CREATIVE PROCESS
ARCADE EDITION
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Immersion
LEVEL ONE
Mission
Get obsessed. You’re creating a VR experience? Play one. You’re designing an website for a Supercar? Drive one. You’re pitching for a luxury watch maker? Wear one. Or at least try on a fake. I actually did those things and I’m eagerly awaiting a brief for Stella Artois. I always aim to immerse myself in the brand, product and user. Ideas that aren't born from that perspective don't work.
Inventory
BRIEFINGS
WORKSHOPS
PERSONAS
RESEARCH & ANALYSIS
USER STORIES
SPECIAL MOVE OBSESSION
Ideation
LEVEL TWO
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Mission
Welcome to the level where the magic happens. There is no consistent formula here, and if anyone says otherwise, I guess they know more than me. Ideas can come when you’re carrying out creative team workshops. They can come when you're sat studiously clicking, drawing or writing. They can come when your laying in bed at 3:30am. If you’re immersed, obsessed and engaged, the killer ideas always come. Be ready to share them.
Inventory
MOODBOARDS
FEATURE LISTS
SCAMPS & SKETCHES
WIREFRAMES
STORYBOARDS
SPECIAL MOVE COLLABORATION
Iteration
LEVEL THREE
Mission
Ideas have to be fleshed out and challenged. Collect data from everyone and their aunt but remember; your users and your goals are what matters. Build on them and test them. Version after version. Every creative instinctively knows when they nail it. Whether it's a tiny detail or the big idea, there's a buzz, and an inner voice says; “This is it”. But that's also the danger zone. That's when you need science to have your back.
Inventory
DESIGNS
PROTOTYPES
MOTION STUDIES
A/B TESTING
GUIDELINES & SYSTEMS
SPECIAL MOVE: VERIFICATION
