THE SAVVY MARKETER'S GUIDE
TO DIGITAL EXPERIENCE DESIGN STRATEGY
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical,
including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher.
© 2013 Quarry Integrated Communications Inc. Published November 2013.
2
Quarry
www.quarry.com
experiencestrategy@quarry.com
You have a golden opportunity to create (or update) a digital asset—maybe
it's a website, an app, a product's digital interface or one of your social channels.
The budget and timeline are almost reasonable. Your multi-disciplinary project
team—some of the best people in the organization—works together seamlessly
through the long hours of design and development. And, despite the last-minute
addition of "critical" new features, you get the job done. It's built on industry
best practices. It looks great, and works great too.
But at the end of the day, it still feels, well, conventional. Worse, it doesn't move
the needle in any significant way. It isn't building the brand, improving sales
or attracting new prospects. For some reason, it just isn't connecting with its
target audience like it should. Sure, all the latest cool tools and features are there
but, to be honest, your competitors have those too. It's a sound product, but
not a great experience.
This document is for you if the above scenario sounds too familiar. You're likely
a manager or director in a B2B or B2C organization, and your name is already
associated with some good products or services. But what's eluded you is the
creation of a knock-it-out-of-the-park great buyer experience. You want to create
something that engages your buyers at an emotional level, working like it was
tailor-made for them, seemingly anticipating what they want to achieve and
intuitively helping them achieve it.
In the following pages, we offer a framework to connect big-picture strategy and
shop-floor tactics, helping you design truly game-changing digital experiences.
By filling the void between corporate objectives and the nitty-gritty details found
in style guides, we will help you give members of your design team—brand
strategists, user experience designers, visual designers, copywriters and digital
developers—the collaborative framework they need to make better, more consistent
choices. So whether you're designing a simple app or a full suite of websites, each
touchpoint will build towards a meaningful relationship with each buyer.
Sound ambitious? It is. And it's too important to ignore. So let's get started.
PS: We hope you agree there are lots of tweetable ideas in this Guide. Click the
Twitter icon to share any of them with your network.
Go ahead, try it now if you'd like.
IS THIS GUIDE
FOR YOU?
You're likely
a manager or
director in a B2B or
B2C organization,
and your name
is already associated
with some
good products
or services
