Company / Year: UT Southwestern Medical Center, 2024
My Role: Wire-framing, Competitive Analysis, Prototyping, User Flow, & User Testing
My Role: Wire-framing, Competitive Analysis, Prototyping, User Flow, & User Testing
Problem
Goal
The medical center is a prestigious place to work or gain education from in the Dallas area. The center was tied for #1 for the best in Texas according to USNWR site. Visiting multiple cities around the U.S. when asked have the heard of UT Southwestern. Majority will say "No" and that's a huge part of recruiting talent for UTSW.
The highest level is produce a amazing product to build brand awareness in a cool way as a TV commercial and website landing page.
Approach
Planning and Preparation (Month 1)
Campaign Conceptualization and Strategy
• Define the goals and objectives of the "Follow Your Spark" campaign.
• Develop a campaign strategy outlining key messages, target audience, and desired outcomes.
Campaign Conceptualization and Strategy
• Define the goals and objectives of the "Follow Your Spark" campaign.
• Develop a campaign strategy outlining key messages, target audience, and desired outcomes.
Initial Meetings and Brainstorming
• Conduct initial meetings with stakeholders to align on campaign vision and objectives.
• Brainstorm ideas for campaign content and messaging.
• Conduct initial meetings with stakeholders to align on campaign vision and objectives.
• Brainstorm ideas for campaign content and messaging.
Phase 2: Content Creation and Collaboration (Months 2-3)
Collaboration with External Production Team*
• Engage with external production team to plan and execute video filming sessions.
• Coordinate schedules, locations, and content requirements for filming.
Collaboration with External Production Team*
• Engage with external production team to plan and execute video filming sessions.
• Coordinate schedules, locations, and content requirements for filming.
Bridge Video Content to Website
• Work closely with the production team to ensure filmed content aligns with website requirements and campaign goals.
• Review and provide feedback on video drafts to ensure they meet branding and messaging guidelines.
• Work closely with the production team to ensure filmed content aligns with website requirements and campaign goals.
• Review and provide feedback on video drafts to ensure they meet branding and messaging guidelines.
Phase 3: Technical Development and Integration (Months 3-4)
Engage with Tech Team
• Liaise with the tech team to discuss website capabilities and technical requirements for campaign integration.
• Determine feasibility of integrating video content, interactive features, and tracking mechanisms.
Engage with Tech Team
• Liaise with the tech team to discuss website capabilities and technical requirements for campaign integration.
• Determine feasibility of integrating video content, interactive features, and tracking mechanisms.
Prototype and Testing
• Develop prototypes or mockups of website components integrating video content.
• Conduct testing to ensure seamless functionality and user experience.
• Develop prototypes or mockups of website components integrating video content.
• Conduct testing to ensure seamless functionality and user experience.
Phase 4: Approval and Finalization (Months 5-6)
Approvals from Senior Management
• Present campaign progress and outcomes to president and VP of UT Southwestern.
• Obtain approvals for final campaign elements, including website launch and promotional strategies.
Approvals from Senior Management
• Present campaign progress and outcomes to president and VP of UT Southwestern.
• Obtain approvals for final campaign elements, including website launch and promotional strategies.
Campaign Launch and Monitoring
• Officially launch the "Follow Your Spark" campaign on the designated date.
• Monitor campaign performance and engagement metrics.
• Officially launch the "Follow Your Spark" campaign on the designated date.
• Monitor campaign performance and engagement metrics.
Challenges
Driving traffic to the site without a QR code. It was quite the challenge to have people type the url on the fly during as a TV ad. So we really had to be precise with what we choose as a url extension. We landed on www.utsouthwestern.com/spark! Easy to remember the word "Spark" rather than including the "Follow Your".
Limitation of the platform compatibilities and accessibility guideline constraints being a medical center site. As well as avoid using too many files and reducing searching words on the page. We wanted keywords searchable. So having it in a gif or so would add a obstacle. But at the same time try some cool ideas out in this phase before the next.
Setting the tone as a phase 1 teaser rollout. It's very crucial to set floor as a intro leading into the next phase. Especially getting a huge spot placement during the 2024 NBA Finals. Everything we do needs to be calculated and with a intent.
