I had to separate myself from the design process on this project because Hallmark doesn’t outsource their creative or design work. I don’t blame them because, come on, their freaking Hallmark! However, they did want my expertise on how to structure and place design elements on a page that was intuitive and made sense to their users and their business goals. The challenge for me was to translate the potential the design had to Hallmark’s Creative Director. Once the architecture and user flow figured out everything was smooth sailing.
The solution to make this process with Hallmark Business Solutions easier was to communicate on a regular basis and to be as thorough as possible. I wasn’t handling design just architecture, this required me to be very detail oriented in my functionality notes on how I wanted the site to perform or behave.
Increased Brand Perception