![]() ![]() She navigated the various challenges of coming out in a corporate environment and noted that the potential impact on her career was the scariest part of her transition. Last year, Sabado became the first associate of The Bay to transition publicly. The adoption of an XD workflow went hand in hand with Sabado’s personal journey of learning to express herself openly as a proud transgender woman in design. We are seeing new opportunities and seizing them.” Pushing the boundaries of diversity and inclusion during COVID ![]() “It’s also been valuable in growing our UX/UI skills. “XD is a great tool for us to help communicate all these opportunities and create more efficient processes,” Sabado says. “Our digital-first approach has driven a lot more content but also evolved the way we communicate with our consumers,” Sabado explains. Like many retailers, The Bay witnessed fast-changing consumer behavior over the last couple of years. “French copy tends to be about 10 to 20 percent longer, which makes our design process a little bit more unique.” Crafting digital-first marketing strategies “Any time we design something, such as the new bilingual app for Android and iOS, there’s a lot of consideration around space, legibility, and readability,” Sabado points out. To create effective marketing content across both languages, the creative department collaborates closely with a linguistics team. The Bay design team is also responsible for making content available in both of Canada's official languages - English and French. And that’s just one of many projects that came out of our first large prototyping project using XD.” We've been working on lots of applications to reach our consumers in these new ways like tapping into relevant conversations on social media and launching our new Hudson's digital editorial space. They want to understand how we stand on social topics, so we’ve been working on a digital space that allows us to share that point of view with meaningful content as well as support inspiring local makers and artisans. “Consumers today want to see beyond the brand and the product, and get to know brands on a more personal and human level. “Through the pandemic, we’ve seen that our customers want to engage with us in new ways,” Sabado explains. The Bay is currently expanding its content strategy beyond product promotions to inspire customers at scale. The interactive engagement on the microsite alone was incredible, which turned the campaign into a reference point for further digital projects. ![]() Showcasing the work through prototyping and testing was valuable in presenting to decision-makers within the company, and the project proved a big success. The Bay made use of the new XD workflow for its 20 holiday campaigns. Developing a future-proof editorial content strategy Soon the team will also take advantage of the native support for playable videos and Lottie animations that was announced at Adobe MAX 2021. ![]() Video content is being produced in-house, and the creative department then uses the Anima plugin for XD to add that content to prototypes to bring them even closer to the final experience. XD also makes it easy to enhance prototypes with videos. Whoever is viewing the content can get a realistic feel for the experience. This has resulted in robust and detailed collaboration with developers and has allowed the creative department to try out new interactive states and animations. They simply share links to interactive prototypes with stakeholders, so that they can experience a design just like a consumer would. Instead of demonstrating hover states by turning Photoshop layers on and off, for example, the team showcases assets that feel a lot closer to the final product. The Bay creates editorial content in Adobe XD, which helps team communicate their ideas and get buy-in from stakeholders. ![]()
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