How to help a tech brand to better understand the user behavioural journey and digital content usage, thereby increasing conversion for the brand’s social media account.
Digital self-ethnography to capture mobile content behaviours and habits.
Deep dive interviews to capture context (occasion and content type).
Mock-up of new designs to identify optimal content strategy for Apple in terms of topic, design and tone.
Recommendations for optimizing communications and content design and delivery for the China market.
Identified behaviour-led user segments based on content consumption habits and preferences, thereby defining the client’s target audience.
Recommended the client adopt a consumer-oriented content strategy (vs. ‘brand tells’), thereby avoiding the brand’s ‘egocentric bias’.
Developed a set of content guardrails (topic, format, tone) to cater to people’s ‘system 1’ reading dynamic for digital content.
Highlighted how to create a seamless reading experience via visual story-telling and format redesign.