Problem

Our stories lacked visual appeal and failed to create sufficient interest, making it challenging to captivate our clients and encourage further reading. The business has many rich stories with different styles and content on individual business web pages but not from client’s perspective. See the web page version below.

• Hub Page
• Story Page

Solution

In simple terms - we aim for people to consume our content in a relatable and memorable manner. We are fostering a storytelling culture that highlights Deloitte's positive impact in the client's words and showcases how we positively influence their businesses. We are spotlighting Deloitte's exceptional abilities that set us apart from competitors by showcasing featured stories and encourage engagement through elegant design and compelling content.

Target Audience

We are targeting an external audience of deloitte.com page visitors who are clients or potential clients to drive awareness of Deloitte’s capabilities and the ultimate success of our clients. Our audience may be aware of the services Deloitte offers, but unaware of the impact Deloitte has on their clients and the success they guide them toward would potentially be drawn to hiring a competitor.

Competitive Analysis

Based on the market research we concluded that our competitors feature top client success stories on their home page with easy navigation and searchability for their full set of stories. The most compelling stories are told from the client's perspective, are concise, and highlight client impact. Lastly, the most engaging content incorporates vibrant graphics, the human factor, and a consistent style.

Inspiration

Scrolling effects

Intrigue users to explore and keep scrolling. Especially for long content, it keeps them engaged and spending more time.

Bold typography and imagery

More than words on a page, typography can be treated as art complimenting the imagery and helping lead the viewer throughout our stories and entice them to explore.

Data Visualization

An important aspect of storytelling is letting the impact numbers tell their own story. Represent data with sophistication and precision.

Strategy

User journey

We wanted to create compelling storytelling and an increased level of engagement through world-class visual design and intuitive functionality. By making stories dynamic, it will give an experience for the reader and continue to emphasize on world-class visual design with minimal content. The goal was to make it elegant, human-centered, and minimalistic. It should engage both types of readers; skimmers and deep divers.

Timeline

We wanted to create compelling storytelling and an increased level of engagement through world-class visual design and intuitive functionality. By making stories dynamic, it will give an experience for the reader and continue to emphasize on world-class visual design with minimal content. The goal was to make it elegant, human-centered, and minimalistic. It should engage both types of readers; skimmers and deep divers.

Initial sketches

UX Recommendations

Develop centralized program for creating and showcasing these client stories spanning Green Dot. Leverage an industrialized process that produces consistent stories that are synergistic and ensuring stories are compelling and tell a story from the client’s point of view. Let’s inspire teams across functions to participate in the program by submitting projects and sharing stories.

Visual Identity

Logo

Since the campaign is called "The Ripple Effect" we created an abstract simplified graphic representing ripple. To comply with Deloitte's brand guideline, the hero image is a circular motif represented in a clearform.

Website

hubpage

The hub page showcases the main featured story, along with the other iconic stories (up to 6 stories). It encouraged engagement through elegant design and compelling content and excites the user to continue reading through our success stories. Once there are more than 3 stories in the carousel, the background will be a parallax scroll and the carousel will be a horizontal scroll.

Individual Story Page

The individual story page follows the interactive template for consistency among the stories and streamlined, repeatable page development. The design supports compelling storytelling and an increased level of engagement through interactivity and intuitive functionality. The basic skeleton of the story includes a header, big intro statement, the situation, the solve timeline, big solve statement, the impact, and final big statement. At the end of the page, the viewer can browser for other stories.

Other Assets

Downloadable PDF

On the web page, the user is able to download a PDF version of the story. To keep it print-friendly, the layout is 8.5x11, and changed the dark background to white. We took the webpage layout and made it adaptable into a print layout so it’s downloadable. Designed each section (cover, the situation, the solve, and the impact) on a separate page for uninterpreted storytelling and visual enhancement.

Promotions

For the launch and promotion, we utilized the Deloitte.com page, internal d.net page, social media, email/newsletter, and other digital promotions.

• Internal Deloitte
• Deloitte.com
• Email

Leading with copy

I worked with a content strategist to create an templatized intake forum for the writer with content storyline, specific character count, and copy for interactive elements specially for the impact section where we focus on the graphics.

The design was so compelling and impactful to the business that it helped the other departments volunteered to submit stories.

The Team

Contributions

“It takes a village” is truly a phrase that applied to this project. I was the lead designer on this project and I worked with another designer who was responsible for the photography and the creative director. I was able to collaborated closely with the copywriter and the developers.

As the lead designer, my goals were to meet the client’s vision by refining the web experience and delivering an impactful experience. I was responsible for the initial market search, high-fidelity mock ups + the other design deliverables, branding and user testing.