James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.
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It’s hard to create remarkable brand experiences without an inspiring insight into the user. I’ve always considered user insights to be the single most important component of a creative brief, and it’s no surprise that it’s also the most challenging component to develop. The process of uncovering a meaningful insight starts with understanding the user. You need to know your audience well beyond the demographics. How does he think? What does she feel? Not just about your product or service, but about the category?
It’s critical to understand the difference between an observation (a demonstrable fact about your product/service and your user—the “what”) and an insight (recognizing what motivates them—the “why”). It takes time and effort to sort through the more obvious observations to reveal the insight.
But it’s time and effort well spent. Properly developed and crafted, an insight serves as the inspirational launch pad for creative development, providing the illuminating Aha! that makes the message resonant and meaningful. The best insights address the solution, not the product/service. As the old saying goes, people don’t want eighth-inch drill bits; they want eighth-inch holes.
What are other elements of a great user insight?
- It illuminates the user more than the product or service
- It applies to the category more than the brand
- It’s single-minded and can be simply stated
- It’s about the universal and eternal, rather than the trendy
Let’s look at a handful of acclaimed campaigns and the insights that spawned them.
Dove: “Real Beauty”
The insight: Women—who come in all shapes and sizes—had become increasingly exasperated with the narrow portrayal of female beauty in the media.
The research that revealed this insight led to the creation of a breakthrough marketing strategy: “To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” The campaign built on this strategy looked like nothing the industry had seen before. The launch of the campaign received substantial media coverage from mainstream news broadcasts and publications, as well as talk shows and women’s magazines. Parent company Unilever has estimated the media coverage to be worth more than 30 times the purchased media.
California Milk Processor Board: “Got Milk?”
The insight: People wait until they’re out of milk to realize that they should buy more.
During a consumer focus group on milk held 25 years ago, someone said, “The only time I even think about milk is when I run out of it." The insight revealed by that remark became the foundation for a campaign that entertainingly presented what might happen if you allowed yourself to run out of milk. The “Got Milk?” campaign achieved over 90 percent awareness in the U.S., and the tagline has been licensed to dairy boards across the nation.
Old Spice: “The Man Your Man Could Smell Like”
The insight: Wives and girlfriends are more likely to buy men’s body wash than men are.
Consumer research revealed that for years Old Spice had aimed messaging for its body wash and hair care products at the wrong audience. The first commercial, featuring actor Isaiah Mustafa, was an overnight sensation and became a cultural phenomenon. Sales surpassed expectations and today Old Spice is the number one selling brand of body wash for men in the U.S.
At Sandstorm, our thoughtful, scientific approach to user research reveals illuminating insights on which effective brand strategies are built. For example:
Ensono: “Operate for Today. Optimize for Tomorrow”
The insight: Chief information officers are looking for resources to help them not just keep the data center running, but deliver strategic innovations that drive revenue.
Extensive primary and secondary research revealed how the role of our user, the CIO, was evolving. CIOs were increasingly being expected to make strategic contributions in the boardroom, moving from a traditional “build-and-feed” model to a construct that could be described as “dream and direct.” We developed a brand campaign for our client Ensono (which provides IT infrastructure management outsourcing) that positioned Ensono as “the company that dreams,” helping CIOs address their current needs and deliver on tomorrow’s objectives.
We developed the new name and brand identity for Ensono, designed and developed its new website and created an expansive portfolio of marketing materials. In one year, the site saw a 703 percent increase in total page views, an 859 percent hike in unique visitors and a 955 percent increase in lead form submissions!
We’d be delighted to help you find the unexpected user insights that deliver an enhanced brand experience. Contact us today to get started.
This blog was posted by Janna on .
About the Author
Inside the mind of our creative web design team
We work hard. We design hard. We push our own creativity and the creative expectations of our clients with our "yes, and" philosophy. We have this undeniable desire to make our clients feel "wow'd" when they see our design concepts. And we often work late getting each concept just right so it's aligned creatively, strategically, and research-based reducing the subjectivity of our work.
Our software interfaces, data visualizations, and web design transformations are driven by our usability expertise. The big difference in our creative execution is our practical thinking along with a desire for beautiful web design. We ask, "Can our users find the information that they need with this particular web design concept?" and "Does this work represent our best work?"
