Hex Marquez

This process model enhances some current Strategy and Experience practices. It first focuses on breaking down conversations, storytelling, and general-occuring cycles. Next, it shows how other disciplines work with these roles and deliverables to arrive at their assigned work.

In forming the protagonist/persona for this project, we started with the general construct of the target. We then put together a focus group, and did phone and in-person interviews to map "a day in the life."

We took the interview notes, industry data, and anthropological anecdotes to develop a narrative around important moments.

To assist us in executing this method-acting excercise, we obtained an actress/model to portray the character we had built and created visual material to tell our story and brief creatives.

We took the constructed persona and humanized it in a way that allows us to better feel the same way one does during certain moments by writing a story emphasizing each stage of the journey.

The focus here was to identify states of feeling.

The brand constructed a journey that focuses on how the consumer engaged with it.

Different strategist or teams were responsible for different moments in the journey.

The focus here was to identify areas of opportunity with the brand.