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From Ultra Boring to Super Awes
Foundational Paperwork for Creative Success
Hello!I’m Robbie Moore• cd at 3 Media Web• design professor• sweet spot• unicorn’s grandad
Hold on a sec, am I in the right room?
• ramping up: 4-figure to 5-figure• generic themes to custom sites
What’s your problem?
• feel like a creative doormat• hourly rate is maxed out• don’t have a delightful process
Goals• not be a creative doormat• charge more $$• to enjoy designing awesome WP sites
Design superhero
• super powers• do gooder• someone in distress• trust your skills• awe• admiration
Save me!
• MIPNITR• your new best friend
PHOTO NOT AVAILABLE
You have the skills
• you’re more user savvy than the client (<$50K)• talk sense – save them from themselves• it’s all about proof
Sell the sizzle, baby• Creative Strategy – 10 questions & “the conversation”• Site Maps – why you need 6, minimum• Wire Frames – why creativity is bad• Downloads
Creative Strategy• What is a Creative Strategy?• Mach 5 onboarding• humble curiosity & the drunken ninja
Creative Strategy: Ten Questions
• 10 questions (+1)• the conversation
Q:1Industry Landscape• different verticals• icebreaker for noob
Q:2Client’s Challenge(s)• can’t solve a problem until it’s defined• do they know the problem?
Q:3Visitor problem• user pain points• user unawareness – introduce MIPNITR
Q:4Site objective• connect client pain to user’s pain• mistaken identity• client lingo
Q:5#1 Benefit, promise or offer• users need proof• I’m clueless (I’m not alone)• self-reflection
Q:6Supporting facts/proof• unhook the lure• soft underbelly = honesty• trust-building
Q:7Who are we talkin’ to?(notice the conv. Tone)• authority/expertise• quickie personas• constituent groups• watch out for “everyone”
Q:8Competition• butt whoopin’• pre-emptive namedropping• sites
Q:9Tone• golden adjectives• lazy words• lighten up• invite into process
Q:10Mandatories• coloring lines (logo, font, colors)• logo as litmus
Q:11Is this a good idea?• question yourself • honest dogooder• flagship• green light/ red light
Creative Strategy: Show & Tell
• switch to PDF
Site Maps• What is a Site Map?• Napkin sketches (lo-fi)• Omnigraffle• living doc/site freeze
Site Maps:Show & Tell
• 2x client & 4x competition (proof)• competitive analysis• best practices• headcount/weedy
Wire Frames• What is a Wire Frame?• blah on purpose• mostly everything’s the same (structure)• more creative = exploratory = expensive• bubbles to the rescue
Wire Frames:Show & Tell
• layer cake• top clicks• interior x3• online store/blog/gallery• download examples (link)
PaperworkSchmaperwork
• synthesize it (Aha!)• share w/client (evidence)• sign off (ratchet)• naughty, review paperwork• see if they follow and trust you
Super Awes Case Study
• layer cake• top clicks• aspirational
Be Super Awes!• rescue users• rid the world of ugly sites• be Super Awes, but be Web Safe – don’t wear pink, wear #ff5dab
