Reflection Submission - Visualization    Challenge:  While most people would assume the advertising industry is a very innovative space it actually  tends to be quite traditional in its processes. This is especially true at large organizations with  even bigger, global clients.     A large alcohol client of my advertising agency traditionally bought a lot of TV, out-of-home, and  print media. However, with the changing consumer landscape (read: digital-first, phone attached  to the hip), they recognized the need to develop a campaign that was more interactive,  engaging, and inclusive.    With a lot of stakeholders on the client side and internally at the agency I had to help everyone  understand the user journey and mechanics of a multi-channel digital idea through visualization.    Selection:  I chose the visualization tool as a way to simplify a complex idea, to engage stakeholders in the  process by drawing in real-time, and to help achieve a consensus on the plan.     Application:  In previous presentations, the creative team would simply read a script or somewhat enact what  viewers will see on screen. For this idea, we needed to briefly explain what it was, but more  importantly we needed to show how it would work to get stakeholder buy-in. Rather than simply  speaking about how it works, I used visualization to take stakeholders on a journey.    I first started out by visually showing a “day in the life” of a consumer to justify why we were  recommending the platforms and experience. I showed a visual of our target persona  surrounded by icons of the media they consume all day. This includes waking up and checking  email, messages, Facebook and Instagram. Later they may stream audio, or visit Youtube to  watch videos.    Then, I visually showed what the campaign user journey would look like. I explained to the  group that doing this exercise will help illuminate gaps and opportunities in the journey.     I drew the entire user experience from awareness of the campaign, through to participating and  sharing with their friends to drive earned media reach for the brand. Using thought bubbles, I  showed what the user’s mindset was in each phase. I used emojis to illustrate ‘pains’ and  ‘gains’, and I colour coded existing assets and new assets required to make for a great user  experience.    Once going through each phase in detail, I put the full journey up on one large screen so  everyone involved could see it from start to finish. We discussed possibilities, requirements, and

accountabilities. During this, I wrote down the list for each phase on screen so everyone could  see what needed to be accomplished.     Insight:  Visualization is immensely helpful in illustrating ideas that could otherwise be considered  complex, and as a result, fail to see the light of day. Oftentimes consumer journeys are  presented in a linear, text-heavy way. By using visuals, icons, and even emojis, it helped to  engage and maintain interest. It also provided a more natural way of highlighting everyone’s role  in the process - and in some cases- elevating others, who may have been ignored in the past.    Approach:  Next time I will provide a document to read prior to the meeting, inclusive of key data points and  insights about the consumer. That way, while going through the journey, everyone involved will  already be aware of key channels, consumer insights, and other considerations. This will make  the interaction flow easier versus fielding data questions on the go.


Reflection Submission - Visualization Challenge : While most people would assume the advertising industry is a very innovative space it actually tends to be quite traditional in its processes . This is especially true at large organizations with even bigger , global clients . A large alcohol client of my advertising agency traditionally bought a lot of TV , out - of - home , and print media . However , with the changing consumer landscape ( read : digital - first , phone attached to the hip ) , they recognized the need to develop a campaign that was more interactive , engaging , and inclusive . With a lot of stakeholders on the client side and internally at the agency I had to help everyone understand the user journey and mechanics of a multi - channel digital idea through visualization . Selection : I chose the visualization tool as a way to simplify a complex idea , to engage stakeholders in the process by drawing in real - time , and to help achieve a consensus on the plan . Application : In previous presentations , the creative team would simply read a script or somewhat enact what viewers will see on screen . For this idea , we needed to briefly explain what it was , but more importantly we needed to show how it would work to get stakeholder buy - in . Rather than simply speaking about how it works , I used visualization to take stakeholders on a journey . I first started out by visually showing a “ day in the life ” of a consumer to justify why we were recommending the platforms and experience . I showed a visual of our target persona surrounded by icons of the media they consume all day . This includes waking up and checking email , messages , Facebook and Instagram . Later they may stream audio , or visit Youtube to watch videos . Then , I visually showed what the campaign user journey would look like . I explained to the group that doing this exercise will help illuminate gaps and opportunities in the journey . I drew the entire user experience from awareness of the campaign , through to participating and sharing with their friends to drive earned media reach for the brand . Using thought bubbles , I showed what the user ’s mindset was in each phase . I used emojis to illustrate ‘ pains ’ and ‘ gains ’ , and I colour coded existing assets and new assets required to make for a great user experience . Once going through each phase in detail , I put the full journey up on one large screen so everyone involved could see it from start to finish . We discussed possibilities , requirements , and accountabilities . During this , I wrote down the list for each phase on screen so everyone could see what needed to be accomplished . Insight : Visualization is immensely helpful in illustrating ideas that could otherwise be considered complex , and as a result , fail to see the light of day . Oftentimes consumer journeys are presented in a linear , text - heavy way . By using visuals , icons , and even emojis , it helped to engage and maintain interest . It also provided a more natural way of highlighting everyone ’s role in the process - and in some cases- elevating others , who may have been ignored in the past . Approach : Next time I will provide a document to read prior to the meeting , inclusive of key data points and insights about the consumer . That way , while going through the journey , everyone involved will already be aware of key channels , consumer insights , and other considerations . This will make the interaction flow easier versus fielding data questions on the go .