How 3 Leading Brands Use Data for Design
Creativity and data: at first glance, the two appear to be at opposite ends of the spectrum. Yet, more and more designers rely on data to help them develop creative content that embodies their big ideas, connects with audiences and moves customers to take action. Data is actually a source of inspiration for designers, and these insights can come directly from the people they want to reach, so creative visions can be anchored in real world customer needs. Design-led businesses use quantitative and qualitative data to create brand identities, images and other graphic assets to speak to their audiences and achieve business goals. It’s true – and here’s a closer look at how three brands are doing it.
Lenovo is the leading PC manufacturer in terms of units sold and has a solid track record of innovation. The company’s Business Intelligence team uses data to inform their marketing and design efforts – but recognizes the challenges of turning data into actionable insights. “These days, data is everywhere and the key to innovative business is harnessing it, dissecting it, and turning it into a powerful tool,” says Ashish Braganza, senior manager of global business intelligence (GBI) at Lenovo.
Lenovo uses systematic website testing and predictive analytics to guide important decisions when designing its digital presence.
For example, the team explored different ways to design and present weekly offers on the company’s Japan landing page. “There’s constant debate whether users prefer rotating banners versus static banners. Most display banners rotate so the Japan team wanted to keep the look and feel when they land on site,” says Siping Roussin, innovation and optimization manager for the Lenovo GBI team. Lenovo Japan saw a 44% lift in conversions for promotional offers by displaying rotating thumbnails. With that information, the company’s digital design team was able to focus their creative vision in a way that resonated with consumers and profited the company.
Alere is a worldwide leader in innovative healthcare information. After a period of fast global growth, the company rebranded to update and streamline their messaging across marketing channels. One area that Alere focused on was using Adobe’s Digital Publishing Software (DPS) to create updated and engaging mobile sales tools to help drive revenue.
The company uses analytics and insights from Adobe DPS to better understand what content their customers are using, with asset-level analytics.
“Sales representatives are now better equipped for meetings and can communicate more valuable and in-depth information to customers. By focusing on what content people are using, we can focus our energies on more of the content that our sales teams want our customers to see,” says Liz Gianneschi, Senior Marketing Communications Manager, Global Marketing Services at Alere. Understanding what content customers need to make buying decisions lets creative teams better focus their efforts – while equipping their sales reps with the content they need to close deals.
Smartfurniture.com is an eCommerce site that allows users to purchase high-end personalized furniture. Despite fast growth and a clear market niche, Smartfurniture realized the need for data-informed design as part of its bigger strategy. The company uses Adobe Marketing Cloud to get a better understanding of who is visiting its website and how to target their most important customer segments.
“In addition to tailoring experiences for high-value customers with Adobe Marketing Cloud, we can serve optimized experiences to all audiences to convert them into loyal customers,” says Gil Cayabyab, vice president of marketing for SmartFurniture.com. “We can also tap into potentially valuable audiences visiting the site, such as small businesses that buy our products in large quantities.” Access to the latest customer information and audience analytics lets designers map buyer priorities as they design web pages and conceptualize bigger digital experiences.
Data allows designers to draw inspiration directly from customers and the market, resulting in designs that are deeply compelling to the target audience. While designers need creative freedom to explore the visuals that best represent a brand or customer experience, data helps them laser-focus on markets and customer demographics in an even more compelling way. Data-informed design is the next frontier in today’s fast-moving creative evolution.