Lately I’ve been wondering, “Do we really fight for the user?” In a typical web design and development project, are we consumed with usability or are we consumed with staying under budget? Do we care about the user’s needs or are we concerned with meeting keyword density and enlarging the logo? Are we making the best user experience possible or are we appeasing the board of directors?

So, how do you fight for the user?

• Ask user-centered questions.
• Develop accurate user personas based on qualitative and quantitative research.
• Conduct usability testing and refine accordingly to correct bad user experiences.

You may think I’m crazy. You may say “it will cost to much.” You may say that you don’t have the time for that. I would say, we can’t afford not fight for the user. These elements don’t need to be elaborate, expensive, and time consuming. Start small, keep it simple, and by all means…keep it about the user.

On usability testing

Don’t wait until a site is functional. Have a user analyze the information architecture, the wireframes, and then the polished designs. Making these efforts early will save you later. Once the site is functional, you can always conduct proper usability testing with software like Silverback by Clearleft.

Say it with me:
I will fight for the users.
I won’t let obstacles stand in the way.
End of line.

The same is true in our world. We can’t slide every project down a creative assembly line and expect to meet our clients’ needs. We also can’t force results by applying the same formula each time. Each project is a journey; and, as with any journey, we evaluate the desired outcome and craft a path that makes sense. Though we don’t use the same route for each opportunity, we do follow the same methodology. What is methodology, you ask? So glad you asked! Methodology is a series of methods, principles, and rules that guide a discipline. A typical process is a series of checkpoints where methodology allows room for iteration, recreation, and flexibility – while keeping everything en route!

Antistatic’s methodology is truly scalable and flexible – much like any successful journey needs to be! This methodology can be applied to projects of any size – allowing them to stay on course and flow beautifully. Following a methodology, much like picking the best route off a map – takes the mystery out of the equation.

Our methodology involves the following pinpoints: discovery, strategy, ideation, refinement, and delivery. These points are a vital part of each project’s path. A proper discovery allows us to dig deep into an organization’s DNA and understand their goals, values, audience, etc. Strategy allows us to align these goals with the audience and their desires. The practice of ideation grants us the space needed to generate multiple ideas and solutions. Refinement provides the opportunity to take a good idea and make it a great one. Delivery...what good are any of the other steps if you never make it to your final destination?

Here’s to the journey!

Too often we put obstacles in our own path. We forget our own story or lose sight of the cause. If our story is worth pursuing, isn’t it worth breaking down every barrier to see it spread? Your barriers may be called budget restraints, timing, leadership, resources, or just plain old fear but should these really keep you from pursuing your story? Sometimes they have merit, but most often these are just excuses and these excuses create static that keep you from hearing and seeing things clearly.

As your organization continue on the journey, you will have seasons of growth, maintenance, restoration, and even decline. In each season, it is vital that your story is constantly retold. In doing this you will never lose sight of your purpose. You will realize that all you need is a little creativity. You will realize that you are unique and uniquely positioned right now.

One of the most foundational concepts that you must grasp about holistic branding is that EVERYTHING speaks. Each email, proposal, contract, invoice, brochure, banner, website, newsletter, phone call, bathroom signage... every interaction speaks to your audience about your brand. It is vital that each interaction is measured against your Brand DNA and that it is properly aligned to your Brand DNA. This measurement and interaction is foundational in they daily life of your organization. It should be the natural rhythm of each decision, initiative, meeting, and opportunity.

Everything speaks. What is your brand saying?

Authentic stories are a powerful thing. They can reform a church, create a political following, or start a revolution. This is why "brand stories" must be authentic. A brand story that tells others who you are and what you are passionate about. The authentic brand story becomes the mantra of a movement. The audience moves from listeners to citizens… owning the story, enforcing the story, and inspiring others by living out the story. As one of my favorite authors Seth Godin said, “Living and breathing an authentic story is the best way to survive in an conversation-rich world.” This is so true for any organization and it is right at the core of branding. Does your organization have an authentic story? Are you encouraging your citizens to live the story? Are you living it out daily or have you already proven yourself to be a heretic?

If your brand feels lost, tired, or disconnected, maybe its time you revisited your brand story. Where did you come from? Who are you? Where are you going? Why should I care?

Just wanted to take a second and say Merry Christmas and Happy New Year to everyone, especially our clients and their families! 2010 was an amazing year, lots of great projects and good times. Looking forward to what 2011 holds!

Refining your ideas on paper is organic and naturally creative. It forces you to physically erase, rework and polish your ideas. This concept applies to more than just design. In fact, if all of us would start on paper when facing a project that requires strategic thought, I believe we would naturally come to better conclusions. There is nothing wrong with using technology, computers, iPads... whatever (believe me - I love them) but they inherently make us work faster, and this often keeps us from refining our good ideas into something great. We settle with the first and fastest idea and check that project off the list instead of deliberately reworking the idea until it is well brewed.

I’m not saying this will work for everyone, all the time, on every project. All I ask is that you give it a shot on your next “deep” project.

Brew something great!

It’s hard to believe, but Antistatic is celebrating 5 years of business November 1st! It's been an amazing ride and we're hoping for many more! We're so thankful for all the great clients, opportunities and projects we've been able to work with. Seriously, people - Thank you!

The world doesn't need any more AAA Creative Services, or Best Solutions XYZ. I wanted a name that would make people think; make them ask questions. As we determined the driving forces behind our philosophy, it all came down to one consistent philosophy: clarity and creativity. Communication without clarity is just noise. Its like static that is blindly broadcasted to the masses with the hope that someone will be able to decode the message.

This approach never works. That's where we come in. We help you fight the static, clarify your brand's messaging, creative, and communication tools. We are Antistatic.