https://www.courtney-lacy.com/providence daily 0.75 2021-08-07 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/610f0c2fdd6e3f30b8c89aee/1628376111148/ Providence - Challenge In the midst of a brand merger and identity change, Providence approached VMLY&R to be their first partner to unify the Providence and St. Joseph Health brands, redefine the customer journey, give the newly unified brand a modern design refresh, and increase appointment booking leads on their site. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bae8b06d6951ef890c7c/5ff3bae8b06d6951ef890c85/1628376111148/illo-portrait-head.jpg Providence - Challenge In the midst of a brand merger and identity change, Providence approached VMLY&R to be their first partner to unify the Providence and St. Joseph Health brands, redefine the customer journey, give the newly unified brand a modern design refresh, and increase appointment booking leads on their site. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bae8b06d6951ef890c7c/5ff3bae8b06d6951ef890c83/1618701762861/illo-portrait-numbers.jpg Providence - Process Our XD team began by auditing wireframes originally created by Providence’s internal team. Our user-centered recommendations led to a series of workshops to quickly uncover personas, visitor journeys, and underlying customer needs. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bae8b06d6951ef890c7c/5ff3bae8b06d6951ef890c7f/1618612599503/Wired_Genius_Piece_5_McQuade.jpg Providence - Design Following our workshops, our UX team proceeded with wireframes; primarily focusing on finding a doctor and the booking experience. My UI team began working with Providence to define a new visual direction for the unified brands. Visually, we thought it was important for legacy St. Joseph patients to find something familiar in the newly merged experiences. Oh, and did I mention that they didn’t even have a new logo yet? The amount of trust they placed in us was refreshing but WILD. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bae8b06d6951ef890c7c/5ff3bae8b06d6951ef890c81/1618612863785/Wired_Genius_Piece_6_McQuade.jpg Providence - Results As we finalized the design, we ran a series of focus groups to measure the new site against the old experience. We tested five critical site actions and in each case our new site significantly outperformed the legacy platform. For example, on the task of "scheduling an appointment," which was our primary KPI, users scored the new design as “Very Easy” when asked to rate ease of use. The old site scored “Very Difficult” in that category. https://www.courtney-lacy.com/kraft-heinz daily 0.75 2021-08-23 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/6123e0891df19c455fd37af8/1619377995608/ Kraft Heinz - Problem Kraft Heinz tasked VMLY&R with innovating on the beloved sandwich. After decades of dominating the condiment aisle, Kraft Heinz was starting to see smaller CPG competitors gain more shelf space with condiments that introduced new flavors, cultural inspiration, modern packaging, and health-conscious options. Our task was to help Kraft Heinz, a brand with a combined total of 231 years in CPG, introduce a fresh take on sandwich condiments. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/5ff3bb104ab8dc281d1fbc3e/1619377995608/full-landscape.jpg Kraft Heinz - Problem Kraft Heinz tasked VMLY&R with innovating on the beloved sandwich. After decades of dominating the condiment aisle, Kraft Heinz was starting to see smaller CPG competitors gain more shelf space with condiments that introduced new flavors, cultural inspiration, modern packaging, and health-conscious options. Our task was to help Kraft Heinz, a brand with a combined total of 231 years in CPG, introduce a fresh take on sandwich condiments. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/5ff3bb104ab8dc281d1fbc42/1629741193482/close-portrait.jpg Kraft Heinz - Process Our team first guided Kraft Heinz through a goals and bounds workshop to define what success looks like. To better understand our consumers, we moved into our research phase, which included virtual observations, qual and quant research, and competitive and analogous brand research. After we distilled key insights from our research, we identified jobs to be done, narrowed those down to priority areas, and then concepts. Typically, we would do a lot of these steps in-person, but the pandemic forced us to conduct all of these collaborative steps virtually. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/5ff3bb104ab8dc281d1fbc44/1619378749392/close-portrait-2.jpg Kraft Heinz - Priority areas After working with our Kraft Heinz partners to vote on and prioritize priority areas, we continued to refine concepts around each priority area. Our priority areas helped us gain focus and solve the human need behind each priority area. While our partners wanted to see ideas for new, innovative packaging, they also challenged us to leverage existing Kraft Heinz packaging for production and retail ease. