Innovation, memorability, and engagement.
Those are the three key factors we target when we embark on a new virtual experience. Usually, these goals aren't unreasonable to achieve; spend 4-6 weeks planning out a solid creative, layout your groundwork, and build upon it to create something unique.
Except, imagine instead of 4-6 weeks to plan your creative, it's instead crunched down to 3. And those three weeks are not just exclusive to planning the creative direction. You also have to crunch in your dev time, world design, asset development, and every aspect required to meet the three goals, all while running extensive QA. While this may sound impossible, it just requires extensive coordination and communication. You need to work with a team that isn't only the best at what they do, but they're the best at prioritizing and figuring out how something meets our goals the best, all without compromising the timeline or falling short of spec. ("Moving Quickly")
Making this happen is identifying key points that matter most to an experience. For a concert, it's creating a pseudo-social experience with the artist or band. For a charity, it's developing as many touchpoints as possible for spreading awareness and raising money. Simultaneously, It's all about building an association between the brand and a positive experience for a traditional brand. When you have to crunch a process that generally takes months into just a couple of weeks -- these factors must never be compromised on, even when it feels like time is not on your side. ("breaking things").
Finally, it's crucial that these priorities are all relative. Different audiences with different preferences will have a skewed view of what these priorities should be. (And, that's okay.) It's essential always to stay absolute and on track for the key focus, and through that, you'll always meet the goals.
Alternatively, you can also go with the longer timeline -- but where's the excitement in that?
- Devon
Those are the three key factors we target when we embark on a new virtual experience. Usually, these goals aren't unreasonable to achieve; spend 4-6 weeks planning out a solid creative, layout your groundwork, and build upon it to create something unique.
Except, imagine instead of 4-6 weeks to plan your creative, it's instead crunched down to 3. And those three weeks are not just exclusive to planning the creative direction. You also have to crunch in your dev time, world design, asset development, and every aspect required to meet the three goals, all while running extensive QA. While this may sound impossible, it just requires extensive coordination and communication. You need to work with a team that isn't only the best at what they do, but they're the best at prioritizing and figuring out how something meets our goals the best, all without compromising the timeline or falling short of spec. ("Moving Quickly")
Making this happen is identifying key points that matter most to an experience. For a concert, it's creating a pseudo-social experience with the artist or band. For a charity, it's developing as many touchpoints as possible for spreading awareness and raising money. Simultaneously, It's all about building an association between the brand and a positive experience for a traditional brand. When you have to crunch a process that generally takes months into just a couple of weeks -- these factors must never be compromised on, even when it feels like time is not on your side. ("breaking things").
Finally, it's crucial that these priorities are all relative. Different audiences with different preferences will have a skewed view of what these priorities should be. (And, that's okay.) It's essential always to stay absolute and on track for the key focus, and through that, you'll always meet the goals.
Alternatively, you can also go with the longer timeline -- but where's the excitement in that?
- Devon