies. Who would be the person for both sides that I needed to account for? How would I solve everyone’s problems or at least, make everyone’s life much easier? What was actually in need of solving and where did I want to take Creative Brief - as a platform and consequently, as a business.
Direction and approach
Not only was the priority to bring Creative Brief’s design to something where customers and staff would enjoy spending their time on, I wanted to create easy to manage journeys.
Easy for clients, so the decision making process of choosing a partner was frictionless and trustworthy but also, for Creative Brief’s staff that would need to manage the content of all agencies, promote the right agencies to potential clients and still maintain the relevance and communication strength of Creative Brief always on a high note.
Modular design
As every digital project requires, the component library needed to be easy to translate in any mobile device environment. Not only the dashboard views had this in mind but also, every form and customisable article page, blog post pages and agency profile pages, were designed and tested with Creative Brief’s staff to tailor every need of the end user.
Whether a marketing manager working for Creative Brief or a business leader looking for the new agency to partner with, the user journeys were designed to be simple and focusing on what each type of user needs the most.
How was I involved?
Creative Brief already had an amazing idea for their product. They were in the market but wanting to take their capabilities to the next possible level. I collaborated with Creative Brief to redesign their platform not only the front end but how agencies, clients and account managers and marketing managers interacted with each other.
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One of the main goals of this project was to redesign a platform that had a great business idea at heart. By enhancing the overall experience on the platform, I was able to create an ecosystem that allowed all parts to interact and gather knowledge about one another.
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By going back to square one, understanding who the customers and staff users were, by discussing what were the main goals of Creative Brief and how I could reduce even more pain points on their customer base, I was set to design critical journeys that would solve problems and bring in even more business through this platform.
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The way all items were planned and designed allowed us to deliver an experience that was scalable but also, rich in data points. The amount of quantitative data that Creative Brief was set to gather in the future was a massive plus. From agencies and their habits and behaviours, to clients and their constant expertise needs in different areas, this model ws setting up Creative Brief to own one of the most important data pools in the advertising and marketing industry.