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/607a0d3972565465c1e3367a/1619378764471/kh+elevate+concept%402x.png Kraft Heinz https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/607a0d5f33521c74d1fd846b/1619379087651/kh+experiment+concept%402x.png Kraft Heinz https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/607a0d7d79634c124c336e58/1619379224605/kh+complement+concept%402x.png Kraft Heinz https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3bb104ab8dc281d1fbc3d/607a0d8e0fcb63445ce35971/1619379541111/kh+additional+concepts%402x.png Kraft Heinz https://www.courtney-lacy.com/cannes-young-lions daily 0.75 2021-04-18 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/607b799793a6f814e371f049/1618702994361/ Cannes Young Lions Competition - Challenge & insight The equipment that gives premature babies the best survival rate is so expensive that even the best U.S. hospitals are challenged to find funding for it. While people love helping a worthy cause, they don’t want to go out of their daily routine — which includes watching TV shows — to do so. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/5ff3be7c7fc0e62d0f54e89f/1618702994361/main.jpg Cannes Young Lions Competition - Challenge & insight The equipment that gives premature babies the best survival rate is so expensive that even the best U.S. hospitals are challenged to find funding for it. While people love helping a worthy cause, they don’t want to go out of their daily routine — which includes watching TV shows — to do so. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/5ff3be7c7fc0e62d0f54e899/1618703195214/relax.jpg Cannes Young Lions Competition - Idea Partner with Netflix to create a donate-to-watch stream of the new season of a Netflix original series before its much-anticipated release date. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/5ff3be7c7fc0e62d0f54e89d/1618703381880/work.jpg Cannes Young Lions Competition - How it works When viewers open Netflix, the first thing they see is the option to watch the most buzzed-about original series early. The only way to gain early access to the show is by donating to Brave Beginnings. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/5ff3be7c7fc0e62d0f54e895/1618703553243/create.jpg Cannes Young Lions Competition - Viewers are then encouraged to spread the word that they got early access to the hottest TV show by donating to Brave Beginnings. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/5ff3be7c7fc0e62d0f54e897/1618703725831/laugh.jpg Cannes Young Lions Competition - Impact of idea In 2016, Netflix's original series made up 21 of the 25 most popular streaming programs and far outpaced most series on Hulu and Amazon. Partnering with a returning Netflix Original Series would result in millions of impressions and donations. *Number of views of Netflix’s original series in the first 35 days (adult viewers 18-49) https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/5ff3be7c7fc0e62d0f54e894/607b78b48e883c1bd53cdda3/1618704791770/cannes+yl+6%402x.png Cannes Young Lions Competition - Results My partner, Amy Willsey Van Patten, and I placed 2nd on the national stage for Cannes Young Lions. https://www.courtney-lacy.com/electrolux daily 0.75 2021-04-16 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/607a072979634c124c32fb4a/1618609961829/ Electrolux - Electrolux in-store kiosk Electrolux sells many of its appliances at showroom stores that cater to consumers who are remodeling or building. The showrooms limit how many appliances brands are able to display, so we were challenged to showcase Electrolux’s full portfolio within the physical constraints of these retail spaces. Our in-store experience allows consumers to browse Electrolux’s entire portfolio of appliances. Shoppers can experience appliances at nearly life-size on an 86” touch screen. The application was also designed for the retail sales teams to use on tablets. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607a02c7858dcc7cac4c6ec5/607a02c7858dcc7cac4c6ecc/1618609961829/main.jpg Electrolux - Electrolux in-store kiosk Electrolux sells many of its appliances at showroom stores that cater to consumers who are remodeling or building. The showrooms limit how many appliances brands are able to display, so we were challenged to showcase Electrolux’s full portfolio within the physical constraints of these retail spaces. Our in-store experience allows consumers to browse Electrolux’s entire portfolio of appliances. Shoppers can experience appliances at nearly life-size on an 86” touch screen. The application was also designed for the retail sales teams to use on tablets. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607a02c7858dcc7cac4c6ec5/607a02c7858dcc7cac4c6eca/1618609063550/close-landscape.jpg Electrolux - Phase I The first phase of our in-store experience allowed consumers to browse Electrolux’s entire portfolio of appliances. Shoppers could experience appliances at nearly life-size on an 86” touch screen. The application was also designed for the retail sales teams to use on tablets. In addition to designing the experience, I worked closely with our tech and client team to provide guidelines and training for retail associates. