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The Luupe Brief
overview
Implementing creative briefs to establish a robust foundation and ensure clear alignment for creative projects, accommodating clients regardless of their experience level in the content production process.
Creative project success depended on clients' photo shoot experience and articulation of their needs, often resulting in ambiguity, making it challenging to accurately discern brands' specific needs and expectations.
Empower all brand clients to effectively communicate their creative vision and visual preferences will help establish a shared understanding of what success is for a project.
Provide a solid foundation for creative projects, fostering client satisfaction while encouraging repeat business, and minimizing the need for project revisions due to misalignment.
Increase in number or projects and client retention rate.
Building a MVP creative brief to facilitate initial alignment and enable iterative feature development based on ongoing project observations and learnings.
The Luupe
Product & Design Lead
Feature iteration
Limited dev resources
The production process prior to creative briefs involved frequent re-shoot requests, leading to financial losses or strained client relationships. While a creative brief template offered a documented framework, the MVP revealed that only experienced clients provided detailed information. Sales calls indicated low brand trust among new clients, a lack of understanding of the subscription offering, delayed preference communication, and budget ambiguity. Analytics showed significant user drop-off between sign-up and brief completion. To address this, I merged onboarding and the creative brief, clarifying The Luupe's services, past collaborations, cost factors, visual preferences, involvement, and next steps.
Post-MVP, I developed a comprehensive vision to visualize the entire process. While this vision was exciting for the team, it involved significant development work. I worked with the development team to adopt the design to an intermediate approach, combining form elements with a dynamic, guided selection experience and incorporating reusable components that supported both visuals and text selections. This iteration met initial goals while reducing development time. Coinciding with a company rebrand, a second iteration integrated the rebrand into the merged onboarding and brief process.
Enhanced creative briefs effectively guided users through The Luupe's offering of global content sourced from multiple photographers and the various decisions involved in setting up a global, virtual photo shoot. It led to substantial improvements in content quality and increased client satisfaction, including a 70% YOY increase in revenue and a 40% increase in client retention for future projects.
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