MY ROLE: Experience team lead, Client liaison
SERVICES: Discovery, Strategy, Empathy Mapping, Persona Development, Journey Mapping, User Experience Design, Content Modeling, Visual Design, CMS Integration & Development, Content Personalization
The client had to rethink everything about the YellaWood brand after a major acquisition took Great Southern Wood’s from 33 Southern and Midwestern markets to 100 markets spanning 27 states and the District of Columbia. Nearly two-thirds of the geography was new to the brand.
Home is where people want to be, and they head out to their lawns, patios, porches and balconies to enjoy every square inch. The severe economic downturn we suffered in recent years taught Americans that living a more relaxed and authentic life brings them some much-needed personal satisfaction and peace of mind. They want to enjoy life more, including socializing more, learning new skills and taking every opportunity to show others what they have to offer.
The approach was a significant departure from what the client had done in the past. We created an “Anthem to Hard Work.” While you might expect to visually see people laboring together to bring various backyard projects to life, we did just the opposite. One vignette after another showed the true outcome of hard work—years of napping, relaxing and just enjoying the fruits of their labor consumers could expect after their projects were done. Every commercial was edited to a piece of original music we titled “Hard Work.” The integrated campaign featured: Television, Online video, Search and Display, Social/Content, Outdoor and Trade.
RESULTS
- 26% increase in purchase intent since launch
- 2x traffic YoY
- 7x increase in dealer locator search
TOOLSETS USED
Adobe Creative Suite, Invision, Figma, Freemind, Gather Content, Google Docs, Trello
METHODOLOGY
Agile (Hybrid Scrum)
Emapthy mapping collaborative session
Persona Collaboration, Outputs
Experience Mapping
Taxonomy & Content Modeling
Content Development, Curation