This blog was posted by Sandy on .
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It’s an honor to be on Fortune’s list of the 100 Fastest Growing Inner City Companies for the fifth time. But it also gives us pause. Because while we’re extremely lucky to continue experiencing growth, large parts of Chicago—the city we call home—are struggling.
So instead of taking this moment to pat ourselves on the back, we’re rolling up our sleeves.
We’re partnering with our neighbors at The Night Ministry, who support Chicago’s homeless population. On November 9th, we’re hosting a lunch-and-learn event for our team members, where they’ll gain knowledge about this amazing charity, then create care packages using items we donate. And we’re encouraging you to #ShareYourGoodFortune with The Night Ministry and with us on social media. Together, we’ll make an even greater impact on those who need our help!
This blog was posted by Sandy on October 15, 2018.
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How great is it when you walk into your local coffee shop and the barista already knows your order? That personal attention makes you feel special, and it’s the type of experience that keeps you coming back every morning.
What if your website could deliver that same personalized experience for your customers? With the right data and tools, it can. Which is why content personalization has quickly become the norm, not the exception.
Why’s Personalization All the Rage?
Consumers want and expect that coffee-shop experience everywhere they go. According to a study from the International Journal of Human-Computer Studies, 76% of consumers said they would like to receive personalized content. And research from Janrain, a leader in customer identity, found that 74% of online consumers get frustrated when a website’s content is irrelevant to their interests.
If you can deliver on these desires, you’ll be rewarded. Gartner estimates that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.
So How Does Personalizing Content Work?
As visitors navigate your site, their actions, demographic information and other personal data informs the content they interact with. For instance, if you’re a big box retailer and your 18-year-old female fashionista customer from Arizona visits the shoe section, it makes sense to show her Steve Madden sandals the next time she visits your site, instead of snow shoes and a parka.
One of the most effective ways to personalize content is through rule-based personalization. With this method, the first step is segmenting your audience. That means separating your users into smaller groups based on common attributes, which can be broad (age, income) or narrow (website visitors who’ve returned from a retargeting ad to purchase a specific product). Then you can set up if/then scenarios and rules that take each segment through their own journey.
At Sandstorm, we often deploy Kentico Content Management System (CMS) for our clients due to its native personalization functionality. In the scenario above, Kentico makes it easy to personalize the content displayed. Rules are created so that visitors meeting certain qualifications (e.g., geographic location, age, viewing history, etc.) are delivered specific content stored in the CMS. Given the vast amount of information available online and the decreasing amount of time people have, customers appreciate a tailored experience and are more likely to visit a site that delivers content specific to their interests and needs.
Making sure your customers are delighted and have a great experience is at the heart of what we do at Sandstorm. That’s why we continually conduct user research to better understand what consumers are seeking from a brand and its website. With over 3,000 hours of in-depth user interviews and usability tests under our belts, we take the subjectivity out of the process and use the research to inform our work, including content decisions related to personalization.
If you’d like to learn more about content personalization, contact us today. Or check out some of our work in Kentico.
This blog was posted by Karen Bartuch on September 25, 2018.
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The Hermes Creative Awards has honored Sandstorm Design with a platinum award for the agency’s redesign of the CLR Brands® website. The 2018 award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which administers the annual Hermes Creative Awards international competition.
Sandstorm’s reconstruction of the CLR Brands® website—which showcases CLR® and Tarn-X®, two of America’s favorite household cleaning products—delivered a clean, intuitive design and a significantly upgraded user experience. The site was built on the Kentico EMS platform, which enables enhanced integrated marketing automation, site searchability and personalization.
Kentico named the CLR Brands® website one of its top 10 sites for June 2018.
The Hermes Creative Awards recognize the messengers and creators of traditional and emerging media. The annual competition is judged by the AMCP, an international organization consisting of thousands of creative professionals. Entries are received from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.
This blog was posted by John on June 19, 2018.
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Sandstorm Design was honored with a gold statuette at the 2018 Hermes Creative Awards. The award was presented to Sandstorm for its impactful print ad for Accuity’s payments data products. This year’s award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which hosts the annual Hermes Creative Awards competition.
