Rob-Meldrum-Portfolio

Rob Meldrum Experience Architect 1

ROB MELDRUMExperience Architect / Portfolio

phone: 07764 485496email: [email protected]: @rcmeldrumblog: dis.ruptors.com


I’m Rob and I’m an Experience Architect.

I started out life as a Creative Technologist designing Flash experiences, and then leading teams as a Technology Director. As an Innovation Director I spent my time with clients and creatives inspiring and educating them with new and exciting technologies. And as a UX specialist I’ve worked with strategists to really understand the people we’re trying to communicate with.

THE BEST BRANDS DON’T SELL PRODUCTS, THEY CREATE EXPERIENCES. EXPERIENCES THAT REAL PEOPLE CAN CONNECT WITH, BE ENTERTAINED BY, AND MAKE THEIR OWN.As an Experience Architect I design and plan these brand experiences for people by understanding who they are, what they want and when they want it.

HELLO


WHAT MAKES ME A GOOD EXPERIENCE ARCHITECT?

STRATEGIC UNDERSTANDING

Working with traditional planners as well as data scientists I’ve gained vital

experience to help shape my understanding of the audience.

PRODUCTION KNOWLEDGEKnowing budgets, build times and the potential pitfalls means I can spot possible issues early on.

EXPERIENCE ARCHITECT

TECHNICAL FOUNDATIONS

My background in development and interest in tech gives me

an understanding of how digital touchpoints work.

CREATIVE EXPERIENCEWorking as a third partner in a creative team allows me to not only brief creatives, but help get to the answer quicker.

“How do we bring it to life in a way that’s engaging and interesting?”

“Will the developers actually be able to build it?”

“Will the audience connect with it, or even care?”

“Can we actually make it happen within time and budget?”


IDEA CREATIONI’ll work with more traditional creative teams, identifying creative territories and scamping ideas.

BUILDI’ll help the producers plan the build of each idea by writing functional specifications and working with third party companies.

MEASURE AND LEARNI’ll study tracking data and run usability tests to assess success. I’ll develop options for build improvements (for next release) or possible pivot moments.

IDENTIFY BRAND AND AUDIENCE CONNECTIONNext is to map each persona’s current mindset, and their affinity with the brand. Technical ability and potential triggers are also useful.

CREATE EXPERIENCE MAPSBy understanding when, where and how we can talk to our audience it will inform the creative briefing and allow for targeted creative executions.

IDENTIFY CREATIVE OPPORTUNITIESUsing the experience maps it becomes clear where the creative opportunities lie. Writing creative briefs in this way allow for far more focused output of work.

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DEFINE THE AUDIENCE(S)By studying behaviour patterns, interviewing users, and working with data experts I create personas, which capture our understanding of the people we’re trying to talk to.

DEVELOP USER GOALSUnderstand what the user wants to do, who they want to be and how they want to feel.

ALIGN USER GOALS WITH BUSINESS OBJECTIVESFrom the user goals I will identify the areas that are most likely to yield best business results.

Every project is different and not all will need every stage below, but here are the processes that I go through as an Experience Architect:

MY APPROACH TO EXPERIENCE ARCHITECTURE

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CASE STUDIESVirgin Atlantic / Ready to Fly

Mars Pedigree / Tracks

City & Guilds / Digital Sales Brochures


VIRGIN ATLANTICREADY TO FLY

As Virgin Atlantic’s Global CRM agency, Naked’s role allowed me to really focus on the customer. This project was a challenge to make the time between booking and going on a Virgin Atlantic flight as exciting, inspirational and easy for the customer as possible.

I created the content strategy for the ‘Ready to Fly’ program: “deliver relevant, useful content to the customer at the right time for them between booking and flying”.

By aligning the customer goals (‘make it easy for me to check in online’, ‘make me excited about my holiday destination’) with business goals (‘sell upgrade and ancillary products’ and ‘get customers to fill in important information pre-airport’) I built the communication structure that flexed and personalised for every individual.

CHALLENGE

STRATEGY & ARCHITECTURE

Once the strategy and architecture for the project was complete it was on to designing a wireframe and content system that gave enough room for the designers to bring the experience to life, without compromising the tight production timeline.

In order to make the sure the complicated logic structure was understood, I wrote the full functional specification for the build and worked with the third-party production team to write the plan and execute the build.

Although in it’s early stages the project has already seen an increase in interactions over 30% and an overall increase in completed business objectives, as well as increased customer satisfaction.

EXECUTION


Content module strategy showing relevance changing over time Three phases of communication, with two different types - Trip and Holiday



Original wireframe showing content order and placement Final website design, showing content modules and dynamic placement



Content plan post-it note client workshop

Final content plan created in Omnigraffle



MARS PEDIGREEPEDIGREE TRACKS

The vision I sold to Pedigree was simple: dog owners can’t communicate with their dogs, but by using technology Pedigree can help them understand their furry friends better.

CHALLENGE


I first worked with the planning team to create the strategic vision for this tracking mobile application: ‘calories in, calories out’.

I then set to work shaping the user experience architecture, mapping and wireframing the journey from registration through to everyday use.

To help sell this idea to clients that had never made an app before, I brought the experience to life by creating a demo for them using proto.io

EXECUTION

I crafted the look with the design department, and then became the technical architect – writing the functional specification and production plan, developing the personalised calorie algorithms, and working with our partners to bring the vision to life, whilst also working with the clients to make sure everyone was involved.

The result is an app that every dog owner should own. And the first step on a long road for Pedigree to establish themselves as thought leaders in modern pet care and ownership.



Original scamps

Final Mobile App designs (iOS)


A sensor from a fitness bracelet taped to my dog’s collar

Application Sitemap



CITY & GUILDSDIGITAL SALES BROCHURES

City & Guilds, the company that promotes education, training and global skills development, had a real business problem – they were spending one million pounds a year on printing their training brochures. Their sales team weren’t too happy either – they had to drag a suitcase full of them to every new business meeting.

Partnering with the Creative Director it was quickly into design and working out how to push the interaction as far as possible whilst still making the asset delivery achievable. We released the first brochures in less than two months, and I wrote user guides and ran personalised training sessions for the countrywide sales team.

CHALLENGE


EXECUTION

We knew digitizing this process was the answer, but we needed to find a solution that was market ready in less than two months, and didn’t blow the budget. I set the strategic approach that challenged us to “provide an accessible, central hub to deliver new digital brochures iteratively, and make the sales process more interactive and personal”.

I used an MVP approach across the whole project, and first built a prototype in Axure to allow the clients to get a feel for the new interactive brochures. Next I assessed the type of technical platform needed to deliver brochure content, and I recommended the use of interactive PDFs (in the first instance) delivered to iPads via an off the shelf app.


Original App wireframes

FInal App design screen

CITY & GUILDSDIGITAL SALES BROCHURES


APPENDIXExample processes, charts and documents- Content structure, iPad App, Persona- Experience Map- CRM Architecture- Interactive iPad Wireframes


EXAMPLE DOCUMENTATION

Proposed content structure for Virgin Atlantic CRM program One of three personas used in original eBay European social media pitch

iPad interactive demo app used in eBay European social media pitch



Full Experience Map for Paddy Power (Pitch documentation)



Mapped CRM architecture for Virgin Atlantic Flying Club program



Interactive Wireframes for PaddyPower (pitch documentation)


THANK YOUphone: 07764 485496email: [email protected]: @rcmeldrumblog: dis.ruptors.com

Documents

Rob-Meldrum-Portfolio