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607a02c7858dcc7cac4c6ec5/607a02c7858dcc7cac4c6ec8/1618609139394/close-portrait.jpg Electrolux - Phase II We knew the experience needed to grow beyond the interactive appliance catalog and showroom. Our pitch for phase II gives shoppers a Buzzfeed-style quiz experience to match them to the perfect appliance suite. We also wanted the experience to feel more inspirational by allowing shoppers to design their kitchen at home or while they’re in-store. https://www.courtney-lacy.com/frigidaire daily 0.75 2021-04-19 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/607cd4ead86f341f00e01f11/1618792000974/ Frigidaire - Frigidaire Product Detail Redesign https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607ccdfc33521c74d1212d93/607cce0b300cc60f864efd83/1618792000974/frigidaire+1%402x.png Frigidaire - Frigidaire Product Detail Redesign https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607ccdfc33521c74d1212d93/607cd21772565465c1075cb0/1618793422467/frigidaire+2%402x.png Frigidaire - Challenge While working with our partners at Frigidaire, we observed that most shoppers began their journey at a retailer’s website, where they can easily compare features, prices, and brands. After narrowing down their options, shoppers explore brand websites in hope of finding more content about an appliance and the brand itself. We noticed that most shoppers abandoned Frigidaire.com after finding that the experience was the same or worse than the retailer websites. Our XD team recognized the opportunity to provide more engaging and relevant content along with a new design that elevates content that’s most useful to appliance shoppers. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/607ccdfc33521c74d1212d93/607cd3f1bbe7847012a14bdb/1618793706655/frigidaire+3%402x.png Frigidaire - Wireframes In a two-day workshop, we collaborated with our partners at Frigidaire to define how the new product experience should serve shoppers. We gathered insights from appliance category experts, conducted in-store research, and then created wireframes for testing. https://www.courtney-lacy.com/bav daily 0.75 2021-08-07 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/610f0af1781f731a4757aa92/1628371161691/ BAV - Challenge BAV, a research and analytics group within WPP, is the largest, most comprehensive brand analytics platform in the world. Since 1993, BAV has surveyed and collected data for over 52,000 brands globally to help brands understand where they sit within their category and the larger cultural landscape. While data is their product, they’ve always operated as a consultancy group within WPP. In 2021, their new CSO, recognized an opportunity to productize their data in order to take tedious manual tasks off the plates of their consultants. VMLY&R was challenged to design and build a web app experience so that gives all WPP employees access and the ability to create brand insights reports with BAV’s data…all within eight weeks. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/6085ca9c68bf6c6a7441bc6a/6085cae574c1c971697ebdf2/1628371161691/bav+intro%402x.png BAV - Challenge BAV, a research and analytics group within WPP, is the largest, most comprehensive brand analytics platform in the world. Since 1993, BAV has surveyed and collected data for over 52,000 brands globally to help brands understand where they sit within their category and the larger cultural landscape. While data is their product, they’ve always operated as a consultancy group within WPP. In 2021, their new CSO, recognized an opportunity to productize their data in order to take tedious manual tasks off the plates of their consultants. VMLY&R was challenged to design and build a web app experience so that gives all WPP employees access and the ability to create brand insights reports with BAV’s data…all within eight weeks. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/6085ca9c68bf6c6a7441bc6a/6085d9c384071c56e00573c3/1628375594267/bav+users%402x.png BAV Since we were making the new BAV tool accessible to all employees within the WPP network, we knew we had to really understand the primary users who would be interacting with the tool. They all had different needs and goals, but one thing they all had in common was quick access to brand data that could help inform their teams to create meaningful work and get client partners aligned with strategic decisions. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/6085ca9c68bf6c6a7441bc6a/610f004a9aa9fa7ec460f994/1628375544714/bav+user+flow%402x.png BAV Knowing that our users’ data proficiency would vary, we wanted to create a guided experience that could be easily used by anyone across the network. We accomplished this by managing the complexity of information and the number of decisions that users would need to make at each step. https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/6085ca9c68bf6c6a7441bc6a/610f07a76f703917e9dde3a2/1628375793877/bav+insights+report%402x.png BAV At the end of the experience, users are able to download their insights report as a PDF. The report is presentation-ready and packed with insights to help them understand the data and how to use it. https://www.courtney-lacy.com/contact daily 0.75 2021-08-09 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/610f13a0c387a702e759c765/1628378019827/%7E+line+light.png Contact https://www.courtney-lacy.com/about-1 daily 1.0 2021-08-09 https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/610f0df54d406b2d5d56d3db/1628376574052/224681767_4991969639520_4246709500370367381_n.jpeg About https://static1.squarespace.com/static/5c72ca3d01232c4e90439c56/t/610f12c968dc6b1eef638e24/1628377804667/%7E+line.png About