Sandstorm’s breakthrough ad was targeted at professionals at financial technology companies who develop products for the payments industry. The ad dramatizes the catastrophic consequences of choosing the wrong provider of payments data, and created an industry stir when introduced at the annual global Money 20/20 conference.
The Hermes Creative Awards are an annual international competition recognizing and celebrating the messengers and creators of traditional and emerging media. Entries are judged by the AMCP, an international organization consisting of thousands of creative professionals. Marketing materials across a wide range of categories are submitted by corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.
This blog was posted by John on June 19, 2018.
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Every year since 2005, the Drupal community has flocked to DrupalCon to learn, explore and share. This year, the Sandstorm® team headed to Nashville, Tennessee–site of DrupalCon 2018–to get the latest updates on one of our favorite CMSs, find inspiration, and get our hot-chicken fix. Here are a few of the things we took away from this year’s conference.
1. “Clients buy solutions not code.”
Software wizard Vladimir Roudakov reminded us that no matter how impeccable and innovative our code looks, what’s most important to our clients is that our code solves the problems they’re facing. It was a great message to ground us throughout our time in Nashville.
2. By 2020, there will be more than 50 billion connected devices
and
3. Most traffic on the internet is non-human
Developer advocate Emily Rose made a pretty compelling case for why we’ll be developing for humanoids in the not-so-far future. With 61% of the internet made up of bot traffic and connected devices estimated to outnumber people 6:1 in two years, that’s a concept that’s hard to argue with.
4. Increasing page speed by one second can increase conversion by 27%
Google announced that by July 2018, pagespeed will be a ranking factor for mobile searches. For businesses to reach that coveted first position in the search engine, they’ll need to make sure their site loads lightning fast. And the reward—a big bump in conversion rate—will be worth it.
5. Drupal makes big dreams a reality
To celebrate the total solar eclipse, Miles McLean and Ken Fang used Drupal to create a once-in-a-lifetime viewing experience, integrating more than 20 video feeds and real-time tracker. Forty million people used the tool to see the solar eclipse.
If you’re looking to do big things with your website, drop us a line.
This blog was posted by Jeff on May 2, 2018.
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Whether it drizzles or pours, it’s good to be carrying an umbrella.
Back in 2014, Drupalgeddon rained cats and dogs.
Drupal released a critical security update on October 15, 2014 with express directions to address the vulnerability within seven hours of the release. Unfortunately, a large number of system administrators didn’t grab their umbrellas, and—to stretch this metaphor to its limit—they got soaked. It was a wake-up call, to say the least.
So four years later, when Drupal released a similarly critical security update that many people called Drupalgeddon 2.0, the admin community was prepared. At Sandstorm®, we started planning right after the announcement, and when the update was released, we secured more than 30 sites in a single afternoon.
But we’ve always understood the importance of taking security updates seriously, whether it’s 2014 or 2018. Because staying on top of these updates is just one easy way to keep your systems safe. And as recent hacks and data breaches like those from Saks and Lord & Taylor continue to show, your safety is under constant attack.
So what else can you do to keep your site as safe as possible?
1. Move your site to HTTPS
More than half of internet traffic is now encrypted, which is great news. Having your site use HTTPS (SSL/TLS) helps protect against session hijack attacks, because all traffic between your server and the client is encrypted.
This is such a boon to security that Google has been talking about penalizing sites that don't use HTTPS. Most notably, the Google Chrome browser will start indicating sites without HTTPS as insecure, starting in July 2018. Just one more reason to get a move on.
2. Take charge of your passwords and access
A major line of defense for any infrastructure is good management of credentials. As individuals and institutions, we now have a number of tools at our disposal, such as password managers, policies, etc.
But what is often forgotten is to consistently and comprehensively review who has access to your systems. As a result, old employees still have access to sites and accounts, creating vulnerabilities that are just waiting to happen.
3. Keep your server and applications up to date
When security updates are released, they represent known vulnerabilities. It’s imperative to apply the updates immediately, or risk leaving a door open for malicious activity.
Ensure that your server is applying updates on a regular basis and that your web applications are updating any relevant frameworks or libraries. An ounce of prevention is much more cost efficient than trying to recover from a compromised server or application.
