A marketing campaign for Microsoft Office from conceptualization, through photoshoots to redesigning layouts for better customer experience in stores and online.

Year

2017

Client

Microsoft
Office

Role

Conception
Art Direction
Positioning
Customer experience
Web design

Background

Every two years the global Office retail team refreshes all of the in-store displays and digital assets. This time the “refresh” coincided with a general rebranding of the products’ look and feel.

Brief

Design the upcoming holiday campaign assets, challenging and rethinking the current status quo of every asset.

Challange

Balance simplification of the assets with maintaining high enough level of information for the customer to make an educated decision on purchase, especially in unassisted retail environments.

Solution

To tackle such a large in scope project, we selected a few key deliverables that would be looked at as examples to define patterns for the full campaign. We made studies of customer behaviour through visiting retail spaces and observing how the purchases are made. After identifying main pain points we created wireframes guiding users on various aspects of the product selection. The outcome was to introduce larger than before photography and reduce other elements. Using strong typographical hierarchy helps to guide the customer through the step-by-step process.