Breaking Down the Ceros Workflow
Process of
Collaboration
This will be quick & painless (I promise)
01
02
03
04
Who am I?
Professional Services Overview
Our Experiential Workflow
Just an inside look at how ceros works and what we've found successful this is our creation workflow this is why it works for us here's how we implemented it Ceros Workflow (Team Focused): How to incorporate Ceros into your team’s workflow Stages of a project (briefing, ideation, etc.) Who should be involved at each stage
Project Lifecycle
?
Melissa Wygant, Head of Professional Services
3.5 Years
at Ceros
12 Years
on in-house marketing design teams
What is Professional Services?
Professional Services’s primary goal is to support multiple teams (product, sales, CSMs, PAMs) through project execution and increased adoption. This goal is reflected in our expanded capabilities: consultation services, education, workshops, client events, and global reach (US, UK, Poland).
Team size
35
We are a team of 35 that provides end-to-end content creation and consultation services for Ceros customers.
Capabilities
Strategy
UX
Copy
Visual Design
Production
Development
Project Management
500+
117
Projects Completed Year to Date
Projects In Flight
Wow. That's a lot of projects!
Wow.
That's a lot of projects.
Here's how we do it...
–
Expand upon the wf concept and add in the look and feel as well as the proper branding elements.
Hone in on the UI of the piece and how to make it come alive for users in a natural way.
Similar to the blueprints of a house, outline the structure, layout, and the logic.
Ideate on creative solutions to the given project. Sky is the limit.
Strategize +
Create +
Assess +
CREATE Work collaboratively across functions to develop the experience, from wireframing to production.
STRATEGIZE All experiences start with planning: establishing goals, talent, timelines, and ideation to meet the goals.
ASSESS Going "live" doesn't mean "done"; analyze performance to optimize for the future.
1
2
3
workflow
Where To Start.
Goals
How is this piece providing value for your users and your business?
Audience
Who is this piece of content for and why is it valuble to them?
Home
Where will your experience live?
Distribution Strategy
How will your content be promoted and distributed?
Key Messages
What are the main points you're trying to convey?
What have you outlined as the metrics for success for your experience?
Defining Success
A creative brief prevents creative grief.
Uh-oh, it's time for...
audience participation.
Let's break in that new Ceros notebook...
Think of an upcoming project...
A.
B.
C.
Measures of Success
The Lifecycle
of a Project
Okay, let's get back to
section Title | subsection
UX WEbinar
Ideation
Briefing
Design Comps
Content Development
Measuring & Assessing
Launch
Alternate variants, Translations, SEO, QA
Primary Cero variant
Static proof of concept and/or partical build
Content Outline,, Copy Deck, Wireframe
Concept, brainstorm, sketch
Design
SDK Dev.
Project Mgmt.
Content Strategist, UX Designer, Visual Designer
Brainstorming and sketching lead to the generation of new ideas, and provide a common understanding among the team.
We build the mobile layout once the desktop layout is approved. This way we avoid making concurrent changes to both desktop and mobile (ie, it's more efficient and budget-friendly). Feedback on: Mobile-specific interaction and animation.
Mobile Build
Review analytics, Amend content as desired
Content Strategist, UX Designer, Project Manager
Creation of a content outline, high level copy deck and wireframe. These are critical to defining key messages, hierarchy and proposed functionality.
Visual Design Comps
Visual Designer + Project Manager
Design in Photoshop or Illustrator to apply your branding, images, etc. This is where the project starts taking shape, visually. Feedback on: branding, colors, typography, etc. Shouldn't make major layout/hierarchy or copy changes.
Production Designer + Project Manager
Desktop Build
Build from the approved designs, adding interaction and animation. Feedback on: interaction and animation but not any visual changes.
07
Software Dev Kit (SDK)
Developer + Project Manager
Integrates more complex features using custom html, scripts, tags, and payloads.
Visual Designer, support from Content Strategy + UX
This is where the project starts to take shape with branding, images, and animations. Design in Photoshop or Illustrator; or jump right into Ceros.
Production in Ceros
Visual or Production Designer
Build out the approved designs, adding interactions and animations. Start with your main experience, then move on to variants and translations.
Measure and Assess
Strategist or UX
Review analytics and amend content as desired.
Thanks!
Traditional vs. Experiential
Brief
Distribution
Analyze*
Using insights from the analysis, the team can further iterate on the experience to better achieve the original goals or improve other facets of the content.
Wireframe
Stakeholders reconvene to analyze both campaign performance, and visitor engagement metrics, to determine whether the goals of the experience were met.
A marketer distributes the finished experience across various channels to their audience.
A collaborative and iterative process where a writer, UX designer, and designer work together to create the story, format, and design, based on the brief, then publish the finished experience.
A planning meeting of all project stakeholders. This is when the purpose and goals for the content are established.
Traditional
Experiential
A marketer distributes the finished asset across various channels to their audience and reports on how the campaign did.
A designer works around the copy and creates the look and feel, delivering a finished asset.
Copy is written by a content writer and typically finalized before getting a designer involved.
COPY
