BRAND EXPERIENCE REDEFINED

STRATEGY FOCUS

A unified vision and playbook for brand experience design

Establishing 6 Experience Principles

Through analysis of customer research and collating best-in-class inspiration, we established 6 Principles for all of our design work to strive towards.

Collaboration in blended teams
Mixing different skill sets from multiple agencies and CTM in-house, to enable creativity.

Ideation and sketching

Rapidly generating ideas to set challenges in the CTM customer experience

Iterating using the Principles Scorecard

Pushing our ideas further, by assessing them against the
6 Principles, using a scorecard tool.

UX & UI Design
Bringing our sketches into prototype fidelity, and collaborating between UX & UI to enable the best solutions.

Testing with customers

Understanding whether our ideas and design executions were creating a better experience.

The workings out

Designing a delightful experience

We applied our Principles to 3 different journeys to test our hypothesis.

Using the Toy, Travel and MyCTM journeys, we used our Principles and stress tested them through both the experience and design, dialling up and down the individual Principles where needed in order to deliver a unique and delightful experience.

Design + Experience

Using the existing design system and brand world, we created an evolved design language for our designs.

This allowed us to push the UI and interface design, whilst still retaining a clear synergy to the current and familiar CTM brand.

We created simpler and easier to understand pages and micro interactions to give you instant feedback and delightful nudges for your next steps.

But this wasn’t just a new look and feel, the experience of how people interacted with forms and our new journeys was key to delivering a delightful CTM experience.