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14 slides that illustrate my information design approach and the range of customer communications (and supporting materials) that I develop. The last three slides are case study examples.
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+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
Andrew Boag | Information design | Writing | Consultancy
1
Andrew Boag – expertise I’m a leading customer communications designer and strategist – with 20 years experience in improving service touchpoints and driving value.
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I apply research and service design techniques to understand desired customer behaviour – using workshops, customer journey mapping, blueprinting, prototyping.
Andrew Boag | Information design | Writing | Consultancy
2
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I’m expert in brand optimisation, simplification, and accessibility.
Andrew Boag | Information design | Writing | Consultancy
3
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I apply effective language and information design techniques to develop communication prototypes: forms, contracts, renewals, letters, bills and statements, digital information, instructions, graphic data visualisations.
Andrew Boag | Information design | Writing | Consultancy
4
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I deliver award winning creative solutions that exploit complex technical and regulatory requirements.
Andrew Boag | Information design | Writing | Consultancy
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+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I’m an expert in measuring information design performance using business metrics.
Andrew Boag | Information design | Writing | Consultancy
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+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I create research protocols, manuals, toolkits, and specifications that are easy to use.
Andrew Boag | Information design | Writing | Consultancy
7
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I advise clients and agencies and have worked with some of the biggest financial services, utility, and public sector brands.
For example …
Combined Insurance
National Savings & Investments
Nationwide Building Society
Standard Life
Aviva
Andrew Boag | Information design | Writing | Consultancy
8
British Gas
Business Stream
EDF-Energy
Scottish Power
Southern Water
Yorkshire Water
T-Mobile
Three
HMRC
Office of the Public Guardian
Royal Mail
Office for National Statistics
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I have excellent mentoring skills – helping creative individuals and teams to reach their potential.
Andrew Boag | Information design | Writing | Consultancy
9
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
I write, research, blog, and teach.
Andrew Boag | Information design | Writing | Consultancy
10
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
And I’m co-Chair of the profession’s leading membership association.
Career history 1994 – 2013 : Owner and Director at Boag McCann Ltd – UK’s leading information design practice 1990 – 1993 : Special Projects Manager at Monotype Typography Ltd 1985 – 1990 : Lecturer at Department of Typography & Graphic Communication, University of Reading 1981 – 1985 : First Class honors degree in Typography, University of Reading
Andrew Boag | Information design | Writing | Consultancy
11
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
Royal Mail
Andrew Boag | Information design | Writing | Consultancy
12
Royal Mail’s B2B invoices were confusing and difficult to reconcile. Using customer research, stakeholder workshops, and journey mapping techniques I identified key design improvement: • clarity and naming of invoice types, • product & service listings and the amount of detail in each transaction, • clarity of payment methods and instructions. Measures. The redesigned bills: • increased speed of payment, • reduced invoice-related helpline calls, and • increased customer satisfaction. ‘The project required the assimilation of a high level of technical detail – Boag swiftly acquired a working knowledge of Royal Mail systems and processes which enabled him to design the best solution for us.’ Susan Lewis, Senior Brand Strategy Manager
Royal Mail’s ‘Instant guide’ desk reference manual (illustrated right >) used an ingenious format to speed information look-up times whilst minimising space on the Post Office counter.
Projects carried out with the BoagMcCann team.
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
Scottish Power
Andrew Boag | Information design | Writing | Consultancy
13
Scottish Power’s bills confused customers.
I undertook a wide ranging review of customer research, and held extensive stakeholder workshops. This gave me a deep understanding of the range of bill scenarios and customer types, technical opportunities, and the regulatory context.
The redesign: • reduced front-page content (by retaining account summary information up front and moving all supporting detail to the reverse); • used a three column approach to reinforce the sequence of statement periods and next steps; • used colour to reinforce the next steps when an action is required by the customer.
Measures: the new bills optimised full colour print technology whilst minimising the number of pages (and therefore total print cost).
Project carried out with the BoagMcCann team and Ben Weiner.
ACTUAL READING
This period last year
This period
Your gas use (kWh)
This period last year
741
639
6546 6558
This period
Your electricity use (kWh)
MS SAMPLE1 SAMPLE ROADSAMPLESVILLESAMPLE TOWNXXX XXX
Balance of your last statement
£42.65(in credit)
Payments receivedPayment 01 Apr 10 £110.00Payment 04 May 10 £110.00Payment 01 Jun 10 £110.00
Your account balance on 15 June 2010
£372.65(in credit)
Last period This period Next steps
Your energy useThis bill period compared to the same period last year.
Got a question about this comparison? You will find answers to frequently asked questions at www.scottishpower.co.uk/consumptionNote: one or more of your meter readings may have been estimated to calculate your energy use.
24 hour emergency
Gas 0800 111 999
Electricity 0800 66 88 77
DBlock
Account number
0000 0000 000
Date 17 June 2010Page 1 of 3
Your gas and electricity statement, actual useStatement period 28 March 2010 – 16 June 2010You are on our Discounted Energy December 2010 package
www.scottishpower.co.uk
0845 2700 700 8am – 7pm weekdays, 8.30am – 1pm Saturday
www.scottishpower.co.uk/contactus
➔ Your next monthly payment of £110 will be taken on 1st Jul 10. You don’t have to take any action.
➔ Thank you for your custom.
➔ Our unique Direct Debit Bonus Scheme means that if your account is in credit, we may give you a little extra back. Terms and Conditions apply.
➔ Why not manage your account online? For five times in a row we have been awarded the Best Online Service Award† in the Energy Customer Satisfaction Awards by uSwitch.com
➔ You can find free advice and information on how to save energy at www.scottishpower.co.uk
†For more information see uswitch.com
S00 000 000
00 0000 0000 000
Account balance £372.65 (in credit)
Energy charges £282.71Discounts £3.55Total VAT £13.96
Total £293.12For full details of the charges see over ➔
Your new account balance
£79.53(in credit)
-
+44 [0] 7966 520023 | [email protected] | linkedin.com/in/asboag
Combined Insurance
Andrew Boag | Information design | Writing | Consultancy
14
Combined Insurance used up to 5 different forms – all requiring signature – to sign up customers to multiple insurance products in their homes. A customer wasn’t underwritten until the forms had been copied at Combined, and returned to the customer.
The redesign used multi-leaf no-carbon-required perforated booklet pages to allow sales colleagues to sign customers up for up to 11 policies via one form, requiring one signature. One copy is retained by the customer and one by Combined – and the customer is therefore underwritten at the point of signature.
The design incorporates many best practice form design features: • colour tinted background to highlight the response boxes; • clear language to explain policy features; • effective routing and signposting; • clear section divisions; • logical flow of content; • minimised repetition.
Project carried out with the BoagMcCann team.