4. Ensure you have frequent backups
If something ever does happen, you want to be able to roll back to a safe state. That’s why it’s so critical to make sure your servers and your application have automated backups.
Most hosts offer backup services for a small additional fee, and you’ll want to ensure that these are configured and working.
5. Proactive threat management
Be proactive. Start a conversation with your host provider about threat management, and ask about automated systems that look for irregular traffic. Ask your web vendor about how code is managed on the server, and spend the time to find a solution that’s right for your organization.
Still not sure how you can stay protected? Sandstorm can help! Feel free to drop us a line, so we can help ensure your site is secure.
This blog was posted by Sean on April 12, 2018.
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Over the past several years, DCLI has transformed itself and the intermodal transportation industry. As the largest provider of chassis in the U.S., they’re renowned for their industry-leading technology and logistics expertise.
But DCLI’s web and marketing presence was hindering the company’s growth. That’s why they turned to Sandstorm®.
Engaging Tool Increases Revenue
DCLI first asked us to help them solve an interesting challenge: reduce the burden of high sales-call volume while increasing revenue among potential clients. We jumped at the opportunity.
Through intense collaboration, we were able to develop an automated quote tool that seamlessly integrated into DCLI’s website. The result? Within the first month of its launch, the quote tool generated 49% of all marketing-influenced revenue.
Confident in our ability to deliver proven results, DCLI shifted their focus to two even more ambitious initiatives:
- Creating marketing campaigns where none had previously existed
- Designing and developing a new website to showcase their revamped brand
Building Creative Campaigns From the Ground Up
DCLI came to us with aggressive marketing goals. To help them achieve their objectives, we held a marketing workshop with key members of the company. This allowed us to gain insights into their business, and collaborate on a value proposition and strategy statement that positioned DCLI as the most agile intermodal partner around.
Building on this strategic foundation, we created ad concepts, event collateral, infographic, and sell sheets that drove the DCLI brand forward. Most important for DCLI, we implemented tracking within creative so they can begin measuring return on ad spend.
But our most ambitious collaboration was completely redesigning and developing DCLI’s website.
Reimagining DCLI’s Digital Presence
Creating DCLI’s new website engaged nearly every aspect of our expertise. Our unique approach benefitted DCLI in several ways.
Better Targeting of Customer Verticals
DCLI needed their website to talk to five separate user groups—motor carriers, ocean carriers, non-vessel-owning common carriers, beneficial cargo owners, and domestic shippers. We designed every aspect of the new website with these users in mind, making it easy for them to self-identify and find the tools and information that matter most to them. We even traveled to one of the nation’s largest terminals so we could showcase the breadth and depth of DCLI’s expansive chassis fleet to potential customers.
Content Optimized for Search Engines
To enable DCLI to capture as much organic traffic as possible, we analyzed current traffic and performed competitive keyword analysis. This allowed us to optimize all content across the new website, which resulted in a 27% increase in organic traffic in the first two months of the launch.
Integrating Marketing Automation
To capture leads at key touch points, we needed to successfully integrate the Pardot CRM platform. That required setting up tracking codes, incorporating the Pardot plugin within the CMS, and styling a custom form template within the CRM. The solutions were a huge success for DCLI, and in the first day of launch, the integration resulted in 7 leads.
In the wake of the successful launch, we’re continuing to test and optimize, and collaborate with DCLI to identify new opportunities across sales and marketing that elevate their brand.
We’re thrilled to help DCLI spotlight all of the innovative ways they help their customers keep cargo moving. See the new DCLI website for yourself!
This blog was posted by Emma Thompson on March 20, 2018.
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65% of the population consists of visual learners - guide them with data visualization and reporting
Using your business goals, target metrics, and other drivers defined in the marketing workshop, we create data visualizations, dashboards, reports and analysis tailored to the needs of the marketing team, executives or other stakeholders.
Rows and rows of static data become charts, graphs, and other easily consumable graphics to help you find valuable information – such as trends and patterns – hiding within the data. Business and operational decisions are made easier, faster and more confidently with this evidence.
Want to know more about your data? Reach out today and we can work with even a small data set to show you what's possible.
This blog was posted by Nick on March 12.
